By using an SEO report as part of your internal Report measurem denmark mobile database ents correctlymarketing, you are presenting your client with the successes achieved through your optimization work. However, this does not mean that you should use it to cover up any negative facts.
Try to be objective, unbiased, and honest. Whi singapore data le some of the data may not be cause for celebration (a decline in campaign performance over time), it will alert you and your client to potential issues. Including it in your report then opens the door to discussing remediation and recommending next steps.
Explain
An SEO results report is not just data and numbers. The client needs to know what it is about, so it is necessary to introduce them to the issue at the beginning and summarize everything nicely at the end.
A thorough textual analysis of the presented data will also increase the value of the report by an order of magnitude. You can view your conclusions as an evaluation of the actions taken with added suggestions for subsequent strategic steps.
Misreported metrics can lead to unwanted negative reactions and su kate healy vrealize air product marketing consultant bsequent bad decisions. An example of this is the Bounce Rate.
This expresses the percentage of all page visits that ended with the user leaving the page without any further interaction.
Measurement is undoubtedly useful, but not just by itself, you have to put it in context with other factors.
For example, if you change the layout of a page and its bounce rate increases significantly, it may be a sign that visitors are not finding their way around the new environment and are leaving due to naviga
tion difficulties. On the other hand, if you make the change to make it easier for visitors to find the information they need, the new design is likely working and successful.
Bounce rate data may be irrelevant without a deeper analysis of other related metrics and cannot be presented alone as a measure of success.
Similarly, bounce rates across the web are a big problem for some sites, while for others a short visit is desirable.
- If you see a high bounce rate on the main page or product card, something is wrong, the pages are not meeting the needs of potential customers, and you need to make changes.
- When you see a high bounce rate on a contact page, nothing is happening because the user found the phone number they called or the email address they wrote their inquiry to.
Give metrics context
Very few metrics can be presented in isolation to provide a complete
picture of the true state. Take data crawling and indexing, for example.
The number of URLs that Googlebot crawls on your site seems like a completely honest and relevant indicator of the technical functionality of the site. However, a higher number of crawls may be the result of y
our work on new sections of the site, which is undoubtedly a positive development, but if upon closer inspection you find that the numbers are increasing due to spam attacks on your site, you are in serious trouble.
From a technical SEO perspective, Report measurements c
orrectlythe volume of pages viewed does not have any context and no measures can be taken based on this data alone.