Running an effective SEO campaign is necessary to be successful in digital marketing. But how do you know whether your SEO campaign is effective or not? You need to regularly monitor the SEO metrics to track the performance of the website. Eminent management thinker Peter Drucker said, “If you can’t measure it, you can’t manage it.” For this purpose, SEO reports have been created that help measure the effectiveness of SEO campaigns by analyzing the performance of various SEO metrics.
White label SEO report for clients includes information on various SEO parameters such as how SEO-friendly your website is, bounce rate, interaction with the new users, average session duration, conversion rate, device performance, goal achievement, and much more.
The primary focus of creating a report is that we can analyze the digital marketing campaign and frame a better SEO strategy accordingly to develop an SEO website. Our blog deals with the essentials of SEO reports; we’ll discuss what an SEO report is and what the essential elements you should include in your SEO analysis report so that it would be more and more beneficial for clients. We’ll also discuss some useful SEO tools that help create interactive SEO reports.
What is an SEO report?
An SEO report is an overall summary of SEO metrics that illustrate the performance of an SEO campaign and the website's overall SEO health. Reports make it easy for your client to understand the performance of their SEO campaign. Various SEO metrics like website traffic, page speed, conversion rate, landing page, etc., are analyzed and included to create a perfect SEO report. SEO reports are of various types like daily reports, website health reports, monthly reports, keyword reports, etc., depending on the need or requirement of the client.
Nowadays, most websites are created and optimized to gain a better SEO ranking so that the website's visibility increases. Generally, clients don't have enough time or knowledge of SEO tools and metrics that they can analyze the performance of their websites. Hence, they hire digital marketing companies that provide SEO services. The SEO experts in these companies help frame better plans and strategies for their business and give suggestions on how to grow their visibility on SERPs. These plans, strategies, tips, or recommendations are submitted to clients in an organized manner called SEO reports.
SEO audit reports that are submitted to clients must be based on deep research and proper analysis of the SEO metrics. The perfect white label SEO report should be based on what you have achieved and what you will do next. What improvements have been made and, what actions have been undertaken & their effect is some of the common questions that clients are looking for in an SEO report.
Essentials to make perfect SEO reports for your clients
SEO reports are created according to the needs and requirements of the clients. Still, some of the essentials are common for every report, and you should use them as it makes your report more interactive. Generally, most clients do not want to read long and detailed reports; hence, it is advised to avoid writing for the reports. Instead, you can use images, graphs, videos, charts, etc., to make it more interactive. Likewise, the following are some more points that you should consider while creating a white label SEO report for clients.
1. Conversion rate stats - Conversion rate is one of the leading SEO metrics which must be analyzed and appropriately discussed in the report as it is directly related to the success of the SEO campaign. It is vital to describe the rest of the report and frame the SEO plan and strategy for the next level. Analysis of the conversion rate is also helpful in suggesting the areas to the clients where they may need improvement. The importance of conversion rate optimization is understood by the fact that the average conversion through landing pages across all industries is 9.7%. With the help of this data, any business owner can easily understand that they have to focus on their landing page optimization. Conversion rate is defined as the percentage of visitors that completed the website's specified goals; from this definition, you can see the importance of CRO in determining business goal completion.
2. Include goal fulfillment - Every business or website has predefined goals, classified into long-term and short-term goals. Likewise, all website owners have defined some SEO marketing goals. Discuss their business goals with your clients, which will help paint a clear picture of what they want to see in the SEO audit report to let clients know how far they have achieved their goals. In fact, the whole report should be created by taking the goals at the center. Create reports on a timely basis and include a list of targets that should be accomplished in this period.
3. Recommendations and suggestions - Only including problems in your reports will not go well for your clients. A complete report includes the issues, how to troubleshoot them, and recommendations and suggestions about how perfectly plans can be executed to leverage maximum benefits. Implementing these points makes the client feel that you understand their business and provide effective and helpful suggestions. Suppose you are not suggesting the opportunities to grow and future recommendations that work to improve the SEO campaign. In that case, that can have a detrimental impact on your reports.
The conclusion or summary of the report should be included at the end of the report advising the clients on overall implementation in the business as the success of the client’s SEO campaign is also directly related to your success. Thus, you must gain the trust of your client by implementing these small but important points.
