Confusing, lengthy, or unbalanced reports
Whether it is a fully automated 70-page report with every single SEO action agency, or a document with inconsistent branding and copy-paste data from various tools – it’s not an actionable document that a customer can easily read and Can understand
You have to keep the end goal in mind: reading clients and knowing how your work is helping the business. If the customer does not engage with your report, it is a missed opportunity to both show results and gather feedback.
To avoid these situations, think once about the main KPIs and SEO objectives you have agreed to:
- Do they have a keyword list that they are particularly aware of?
- Do they want an e-commerce customer to increase the conversion rate?
- Is this a lead generation campaign?
After clarifying expectations and business objectives, this is what you will report monthly, explaining how your SEO interventions have a direct impact on their KPIs and business results.
To address discrepancies, you can create an agency template by focusing on these key insights and your agency’s brand and unique voice:
- Think about highlighting the most important trends and wins on non-brand organic traffic and visibility trends, such as KPI.
- Areas of focus and keyword groups.
- Material display.
- Insight of competitors.
- Major updates that affect the campaign (if applicable).
- Technical Insights and Recommendations.
- Seo opportunity.
Then, you will have a good foundation that you can personalize for each customer.
Ultimately, as each SEO campaign has its own peculiarities, you need to ensure that you report on specific requests from the client.
Too much data, not enough explanation
In addition to long or unbalanced documents, another reason for clients’ skipping when reading monthly reports may be data-heavy documents, which contain lists of keywords and complex graphics that are not self-explanatory to the non-SEO expert.
Sometimes you can work with in-house SEO professionals, but most of the time it will be a stakeholder who is interested in reaching their business goals, so they need to talk on the business. And even though you are expanding your in-house SEO and digital marketing team, they still need to justify the ROI of collaborating with your agency.
Finally, highlighting how you influenced marketing leads is more important than driving sales ranking and traffic to the naughty-gritty.
Want more time to focus on matters? Then think of ways to automate data gathering.
Instead of spending many hours in your SEO tool, copying charts, making screenshots and discovering the most relevant insights, optimizing for time and integrating these actions into your daily routine.
For example, with reporting modules like SEOmonitor, you get an assistant in the form of a Google Slides add-on, which gets important insights from your campaign – which you can insert with a click. Those details are converted into visually appealing slides, within your predefined agency template.
What matters do you have to focus on – explaining the metrics behind your actions, how the strategy evolved, and what lies ahead for the customer’s business.
Inconsistent reporting frequency
Was it supposed to be monthly? Or did you agree on a custom term?
Unable to reach the right time and keep pace with your client can be another reason that causes unreadable files to pile up.
Having a set frequency, which is usually month to month, helps both from a process standpoint and as a ground for calibration with the client’s team.
To ensure that you send your reports on time, you can use a project management tool or, moreover, your internal agency dashboard. By having a support system with elbows and warnings via email, Slack or anything else, you stay on schedule.
Don’t forget to set up your notifications in advance for preparation – compounding insights and creating the document yourself. In addition, you can think about the roles involved in the reporting process from the beginning, so you coordinate with all team members in a stipulated time.
Expectations of hope
Both sides can be without expectations: Your team has made some important SEO recommendations that the client has not implemented, expecting the customer to see a different result.
Returning the full cycle for the important part of alignment and setting expectations is also a final aspect to take into account: Communicating why it is important to receive and read the report beforehand.
It can serve as an agenda-setting for the final step in the reporting process – presenting it.
It is also in the monthly meeting or call that you get to clarify, explain and recommend when presenting the journey so far.
Even this can be an opportunity to rejuvenate a relationship with a silent customer. This is not an unread report per se that needs to be resolved, but the way you both communicate.
It may be that both of you agree during the onboarding or that both sides benefit.
All in all, having the same basis for this discussion increases its efficiency. You and the customer can now focus on campaign fine-tuning and strategic discussion as you know where you stand, questions that need immediate answers, and anticipate the next steps.
Ways to optimize your reporting process
Creating an efficient reporting process is important for your agency, because to a certain degree, reporting is retention.
Being able to articulate how your monthly activities and SEO interventions are improving the results of the business will not only be beneficial to your customer’s trust, but also to their continued support.
In short, the main things to consider when designing that reporting process are:
- Establishing reporting rules and communicating them explicitly to the client in the onboarding phase.
- Setting an internal process for how you learn about reporting and its strategic purpose.
- Create a visually monthly report to use across the agency, displaying your vision and the most relevant SEO insights: SEO actions, visibility positioning, keyword grouping, and their performance, competitors insights, SEO issues and opportunities, and next steps .
- Automating data aggregation so that you have time to focus on: strategy, tactics, and explaining what happened to translate SEO interventions to business results.
- Formulate a transparent process and collect feedback. Your reports and meetings are a great opportunity to take the pulse of your customers and find out what you can customize. For transparency, you should refer your customers to give you feedback and ask burning questions.
Our team at SEOmonitor researched this process through and through, and after collecting insights from SEO agencies, designed a reporting module that takes into account all of the above aspects, so you don’t have to struggle is.
- Overview of the status of your report at the portfolio level.
- Status of customer reports (liability, overdue, submission, progress) at each step of the process in your account manager dashboard.
- A builder that gets your campaign data from SEOmonitor in Google Slides – our smart assistant draws the most relevant insights from each campaign that you can click and insert into your agency template in seconds. Also, we will create visually consistent graphs and charts that are easy to follow.
- A feedback tracker for each monthly report that highlights engagement data: the most engaged slides, the most liked slides, and the overall satisfaction of the client, collected immediately after reading your report – at the best possible time Has gone.
Reporting does not have to be a painful or time consuming experience for your team. And it can be important to support client communication.
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