Which Metrics Matter & How To Use Them Well

Introduction

As SEO professionals, reports play a crucial role in our communication toolbox. We dedicate time to conducting workshops, writing summaries of work, and outlining project plans to gain buy-in and showcase the value of our efforts. However, the importance of our reports cannot be understated.

Challenges Faced

At times, SEO professionals make the mistake of overlooking the report as a communication tool. We tend to take shortcuts, assuming that the data will speak for itself, without considering how it may be misinterpreted. When done correctly, SEO reports should reinforce the messaging conveyed through our training, proposals, and pitches. On the contrary, poorly executed reports can lead to confusion, panic, and a lack of trust from stakeholders.

Purpose of Reports

When creating reports, it is essential to define their purpose. Whether reporting on project outcomes or providing regular performance updates, it is crucial to align the content with the original objectives and measures of success. Reports should offer a comprehensive view of the areas of SEO directly impacted, along with external factors influencing performance. Context is key in highlighting the significance of our SEO efforts.

Aspects of a Good SEO Report

A well-crafted SEO report should deliver insights and actionable steps. It should present relevant data concisely, tailored to the needs of the audience. Here are some key aspects to consider:

Include Relevant Data

Reports should focus on data pertinent to the topic at hand, avoiding unnecessary information overload.

Keep Them Brief

Conciseness is crucial in ensuring that the essential data and insights are easily accessible to the reader.

Consider the Audience

Reports should be customized to meet the specific requirements of the recipient, whether another SEO professional or a company’s managing director.

Ensure Ease of Understanding

Avoid using jargon or assuming prior knowledge, making the report accessible to a wider audience.

Maintain Impartiality

Reports should present an unbiased view of the SEO performance, highlighting both successes and areas needing improvement.

Provide Insight

Data alone is insufficient; reports should offer insights and actionable recommendations for future strategies.

Reporting on Metrics Correctly

Misinterpreting metrics can lead to inaccurate conclusions. It is crucial to provide context and draw insights from a range of metrics to ensure a comprehensive understanding. For instance:

Metrics Need Context

Metrics should not be viewed in isolation but rather analyzed alongside other data points to derive meaningful conclusions.

Over-Reliance on Metrics

While metrics such as page or domain authority can be useful, they should not be the sole focus of SEO reports. The ultimate goal is well-converting organic traffic.

Which Metrics Matter?

The choice of metrics in a report should align with the brand’s business and marketing goals, emphasizing metrics that indicate progress towards these objectives.

Organic Performance Reports

Organic performance reports offer insights into a website’s SEO performance over time, focusing on organic search channels and their impact on overall traffic. Key metrics to include:

Overall Visits

Number of website visits providing a comparison between organic and overall traffic trends.

Traffic Visits by Channel

Identifying the source of visits from different marketing channels to evaluate their impact on SEO performance.

All Traffic and Organic Traffic Goal Completions

Comparing goal completions across different traffic sources to assess the effectiveness of SEO efforts.

Page Level Traffic

Reporting on organic traffic metrics for specific pages to track the impact of recent optimizations.

Organic Landing Page Sessions

Identifying pages driving organic traffic and optimizing them for improved performance.

Revenue Generated

Linking SEO activities to revenue generation to demonstrate the business impact of SEO efforts.

Technical Performance Reports

Technical performance reports focus on diagnosing and improving website issues that affect search engine crawling and indexing. Key metrics to consider:

Server Response Codes

Tracking non-200 response codes to gauge site health and identify technical issues.

Page Load Speed Times

Reporting on average page load speeds to assess site performance and identify areas for improvement.

Any Data That Shows a Need to Act

Including metrics that highlight urgent issues requiring attention to ensure site functionality.

A Word of Warning

When reporting on technical SEO metrics, ensure clear communication of their value and relevance to stakeholders, avoiding undue emphasis on non-critical metrics.

Link Building Reports

Link building reports should not only focus on improving site authority but also on driving traffic and engagement. Key metrics to include:

URLs of Links Gained

List of acquired links and their impact on SEO performance.

Links Gained Through Link Building Activity

Identifying links obtained through outreach efforts to measure campaign effectiveness.

Links Driving Traffic

Evaluating links that generate referral traffic to gauge the success of link building efforts.

Percentage of Valuable vs. Less Valuable Links

Distinguishing between high-quality and low-quality links to assess their impact on SEO performance.

Conclusion

Constructing an SEO report involves storytelling, tailored to the audience’s needs, and delivering actionable insights. Seek feedback from stakeholders to ensure the report meets their requirements and adds value to your SEO efforts.

FAQs

1. How can I ensure my SEO report is effective?

To create an effective SEO report, focus on relevant data, keep it brief, tailor it to the audience, ensure ease of understanding, maintain impartiality, provide insights, and link metrics back to business goals.

2. What metrics should I include in an organic performance report?

Key metrics for an organic performance report include overall visits, traffic visits by channel, goal completions, page-level traffic, organic landing page sessions, and revenue generated.

3. How should I approach technical performance reports?

When creating technical performance reports, prioritize server response codes, page load speed times, and any data indicating urgent issues that need to be addressed to enhance site performance.

4. What metrics are essential in a link building report?

Include URLs of links gained, links obtained through link building activities, links driving traffic, and the percentage of valuable versus less valuable links in your link building report.

5. Why is it important to seek feedback on SEO reports?

Feedback from stakeholders helps ensure that the SEO report meets their needs, adds value to the SEO efforts, and fosters effective communication within the organization.