How to Create 10x SEO Reports – Whiteboard Friday

Posted by Cyrus-Shepard

New year, new you — when it comes to SEO reporting, at least! We’re kicking off 2020 with a exhaustive yet gloriously simple recipe from Cyrus Shepard for creating truly effective SEO reports. From tying KPIs to business metrics to delivering bad news effectively, your reports have never gaped so good.

</ iframe></p> <p style="text-align: center;"> <p> <a href="http://d2v4zi8pl64nxt.cloudfront.net/10x-seo-reports/5e0e9bde2f60f1.74395372.jpg" target="_blank"><img decoding="async" src="http://d2v4zi8pl64nxt.cloudfront.net/10x-seo-reports/5e0e9bde2f60f1.74395372.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="zutlyg6rfstg"></a> </p> <p style="text-align: center;" class="caption">Click on the whiteboard persona above to open a high resolution version in a new tab! </p> <p> Video Transcription </p> <p>Okay, so we have 400 broken sheets. Ah, we grade number 7 for best plumbers in Idaho. Oh, hey, Moz fans. I’m Cyrus Shepard. Today I’m talking about SEO reports, solely how to create 10 x SEO reports. </p> <p> <img decoding="async" src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2020-01-02-at-5-767751.jpg" data-image="bz6cbinjad0b" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p> <p>I’ve gotten hundreds of SEO reports like this in my busines, and I’ve got to tell you that’s useless. No one is reading those. This is unfortunate because this is your direct lane to communicate the value of what you’re doing, drive activity, and essentially stimulate more money with your work. Now a good SEO report tries to accomplish three things 😛 TAGEND You want to restrain the report directly to your business metrics. You want to show the value of SEO, what you’re doing, how SEO is delivering to those business metrics. Eventually, you just wanted to drive act. When people speak your SEO report, you want them to take action on specific things, affix website concerns, those sorts of things, etc. </p> <p>But parties make a lot of misstep. Generally, if you’ve started SEO reports, if you’ve read SEO reports, you’ve seen these mistakes over and over and over again: </p> <p> It’s not a <a href="https://moz.com/learn/seo/crawl-site-audit">site audit</a>. It’s not a roster of every single thing that is wrong, every single traffic metric. It’s frequently exactly the top things, the things that we want to focus people’s attention on. It’s not something that simply delivers good report. You understand these era and time again, SEO reports, they depict a rosy picture. But people aren’t dumb. They know that if their business is not improving and you’re continually delivering good word, you’re not really tying SEO to the business. </p> <p>So we want to create even reports. </p> <p> 5 things to include in every SEO report </p> <p>Now over the years, with the reports I’ve developed, I find that there are generally five key things that you want to include in every SEO report that help you drive war and present the value of SEO and ultimately help you move more money. </p> <p> 1. 2-4 KPIs </p> <p>The first thing that you want to include in every SEO report is KPIs. These are key performance indicators. These relationship instantly to your business metrics. Generally, you want to include about two to four members of these. You want to keep them exceed of sentiment. </p> <p> A) Alterations, destinations, sign-ups, downloads, etc. </p> <p>Now, generally in SEO, these can be alterations, objectives, e-commerce, how many things are you selling. It can be sign-ups for your email newsletter. It can be downloads. </p> <p>Generally, anything having to do with money, your business metrics, or your key performance indicators, these are good things to include. </p> <p>Pro tip: When to provide information on your key concert indicator, organic freight, the SEO work that you do is often the last changeover path that people will use. So it’s good to use facilitated alterations. </p> <p>This is often found in Google Analytics or whatever analytics curriculum that you use. This will provide a look-back window and show how organic traffic, how your SEO tries contributed even though it is their last-place visit was direct. So it’s good researching that and understanding how you can use expedited conversions in your reporting. </p> <p> B) Traffic MoM, YoY </p> <p>Another key recital show that is very common in SEO reports is traffic. In fact, some people like to lead with it. I like to lead with the business metrics. But it’s inevitable that if you’re doing an SEO report, you’re going to include traffic. </p> <p>Now if you want to induce that traffic report a little more valuable, you are required to similarities, generally month-to-month analogies or more useful year-over-year likeness. This helps avoid the problem of like traffic was down because of Christmas or a certain holiday or regional happening. </p> <p>So when you equate year-over-year, you can show actual recital that diversifies a little more reasonably. </p> <p> 2. Search visibility& share of voice </p> <p>Second, and this is where a lot of people stumble, inquiry visibility or share of voice( SOV ). Now where people stumble is this is not a ranks report. </p> <p>A lot of SEO reports include positions. Ranks, I’ve got to say, really aren’t the best thing to include in your reports. Ranks fluctuate. They are so personalized from country, design, and individuals. So including standings for individual keywords is not very informative. Fortunately, there are a lot huge alternatives that you are able to include that are much superior to standings. </p> <p> A) Search visibility( sound forecasts) </p> <p>Search visibility, you’ll find this in countless SEO tools. <a href="https://moz.com/help/moz-pro/rankings/search-visibility">Moz has it</a>. Different SEO tools have it. It’s basically an estimate of clicks for all your moved keywords. So if you’re tracking hundreds or thousands of keywords, examine visibility can be demonstrated you an estimation of how much traffic you’re actually get from those keywords based on rank and pursuit loudnes and things like that. </p> <p> B) Share of voice( visibility& work) </p> <p>Share of voice is very similar to that, but it’s not based on clicks. It’s based on visibility and magnitude. For organization, <a href="https://help.getstat.com/knowledgebase/share-of-voice/">STAT does an excellent work