How to avoid the SEO reporting fiasco

Highlight the victories…and the failures

As I mentioned earlier, just because you know what to look for in the analytics – doesn’t mean your clients do.  For the most part, an SEO’s understanding of analytics is far superior to that of the team who has to decipher your spreadsheet or cryptic keyword analysis – which is why it’s critical to put the spotlight on crucial data points.

This can be as simple as putting a red circle around growth in unique visits, keywords which weren’t sending traffic before you initiated the campaign, arrows pointing to CTAs which are drawing clicks, or taking a screen shot of improvements in anchor text variation ( I use linkdiagnosis exclusively for this). However you choose to visually represent your SEO victories – be sure to represent the failures as well.

Mistakes will be made along the path to success in the SERPs.  It happens.  Links disappear, search volume fluctuates, referral sources of traffic change, and rankings can shift dramatically for no good reason.  Although you can’t control the search engines, you can control how you display data which doesn’t paint the most positive picture of your work.

They’ll get over it.  If you are providing a comprehensive approach to search marketing, are clearly dedicated to a project, take the time to explain why something negative may have happened (or is taking a while to work), provide credible  information resources for clarification…AND ARE QUICK TO ARTICULATE WHEN YOU ARE THE ONE WHO DIDN”T DROP THE BALL…you don’t have much to worry about.  It’s not your fault if a development team implemented all 302s instead of 301 redirects…it’s not your fault if the CMO wants an all flash site regardless of your input…it’s not your fault if branded title tags get selected over keyword infused title tags (no matter how much you kicked and screamed or threatened to quit).  Just be sure to cover your ass with data…and never, ever, ever stick your head in the sand and play dumb.

There’s an old Japanese proverb which reads something to the tune of “the nail which sticks up gets hammered down”.  I would advise you to follow the  American version instead: “The squeaky wheel gets oiled.”

Take the time to explain your reports

As much as you may try to express your thoughts and analysis through writing – people will always listen before they read. Whenever you submit a report for review – be sure to include a “lets schedule a time to review this togther” sentence in the email.  Get someone’s attention and make them review the report with you (preferably someone in a management or director position).  Not only does verbal review provide an opportunity to clear up questions – it puts a face (or voice) on the work.  It’s much harder to question a knowledgeable SEO than it is to interrogate a pdf full of charts.

Submitting a report to a client is  an opportunity for you to display your strengths, demonstrate your capabilities, encourage other personnel involved in the project to be educated as to your marketing initiatives, and to justify your search marketing activities with tangible results. It’s also an opportunity for strategy planning, to generate tactful ideas, and strengthen the often tenuous bond with the development team.

Collaboration is crucial…and your SEO reports should inspire discussion, set the stage for strategy planning, and serve as benchmarks during the course of the campaign.