In this installation of Next Level, we’ll talk about what information you should include in your SEO reports and show you what modules you can add to your Custom Report in Moz Pro to illustrate that data. You’ll want to make sure to outline your current SEO goals clearly for your client. Perhaps even more importantly, you’ll want to explain how these SEO goals will impact your client’s business overall. Simply telling a client that you’re planning to work on increasing their keyword rankings won’t help them to understand why that’s important. How you plan to accomplish your client’s business goals through SEO is something that you’ll definitely want to think about when putting your SEO report together. For example, if your client wants to increase the overall organic search traffic that comes to their site, you'll want to focus on improving their keyword rankings. You can use the handy visuals in Custom Reports modules to illustrate what you’ve been working on and outline what you plan to attack next. You’ve outlined what you’re doing to help them achieve their current SEO goal, and now it’s time to show them the results of your labor. The Page Optimization tool allows you to pair a specific page on the site you’re tracking with a target keyword to see a report of how well-optimized that page is for that keyword. This is especially useful if your client has a specific set of keywords they need to be ranking for.
Welcome to the newest installment of our educational Next Level series! Our last episodes covered how to transform low-value content and how to track the right keywords for your local business. Today, Meghan is here to share all the juicy details to include in a truly persuasive SEO report for your clients and how you can create your own with Moz Pro. Read on and level up!
When it comes to creating useful SEO reports for clients and members of your team, it can be tough to balance the best, most relevant information to include with what they actually want to see. Essentially, you should show your clients that what you’re doing is working and getting results that positively impact their business. That being said, though, you’ll need to ask yourself what they consider progress:
- Are they trying to generate more traffic to their site?
- Increase overall sales?
- Improve their rankings?
- Are they hoping to start ranking for a specific set of keywords or break into a new market which will provide more revenue?
Regardless of their specific business goal, you’ll need to create reports which are concise, straightforward, and easy to digest to remind your clients why they’re investing in SEO and your services. If a report is too long, your client may lose interest. If a report is too short or doesn’t include the data they find most relevant, they may wonder what the heck they’re paying for!
I like to think about creating SEO reports as if I’m writing up an experiment: I have an objective or problem that I’m trying to solve, a hypothesis about what will get me to that goal and solve my problem, and a procedure to follow, all of which leads to observations that will help me benchmark my progress and set up a new goal.
In this installation of Next Level, we’ll talk about what information you should include in your SEO reports and show you what modules you can add to your Custom Report in Moz Pro to illustrate that data.
1. Determine your objective
What’s the current SEO goal and how does it align with your client’s business objectives?
The first step in any endeavor is determining what you’re setting out to achieve. You’ll want to make sure to outline your current SEO goals clearly for your client. For example, your goal may be to increase rankings for select keywords, to increase overall Search Visibility, or to generate more inbound links. Perhaps even more importantly, you’ll want to explain how these SEO goals will impact your client’s business overall.
Include tangible business objectives, such as “increase monthly revenue” or “drive more traffic to your online shop,” but don’t forget to explain why you’ve chosen these as your objectives. Simply telling a client that you’re planning to work on increasing their keyword rankings won’t help them to understand why that’s important. By outlining what you’re working towards and why, you’ll not only give direction to your report but also set your client’s expectations.
2. Form your hypothesis
Where should your efforts be focused to meet this goal?
How you plan to accomplish your client’s business goals through SEO is something that you’ll definitely want to think about when putting your SEO report together. What do you think needs to happen in order to make sure your client’s expectations and business goals are met? For example, if your client wants to increase the overall organic search traffic that comes to their site, you’ll want to focus on improving their keyword rankings.
“Okay, but how are you going to do that?” asks your client. Here’s where you can outline your plan of attack and what you think will have the most impact, like making sure that all pages have meta descriptions that are the right length, or that all pages have title tags.
Asking yourself these types of “how” questions in advance will set you up for success when you go to create your report. A clear idea of your procedure — your way forward — will make sure the most relevant information is included and doesn’t get lost among a bunch of data irrelevant to your current goal. Taking the time early on to outline your next steps will help you stay on track and create concise, easy-to-digest reports.
SEO can be confusing, which is probably why your client hired you! Make sure you explain what you’re planning to do, how you plan to do it, and why. This will keep your client from feeling out of the loop and asking themselves questions like “What am I looking at? Is this really helping me?”
A transparent, informative explanation can be as simple as this:
“I’m working on making sure all your pages have relevant meta descriptions so searchers are better able to determine if your site is what they’re looking for in SERPs. This will help improve your overall click-through rate, which should help increase traffic to your site.”
If you can weave your goals directly into the explanation of what you’re doing and…