SEO reports are often really useful… for SEO professionals. If you want to truly prove the value of your services to your clients, you have to tie your reports directly to their bottom line.
The big problem is that most of us live in our little Local SEO bubbles and don’t fully consider how a layperson thinks about SEO. We live, eat, breathe and bleed SEO — some of you out there even name your pets after algorithm updates. No one ever stops to think about how to effectively communicate with someone who has absolutely no idea how SEO works.
If we boil it down to the simplest concept, our job as Local SEOs isn’t to get our clients to rank better in local searches, it’s to make our clients more money. Period. If you want to truly prove the value of your services to your clients, you have to tie your reports directly to their bottom line.
Ideally, your SEO efforts will result in better visibility in local searches, which in turn leads to more traffic, which in turn results in more leads, which hopefully amounts to more sales.
Realistically, your SEO report only needs to be a single page. You need to show how organic traffic improves over time, and you need to show how leads (and especially leads from organic traffic) improve over time. In most cases, that’s it.
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