None of us have likely become an SEO for the love of reporting, in fact, it’s among the least favorite activities for many SEOs based on a poll I did a while ago.
However, decision-makers care a lot about reporting as it’s how we communicate and they assess the SEO process investment and overall success. In fact, the effectiveness of SEO reports can end up being the difference between getting fired rather than more SEO support or a raise by decision-makers.
Despite this, many SEO reports are broken as they’re just a compilation of dashboards automated via tools featuring SEO metrics. I asked over Twitter and 41% of SEOs who answered said to only use a dashboard with data for SEO reporting.
Data from our SEO dashboards can be included in reports but they can’t replace them as a whole: an SEO dashboard is a visualization resource that contains the most important, latest status of all metrics we want to follow up from our SEO process, to easily monitor its progress at any time.
On the other hand, an SEO report is a document featuring a collection of key performance indicators from a certain time period along with an analysis and conclusions, to be used for periodic analysis and assessment of the SEO process towards the achievement of its goals.
Using only automated SEO dashboards as reports can end up harming more than helping. They are filled with information that the audience – often non-technical stakeholders or decision-makers – won’t understand or care about, with no...
Read Full Story: https://searchengineland.com/seo-reporting-to-impress-385420
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