SEO reporting contributes immensely to the creation of a solid digital marketing strategy. These reports help track the progress of a company’s SEO efforts. It also monitors leads, sales, conversion rates, and much more. SEO reports come in handy if you are part of a marketing team or an agency hired to handle search engine optimization.
As you compile an SEO report, you must be accurate and precise. The report should be easy to understand by all stakeholders. You need to keep in mind not everyone who will get this report understands the full scope of SEO. Your reports must be easy to understand. Here are seven mistakes you should avoid when compiling an enterprise SEO report.
1. Trusting that there is One True Metric for Search Queries
Before Google AIs became smarter, they would provide the same answers to all search queries. With factors such as geo-location and search history coming into play, there is a huge chance that different users will get varying results for the same search queries.
What we are trying to say is that these days, you can never be too sure about the metrics of search queries, popularly known as keywords. If you are using a tool such as Keyword Planner to calculate metrics of a given keyword, you need to be aware that there will be differences in metrics.
This difference in metrics depends on how one spells keywords. Another thing you need to avoid is fixating on one-time metrics. Keywords change with trends. For your reports to be more accurate, be aware of the inaccuracies of search metrics.
2. Dwelling on the Wrong Metrics
When it comes to SEO, the goal is to achieve more rankings. Even though there is nothing wrong with that, high rankings need to convert more leads. And when the business notices an increase in revenue, the SEO campaigns will be successful.
In enterprise SEO reporting, it’s important not to dwell on the wrong metrics. For instance, if your company notices a reduction in traffic after an algorithm update. That may not be actually what could have happened. The ranks could have even gone higher because the keywords dropped may not have impacted the business.
When compiling an SEO report, keep off wrong metrics. Focus on data and strategies that have an actual impact on business success.
3. Overlooking Important Information
It is advisable always to cross-check the relevance of SEO data when writing a report. When you are in a hurry, it’s easy for you to overlook essential data that could have been examined further when added to the report.
An excellent example of data you shouldn’t ignore is the metrics for your competitor’s SEO keywords. By comparing their metrics against yours, you can gauge your performance in the market. If they get more traffic, you can find out what they are doing differently.
4. Not Customizing the Report to Best Suit the Recipients
Organizations are run by different people. If you hand different people the same SEO report, it can easily confuse them. It’s advisable to take your time and customize the SEO report to best suit the recipient. To the product managers, highlight which products are getting more attention. To CEOs, sum up everything on how your SEO efforts increase business revenue.
5. Forgetting to Link Results to Objectives
At the beginning of your campaign, you were given objectives to accomplish. In your report, you need to tie each success to a goal. This shows that you understood your assignment. When your SEO report throws improvements all over the place without attributing to the objectives, it shows a lack of coordination.
6. Not Including Challenges Experienced
You may want to show your boss that you did a great job. But an authentic SEO report must include challenges and obstacles faced. If a software update messed up the rankings for a while, that needs to be included in the SEO report.
7. Going All-in with the SEO Lingo
As the head of SEO in your organization, you are familiar with all technical terms in the industry. But Sarah from finance and Jeremy from the product engineering department aren’t familiar with raw SEO data. Be mindful of these individuals and make the SEO report easy to understand.
An SEO report needs to outline the results of your SEO campaigns. The organization needs to see how the resources were utilized and whether the objectives handed to you were met. If you can avoid the above mistakes, your SEO report will be flawless. If you or your firm needs any SEO assistance, Marvel Marketing is always interested in offering a helping hand. Call us at 1-800-427-7113.
