Measurement is an imperative element of all marketing activity, as it helps us to understand the commercial impact of the activity we are undertaking in order to learn and optimise, and also our client/business must see the value being driven over time. Reporting is the collation of this measurement into a tangible view of performance and results. Ultimately, any report needs to focus on the KPIs through which the client is measuring the organic channel.In addition to KPIs, it is always worth expanding your reporting to cover other relevant metrics, which can add value. It’s very important that any additional metrics support your KPIs and are understood by the reader.
There are some elements that are very important to be included in the report:
- Traffic: Where is your client’s traffic coming from? One key section to include in the report is a breakdown of which channels are bringing visitors to the client’s site. Don’t just provide specific numbers for each channel – compare them to each other, and look for trends in how the traffic is changing over time. Clients will also want to see how traffic has changed since you began campaign.
- Engagement:Roadmap has shown that one particular factor that has grown in importance is engagement. This is essentially how visitors are behaving on your site. It’s important for Google to see that your visitors are landing on your site, finding the content they need, and engaging with it. Key metrics here are the Bounce rate, the Average Session Duration and the Average pages per session It’s important to note that whilst the two average metrics are ‘higher-the-better’, there is a limit to this. If either of them is too high, it can indicate that visitors are struggling find what they are looking for on your site.
- Conversion: Whatever traffic and engagement organic is driving, what ultimately matters is commercial benefit and again GA is a great source for this. This is probably the most important section of the report. Where a conversion for you is a lead or enquiry , then key metrics are the conversion rate and the conversion volumes. It’s important to setup the Goals you want to track.Goals will measure things like leads and conversions. If your conversion is a purchase, then the additional metrics are the total revenue and the average order value.
- Landing pages: If you are writing content or creating new pages for clients, you definitely want to include a section on landing pages.It’s imperative to understand which landing pages are driving traffic and ultimately commercial value.This information is especially useful when trying to understand the impact of particular key term rankings, as all terms will rank a particular page and impact how much traffic arrives on that page dependent on the ranking and how much search volume the term has.A landing page report provides additional insight on which pages generates the most traffic.This is also especially valuable section for any client that you manage a blog for. They can quickly see which blog posts generate traffic, conversions, and gauge interest via the bounce rate.
- Search visibility:It looks at the number of terms you rank for, where you rank for them, what search volume they have, and the estimated traffic they will drive as a result. A score is then calculated and trended over time.
- Rankings and keywords:Keyword rankings are an essential part of any SEO report. They’re a good indicator of whether your overall strategy is working, or whether you might need to try something else.Add these keywords to your template to easily show progress in the SERP. If those target keywords aren’t also generating traffic, you may need to revise your strategy to focus on keywords with a higher search volume or look at your click-through rate in Google Search Console to see if you need to better optimize your titles and meta descriptions.
- Link metrics: Link metrics are a great way to show how improved on-page optimisation and link acquisition are allowing the site to rank better and have improved visibility.