Admittedly, putting all the data together in a cohesive manner isn't easy when you have new information coming in from every direction.
It doesn't change the fact that your reporting has to be on-point and accurate for the sake of your agency and for your clients.
SEO leads have a surprising 14.6% close rate, meaning if you're doing your job right, you should be able to show your clients how you're benefitting them!
Fortunately, this is a pretty straightforward three-step process. The hard part is the tedious work that's involved in keeping track of leads from SEO sources.
So, let's get into the three steps.
Step 1 – Work With Your Client To Identify Key Data
Before you go making a report that includes the kitchen sink, you should take some time to talk to your client.
Chance are there are really only a few key things they're going to be interested in looking at on a monthly basis (or however often you provide a report).
A lot of people are busy; they just want to be able to look over a few key pieces of information to assess how things are coming along.
So, this is a matter of figuring out what serves your client best.
As an SEO, you want to identify trends, see what's working and what isn't, and have a bird's eye view of what's happening at any given time.
But that doesn't mean your client is going to appreciate a 10 page essay!
What they're going to want to see most is how each of your campaigns are performing, how that is leading to profit, and how much.
With your goals established, you can move onto the next step.
Step 2 – Choose Your Tools
It would be silly not to take advantage of the technology that's available to you if it can save you some time, right?
For example, Wordsmith for Marketing can automatically generate easy-to-read reports complete with key data and percentage increases and decreases.
AWR offers a pretty comprehensive tool that tracks a multitude of SEO data.
SEO for Salesforce is a solution for creating revenue-based SEO strategies.
And of course, there are plenty of others out there that can make the process of creating reports more streamlined.
Your goal is to give your clients reports on profit increases, but that doesn't mean you can put all of your focus on the bottom line and nothing else.
You need to get a handle on what your SEO funnel looks like, from top to bottom.
Rankings, impressions, and clicks or visits are the starting point. These things may not be directly connected to sales, but are still important.
Then, at the bottom of the funnel would be leads, appointments and sales. These numbers are going to be much harder to track, but are nevertheless crucial to your reporting.
So put a priority on this data for tracking revenue.
Step 3 – Put Together The Report & Submit It
At the end of the day, you need an attractive looking report that isn't loaded with data to the hilt.
It needs to be easy to scan and read.
As long as you've established your client's expectations in step 1, you should find this process to be a simple one.
Likewise, if you've identified what tools you're going to use to track and analyze the data in step 2, you'll know exactly where to go to find your data.
Put your report together, and when you're ready, send it onto your client.
An SEO has to prove their worth by showing their clients how they are benefitting them.
For most businesses, that means that your SEO efforts have to translate into dollars.
If you can't show profit, it's going to be much harder to convince your clients that your efforts are worthwhile.
Don't worry; you will get better at tracking profit increases for your agency clients if you keep at it.
Image: Grisel D'An