Other General Considerations
Every report you write should be tailored to the individual client’s goals and their understanding of SEO. That’s not to say you can’t use a template – templates can save you a lot of time. But don’t send the same cut-and-paste report to all your clients.
Clients who like to be more involved in their SEO will probably appreciate having more information to dig into, while more hands-off clients might be happy just to know that their campaigns are moving along in the right direction.
Do your best to structure each report in a meaningful way. Depending on the data you’re working with, this may be easier some months than others.
In general, always provide context for the numbers and data you’re reporting on. Demonstrate your progress by comparing current data to past months’ data, and point out how this progress translates to the client’s goals. Show the client how you’re helping them make continuous progress.
It’s okay to highlight flattering data in your reports, but don’t use it to cover up problems. The client has a right to know about failures as well as successes. If something didn’t work out the way you thought it would, it’s okay to say that you need to change direction or give it more time. As with anything else, honesty is the best policy.
Creating a process for SEO reporting is going to save you hours every month. But, there is a lot of information you could include! Create a template that highlights the most important data, while not overloading a client with extra details.
While it might not be your favorite part of the job, putting together insightful reports is key to retaining long-term clients. Clear, well-written reports help your clients understand how your hard work is helping them, and they give both of you a clear idea of what you’ve already accomplished and what needs to happen next.
AgencyAnalytics is an easy way to automate your data and gather metrics to create a comprehensive report. You can create your own template in minutes with our free trial - get started here.