SEO Progress and Strategies Reporting
This post related to SEO Progress and Strategies Reporting. Everyone knows SEO about generating huge traffic and sales for the businesses by improving the ranking of the website. SEO is changing at a jet speed with the release of new algorithms by Google very often. Interestingly, the Google is updating the algorithm over 500 times a year.
There are various blogging and content strategies that the company has to embrace to defeat all your competitors and stay ahead. To improve the website ranking, companies adopt link building technique. It is crucial for the SEO expert to conduct SEO audit to detect the underlying issues. Especially the technical issues on the website that is taking a toll on the website ranking.
The job of SEO Expert
The expert is to present the performance of the website and the SEO audio report to the boss and tell them the areas that you want to improve in the website and how these optimizations will improve the website ranking. You need to tell in the language that is easy for them to understand. The role of SEO is to analyze the website and communicate about the same to the manager or the CEO of the company.
Undoubtedly, after hiring an SEO professional, the first thing that they would ask is the number of qualified leads or inquiries that they can generate by making the website SEO friendly. How much amount they can save on promoting the product and in acquiring new customers is the next question asked by the CEO or your manager.
Basically, it is challenging for the SEO experts to convince the boss who has no knowledge on why it takes time to generate leads by embracing white hat SEO techniques. Few of the bosses who are alien to the world of SEO will ask the below questions to the newly hired SEO expert is :
• How sales have been improved in the present year compared to the last year by optimizing the website using SEO techniques
• Why the website ranking is slighting pushed down
• When they research with an industry related keyword similar to your business, then why the competitor website is appearing first.
You need to be ready to give explanation to all these queries
When there is a dip in the Google search engine ranking of your website due to release of new Panda and Penguin update and when you try to explain the same to the boss, then would not be in a position to listen to your explanation. All they expect is results.
Undeniably, it is stressful for the SEO consultants to send the SEO reports to the boss who has no knowledge on SEO. Basically, the person who has knowledge can understand the fluctuations in the SEO results every month. Undoubtedly, not every individual can understand about organic traffic, domain, page authority and other SEO terminologies.
There are three advice that you can take to get rid of headaches from the bosses who do not know anything about SEO
• You need to be able to think in your boss perspective. The person thinks always in the business and marketing levels
• You need to use marketing terminology to convert the SEO results into business level of thinking
• Create an easy to understand SEO report to showcase the SEO results to your boss
The only thing that a boss expects from a marketing guy, especially SEO expert is business.
People are ready to listen to whatever you say only when it generates business. So, it is not feasible for you to communicate in SEO language that we usually needs to use business terms to explain about the progress of your business. You need to tell them how many inquiries you are receiving every month due to on-page and off-page optimization of the website.
Different phases in SEO Progress and Strategies Reporting
There are different phases in SEO Progress and Strategies Reporting.
In the Awareness phase, the prospective client will get to know about your products and services. They are educated about your products through ads and promotions. There are traditional ways embraced by the companies to advertise about their products including giving ads in TV, newspapers and distributing pamphlets. The amount spent on traditional advertising to acquire new customers and retain the reprising ones is called as Customer Acquisition cost (CAC).
The role of SEO is to bring a sea of potential traffic to the website by getting quality back links to your website from industry websites to improve the website ranking on renowned search engines. When the ranking of your site increases for a specific set of industry keywords, then it gives maximum visibility of your website in organic search results. Therefore, customers can know about your brand with ease.
In the Consideration phase, the customer would dive in-depth to learn about the company and why they should buy your company product over rivals. For that, you need to create an informative and appealing landing page that is embedded with rich content, images, and call to action button that will compel the target audience who land on your website to take a desired action after reading the content on the site.
The best landing page will help you get scores of traffic and qualified leads. The content and images in the web page should inform the website visitors about your products. Moreover, the testimonials and reviews posted on the website will improve trust in your brand and motivate the potential audience to buy your product or avail your service confidently.
In the Decision phase, the customer decides to buy your product or take your service. In this phase, they verify whether or not their decision is correct. The testimonials and videos uploaded on YouTube will let the customers to lock the decision of buying your products. In the blog posts, you can tell how using your product will solve the problems of the customer briskly. Undeniably, this will compel the customers to take the decision of buying your product.
In the Sales phase, the customer will buy the product or avail your service. Basically, sales phase is the final phase of the marketing funnel. In this phase, the efforts put in by the marketing team to push the prospective client into a marketing funnel and convert them into a potential customer will be paid off. The amount spent by the businesses in marketing their products will be gained in this phase. The higher the number of sales, the higher would be the ROI.
