How to Create 10x SEO Reports – Whiteboard Friday

New 12 months, new you — when it comes to SEO reporting, a minimum of! We’re kicking off 2020 with a complete but gloriously easy recipe from Cyrus Shepard for creating really efficient SEO reviews. From tying KPIs to enterprise metrics to delivering dangerous information successfully, your reviews have by no means seemed so good.

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Video Transcription

Okay, so we now have 400 damaged pages. Ah, we rank quantity 7 for greatest plumbers in Idaho. Oh, hey, Moz followers. I am Cyrus Shepard. Today I am speaking about SEO reviews, particularly how to create 10x SEO reviews.

I’ve gotten lots of of SEO reviews like this in my profession, and I’ve acquired to let you know that is ineffective. No one is studying these. This is unlucky as a result of that is your direct manner to talk the worth of what you are doing, drive motion, and basically make more cash along with your job. Now a superb SEO report tries to accomplish three issues:

  1. You need to tie the report immediately to your enterprise metrics
  2. You need to present the worth of SEO, what you are doing, how SEO is delivering to these enterprise metrics. 
  3. Finally, you need to drive motion. When individuals learn your SEO report, you need them to take motion on particular issues, repair website points, these kinds of issues, and many others.

But individuals make plenty of errors. Typically, in case you’ve created SEO reviews, in case you’ve learn SEO reviews, you’ve got seen these errors over and again and again: 

  • It’s not a website audit. It’s not a listing of each single factor that’s mistaken, each single site visitors metric. It’s normally simply the highest issues, the issues that we wish to focus individuals’s consideration on. 
  • It’s not one thing that solely delivers excellent news. You see these time and time once more, SEO reviews, they paint a rosy image. But individuals aren’t dumb. They know that if their enterprise will not be bettering and also you’re frequently delivering excellent news, you are probably not tying SEO to the enterprise.

So we wish to create even reviews. 

5 issues to embody in each SEO report

Now over time, with the reviews I’ve created, I discover that there are typically 5 key issues that you really want to embody in each SEO report that make it easier to drive motion and present the worth of SEO and in the end make it easier to make more cash. 

1. 2–four KPIs

The very first thing that you really want to embody in each SEO report is KPIs. These are key efficiency indicators. These tie immediately to your enterprise metrics. Generally, you need to embody about two to 4 of those. You need to preserve them high of thoughts. 

A) Conversions, objectives, signal-ups, downloads, and many others.

Now, typically in SEO, these will be conversions, objectives, e-commerce, what number of issues are you promoting. It will be signal-ups on your electronic mail e-newsletter. It will be downloads.

Generally, something having to do with cash, your enterprise metrics, or your key efficiency indicators, these are good issues to embody. 

Pro tip: When reporting in your key efficiency indicator, natural site visitors, the SEO work that you simply do is usually the final conversion channel that individuals will use. So it is good to use assisted conversions.

This is usually present in Google Analytics or no matter analytics program that you simply use. This will set a glance-again window and present how natural site visitors, how your SEO efforts contributed even when their final go to was direct. So it is good researching that and understanding how you should use assisted conversions in your reporting. 

B) Traffic MoM, YoY

Another key efficiency indicator that is quite common in SEO reviews is site visitors. In reality, some individuals like to lead with it. I like to lead with the enterprise metrics. But it is inevitable that in case you’re doing an SEO report, you are going to embody site visitors. 

Now if you’d like to make that site visitors report a bit of extra invaluable, you want comparisons, typically month-to-month comparisons or extra helpful 12 months-over-12 months comparisons. This helps keep away from the issue of like site visitors was down due to Christmas or a sure vacation or regional occasion.

So whenever you evaluate 12 months-over-12 months, you’ll be able to present precise efficiency that varies a bit of extra fairly. 

2. Search visibility & share of voice

Second, and that is the place lots of people stumble, search visibility or share of voice (SOV). Now the place individuals stumble is this isn’t a rankings report.

A number of SEO reviews embody rankings. Rankings, I’ve acquired to say, actually aren’t one of the best factor to embody in your reviews. Rankings fluctuate. They are so personalised from nation, gadget, and people. So together with rankings for particular person key phrases will not be very informative. Fortunately, there are a lot of nice options that you would be able to embody which are a lot superior to rankings. 

A) Search visibility (click on estimates)

Search visibility, you may discover this in lots of SEO instruments. Moz has it. Different SEO instruments have it. It’s mainly an estimation of clicks for all of your tracked key phrases. So in case you’re monitoring lots of or hundreds of key phrases, search visibility can present you an estimation of how a lot site visitors you are truly getting from these key phrases primarily based on rank and search quantity and issues like that.

