How to Build Meaningful Analytics Reports
Introduction:
This article discusses the importance of SEO reporting, which is not only a tool to inform clients about the SEO status of their website but also key to gaining insights and building powerful organic search campaigns. The article emphasizes the critical questions that an SEO report should answer and provides some key metrics that should be included in a client’s SEO report.
Review:
The article points out that an effective SEO report goes far beyond meeting the monthly expectations of a boss or serving as a client deliverable; it provides a quick and effective overview of website performance, identifying issues and opportunities. The data included in the report should answer questions about visitors, data direction, specific events, correcting dubious claims and theories, abandoned marketing campaigns, and data to support SEO investments. The article suggests including traditional data such as rankings, traffic, and conversions but also customizing key performance indicators (KPIs) based on business characteristics. It also emphasizes considering organic traffic, conversions, time on page, bounce rate, and revenue, in addition to keyword rankings. Furthermore, the article provides an SEO status report template created with Google Data Studio to help readers create their own SEO reports.
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