There’s no denying it – SEO reports are the voice of your SEO business. Your reports are the message you convey to your customers. They are something that makes you stand out in the market.
Your skills and reputation matter most. Still, it is your ability to round SEO-specific data up into tidy, powerful and visual reports that brings that final touch to your reaching prospective customers and turning them into loyal clients.
Now that the search world is overwhelmed with the latest Google algo updates and SEO service providers fight hard to win and retain customers, we pitched SEO businesses on our client and social media list with one and the same question:
What approaches to SEO reporting work best for you in building lasting customer loyalty?
An amazing number of 4,758 SEO service providers got back with their SEO reporting tips that help them make their SEO reports shine with bright, engaging colors when it comes to attracting new customers and keeping existing ones.
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Here are top 5 SEO reporting recommendations mentioned by our respondents:
1. Personalize your report for each client (mentioned by almost 97% of SEO businesses)
This sounds obvious, but you can’t imagine how many times SEO service providers miss out on this point, sending hundreds of faceless computer canned reports to everyone on their client list.
Yet, SEO reports that make your customers feel special were almost unanimously pointed out as #1 customer retention tactic.
Let the client see that you created that SEO report specifically for them, namely:
- add your customer’s personal info and logo
- include relevant non-cliché comments
- if possible, translate them into your clients’ native languages (or get SEO reporting software with multi-lingual templates)
2. Make your reports clear and understandable (mentioned by 78% of SEO businesses)
In a sense, SEO consultants are interpreters. It’s your job to interpret clients’ goals – if a client tells you they want more Twitter followers, what they really want is more traffic to certain service-specific landing pages.
The other way round, when reporting on your SEO job done, you should be able to translate geeky SEO data into words clear to your clients.
Here’s what comes in handy in achieving that:
- think your recipient’s position and level of search savvy – be sure to craft completely different reports for geeky IT managers, top executives of large companies, and owners of small online businesses
- split your SEO data into visual graphs, diagrams and clear-cut tables
- use well-balanced colors for extra visibility
- balance mostly visual data with word explanations
3. Focus on the right SEO data (mentioned by 71% of SEO businesses)
With your SEO reports, you need to be able to answer your customers’ exact questions. Don’t fall into the trap of including every SEO data tidbit you have in your spreadsheets. 50-page long reports will do nothing but freak out your clients. Adopt “the less, the better” tactic: provide a sharp focus on what matters most.
Here’s what I mean. These days, many site owners are anxious about the recent Google algo update. If they feel your SEO practices are not fine-tuned with Google’s search quality guidelines, they may well look for search engine optimization services elsewhere.
To avoid that, give your regular reports a sharp Penguin- and Panda-proof focus. Turn your usual link building report into an Anchor Text Diversity Report – show the anchor text is diverse enough.
Adjust the scope of data you include – point out that your newly built links come from extremely diverse sources, thus securing the site’s rankings.
Report on the site’s on page health: point out the keyword density is minimal and all duplicate content threats are eliminated.
That said, when reporting to your clients, you should:
- embrace your customers’ key concerns
- underline the strongest points of your SEO campaigns
- sort data the wisest way – highlight your wins and the key performance metrics in the first place
4. Give your clients the easiest access to their reports (mentioned by 63% of SEO businesses)
Think of the best option to deliver your reports. Do your clients prefer face-to-face communication? Print the reports out to go through them together or make a presentation to emphasize the main points visually. Then follow up with the email version.
Make room for reporting space on your website where a customer can securely log in and view all of his reports – clients will surely appreciate this perk.
5. Let SEO reports sell your SEO skills (mentioned by 57% of SEO businesses)
Your reports not only showcase your expertise – they are a long-lasting ad campaign of your SEO services.
It’s often the case that SEO customers share your reports with others, asking for opinions from more geeky buddies of theirs or simply boasting on their sites’ SEO progress.
Thus, featuring your contact information right inside the report is far more than just making you more reacheable by your customers – it’s a great opportunity for buzz marketing.
As you can see, when approached wisely, your SEO reports can become powerful means of building lasting customer loyalty. This complete guide to smart SEO reporting we have put together based on our in-house research will help you use these means to their full extent.
And what is your approach to SEO reporting? Be sure to follow up with your own tips in the comments below!
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