Search engine optimization is still one of the most talked about buzzwords in the online marketing arena.
Everybody wants a piece of it, and it makes sense that they do. Why bother putting together a thorough and to the point piece of content if it’s barely going to make it to the feed of the people you are directly sharing links with?
Online marketing trials
It’s high time clients get a look into the search engine optimization process and the inevitable results.
Many are putting hard-earned money into this, right? That explains the popping up of SEO agencies in growing numbers seemingly overnight.
It’s fairly easy to present yourself as an SEO expert to the SEO non-expert. Maybe that’ll work for a while and then 6 months into the collaboration the client will cut ties after having seen no results.
They want likes, they want shares, they want comments.
And what most get in return are poorly timed conversations about online marketing that should have happened at the beginning of both parties’ commitment.
Now it’s too late. They’re not happy with the poor traffic they see, and they want out. That’s that.
The monthly SEO report
Next time, offer to present them with a monthly report of all the SEO actions that have been taken on their account(s).
Yes, SEO is slow-moving and some weeks’ numbers look better than others. But then that’s just what you show the client.
They already know online marketing is tough, that’s why they hired an SEO specialist to help them out. They’ll understand. So, put together something for them to examine and to see you work the SEO magic.
Prepare a monthly SEO report. No need to have more frequent search engine optimization check-ins because these things take time and you won’t have definitive, accurate data to work with overnight.
What kinds of SEO metrics should you present to your client?
How about a balanced combo of the new and the old.
By old I mean what we’re all already used to frequently check i.e. metrics related to the content they are putting online; and by new I’m referring to elements like zero-click and voice search which are not tracked as a rule yet, but will soon be a thing all SEO specialists will have to keep an eye on closely.
Road to SEO strategy
Let’s get it straight. An SEO report is not a bunch of data copied and pasted into a spreadsheet with the name of the client and the respective month and year in the title. It can be but not if you want to be taken seriously.
SEO specialists everywhere are stepping up their game and that ultimately ends up being for the common good of everyone.
How does a relevant SEO report look?
- It contains the relevant data only. What’s the relevant data? The kind of information that supports actionable steps. Some graphs and numbers you look at just for fun, or to “see how it’s going.” Those are not it.
- It contains a comprehensive summary that can be easily shared with the client. Watch out for the follow-up questions on the client’s part. Use them to make future reports even clearer.
- It contains a brief list of immediate strategy adjustments the SEO specialist will enforce for better results. The simple rule is to keep doing what works and change the direction of what’s not giving the expected results. No reason to “give it another try” or a few other tries. Put some other options on the table and test them out.
Do you need an SEO report?
Only if you want concrete data on how effective the SEO strategy you’re paying for actually is for your business.
Simply doing the things others are doing will not cut it. Sometimes the shoe won’t fit, and it’d be a shame to invest money in anything other than Cinderella, wouldn’t it?
Don’t settle for a deceptive step sister. Get the SEO strategy you’re putting money into. It’s only this way that you’ll know:
- what ranks best and what ranks worst
- what your website visitors are interested in
- how your website content relates to current online trends
- conversion rates details
Honor the SEO specialist designation
We’ve established it.
As an SEO specialist, you do not simply download keyword ranking and organic traffic reports that you then forward to your client. That’s how you place yourself in the useless middleman position.
And, in business, useless won’t go unnoticed for long.
What you need to do with your SEO report is show the client the practical SEO steps taken to accomplish the goals you’ve discussed upon negotiating your collaboration.
[You did discuss the client’s goals and not just performed an in vitro SEO website audit, didn’t you?🧐]
Here are the top SEO metrics you should track and show your client:
- Conversion rates
- Page and Domain authority
- Site ranking
- Search traffic
Use online tools to map what interests you in particular.
You name it and the Google Answer Box will select it and place it at the top of the search results page for you.
Google Search Console, Ahrefs, SEMrush will most likely be the most popular suggested tools out there.
Use them. Get the most relevant metrics provided by each and create a master sheet that brings value to the specific way you’re doing SEO. Now that’s something worthy of an email attachment. 😉