with share of voice</a>. What’s cool about share of voice is it tracks all of your keywords against all of your opponents for those working keywords. So if you have 200 keywords grading for best plumbers in Wisconsin, it will show you where all your entrants are and how much of that traffic you are actually gaining, whether it’s 13% or 30%. That channel you can track against your entrants. It’s a much better metric than those individual keywords that don’t tell you much. </p> <p> C) Rank index( grouped keywords) </p> <p>Finally, if you don’t have access to the premium SEO tools, you can do something which is called a rank index. A.J. Kohn has an excellent <a href="http://www.blindfiveyearold.com/new-ways-to-track-keyword-rank">post</a> on this. It’s a little older, but still very relevant. </p> <p>A rank index is basically group all of your keywords by character. For example, maybe they all have the word “plumber” in them. You track their higher-rankings together as a group, hundreds or thousands of keywords, and “youre seeing” fluctuations. That gives you a much better performance indicator than those individual keywords. </p> <p> 3. Site health </p> <p>This is your on-page work, your technical SEO. Again, where most people stumble, “theres not” an scrutiny. You don’t want to list every issue on your locate, all the 404 s, all the 500 s, and things like that because no one genuinely wants to read those things. They get exceedingly tedious. </p> <p> Focus on your most important issues </p> <p>Instead you want to focus only on your most important issues. Generally, when I create an SEO report, that’s three to five editions. If people want more information, you can deliver it to them. You can give them in-depth downloads, site stats, and all that. But for the report, we only want to focus people’s attention on three to five questions, that they can actually fix, that you want them to work on. We’re going to list the most important question on there that we want them to taking any decision on. </p> <p>Pro tip: When you’re writing your place state report, use the word “because.” When you use the word “because, ” it helps people take action. For example, “We have a lot of 404 pages on the site because we pioneered some brand-new crack links.” That tells parties that we have a problem, this is why, and they want to take action. </p> <p> Show progress </p> <p>Also, if you’ve made any progress since the last time you indicated the report, you cooked those 404 s, this is a good place to include it. </p> <p> 4. Content action </p> <p>One thing I like to include, that often isn’t, is content action. This is your surpass material, whether it’s a blog or whatever content you induce, by associates, shares, and traffic. </p> <p> Drive wars through recommendations </p> <p>Now the reason I are happy to point out to the website proprietors material act is because I want to show them what’s performing well to encourage them to create more of it. I want to drive act through recommendations. This material, this blog affix that Britney wrote did extremely, very well. We should have Britney write another one on this. </p> <p> Suggest topics, keywords, and generators </p> <p>By doing this, you’re helping your client or your boss or whatever help you by establishing that content that’s going to do well. </p> <p> Highlight low-performing content </p> <p>Also, if you want to highlight low-performing content or material that has started stale and is going down, this is also a helpful locate to do that, merely to help inform the decisions of your material team. </p> <p> 5. Opening </p> <p>This is probably the most important one. This is the crux of the SEO report — possibilities. Possibilities is the key that you’re trying to drive here. These are recommendations. </p> <p> 4-5 recommendations per month </p> <p>Based on everything that we talked about here, what are the four or five most important things that we can do right now to improve SEO next month? </p> <p> Prioritize </p> <p>You want to prioritize. This is the most important. This is the second. </p> <p> Keep it simple </p> <p>We want to employ KISS. If you’re not familiar with KISS, it’s an acronym, keep it simple, stupid. You’re not stupid. You’re just going to keep it simple. </p> <p>You just wanted to represent your recommendations as simple and easy to follow as possible. One, two, three, four, that’s it. We’re not going to include everything. A heap of SEO reports want to list dozens of things. We want to hold those back. If “youve had” dozens of ties that you are required to sterilized on the site, it’s probably not a great thing to employ them in there because you’re going to overwhelm your clients and bosses and beings is in operation. </p> <p> Provide accurate steps monthly </p> <p>Again, four to five a month or whatever sort of cadence you’re on, weekly, monthly, and how many things you think your client can reasonably tackle. Next month you’ll give them four to five more, and you’ll stay hired and you’ll constantly have a brand-new index of things to work on. </p> <p> Tie sterilizes to KPIs </p> <p>You want to make sure they’re held to the KPIs. </p> <p>We want to fix these since they were immediately influence these. In fact, I want to shake things up a little. I know we rostered numeral five as possibilities. Don’t end your report with that. Make possibilities the number one thing in your report. Open it up, here are the opportunities, and then here are KPIs, exploration visibility, etc ., so they know exactly what they should be working on. </p> <p>We only secreted a new guide on SEO reporting. You should check it out 😛 TAGEND </p> <p align="center"><a href="https://moz.com/mini-guide-to-seo-reporting" class="button-primary large-cta yellow">Read the Guide to SEO Reporting</a></p> <p> We liberated some <a href="https://moz.com/products/pro/custom-reports">new functionality in Moz Pro</a> more if you’re into that sort of thing. If you have any questions, let me know in the comments below. If you like this, please share. Thanks, everybody.</p> <p><a href="http://www.speechpad.com/page/video-transcription/">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a></p> <p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer revising you on the top ten hottest segments of SEO news, tips, and rad links uncovered by the Moz team. 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