Skip to main content

5 Tips to Invigorate Boring SEO Reports with Storytelling

Add value to SEO reports with storytelling

Monthly SEO reports are a vital part of any SEO strategy because they provide an outlet to educate customers, show ROI, and guide the conversion for upsells.

While SEO reports are crucial in many ways, they are usually reduced to boilerplate PDF templates sent to clients each month with a generic message. If this describes your SEO reporting approach, you’re missing out on vital opportunities to retain clients and upsell with carefully crafted storytelling strategies.

SEO reporting has always been an important part of my deliverables. Whether I'm working with clients through my agency, StrategyBeam, or when I worked in a corporate team, I found that good reporting made a big difference with trust building and overall strategy. Regardless of who you're working with — national brands or local businesses — I’ve found that solid SEO reporting helps ground the client relationship. Over the past eight years, I've been able to grow StrategyBeam to a mid-six-figure agency. Customer service and results have always been our bread and butter, and SEO reports help us show how we stand out from the competition, and create long-term relationships with our clients.

Be sure to incorporate SEO reports into your regular cadence if you are struggling to keep a client, or you just want a way to engage with your clients in a deeper way. Now, more than ever we need to show clients the value we bring to the table.

Rank your website high on SERP at affordable packages by one of the Best SEO Company in New York City USA. For more information about Best SEO Services New York visit DigitalOye Now.

So, let's take a look at the things all useful SEO reports should include, and how you can use storytelling tactics to build a relationship with your customers, prove your strategies' value, and uncover upsell opportunities today!

1. Organic impressions, clicks, and CTR

While SEO has a broad reach, you need to get the right message to the right people if you want them to click through to your content and convert.

This is why a good SEO report should include high-level metrics like organic impressions and clicks. While this information doesn’t provide much insight into on-page performance, it does offer a jumping-off point for you to talk to your customer about changes in market trends and user behavior.

I like to cover high-level data at the start of each reporting call to set the table for more detailed discussions with customers. I've used this data to recommend additional work for clients and use these metrics to show YoY improvement, and justify work during specific periods.

I present data from Google Search Console and Google Analytics to help my clients understand how we can influence their site's overall performance. Here are a few points that I touch on based on current click and impressions:

  • What it means: Impressions = how often content appears, clicks = how many times people click on SERPs.
  • Where to find it: Google Search Console
  • When to use it: Identify content and build approach. Build sprints to address problem areas. Pages that are performing between 3-12 should be optimized, and low CTR should improve meta, interlinking, and technical considerations.
  • How to optimize: High impressions + low clicks = update title and meta description. Low impressions = add FAQ schema.

Even though clicks and impressions don't convey too much information about a website's performance, you can use this part of your SEO report to ease into upsell opportunities and show your SEO chops when it comes to the broader scope of SEO marketing and how everything is interconnected.

2. Keyword ranking

Since SEO is all about getting specific pages to rank for target keywords, you need to include keyword performance and rankings in your SEO report. I love using keyword information to jumpstart a conversation with my clients around user intent and bringing SEO strategy back to their business goals.

I love using this time to show that I understand SEO is more than keywords and Google. At the end of the day, if my SEO strategy is not driving qualified traffic and boosting conversions, then my clients will find another agency.

Keywords are the basis of search engines, and I like to use keyword ranking data to tie in the "bigger picture", along with specific SEO tactics and push to secure more sales.

Labels:
Location: New York, NY, USA

Comments

Post a Comment

Popular posts from this blog

Google's December 2020 Core Update: By the Numbers

On December 3rd, Google announced that they were rolling out the   latest Core Update . Initially, the bulk of the impact seemed to arrive on that date, with MozCast spiking at 112.4°F: We measured above-average ranking flux in the three days prior to the update announcement, and a few days after the announcement, but the bulk of the flux seemed to occur on the roll-out day. (The dotted line represents the 30-day average prior to December 3rd.) How did December 2020 compare to other Core Updates? While technically the third largest named core update, Google's December Core Update was very close in measured impact to the May 2020 Core Update and the August 2018 "Medic" Update. Winners and more winners Back in May, I  came down pretty hard  on winners and losers reports. I don't want to discourage all core update analyses, but our rush to publish can produce misleading results, especially with multi-day updates. In May, I settled on a 7-day update analysis, comparing th...
1 comment
Read more

Traits of top SEO Company

Optimized websites are indispensable for building a strong brand image on the virtual platforms. The online framework has proven to be one of the most effective formats that can help a brand to gain greater recognition from the global market. It is a professional  SEO Company   who can make a major difference to the overall quality and affectivity of your corporate website. Naturally the quality of these experts’ agencies makes a major difference to your company. This is why you must be on the lookout for certain traits at the time of hiring these services. Let us take a look at them. Past clients These days many companies of different scale and coming from different industries have a requirement of these services. Different companies with different structures obviously have different SEO requirements. Experts working with different companies and corporate clients have the experience of coming in contact with different kinds of challenges and hence come up with different ideas...
51 comments
Read more

Hire Top SEO Agency in Noida to be on top of the web game

  Corporate websites have become undeniably important in the current times. Without a doubt corporate websites have become one of the most important marketing tools for different organizations coming from industries across the world. Hence working on the quality of the corporate website is seriously important. Additionally the corporate website is the single window that helps the company to reach out to millions of buyers in the global market and educate them about the company and its profile. A top SEO Company in Noida actually helps you with juts this. Much more than visibility Often people feel that SEO or search engine optimization is a science or a technique of improving the visibility of the website across the search engines. This as a notion is not incorrect but at the same time it does not really begin and end with just this. SEO services actually help to work, upgrade and improve the overall quality of the website as a whole. Let us take a look at the other aspects of SEO...
43 comments
Read more