SEO teams thrive and run on reports. Reports are shown to clients, team members and others associated with the project. The purpose of these reports is simple: track the progress or the lack of it! This automatically means that your SEO reports must tell you the right story, or your team will be misled. If you don’t have the right reports to guide your SEO team, you will pay a rather heavy price. Here are some pointers that you need to keep in mind when you glean reports for your SEO team.
Firstly, begin with having a clear idea of what you want to be reported through the data and stats that you collect. Reports take quite some time to be prepared and maintained on a daily basis. If you run all over the place with your data collection, you will end up reporting stats that don’t really matter to your online business. Talk with your client and define objectives. Once that is done, you will have a clear picture of what columns you need in your report sheet. You must also draw up a hypothesis of where you want to end up at the end of the report-collecting phase. That way you will know how far you have attained your objective.
Secondly, reports have to be confined within a time frame. For a report to be effective and worth analyzing, it must be bound in a time schedule so that you know how much time it took to achieve those results. You can never have a one-dimensional report where you have just the figures, say the number of unique visitors to your website in a month. The SEO team also needs to know how much time you are considering to arrive at that figure. It is monthly, weekly or daily. Without this time dimension, your report is incomplete.
Finally, the purpose of a report in the SEO domain is to arrive at definite conclusions accurately. There is no room for speculation as such. The analytics that you develop have to done accurately so that you are always using empirically correct reports. Inaccurate SEO reports are not just misleading for both the client and the SEO team, but also ethically wrong.
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