Reporting Progress to Your Client

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Optimizing a Website for Search

582 classificações

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University of California, Davis

Optimizing a Website for Search

582 classificações

Curso 3 de 6 em Specialization Search Engine Optimization (SEO)

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

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Creating an SEO Campaign

Welcome to week 4! In this module, we are going to discuss the human factor of SEO - how to manage your relationship with clients. We’ll talk about what should be discussed in the critical first meetings, how to manage your client’s expectations, and how to track and report on progress toward your client’s goals. By the end of this module, you’ll have developed a solid approach for achieving a productive and successful relationship with your client.

Developing SMART Project Goals4:46

Establishing Benchmarks and Tracking Metrics8:09

Reporting Progress to Your Client5:46

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Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual
UC Davis Division of Continuing and Professional Education

Hello, so far in this module, we've talked about a number of important steps for

developing a strong client relationship.

We've talked about what should occur in initial meetings,

how to manage client expectations, and

how to track metrics, but how do you communicate your progress to your client?

Once you begin working with your client you will want to provide regular

updates on what you've accomplished, what your next steps are, and

what you were tracking, this way you can spot any positive changes

as soon as possible and share them with your clients.

In this lesson, we'll discuss the benefits of using both white label and

Excel reports and see how an Excel template dashboard

can be used to share organic traffic and keyword improvements.

We've got a lot of exciting material up ahead, so let's get started.

In the beginning stages of SEO, it is not uncommon to see

Keywords fluctuate a bit before calming down and picking a final resting place.

Even then,

it is likely that your keywords will fluctuate by a few positions frequently.

This is something clients should be made aware of

because they will likely be very eager to see how their keywords are improving.

It is important to educate your client that keywords are just

one part of the overall picture, and while they can provide some

insight into how well your site is ranking for certain terms,

they are prone to change due to fluctuations caused by algorithm updates,

changes to the site, lack of changes to the site, whether or not any topics

related to their keywords are trending, personalization, localization and more.

This is why we make sure to get a bigger picture by tracking a variety of

other metrics in addition to just the keyword rankings.

Generally, you will run a report for a client each month.

Many consultants and agencies add services like ongoing reporting to a retainer fee,

and will include one or two reports as their initial SEO engagement.

A report will include metrics like we previously discussed,

as well as keyword information.

There are many tools you can white label that provide reports for clients.

Some of these will just contain keyword data,

while others might contain both analytics information and keywords.

I personally haven't found many reporting software tools

that allow me to customize the analytics to a way that suits my individual needs

because my needs change quite frequently, but

there are some out there with their own really nice built-in reports.

Depending on the client, I will provide a report I create in Excel, or

download various white label reports from different services I use.

I tend to like Excel,

because it allows me to put all of the information I have in one place.

It's then stored on my local machine.

This means, if I ever choose to switch services, cancel a service or

that service goes down, I have my data with me.

This is an example of the dashboard I will often use for clients.

All of this information can be obtained directly from Google Analytics.

And you can also choose to set up a Google Analytics dashboard view for

this if you prefer.

Keeping it in Excel, however, is not too time consuming once you have a dashboard

setup, and this allows my information to be stored in one document.

The initial set-up can be a bit lengthy, but once you get historical data added,

you only need to add the current month of data each month.

I provided a download of a blank dashboard that you can use for yourself.

Simply adjust the dates and update the graphs as necessary.

I keep a page of graphs like you see here, and the data for

each of these graphs on another tab.

I do this in case the client wants to view specific data behind each chart.

I do the same thing with keyword rankings.

For keyword rankings, I like separating the keywords into thematic groups,

similar to the way I organized keywords into buckets during my research process.

Having my keywords in groups like this allows me to quickly see how certain areas

of my website and focus keywords are performing.

If I see that Keyword Group 3 is doing really poorly, for example,

and I know that I dedicated keywords in this groups to a specific area of my site,

this lets me know to go in and take a look to see how this area can be improved.

This might mean adjusting the keyword slightly or

improving the content and user friendliness of a page.

Most keyword ranking services will only allow you to sort alphabetically or

by position.

Though I believe Moz has a grouping function that you can use which is nice.

In the end, you will develop your own process that works best for you and

your clients.

I'll include this dashboard for you guys so you can edit it and

change it to suit your needs if you want to do so.

In order to add keyword data, just click the tab ranks data, and

edit the dates and keywords as appropriate.

The charts should update automatically for you.

That brings us to the end of client management.

You should now have a better understanding of the Client management process,

How manage projects effectively, and How to provide insightful and

actionable reports that measure the success of your campaign.

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