Скачать или смотреть SEO Process - Step 10 of 10 | How to Create an SEO Monthly Report for a Client

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Timestamps:
00:00 Introduction
02:18 What is SEO Reporting?
03:24 Why is SEO Reporting so Important?
04:23 How to Create the Monthly SEO Campaign Performance Report?
08:16 Caution Tip
12:18 Smart Tip
16:08 Closing


In today’s video, we will be covering Reporting, which is Step 10 in our 10 Step SEO process.


What is the SEO Reporting?
SEO reporting is the action of collecting data, compiling a monthly campaign performance report, and the analysis and reporting of this information to the customer.

Why is it important?

This final step is the by far most important of the SEO process; in previous practices it was almost always overlooked.


How to Create a Performance Report
To begin with, we have a Google Doc template branded to our company and it is pre-populated with data pulled from Google Analytics and other sources.

In the opening statement, we state the overall progress of the campaign.

While this is the first thing the customer reads, it is actually the last thing you should fill in as the report creator.

Why? After entering all the data, doing analysis, talking with your team… By the end, you should formulate a strong opinion as to how the campaign is actually performing.

In accordance with the above statement, the Achievements, Opportunities, and Challenges sections are the second to last thing you should hand populate. And please understand: This is the time where you are talking to the customer in layman’s terms and not as if you are writing a paper on astrophysics!

Special Note: Over time, your Monthly Campaign Performance Report Template should evolve to match your expanding knowledge level, as well as provide a more robust report template for larger and more maintenance-intensive customers.


Caution Tip

When analyzing a report, be on the lookout for data fluctuations of plus or minus 25%. We are referring to numbers that when directly compared to each other on a monthly basis are not close in proximity.

Any data variation of more than 25% needs to be investigated until you find the explanation of the change.

Here is an example of a 25% fluctuation that should be acted on:
As you review the Customer Lead Conversions, you notice that email form submissions have been reduced from 50% about two months ago to 10 as of last month. This definitely meets the 25% threshold, so you investigate.

You first note this in the Performance Report and schedule an immediate investigation. This inquiry lasts about seven days.

Ultimately, you discover the client’s third party web developer was doing some back end work on the website and accidentally deleted some back end coding that broke the email form. So you work with the client's developer and fix the problem.

This bad discovery actually turns into a good event, as the client avoids a big loss of future business by NOT having a lot of lost email leads.

And guess who ends up looking really good after all this? YOU!

Never, ever forget the 25% rule.

Smart Tip
When entering data into the performance report, remember that you are primarily serving as a Data Analyst and NOT a robotic data entry worker.

Having the correct mindset, especially when you have limited time and multiple reports to create, will allow you to “see what you normally would not see.”

Key takeaways

Here are three main takeaways from this video:

The Performance Report Creation Process - It’s Time To Shine: The creation of the performance report is one time per month where you can always see with a bird’s-eye view into how the campaign is performing.

You Are a Data Analyst And Not a Robot: Remember, you primarily are a data analyst and not simply a report creator.

Data Fluctuations - Look For The Red Flags: Always be aware of data fluctuations that are more than 25%. If you see this, and you will, this should prompt a timely investigation. In many cases you can mitigate major issues early on.
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