Search Engine Optimization (SEO), is a technical process that enables your website to be higher up on the results list of a search page. This is a process that improves your site ranking and makes your page more visible and accessible to potential customers. This search engine optimization technique is divided into on-page SEO and off Page SEO.
Though this might seem simple, it actually is backed up with a strong vision, a sound strategy, and a team typically that works on it to identify keywords and make the website work for the brand.
Some things that impact the ranking of the website include the following:
- Snippets and Schema for search engine results pages (SERPs)
- Credible title, URL, and description of the website for higher CTR
- Shareworthy content that can be used as citations
- High user experience including load time, usability and more
- Optimization of keywords to help the website
- Good content that answers questions
- Crawl accessibility to help search engines find and index information
All of these improve the SEO of a site and thereby also help the businesses grow. To see how well your SEO strategy is functioning it is important to monitor its impact and see if it is working. You will have to identify where you are losing out and then further analyze how you can fix it. This will help better your SEO and thereby improve the performance of your business.
What are the SEO reports?
SEO Reports play a vital role to see if your SEO strategy is working. There are primarily two reasons why you, as an organization, would need SEO reports. They are:
- To identify where your website requires tweaking or improvement.
- To monitor the progress and impact of SEO.
Look for improvements
There are three ways you can do this, you will need to generate an SEO report or audit, go through the SEO checklist for sites, or use tools that ensure they give you an assessment of the site.
An assessment of the website’s SEO can help you figure out the content on your page. It assesses the On Page SEO techniques to ensure that they are in and the SEO is impactful.
Some assessments made include:
Technical elements such as title tags, tags within the page, meta description and more.
Indexing of pages to ensure they match with what your measure of page indexing is.
Check the number of links that exist on the pages and if they are functional and not broken.
URL names that are effective and help SEO.
High-quality content: Assess things like page title, usable content, meta description, and so on.
Mobile-friendly: Adaptability of the website on the mobile. This includes elements such as compatibility, fonts, touchscreen readiness, and more.
Usability: See if the website is usable in terms of content, ease of use, load time, and more.
Social media impact: Monitor the presence and popularity in social media platforms including Facebook, Twitter, Instagram, and more.
Site crawling: Check for duplicate content, thin content, canonical URLs, HTTP status, indexing, and more.
Keyword ranking: Assess if the site rank is important for the specified keywords.
Monitor the Progress
SEO reports that are produced on a weekly or monthly basis will lead to a comparative assessment to see the progress of the SEO impact. Additionally, as and when changes are made to the website, the changes will be recorded along with the impact it has on the SEO.
Components of an SEO Report
SEO reports are produced when SEO audits are conducted on a website. An SEO report will pretty much reflect the elements that you want to monitor for. Given that reports should be conducted regularly, it is important to have a regulated method to measure similar if not the same components or metrics. This gives consistency and shows growth for each of these elements.
Here is a list of some of the common components of an SEO report:
Competition analysis: This provides information on your competition and how their SEO outcome is.
Keyword performance: This analyses how well the keywords are performing in the online world. This typically includes competitor keywords, searches over a month, difficulty to rank, and current rank.
Links reports: This provides information on the links available or displayed on your site, and sees if they are bad or broken.
Performance: Provides data on page performance. This includes page load speed, ease of navigation, and so on.
Website efficiency: This looks at the structure and layout of the website.
Alt-text: This offers information on how and where “alt text” is used for images. The more the better.
Meta: This analyzes the meta descriptions. How effective and impactful they are.
Page details: This will provide details on the number of pages that are repeated, or pages that contain duplicate content.
Page Content: This reports if pages have enough content and are saturated.
Response: This assesses the responsiveness of your site design.
These are some of the most common components across an SEO report. Though each of these items might be an important element that needs to be tracked, each organization can create its own SEO Report templates. This ensures that the reports are based on their own specific needs. This offers you the flexibility to pick and choose what you want to track and focus on. This helps you select your priorities and improve on those measures.
