Read the original post on iCrossing’s Great Finds blog, published on February 11, 2013.
You cannot track success of that which you fail to measure. This reality is as true for all marketing and certainly for search engine optimization (SEO). Yet, too many marketers don’t understand the importance of detailed SEO reporting. They may be distracted by their bottom line, they may only care about one SEO metric, or they may never have set up their own reports in the past. Whatever the case, SEO reporting is a key factor to the success of every single one of my projects. And since SEO can touch every aspect of online and offline marketing these days, it’s more important than ever to understand the successes of your SEO campaigns.
Here are a few helpful tips to ensure you’re getting the most from your SEO reports.
Identify Your Reporting Needs
If you fall into the category of people who don’t know what your SEO reporting needs are, start asking yourself a few important questions. What are your global business key performance indicators (KPIs)? How does SEO help achieve your goals? What do you consider a successful SEO engagement? Your SEO reporting team can help point you in the right direction as to which reports will help you the most. But be ready to share your thoughts and requirements in order to ensure your reports benefit everyone who looks at them.