Client SEO Reports Explained

You know how important SEO is to the success of your business. From brand recognition to getting conversions and sales. But how do you know if your SEO is working? A high-quality SEO report helps you track and analyse the effectiveness of your SEO strategy. And because SEO reports indicate how your SEO agency is contributing to SEO goals it’s important to understand what they mean. 

(The walkthrough features the SEMrush My Reports tool)

What are the performance metrics of SEO reports?

Performance metrics are important as they’re the numbers that help your business stay on track. They measure how well your website is doing and have 6 figures sourced from Google Analytics that include:

  1. Sessions
  2. New Sessions
  3. Pages/Session
  4. Bounce Rate
  5. Session Duration
  6. Goal Completion
performance metrics
It’s important to note that although we generate these SEO reports on a weekly basis, the reporting period for the Analytics section is for a 90-day period. Over the 90-day period knowing what goals have been reached will give you an indication of your conversion rate. From more people signing up to your contact form, to an increase in phone calls or improved sales in your online store. This will help you work out what your return on investment is.

Other important metrics of the SEO report are:

  • Estimated keywords
  • Estimated traffic, and
  • Traffic costs based on your search engine performance over the past 12 months.
estimated traffic
In our client’s example report you’ll see 2,100 keywords which indicate the number of keywords that are bringing users to the website via Google’s top 100 organic search results. When analysing this section it’s important to look for the keywords within the top 100. It’s important to note that keywords with less volume are still important but because they don’t get searched for very often, they usually don’t fall into this category.
This section of the SEO report is an estimate of how your website is performing in Google searches over a 12 month period. In our client’s example 1,500 visits a month are a result of being found in the top 100 keywords. While this is organic search traffic the information allows us to calculate the cost per click of the keywords if you were to get the same level of paid traffic with Google AdWords.

What are the competition metrics of SEO reports?

Competition metrics indicate where your website is positioned amongst major competitors. The organic search component indicates:

  • How many search engine keywords your business is getting found for
  • What the competition level is like
  • How competitive other businesses are compared to your website
competitive -positioning
Looking at organic keyword performance also gives a clear indication of how many keywords are within the first 3 Google organic search results. In this example there are 115 keywords sitting between the 1st and 3rd positions and 280 keywords between the 4th and 10th position of the first Google search page. Seeing the keywords that are below this is an opportunity to work on them and increase their ranking.
organic search positions

What is the best way to generate backlinks?

When it comes to earning backlinks there can be confusion and misunderstanding. It’s important to note that we never “try to trick Google” by manufacturing links or other spam-like methods. We focus on earning the links that you need for your website and know that Google analyses every link to position the website.

The best way to earn and generate backlinks is to create fantastic content that generates interest from your customers, gets read and shared. When this happens high-quality links are created. In our client example you’ll notice over the past 12 months there have been 149 backlinks from 57 referring domains and 57 referring IP addresses.

link earning
Sometimes it can look like there are a lot of links coming to your website but they may not all be high quality. While you’re not able to control this, there are methods we can use to repair issues with ‘bad’ links. To ensure the links aren’t spam we regularly run an audit to analyse them.

Where to get help with SEO reporting

SEO reporting on a weekly basis is important as it helps you see straight away how your business is going. As your high-quality content gets read and shared more, you’ll be able to see website improvements.

If you want to create your own SEMrush reports, follow this link to create a SEMrush account, and then follow the video tutorial below.

If you’re feeling daunted with SEO reports and what the data means you’re not alone. Email me with any questions about SEO reporting via our contact us form.