Site + SEO Analysis
I can get a lot of ‘push-back’ (typically) from smaller companies or those approaching me for the first time during a downturn in site revenue. The issue often being the frequency of reports, the time spent reporting, and ‘what metrics should we track’.
My standard position is to provide customised dashboards alongside GA4 analytics, and then quarterly reports.
The exact metrics are dependent on the purpose and type of site.
Monthly SEO reports
Often you will find SEO agencies produce monthly reports – these can be extensive presentations and, in my experience generally the agency struggles to keep pace with the reports and it can eat up a huge proportion of the monthly time allocation, is often not properly explained and can evolve into a pain-point. Other than being a useful tool for internal alignment, between, for example, AMs or PMs, content writers, and dev teams, I believe it not to be worthwhile for most clients – there are exceptions, and certainly, the larger corporations, would need this level of analysis, each case would usually be assessed individually on this requirement.
SEO DELIVERY
AUDIT
INSIGHT AND STRATEGY
From these preliminary audits an exact set of benchmarks can be identified, and relevant insights that assess the recent history, market conditions and relevance of future tech advancements in achieving a better quality and an evolving site. It is this information on performance and any performance obstructions that can shape the strategy for technical, content and outreach activities.
You may be interested to read more about the Types of SEO available to you.
PLAN
Through discussion and meeting, explaining the data and talking through the reports and charts, I can evolve a plan – both the individual tasks/deliverables due in a given period and a time plan to achieve the business and site objectives, set KPIs and communicate any future considerations or significant campaign, content or channel budget alterations and requirements.
DELIVER
The delivery is provided alongside 24/7 access to project management tools. I can operate a number of these platforms and can therefore offer flexibility to suit your requirements. Essentially you will always have access to a set of tasks – in action and notes and checklists to see how the work is progressing.
Alongside this, regular meetings – every week or every month as preferred, although I tend to prefer monthly for the lower value retainers, a quick lunchtime, morning or evening catch-up can always be scheduled in.
Create 24/7 reporting dashboards
In addition, it is this delivery phase that will also see the production of the looker studio reporting dashboards and any explore reports in GA4.
QUARTERLY REPORTS
These are much bigger reports and will include the ‘usual suspect’ automated reports and insights – from the likes of SEMrush and other reporting tools providing site function, speed and a performance gauge.
However, the reports I create as an expert in SEO have their data foundations in Google Search Console and typically the GA4 reporting platform. This is a platform that I have specialised in since 2021 and aside from being able to monitor the vital check-points very easily, I can also help with the creation and management of the application account settings, advertising settings and the tracking and consent configuration.
The sort of detail I report on are SEO gap analysis, performance analysis – with insight on traffic and any final outcome or navigational patterns that emerge. This is alongside the SERPs and visibility progressions, CTR and CRO. Content suggestions and longer term tasks or site projects.
The exact content of these reports will depend on your site, your business objectives, your site objectives, the performance targets and other influences, such as competitor movers and shakers, market trends and site fresh-ness or long-term plan for site development.
This structure – is designed to be agile, proactive, and most importantly – data-driven. My role then becomes more focused on strategic analysis and high-impact reporting, demonstrating SEO’s long-term value to the client’s business and delivering real growth marketing, business development initiatives, and the SERPs, brand visibility and engagement that you demand.
Tried AND TESTED REPORTING
Purchasing an Audit-Only service.
It would also be possible to purchase the Audit services from AVF individually which is often recommended as a cost-effective measure for larger SMEs or corporates wanting to get an objective opinion to support their existing agency contract or to help open up ideation and discussion points between internal teams. Speak to me for more info and a quote.
Playing devil’s advocate – I challenge the AVF tried and tested SEO reporting stance:
Frequency of Reports:
- Challenge: While quarterly reports provide a good overview, some clients might need more frequent updates, especially for fast-paced campaigns or those experiencing significant fluctuations in traffic.
- Answer: Leverage Looker Studio Dashboards: Since AVF clients have access to real-time data through your Looker Studio dashboards, the need for overly frequent in-depth reports is generally reduced.
The AVF approach approach can benefit you:
- Reduced Time Commitment: Less frequent reports free up my time for analysis, strategy development, implementation, and client communication.
- Client Empowerment: Clients can stay informed through real-time dashboards and monitor progress at their convenience. This fosters a sense of ownership and builds trust.
- High-Value Reports: Deeper dives in quarterly reports allow for more strategic discussions and future planning with clients.
- Regular Scheduled meetings: Opportunity to discuss emerging trends or concerns and highlight any approvals on larger structural or content projects.
Time Spent Reporting:
- Challenge: Heavy reliance on data exports and visualization tools can be time-consuming. Clients might be concerned about the cost-effectiveness if the reporting process is overly complex.
- Possible Solution: Explore ways to streamline the reporting process. Look for tools that automate report generation with pre-built templates and visualizations based on relevant KPIs. This can save time and ensure consistency.
- This solution is not likely to be one that I would provide within my service tiers, as yet, there is not a tool that can replace the detail and therefore insight into performance, pain points, and market trends to the same detail that I can achieve.
Metrics Tracked:
- Answer: AVF clients have their site objectives, goals and metrics fully analysed from day 1 and regularly assessed to include business-specific KPIs such as conversion rates, lead generation, and revenue figures. These demonstrate the tangible value SEO, content and intent bring to the user journeys.
Additional Considerations:
- Client Needs: Tailored reporting approach to each client’s specific needs and level of technical expertise. Some clients might prefer a more simplified overview, while others might value in-depth data analysis.
- Accessibility: Reports are clear, concise, and visually appealing. Non-technical language is used whenever possible and explanations for complex metrics. Multiple report formats (e.g., PDF, interactive dashboards) provided to cater to different client preferences.
Individual Approach:
- Focus on Outcomes: Move beyond just reporting on website activity. Focus on demonstrating the impact of SEO on your business goals. Highlighting success stories and problem areas with quantifiable results achieved through the various marketing channels, campaigns and efforts.
