Producing SEO reports for your clients every month is an essential part of keeping clients happy and on target, reaching the established goals that will bring great success. The question of what to include in these reports is the first order of business.
Clients are all unique and have different expectations from their monthly reports. Nevertheless, the process of compiling these reports is essentially the same. Depending on what campaigns are being observed, the data in this report will be taken from Adwords, Google Analytics, Twitter, Bing, Yahoo, email or other.
It may go without saying, but for those new to the scene, it essential to sit down with your client before SEO reporting, launching a campaign, or even beginning business together, and establish the essential metrics that will set margins for your KPIs (Key Performance Indicators).
How you will report on these KPIs is entirely up to you but if you haven’t decided what the criteria for success is, you may not be invited to share in the celebration–or worse yet you may blamed for any “failures”.
To point you in the direction that most clients seem to be headed, the following are some of the most actionable metrics your clients will most likely want to see included in their regular reports.
1. Revenue, Average Order Value (AOV), Sales, Revenue per Visitor (RPV)
The most encouraging information you can provide a client with is a figure illustrating the revenues alongside the conversion. Ideally, you would only need to show the client a figure representing the profit per campaign or the return on investment (ROI) and all is done.
It is not that simple, though. In the end, you must prove to your client that more revenue is coming in than going out, or you will be the first who is handed their hat and bid farewell. You must inquire as to what your source of their information will be.
Some only ask their client to provide revenue from PPC or SEO –which is a decent option — but it would also be good to have a full knowledge of company revenues so that you keep better tabs on the health of the enterprise.
It is your perspective and knowledge of the client that will decide the best way to present this data to your client, revenue per visitor (RPV) is one of the favorite ways for ascertaining SEO performance.
2. Clicks, Sessions, Visitors, Traffic
Call it whatever you’d like, but this essential metric had better be making steady progress if you want to keep your job, this is exactly what corporations hope to see moving upwards–it’s why they invested in PPC and SEO expert in the first place.
The first task in driving more sales is attracting more traffic, and when this happens you will want to slather it across your dashboards and regular reports. And be sure to extrapolate this information, just showing the increase in visitors is a bit skeletal–put some meat on those bones and get into the details of what kinds of traffic? From Where? At what times?
3. CPA, Profit, ROI, ROA
If you hope to keep your clients for many profitable years, be sure you drive a huge profit or ROI. Some of the biggest success stories report a return on advertising spend in the excess of 1900%. If a client is getting that kind of ROI, why would they ever cancel?
It is important to lay the tracks for success like this, however, agree on average sales and gross profits that you can reflect in your reports. You will have to establish the profit margins for each sale and this can get complicated over many products or services.
So you do have your work cut out for you, but if you pay attention to detail, the rewards are huge.