An SEO analysis report is a crucial element of an SEO strategy. It doesn’t matter what your strategy consists of; if you don’t have a report to share the results, it wouldn’t be a perfect strategy. That’s why, in this article, we will put out all the necessities to prepare an SEO report for clients.
An SEO report analysis consists of many things, such as the website’s conversion rate, page speed, and keyword performance. However, if you are new to creating an SEO report on website, you may be interested to see how it’s made. SEO is a long-term process, but the results are always on the plate. It is possible to check the SEO performance with an SEO report for a website. These website SEO reports can be weekly, monthly, or maybe yearly; it is up to the reporter and client. So, let’s take a look at how to actually prepare an SEO report for websites. Let’s dive right in.
Creating an SEO Report for Clients
There are certain SEO tools to use when creating an SEO report. If we take a look at these tools, we’d see Google has many useful ones, such as Google Data Studio and Google Search Console. Also, the best part is that these tools are free to use. So, how can you use them to prepare the perfect report for your clients?
Using Google Data Studio
Let’s start with what is Google Data Studio. It is a tool introduced by Google that helps you review your data in visuals. You can use Google Data Studio to create your SEO reports for clients. Here are some advantages of using this tool:
- You can integrate other tools of Google, such as Google Sheets.
- Create table charts and graphs inside Data Studio and share them easily in your SEO report.
- Add dates to your charts and graphs to see your improvements and downturns better.
- Easily share a link with your clients to see the report quickly.
As you can see, Google Data Studio comes with several benefits. Once you get a hold of it, it is possible to prepare an SEO report for clients easily. We have mentioned that it is a free tool. Also, Data Studio is great for your site security. You can restrict access to your data. This way, only the required users will be able to see your data.
You can also use other tools of Google and integrate their provided data in Google Data Studio.
Using Google Search Console & Google Analytics in Data Studio
It is possible to use the information that Google Search Console and Google Analytics provide in Data Studio. Learn all the details about what is Google Search Console and what is Google Analytics for further improvement. This way, you can build up a quite detailed SEO report for your client.
How to Connect GSC to Data Studio
Using GSC in Data Studio by integrating it is very easy. Here are the steps to integrate GSC into Data Studio:
- First, sign in to Google Data Studio.
- Then, you will see a plus sign on the top left side of the page. Click on it.
- After you click on the plus sign, select Data Source.
- Click on ”Authorize” to get Data Studio to access your data.
- Select the site you want to connect from the Sites panel.
- Then select Site Impression or URL Impression from the Tables panel.
- Now, you will need to select the default property.
- Click on the ”Connect” button on the top right corner of the page and finish the integration process.
How to Connect Google Analytics to Data Studio
Using Google Analytics in Data Studio is very easy. All you have to do is to follow a few steps. It is even easier than connecting GSC to Data Studio. So, here we go:
- Sign in to Google Data Studio.
Once you sign in, go to the Reports page and create a new report.
- Connect to a Data Source.
After you go to the Reports page, there will be three options such as a report, data source, and explorer. Select the data source option.
- Click on the ”Authorize” button to get Data Studio to access the data in Google Analytics.
Select your account and click on the ”Connect” button in the upper right corner of the page.
That’s it; you have connected Google Analytics to Data Studio. Now, you can view your information in Data Studio and use it to create an SEO report for your clients.
What Should You Include in an SEO Report for Clients?
We have mentioned the tools you can use to create an SEO report and how to integrate them into each other. Now, let’s take a look at what you should include in an SEO report.
Website Traffic
Website traffic is one of the main purposes of an SEO strategy. Organic traffic is definitely all website owners are looking for. It can increase your website’s visibility. That’s why it is crucial to include website traffic in an SEO report.
Website traffic shows how many users have used and are using the website. It is possible to compare the traffic to previous months to see the progress of the SEO strategy. Other than that, website traffic insights can present you with the following:
- How many unique visitors your site had.
- The number of pageviews on your website.
- Organic search traffic is made from various search engines like Google, Yandex, or Bing.
- The traffic came from other channels such as YouTube, Facebook, or other sites.
