Introduction

SEO reporting is crucial in monitoring whether a search engine optimisation campaign is going to plan or not. A good report should offer comprehensive insights that are vital for making informed decisions and determining how well the business’s marketing is doing.

Therefore, obtaining a detailed and accurate SEO report from your agency is of the utmost importance.

In short, a search engine optimisation report should include the following information every month:

This information can be obtained from Google Analytics and your Google Search Console account.

• Number of organic visitors
• Bounce rate
• Time on site
• Number of backlinks and comments on the quality of the backlinks
• And much more

For many businesses in the United Kingdom, investing in high-quality search engine optimisation is not just a choice but a necessity for the business’s survival.

Whether through digital marketing, social media advertising, or organic SEO, the right SEO strategy can decide whether the company is thriving or merely surviving.

We work with companies that are one hundred per cent reliant on the company’s SEO for new leads and sales.

Therefore, company directors and the marketing team must obtain high-quality organic search engine optimisation reports that accurately report the key performance indicators.

These reports are not just numbers but the foundation for making strategic marketing decisions that can significantly impact your business’s online visibility and success.

 

In this article, a look at the following:

• What exactly is an organic SEO report
• What is the purpose of an SEO report
• What performance indicators should my agency report in the SEO report?

 

What is an SEO Report?

First things first, what exactly is an SEO report?

For a business to appear on the first page of Googleit must have strong and high-quality ranking factors, such as backlinks.
Here’s are some the more important ranking factors:

 

– Backlinks
– Quality content marketing
– Having a fast website
– Good on-page SEO, such as titles, internal links and anchor text

An SEO report allows the agency to report back to the client and tell them about the ranking factors they have been working on improving that month.

For example, the consultant working on the account may say, we concentrated efforts on optimising the Google Business account. We supplemented that building a lot of quality business citations.

 

What are some of the key performance indicators the agency should be looking to improve?

• Total sessions (How many visitors is the website receiving?)
• Number of organic sessions and clicks
• Organic sessions from Google.co.uk
• How long have those shoppers been on the website? Duration of the average session, which is often referred to as “dwell time”
• Keyword positions
• Number of impressions
• Click-through rate (CTR)

The total number of sessions / visitors can be found in Google Analytics; this number states the number of shoppers or visitors the website has at a given time frame.

An agency should complete the SEO reporting once a month, so the report will often state how many organic visitors have been received over the last month.

Total Sessions: Why they are Important

Why is it essential to monitor the total number of sessions?

The total number of sessions allows you to monitor the number of shoppers/visitors visiting the website.
This will enable you to determine whether the number of visitors is increasing or decreasing over time.

 

Organic Sessions and Clicks
Clicks

Organic sessions refer to the number of times shoppers visit your website through a search engine, such as Google.co.uk. This metric is important because it indicates the effectiveness of your website’s SEO in attracting organic traffic.

 

Organic Sessions: Why is monitoring this important?

If you’re paying an agency to improve your organic search engine optimisation, you’ll want an SEO report that tells you how many organic sessions you receive. For example, how many organic visitors are coming via the search engines?

 

Organic positioning

Where your business is ranked on Google, for important keywords, is essential part of any marketing report. For some businesses they may monitor where they rank on Google for important keywords every day. Where your business ranks on Google can move up or down in one single day. That’s why the SEO report should provide to you “average keyword position” information, so you know over say the duration of a month, where your business ranked.

 

UX and SEO,

As mentioned earlier on in this article, if your website has a high bounce rate, then its arguably not offering a good U.X. This is a one-way ticket to the website moving down Google’s ranks.

Therefore, SEO agencies must closely monitor the UX. The UX must include various SEO factors, from measuring page load speeds, the faster the better, plus to how simple the website is to use on a smartphone for example.

 

Are there any technical problems with the website holding back?

Sometimes, there can be some technical problems holding the website back. For example, you may see articles / blog posts that have been set with the no index tab switched on, and when it is evident that the business will want the articles not be indexed, so will not appear on Google.

Other problems could include a significant rise in 404-page errors, leading to a poor user experience because shoppers cannot find the right product because the page may have been removed.

In conclusion

In our opinion, an SEO report shouldn’t just be pulled from an SEO reporting tool and just sent to the client without the SEO consultant adding some opinion on the data. Instead, your SEO consultant should sit down with you from the outset of the project and talk about what’s essential to your business.

Would you like to partner with us?

We partner with many companies within South Wales to help improve your SEO.

If you have any questions or would like an SEO quote, we can often respond we a full quote within 48 hours.