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Video Transcript:

Hey everyone Asher from Ignitur here.

In this video I will show you how to create meaningful SEO reports for your Clients.

Reporting is important and your clients are expecting it. I’ve seen all kinds of reports: long and tiring, short and meaningless, as well as serious SEO reports that take a long time to generate but are never read.

It could be tedious and time consuming to create a good report, but I’m here to show you that it doesn’t have to be. Doing it right could actually work for your benefit. It impresses your clients and can even helps with client retention.

So what makes a good report? There are three elements:

One, the data you choose to present should address the client’s business objectives. For example, if you are reporting on SEO, you should probably include keyword ranking, traffic trends, and conversions as part of the top reporting metrics. This one everybody gets right, although many tends to include too much information that the client doesn’t necessarily care for.

The second element of good reporting: is personalized and doesn’t feel generic. Write to your client. Explain how you got from point A to point B by providing a list of completed tasks. Essentially, explaining what you did for their money – very important! Many miss this one crucial step. Presenting the data with explanations about your work is a winning combination.

Three, keep it concise, straightforward, and easy to digest with a good design and necessary explanations. Many think the more data the better. This is not the case.  That can backfire and bring the opposite results, such as your reports being ignored.

Okay, let’s see how it’s being done…

From the Report tab, choose to Edit an existing template. You can always start from scratch by using the “New Report” button.

Just for orientation, pay attention. My screen is divided into three sections:

  1. Report settings
  2. Data sources where you’d like to pull the data from
  3. Other information like completed tasks, notes, and an executive summary that can be found on the top right.

I will start with report settings by quickly filling out the necessary information:

  • Report name
  • Email, if you want to send it directly to your client (it is not a necessary field so if you want, you can leave it empty
  • The occurrence  — for recurring reports, I will choose any other option but once.
  • Date range – by default it shows one full month. I’ll leave it that way
  • Maximum rows in a table – this is important: if you want a concise report, keep it at 25 rows or below. If you are generating a full keyword report, for example, and you need to show them all, you can go as high as 10 thousand rows in this setting. Remember, long tiring reports are not being read.
  • I will include Graphs and Table Explanations, but on internal reporting I will leave it out. “Easy to understand” is one of the elements of meaningful reporting.

Next, I will define where I want to pull data from, and in each data source I will include the data I need to present.

I can add inline comments to data widget as necessary. Those comments or custom text are important to have since it adds a more personal touch which is one of the elements of meaningful reporting.

Next, I will add my executive summary. Again, personalization. Remember, if you set up to send recurring reports automatically (which you have the option of), you will not have the chance to include inline comments and an executive summary. This is a good example of how automation comes at the expense of quality. Nevertheless, you have both options.

Next, I will add the completed tasks for that period and the tasks I’m still working on. No need to copy and paste this information, I simply checkmark these two options and the information will be pulled out from the task management module. This is a huge time saver and a great opportunity to explain your client how you got from point A to B so they are aware of all the hard work you do.

Done. I will run the report and receive it directly to my email. It will also be saved in the Files section. Here is how it looks like:

That’s it…

See you guys in the next video.

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Asher Elran
Co-founder at Ignitur