B) Share of voice (visibility & quantity)

Share of voice could be very comparable to that, but it surely’s not primarily based on clicks. It’s primarily based on visibility and quantity. For enterprise, STAT does a superb job with share of voice. What’s cool about share of voice is it tracks your whole key phrases in opposition to your whole opponents for these key phrases. So if in case you have 200 key phrases rating for greatest plumbers in Wisconsin, it should present you the place all of your opponents are and the way a lot of that site visitors you might be truly gaining, whether or not it is 13% or 30%. That manner you’ll be able to monitor in opposition to your opponents. It’s a significantly better metric than these particular person key phrases that do not let you know a lot. 

C) Rank index (grouped key phrases)

Finally, if you do not have entry to the premium SEO instruments, you are able to do one thing which is known as a rank index. A.J. Kohn has a superb submit on this. It’s a bit of older, however nonetheless very related.

A rank index is mainly grouping your whole key phrases by sort. For instance, possibly all of them have the phrase “plumber” in them. You monitor their rankings collectively as a bunch, lots of or hundreds of key phrases, and you may see fluctuations. That provides you a significantly better efficiency indicator than these particular person key phrases.

three. Site well being

This is your on-web page work, your technical SEO. Again, the place most individuals stumble, this isn’t an audit. You don’t desire to checklist each challenge in your website, all of the 404s, all of the 500s, and issues like that as a result of nobody actually desires to learn these issues. They get very repetitive.

Focus in your most vital points

Instead you need to focus solely in your most vital points. Generally, once I create an SEO report, that is three to 5 points. If individuals need extra info, you’ll be able to ship it to them. You can provide them in-depth downloads, website stats, and all that. But for the report, we solely need to focus individuals’s consideration on three to 5 points, that they will truly repair, that you really want them to work on. We’re going to checklist an important points on there that we wish them to take motion on. 

Pro tip: When you are writing your website well being report, use the phrase “because.” When you utilize the phrase “because,” it helps individuals take motion. For instance, “We have a lot of 404 pages on the site because we introduced some new broken links.” That tells those who we now have an issue, because of this, they usually need to take motion. 

Show progress

Also, in case you’ve made any progress because the final time you confirmed the report, you mounted these 404s, this can be a good place to embody it. 

four. Content efficiency

One factor I like to embody, that usually is not, is content material efficiency. This is your high content material, whether or not it is a weblog or no matter content material you produce, by hyperlinks, shares, and site visitors.

Drive actions via suggestions

Now the explanation I like to level out to the positioning house owners content material efficiency is as a result of I would like to present them what’s performing nicely to encourage them to create extra of it. I would like to drive motion via suggestions. This content material, this weblog submit that Britney wrote did very, very nicely. We ought to have Britney write one other one on this.

Suggest subjects, key phrases, and authors

By doing this, you are serving to your consumer or your boss or no matter make it easier to by creating that content material that is going to do nicely. 

Highlight low-performing content material

Also, if you’d like to spotlight low-performing content material or content material that has gone stale and goes down, that is additionally a useful place to try this, simply to assist inform the selections of your content material staff.

5. Opportunities

This might be an important one. This is the crux of the SEO report — alternatives. Opportunities is the important thing that you simply’re attempting to drive right here. These are suggestions. 

four–5 suggestions per 30 days

Based on every thing that we talked about right here, what are the 4 or 5 most vital issues that we will do proper now to enhance SEO subsequent month?


You need to prioritize. This is an important. This is the second. 

Keep it easy

We need to make use of KISS. If you are not acquainted with KISS, it is an acronym, preserve it easy, silly. You’re not silly. You’re simply going to preserve it easy.

You need to make your suggestions as easy and simple to comply with as potential. One, two, three, 4, that is it. We’re not going to embody every thing. A number of SEO reviews need to checklist dozens of issues. We need to maintain these again. If you’ve gotten dozens of fixes that you simply want mounted on the positioning, it is in all probability not an important factor to put them in there since you’re going to overwhelm your shoppers and executives and folks taking motion.

Provide actual steps month-to-month

Again, 4 to 5 a month or no matter type of cadence you are on, weekly, month-to-month, and what number of belongings you assume your consumer can fairly sort out. Next month you may give them 4 to 5 extra, and you may keep employed and you may frequently have a brand new checklist of issues to work on. 

Tie fixes to KPIs

You need to be certain that they’re tied to the KPIs.

We need to repair these as a result of they immediately affect these. In reality, I would like to shake issues up a bit of bit. I do know we listed quantity 5 as alternatives. Don’t finish your report with that. Make alternatives the primary factor in your report. Open it up, listed below are the alternatives, after which listed below are KPIs, search visibility, and many others., in order that they know precisely what they need to be engaged on. 

We simply launched a brand new information on SEO reporting. You ought to test it out:

Read the Guide to SEO Reporting

We launched some new performance in Moz Pro too in case you’re into that type of factor. If you’ve gotten any questions, let me know within the feedback beneath. If you want this, please share. Thanks, everyone.

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