4. Ranking factors - Almost all SEO campaigns are created and run to gain ranking on the search engine results pages. Thus, you must also include this parameter in your client’s SEO audit reports. This consists of ranking the website pages for the different sets of keywords targeted. If the pages are ranking before then, what is the progress of this month, or if it is not ranking, then include what implementations can be made to improve its ranking. You have to regularly track keyword positions to state to your client exactly where they need improvement. Many service providers assume that all clients have a deep knowledge of search engine optimization, but it is not always true; you should also include the most basic suggestions in your reports and avoid using technical jargon.
5. Page loading speed - Page speed is one of the essential SEO metrics responsible for enhancing the user experience. According to Google, every additional second to load a web page results in a significant loss of traffic. Thus, page load speed must be included in the SEO report. Also, it is essential to suggest how the client can improve the page loading speed to gain the maximum ranking advantage.
6. Proper communication with clients - There are various clients from different industry verticals, so the requirements for their SEO reports are bound to vary. There isn't a template that can be followed for all industry types. Hence, there should be clear communication between you and your clients discussing all the mandated components in their report. You have to provide reports precisely the same way as the client demands because customer satisfaction is the priority for any service provider company.
Some other factors for creating SEO reports
1. Bounce rate or average time on page - Evaluate and include such SEO KPIs as these metrics are closely tied to revenue growth and return on investment. The more time users spend on a page is the sign that you are providing a good user experience and that your content is engaging. These are the factors that give the users an overall good SEO experience. On the other hand, the high bounce rate on your website signifies that the website content was not engaging or helpful to the audience. At this point, you need a proper SEO audit to frame a robust SEO strategy to reduce such issues.
2. Organic traffic progress – Organic traffic on a website signifies the success of the SEO campaign. If a client receives a good number of organic traffic, then focus on how to improve its number. If not, then it is essential to highlight the issues as to why the website is not getting the expected or estimated traffic. Because the organic traffic on the website significantly helps fulfill SEO marketing goals. A complete white label SEO report should display factors like new users on the website, returning users, user session, average session duration, etc., along with other important metrics.
3. Backlink analysis – An optimized and well-planned backlinks growth strategy on the website can significantly enhance the website's overall performance. Because it passes the link juice, drives more traffic, and increases the authority of the pages. Check for how many valuable backlinks a website adds at a particular time and how you can increase its number. It is also vital to check that no irrelevant or spammy link is added to the website. In this case, it should be removed immediately.
4. SEO health analysis – A complete SEO analysis report should cover the overall SEO health analysis that contains the website performance from the technical SEO perspective. Technical SEO includes improving site speed, fixing broken links, resolving 404 errors, etc. A detailed analysis of the technical SEO issues and their troubleshooting is a good practice to provide users with a perfect SEO audit report.
5. Use SEO audit tools - There are various SEO tools available that can be used to produce better reports. One of the main benefits is that some of these tools provide predefined templates and features that make your report creation easy, time-saving and interactive. Some of the popular SEO tools that can be used are:
• Semrush tool
• Google Looker Studio
• Google Analytics
• Google Search Console
• Ahrefs tool
The use of different SEO audit tools can help you create compelling reports and boost clients’ trust in your work. You can also suggest clients use these tools, which can improve the quality of work and provide your feedback on these tools.
Final thoughts
White label SEO reports for clients are of different types, such as daily reports, weekly reports, monthly reports, keyword reports, backlinks reports, etc. Some of the expected points you should take care of while making reports are that do not create lengthy reports that clients get bored reading the reports; keep them short and simple to provide immediate information. Reports are also prepared on individual metrics as per the client's demands. Do not try to cover all metrics in a single report highlight and focus on only a few important ones.
No campaign is perfect! There is always scope for improvement. A proper SEO analysis report should always be prepared in such a way that it helps to achieve the SEO marketing goals set by the clients. It should also align with the new features and updates, so you can also discuss the recently launched technology in the reports that should be relevant to the business.
As a digital marketing company, one should try to provide all the SEO services required by the clients in one place such as white label SEO services, link building services, backlink analysis, keyword research, etc.
References:
• The anatomy of the perfect SEO report
• 7 proven SEO reporting best practices that boost client retention
• Top 10 essentials for SEO reporting