You can use many tools to reach website traffic insights. Google Analytics is a great way to see the progress of your website. You can use it to see your site’s traffic. However, if you want to see the information you’d gather from other search engines, here are some of the best tools you can use:
- SEMrush
- SimilarWeb
- Ahrefs
- SE Ranking
Conversion Rate
The conversion rate is a direct result of a website’s success. If you want to prepare an SEO report for clients, then you must have conversion rate optimization in your SEO strategy. It is crucial for a professional SEO practice.
Including conversion rate in an SEO report is important because it can make the client change their actions on the budget they allocate for conversions. Especially if your client is a company that sells products, conversion rate means a lot. So, how can you evaluate the conversion rate results in a report?
- You can come up with better testing plans for your client.
- Collect data to improve your conversion rate optimization; if you do not fully know what is conversion rate optimization, learn here.
- Optimize your website as more sales oriented.
- Leave the strategies that are not working anymore.
You can offer your client to apply the changes we have mentioned above. These actions are definitely among what your clients are searching for. That’s why consider including the conversion rate and the possible actions that can be done when you are up for a professional report.
Page Speed Insights
Google has software called PageSpeed Insights. It shows the speed of your website according to the image sizes, server response time, use of plugins, mobile friendliness, site caching, and redirects. One of the purposes of SEO is to provide the best user experience to site visitors. The speed of a website is a direct effect on user experience. That’s why it is better never to skip page speed insights on a professional SEO report.
When presenting the page speed insights, you can include Core Web Vitals’ metrics which are:
- Largest Contentful Paint
- Fırst Input Delay
- Cumulative Layout Shift
You can take a look at our article about core web vitals to see more details about these metrics.
Bounce Rate & Engagement
The bounce rate is something that website owners want to reduce. SEO is a great way to reduce bounce rates, but it takes a good strategy. If you have reduced the bounce rate of your client’s website, it is crucial that you include it in the SEO report.
You can calculate bounce rate in three ways: page level, site level, and segmented. You can find the details in our article about what is bounce rate.
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Analyze the bounce rate and take action regarding the results. Here, you can offer your client to:
- Improve website content to a higher quality.
- Review the actions of your target audience.
- Optimize your content to be more call-to-action oriented.
- Improve the speed of your website.
- Change or add target keywords.
- Improve the landing page.
- Get in touch with website visitors by adding a live chat option.
Keyword Performance
Using keywords is an inevitable part of an SEO strategy. Keywords have a direct effect on a strategy’s success. So, the keyword performance should definitely be included in an SEO report for clients.
Keyword performance relies on the keywords that are chosen. If your client is deciding on the keywords to be used, then you can show the performance of those keywords to your client. If the results are not as expected, you can discuss a new keyword strategy.
Keyword performance is not something strict that can be done in one way. Keyword strategies change according to business models. That’s why if your client is not aware of this, you should definitely include why changing the keyword strategy in your report is necessary.
Also, your client’s competitors are crucial when it comes to keywords. Using the competitors’ keywords can only bring your client to one place, but if they want to go beyond it, they should start using the keywords that the competitors are not using. So, be sure to mention this in the report.
Checking Backlinks
Backlinks are an inevitable part of SEO, and usually, they are so helpful. However, sometimes there can be bad-quality backlinks, or they might just be broken. It is better to determine and delete these harmful backlinks. Otherwise, the presence of them might affect the strategy negatively.
If something is lacking in your client’s SEO strategy, there is a high chance that harmful backlinks are leading to the website. You can use backlink checker tools to do a backlink analysis and include the results in your report.
Shortly Preparing an SEO Report for Clients
We have explained how to prepare an SEO report for clients. We have mentioned the required tools to create an SEO report. You can use Google Data Studio. Connecting Google Search Console and Google Analytics to Data Studio and creating a professional report is possible. Also, we have mentioned what you should include in your SEO report.
A professional report doesn’t focus on the problems; it focuses on the solutions. So, keep in mind that you should always come up with solutions or alternatives when preparing an SEO report. When we explained what you should include in your report, we also guided you through these alternatives.
If you need help with your SEO strategy for your website, consider getting help from an SEO agency.
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