This helps you to identify what exactly your boss is expecting. More importantly, this person wants to know how much profit they are reaping in return for the amount investing in digital marketing.
SEO Reporting should be in line with Marketing Goals and terms
After analyzing the website thoroughly, you can tell your boss how much traffic you can improve for the website within the given time span and how many number of clicks you can expect and from the clicks, how many leads you can generate and improve over the past month. You can use business terminology to gauge the success of your SEO tactics such as ROI, profits, customer acquisition cost, etc.
In SEO, you can move the website to the first page of the search engine results page where the customers will find your products with ease. This reduces the amount you spend on acquiring customer besides gaining a huge profit. Furthermore, this helps businesses to earn huge profits and each stakeholder can get a meaty share.
The answer that you can expect from an SEO expert would be Last month, the website was ranked in 8th position and in this month the website ranking has been moved to 3rd rank in the search engine results page. The SEO can also tell the client how much efforts they have put to improve the ranking of the site despite of fierce competition from the rivals. You need to show supporting data of how much time it took for you to increase the traffic.
There is another wonderful way to communicate the SEO Reporting results to your boss
Undeniably, it takes a lot of time for the businesses to gain trust of the audience by promoting their business embracing traditional advertising methods such as TVs, papers, pamphlets, and other promotional ways. Conversely, SEO takes a little less time over traditional advertisements to boost the brand reputation in the online world. No business wants to earn a short term reputation instead they want to gain foothold in their niche and want to get continuous inquiries about their business even down the line.
SEO techniques will help you reach the target audience globally that is otherwise impossible for you to reach with the newspapers and television (traditional ads). This way, you can completely cut down the customer acquisition cost and let you earn huge profits on your investment in the long run. Every business wants to stand out from their rivals and gain good brand reputation in the online world.
You can track the SEO results and show how the SEO strategy embraced by you is reaping beneficial results for the organization. You can also show improve in sales revenue compared to last year to your boss. If you keep optimizing the website with the target keywords, you can improve the site performance in no time. If you have integrated Google analytics to your website, then you can generate the performance reports every month and show it to your boss. You can show the increase in traffic, leads and the performance of ad campaigns that you have started.
You need to set a Goal tracking on the Google Analytics program to show the progress of your goals to your pesky boss. Ideally, setting up a goal is a part of SEO campaign to count the number of qualified leads you got. Using Goal tracking you can create a personalized template that lets you to measure the quantifiable results. The goal of a website could not the number of people who have come till the shopping cart or number of people who have filled the inquiry form and submitted it.
Create a template to report your statuses
You are publishing interesting blog posts every day with catchy headlines and informative content, thus it is helping you to boost your brand reputation in online for the industry keywords you have chosen.
You need to use the same templates that you started using every month to depict the results. No one likes to see the data in different formats every month. More importantly, if you have changed the data arranging format, you would need to explain your boss about the new format. You need to use bullet points to tell the facts and reasoning. Try to put everything in a concise manner rather than cramming with huge content.
How do you inform about your brand reputation for a set of keywords to your boss
The comprehensive report will let you inform your boss about the website performance clearly and give up-to-date about what are the steps you are taking to improve the site performance. A boss may be your manager or the CEO of the company. Basically, boss needs a piece of information to show how their team is putting efforts in boosting the site reputation and improving the sales revenue.
The SEO Strategies Reporting that is prepared properly will explain about the progress of the website and SEO campaigns to the boss in an understandable manner without you explaining line by line of what is in the report. You need to send this report on a regular basis to let your boss know about the site performance from time to time and avoid headache from them.
Your report should contain the traffic of your site, Key Performance Indices (KPI) collected from Google analytics and keyword performance.
The boss looks for the following things in a SEO Reporting.
1. Health of the SEO campaigns
2. Progress of SEO campaigns in terms of marketing funnel
- Interesting blog posts created by you and submitted in government blogs to get quality backlinks for your website.
- Optimization is done on the content and image among the total number of web pages.
- Number of sales that you have generated from organic traffic and the sales you got through social media
3. What you did to reinforce your SEO campaigns like how many posts you have published and setting goals in the Google analytics
4. Days you are ahead from showing the results
5. Further actions you need to take in the project
6. Penalties that you were imposed by the search engines for not updating the site with the latest Google algorithm changes.
If you like to put the data in a visual format, then you need to collect the social media metrics. They are number of tweets, re-tweets, likes and shares you got for your post and depict the percentage in bar graphs.
Sending the reports to your boss regularly will help him/her to assimilate the status of your SEO campaigns easily. You need to explain your efforts you are putting in to take the website ranking to the first page of search results to your boss in a compulsive way.