SEO reports present some variations with respect to the traditional analytical or conversion web reports that must be taken into account.
Obviously, it is necessary to analyze organic traffic generated in greater detail but there is also a series of external metrics to the web (profile of links, naturalness and variety of links, rankings, link building report) that is relevant to know the state of a web page and that is impossible to obtain from a traditional analytical tool.
You can get an SEO Report including analyzing your backlink profile. If you want to get quality backlinks, you can find them in LinksManagement.
Let’s see which points are important and to which to give priority in an SEO report:
Although it is something elementary, SEO is usually the largest source of traffic on a website. Giving a global vision to the client of the importance of this medium can be a very good way to start a report, especially in small clients or with limited knowledge of the online medium.
Traffic brand and no brand
Although the evolution of SEO traffic is important, its segmentation is even more important. An increase in SEO traffic may be due to the fact that we have got 50 new links in a week, have optimized onsite incredibly or because for a reason, many people have reached our page. Knowing how to identify and differentiate these points is what makes us a better analyst and better SEO practitioner.
Tip: Google Trends can allow you to corroborate search trends for your brand name, a product or a section that has had a sudden increase in SEO traffic.
The “not provided”
When it comes to tagging brand and not brand traffic; we will come up with a problem: traffic not provided. First, try to explain to your client what is not provided and its importance.
Tip: One way to generate a differentiation of brand and non-brand traffic is extrapolating the traffic not provided between the other two segments, although the higher the percentage the less reliable the data obtained will be.
Traffic by landing
Since keywords have lost effectiveness in identifying the source of traffic, landing pages have quickly replaced them. Knowing what keyword each page is destined for is relatively easy but we must realize that when we consider variations and long tail, we’ll see that we have to refer more to a theme than to a rigid set of keywords.
Ranking of Keywords
The ranking of Keywords allows us to establish a relationship between the traffic you receive and your position in the main terms considered in the strategy. Ideally there is a clear correlation between the average position within the ranking and the SEO traffic that is received.
Unfortunately, personalized searches, influence of social networks, influence of location and search history, knowledge graph and a long list of etceteras have made this correlation not as important as it used to be, and in mature accounts it may be advisable not to pay as much attention to the keywords and rankings.
All these points can be approached from an SEO perspective and provide enormous value to the client, so that if he or she assumes an area, we can provide greater and more strategic value. The reports, ultimately, are what give us the questions and answers about what our next move should be.