Add worth to search engine marketing stories with storytelling
Month-to-month search engine marketing stories are an important a part of any search engine marketing technique as a result of they supply an outlet to coach clients, present ROI, and information the conversion for upsells.
Whereas search engine marketing stories are essential in some ways, they’re often decreased to boilerplate PDF templates despatched to purchasers every month with a generic message. If this describes your search engine marketing reporting method, you’re lacking out on important alternatives to retain purchasers and upsell with rigorously crafted storytelling methods.
search engine marketing reporting has all the time been an vital a part of my deliverables. Whether or not I am working with purchasers via my company, StrategyBeam, or once I labored in a company crew, I discovered that good reporting made an enormous distinction with belief constructing and total technique. No matter who you are working with — nationwide manufacturers or native companies — I’ve discovered that strong search engine marketing reporting helps floor the shopper relationship. Over the previous eight years, I have been capable of develop StrategyBeam to a mid-six-figure company. Customer support and outcomes have all the time been our bread and butter, and search engine marketing stories assist us present how we stand out from the competitors, and create long-term relationships with our purchasers.
Make sure you incorporate search engine marketing stories into your common cadence in case you are struggling to maintain a shopper, otherwise you simply desire a technique to interact together with your purchasers in a deeper means. Now, greater than ever we have to present purchasers the worth we carry to the desk.
So, let’s check out the issues all helpful search engine marketing stories ought to embody, and the way you need to use storytelling techniques to construct a relationship together with your clients, show your methods’ worth, and uncover upsell alternatives at present!
1. Natural impressions, clicks, and CTR
Whereas search engine marketing has a broad attain, it is advisable to get the suitable message to the suitable individuals if you would like them to click on via to your content material and convert.
Because of this a very good search engine marketing report ought to embody high-level metrics like organic impressions and clicks. Whereas this data doesn’t present a lot perception into on-page efficiency, it does provide a jumping-off level so that you can speak to your buyer about modifications in market traits and consumer conduct.
I prefer to cowl high-level information in the beginning of every reporting name to set the desk for extra detailed discussions with clients. I’ve used this information to suggest further work for purchasers and use these metrics to indicate YoY enchancment, and justify work throughout particular durations.
I current information from Google Search Console and Google Analytics to assist my purchasers perceive how we are able to affect their web site’s total efficiency. Listed here are a number of factors that I contact on primarily based on present click on and impressions:
- What it means: Impressions = how usually content material seems, clicks = what number of occasions individuals click on on SERPs.
- The place to seek out it: Google Search Console
- When to make use of it: Establish content material and construct method. Construct sprints to handle drawback areas. Pages which might be performing between 3-12 ought to be optimized, and low CTR ought to enhance meta, interlinking, and technical concerns.
- The right way to optimize: Excessive impressions + low clicks = replace title and meta description. Low impressions = add FAQ schema.
Despite the fact that clicks and impressions do not convey an excessive amount of details about an internet site’s efficiency, you need to use this a part of your search engine marketing report back to ease into upsell alternatives and present your search engine marketing chops in the case of the broader scope of search engine marketing advertising and marketing and the way the whole lot is interconnected.
2. Key phrase rating
Since search engine marketing is all about getting particular pages to rank for goal key phrases, it is advisable to embody key phrase efficiency and rankings in your search engine marketing report. I like utilizing key phrase data to jumpstart a dialog with my purchasers round consumer intent and bringing search engine marketing technique again to their enterprise targets.
I like utilizing this time to indicate that I perceive search engine marketing is greater than key phrases and Google. On the finish of the day, if my search engine marketing technique isn’t driving qualified traffic and boosting conversions, then my purchasers will discover one other company.
Key phrases are the premise of serps, and I like to make use of key phrase rating information to tie within the “greater image”, together with particular search engine marketing techniques and push to safe extra gross sales.
Listed here are a number of speaking factors to think about with key phrase efficiency in my month-to-month search engine marketing stories and shopper check-ins:
- Present snapshots of key phrase instruments like Moz Key phrase Instrument and Ahrefs to indicate patterns. Tie MoM modifications into an SEO report template to indicate progress and increase every shopper name’s vitality.
