Filter this report by “Organic” channel for a report that is specifically focused on SEO. If you are writing content or creating new pages for clients, you’ll want to include a report section on landing page performance.Ī landing page report provides additional insight into which pages generate the most traffic, leads, and conversions. Send this report over with a short analysis covering these key points to help keep things clear for clients and move things forward toward their end goal. A low conversion rate coupled with high organic traffic might mean that your client isn’t currently attracting the kind of customers they need and you should reconsider the keywords that you’re targeting. While more organic traffic is generally better than less, the key is the quality of the traffic. Do they stick around, or do they bounce right away? Are conversions from organic traffic increasing, decreasing, or holding steady? Look at how these visitors behave on the site. In this section, zero in on your client’s organic traffic based on their Goals. Below illustrates an example of this type of report: Once you have your Goals setup, you can see how often your web visitors from organic search completed those goals. You can learn more about setting up Goals here. This is probably the most important section of your report as it can clearly demonstrate the value you're bringing to the table.įirst, it’s important to set up the Goals you want to track, which measure things like leads and conversions.įor example, every time someone visits your “/thankyou” page, they probably purchased something and therefore they completed what you wanted them to complete. Ultimately, clients want to see the results that impact their bottom line. To account for these changes, it is always a good idea to use the annotation feature to provide explanations about these noteworthy increases and decreases. Sudden increases in traffic may indicate that something is either working very well, for instance a viral blog post or new PPC campaign started bringing in a lot more traffic, while a decline may indicate something abruptly stopped working and needs to be fixed. In the next section, we will dive further into the organic traffic results themselves. If your agency’s focus is on SEO, be sure to highlight changes in organic traffic so your client understands the overall impact in relation to their other marketing channels. This is your chance to show just how much traffic you are now generating, as well as the value your agency is providing. Provide the full picture of website performance, to put the SEO and organic performance in perspective for your clients.Ĭlients will also want to see how traffic has changed since you began a campaign. Too many SEO rank reports provide data without any context. Where is your client’s traffic coming from? One key section to include in your report is a breakdown of which channels – such as organic search, direct traffic, referrals, and paid search – are bringing visitors to your client’s site.ĭon’t just provide specific numbers for each channel – compare them to each other, and look for trends on how their traffic is changing over time. For example, they should know from the first page of the report that organic traffic increased by 15% and generated 50 new leads.įinish the overview with a few notes on the next steps you’re planning to take towards your clients’ goals. Provide a breakdown of the following:Īfter reading the report summary, your clients should understand the project focus and results. If your client has only a few minutes, they should be able to read this introduction and have an overall understanding of what your report contains, even if they don’t know much about the technicalities of SEO.Ī good introduction lends structure and context to the rest of the report, so be thorough. It can be intimidating to dive straight into a report full of charts and technical terms, so it’s best practice to give your clients an overview in plain English first. Create Professional SEO Reports in Minutes Start Your Free Trial Today! 7 Things to Include In Your SEO Report Template 1.
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