How to Create an SEO Report that Delightfully Surprises the Client

SEO report – this is a special document that includes a list of implemented tasks for a specified period, supported by analysis. The preparation involves a specialist in search optimization, who performs the bulk of the work in promoting the web resource.

In the report, it is important to indicate all the metrics that directly or indirectly relate to the case: from the frequency of site visits and main sources of traffic to the current state of behavioral and generic factors. Let’s break down more specifically how to create a competent, maximally exhaustive, and user-friendly SEO report, taking into account at the same time unique physical and temporal resources.

What information should the client expect to receive from the SEO report?

A well-crafted report allows a client, who is somewhat outside of the SEO optimization area, to quickly understand the specifics of the studied issue, assess the relevance, and the effectiveness of actions taken during the promotion process.

It is necessary to summarize intermediate results, based on priority tasks that the client outlined to the SEO specialist at the initial stages of collaboration. However, in addition to subjective factors, it is important to keep in mind objective criteria that will help identify issues for the SEO audit (for instance, technical problems that require immediate resolution, etc.).

Before proceeding with the main work, it is advisable to consult with the client privately on which metrics deserve special attention. Clients often ask to focus on:

• Improving organic traffic flow;
• Increasing the site’s rankings in search results, including web resource visibility;
• Attracting the target audience from a specific segment;
• Minimizing rejection rates;
• Formulating a solid and comprehensive landing page framework.

Once the key objectives are defined, one can proceed to select relevant and applicable KPI metrics – these variables will be the main criteria for assessing the effectiveness of the work performed.

A separate section of the SEO strategy should address the analysis of technical components, which directly or indirectly affect the promotion process, for instance:

• Minimizing the time for page loading;
• Enhancing content quality;
• Selecting relevant images, videos, and other interactive materials;
• Modernizing contact pages, implementing feedback mechanisms;
• Expanding the backlink profile.

How does a good report differ from a bad one?

A quality SEO report contains the following points:

Traffic Frequency of the Web Resource

Initially, clients should pay attention to the overall traffic gained during the promotion process. The most detailed information on this question can be found in Google Analytics.

Main Sources of Traffic

There’s no need to waste time on the client studying generalized data. Instead, focus on specific questions that clearly explain which platforms bring people to the site. This can help sift out useful sources of traffic from less effective ones.

The Website’s Progress in the Ranking

To ascertain which positions the site occupies in the Google rankings for key queries, utilize the multifunctional tool Search Console.

Impact of Backlinks

Off-page optimization is an extremely important phase for the SEO promotion of a web resource. Hence, data describing the dynamics of the developing backlink profile should be included in the SEO report in a mandatory order.

Trends in Behavioral Factors;

Track the evolution of the website based on metrics such as: CTR, bounce rate, or the rate of returns, the time spent on the page, the depth of content engagement per page, and more.

Results of Analyzing the Competitive Environment;

Comparing one’s positions with the rankings of competitors and their policies can help create a more refined report. Such data manipulations will also help expand the frameworks of understanding surrounding the ongoing events and processes.

Study of Commercial Success

Define which positions are used most by the largest consumer’s inquiries and how they correlate with sales levels of products from catalogs, services, or productions of other kinds.

Which mistakes should be avoided when composing the SEO report

When you start working on your SEO report, stick to the following rules:

• Use, as much as possible, professional terminology sparingly: avoid overly complicated technical reviews, express thoughts as clearly and straightforwardly as possible. Your task is to present the information to the client so that they can understand it easily, making foundational conclusions;
• Predecessor data should be presented in structured form, using tables, graphs, diagrams, and other visual elements: remember – in a good report, there should be little text and a lot of numbers and graphics;
• Reports that are overly thick/thin in volume: keep the document substantive, but concise; the optimal volume ranges from 20 to 25 pages, depending on the size of the project for promotion;
• Unanticipated lists of completed tasks and goals for the future: SEO promotion strategies are always multi-faceted, so the client needs to be informed not only about the current state of the site but also it is essential to show how many issues were resolved over a specifically defined period, how many barriers they still need to overcome.

Conclusion

Do not forget that the form in which the SEO report will be presented to the client’s attention is just as important as the internal filling of the document. Do not provide the client with “raw” facts torn from their context, current metrics should better indicate against the starting positions of the web resource, while complex terms should definitely be clarified.

Always correlate results with the internal strategy of site promotion, emphasizing both the strong and weak sides. Additionally, indicate in the report recommendations aimed at eliminating relevant shortcomings.