What to see in the SEO Report to identify Business Growth?
SEO is a very important aspect of any business in today’s age of the internet. With more people online and search engines being more and more overused, if the business is not ranked highly, it potentially gets lost in the noise. Therefore, an obvious requirement from an in-depth study of the SEO report is to see if the overall ranking of the page is higher. Also, if not, how it can be bettered.
This said, there are ways to analyze different parts of the SEO analysis to see how that impacts business performance. Some of the indicators in your SEO reports and business results that show a change in performance include the following:
Increase in organic growth: Organic traffic is traffic that comes into your website organically – meaning directly or from search engine pages. This is traffic that has not clicked on a paid ad to land on your page. If the number of clicks and conversions is through organic traffic, then it is clear that the SEO is helping your business perform better. A comparative study of an increase in website ranking and the reasons behind it will reflect the better performance of your business.
Quality of SEO traffic: The quality of the traffic automatically impacts the performance of your business. People believe that ‘quality’ cannot be quantified. This is, however, not true. A decrease or increase in conversions from search can easily be an indicator of the quality of the traffic coming in from the search page.
Page time loading and user experience: In today’s fast-paced world, people often tend to lose interest if one has to spend too much time waiting for a page to load. Consumers are spoilt for choices and a business’s performance can directly be impacted if the site does not load on time. SEO reports give you information on load time and usability. If the load time and usability are not up to the mark, it does directly affect the business performance.
Keywords: Keywords are a very important aspect of any website. This determines how a website ranks in SERPs. It indicates how an organization can build awareness about its brand. When a brand gains awareness, it gets more eyeballs, more conversions, and eventually better performance. Analyzing keywords over a period of time also helps increase more organic traffic to the website.
Social Sharing: Social sharing simply means how much your information is being shared on social media platforms. This is a clear indicator of your popularity and the clarity and richness of your content, amongst other things. When people start sharing details on social media, even more people have access to your brand, this tends to better your business performance. This sharing can be monitored using SEO reports.
Backlink Volume: SEO analysis measures backlink volumes. Backlinks are links that originate from someone else’s website to your website. These are also called inbound links. Google’s algorithms use this volume number as an important indicator to determine the importance of your website. Higher relevant backlinks mean higher ranking, which directly impacts your competition’s ranking.
High conversion rates: Conversion rates directly impact a business’s performance. The more people are interested the better the chances of it impacting an organization’s profitability. Better SEO strategy leads to better conversion rates which in turn leads to better business performance.
Tools that help with an SEO analysis and audit
SEO analysis is something that has to be done regularly. It can be done both manually or by using tools. There are many tools that are available today in the market that are easy to use and effective when it comes to SEO analysis and audits. Some of them are:
- HubSpot’s Website Grader
- Google’s Webmaster Tools
- Check My Links
- Moz’s Pro Tools
- UpCity’s SEO Report Card
Finally, all this said, there is no substitute for analyzing and auditing your performance. There are too many people online for you to ignore SEO as a viable and important component of your business growth. There have also been too many studies and real-life examples to show that better SEO leads to better business performance. It is, therefore, not so much a secret that business performance is affected by the SEO and the SEO reports have indicators to tell you how and where to improve.
Today you have the insights, the tools to generate these reports, the knowledge of how the online world works, and the experts who know how to interpret and help with growth. However, despite all that you have access to, the secret to your success will lie on how you choose to use and interpret this information. So do not be afraid to make mistakes, do not be afraid to fail, do not be afraid to ask the questions. There are many people out there that are willing to help, there are many people out there that believe that knowledge is meant to be shared. So, why wait? Get ready to learn and get ready to get it right.
Sorav Jain is the Thinker-in-Chief of echoVME Digital and the founder of Digital Scholar. An avid SEO strategist, he is in constant pursuit of elevating brands through comprehensive digital marketing solutions, from a 360-degree perspective.