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A well-structured SEO reporting dashboard helps us bridge the gap between the value we are proving and the results we have driven. Here’s how we structured our standard SEO reports:
1. Leading with Actionable Insights:
Start with a section dedicated to insights that provide a recap of performance and recommendations. This is a snapshot of what occurred, why it happened, and what steps need to be taken next. It's essential that these insights are actionable.
2. Website Metrics:
Before diving into SEO specifics, understand the website's overall performance. Track important conversions like revenue for e-commerce sites or form submissions for lead generation sites. This provides a backdrop to the SEO performance, letting you see the bigger picture.
3. Comparing Channels:
Assess how organic search is performing in comparison to other channels. This step provides context and helps identify where the bulk of traffic and conversions are coming from.
4. Detailed SEO Reports:
We start each report with six standard SEO reports:
-Organic search specifics (traffic, impressions, conversions).
-Page-specific performance (optimized pages vs. newly created content).
-SEO tactic analysis (on-page optimization, content creation, meta testing).
-Brand vs. Non-Brand Traffic (using Google Search Console to differentiate).
-Individual keyword performance.
-Visibility by search result page (how often you appear on page 1 vs. page 2, etc.)
A well-structured reporting dashboard isn’t just a tedious task; it's an opportunity. It strengthens client relationships, opens doors for upsells, and provides a foundation for strategic decision-making. Too often, agencies and SEO professionals rely on generic templates. But creating a personalized dashboard, tailored to your needs and your clients, can provide clarity, actionable insights, and reinforce your value with clients or the leadership team.
Timestamps
0:00 Intro
0:17 Overall Report Structure & Insights Section
1:10 Overall Website Performance
2:35 SEO KPI Trends
3:49 Optimized Content
5:32 SEO Tactic Reporting
7:49 Brand Vs Non-Brand
9:20 Keyword Tracking
10:28 Impressions By Position
11:40 Why Reporting Is Important
12:37 Report Versus Dashboard
#lookerstudio #seo #reporting