SEO Reporting can take a lot of time and often the data is not not widely shared within the company. Sometimes it stays only within the SEO team (and the respective clients), it is filled with way too much information and is basically a data dump which is hard to understand for anyone not in SEO. This has a negative effect on the client as they soon lose interest.
In the past, these reports used to include rankings and organic traffic and sometimes the number of back links. They also did not always reflect all the results from the work the team had done that month/quarter. The SEO industry has developed since then and many of us have moved away from rankings and using this as a KPI metric, however reporting can still consume a lot of hours. It can be difficult for some teams to include metrics the C level wants to see such as conversions and overall traffic.
It is important to educate your clients and your wider marketing team highlighting the results as well as touching upon some of the technical changes to be made to the site to achieve even better results. Reporting should include processes, data analysis and insights. At Tea Time SEO, we were joined by Steph, Barb and Christopher who each shared with us their own way of creating SEO reports which will take less time, get more buy in from the wider team and truly reflect the results from the past month/quarter.