- Suggest content material optimizations, outreach, and different search engine marketing techniques to drive goal key phrases. Tie key phrase rating to your companies, outcomes, and your shopper’s enterprise targets.
- Run a fast technical search engine marketing audit and content material audit to supply new alternatives for extra work. It is a wonderful means to enhance your shopper’s web site’s efficiency whereas additionally rising belief and month-to-month revenue.
Key phrase rankings give a robust sign round consumer intent, market traits, and competitor methods. You need to use key phrase rankings in your search engine marketing stories to focus consideration on success and transfer the dialog in the direction of upselling alternatives to shift gears and align your search engine marketing technique together with your purchasers’ enterprise targets.
3. Describe how individuals interact together with your content material
search engine marketing methods are usually described in summary phrases, so it is our job as search engine marketing professionals to attach the dots for purchasers at any time when attainable between search engine marketing metrics and their enterprise targets.
You most likely spend a whole lot of time speaking about totally different search engine marketing advertising and marketing angles, just like the buyer journey, web site efficiency, and consumer intent. All of those elements affect how serps rank content material, and much more importantly, all of those elements affect conversion charges.
Nevertheless, search engine marketing is summary and difficult for our purchasers to know. That is why we have to embody concrete phrases, visuals, and explanations in our stories for ongoing schooling and trust-building measures.
For instance, I handle search engine marketing and content material for a big participant within the transport business. This business is extraordinarily area of interest, however every sale can result in 8-figure offers for my shopper. I used to be capable of illustrate to the shopper about how they may improve leads by increasing their present content material Hub/Spoke mannequin and use their search engine marketing stories to speak them via totally different facets of their enterprise like:
- Categorize content material in your web site and assign particular metrics and targets to your purchasers.
- Observe content material primarily based on subjects and what content material moved individuals via the client journey.
- Use Content material Drill Down in Google Analytics to indicate how readers transfer via the web site. This data is effective to spotlight alternatives to optimize content material.
- Jumpstart a dialog round different search engine marketing techniques like interlinking, running a blog, and on-page optimizations.
Exhibiting how individuals interact with my shopper’s web site was a key half to improve schooling, and assist visualize how your month-to-month search engine marketing work impacts your shopper’s web site. In the event you can level out a bottleneck within the buyer journey and provide CRO, interlinking, or on-page optimizations, then you’re in your technique to construct shopper belief and slide into an upsell alternative.
4. Google Analytics occasions
Google Analytics and Google Tag Supervisor can be utilized to indicate how your search engine marketing and CRO methods impression consumer conduct once they attain your web site. You’ll be able to educate your clients about on-page search engine marketing by monitoring clicks on particular CTAs all through particular person pages.
In current months I’ve began working with a number of purchasers on CRO and content material optimization tasks. Not solely are these nice methods to assist purchasers attain their targets, however they’re additionally high-margin tasks that may present quick outcomes.
One of many metrics I concentrate on once I evaluation purchasers’ outcomes is how individuals interact with their CTAs. Which means I’ve to attach Google Tag Supervisor and Google Analytics to indicate that our optimizations push extra web site guests to precious pages like contact types and gross sales pages.
For instance, I not too long ago ran a small take a look at for a shopper to indicate them that with some on-page search engine marketing tweaks we may enhance CTR for numerous posts and pages. I recognized a number of pages that may present the most effective outcomes, closed the mission, and after a month of testing I used to be capable of embody CTA clicks on totally different pages that I optimized.
After a number of months of on-page optimizations I can see an enormous enchancment for CTR and lead technology on their web site. Here’s a fast screenshot of CTA clicks on the shopper’s web site from the pages/posts I optimized:
This small take a look at was a hit and result in ongoing month-to-month optimizations throughout their deep content material library. In consequence, I’m able to present the impression our on-page optimizations make to their lead high quality and bottomline.
It is a good instance of how we are able to use stories to construct rapport, present our information, and take a look at concepts with purchasers. Plus, it may well all result in useful upsells- however none of that is attainable with out a good trying and informative report back to backup our claims.
Whereas this isn’t an enormous a part of my search engine marketing reporting course of, I attempt to embody metrics round consumer conduct to clarify how individuals interact with on-page content material. This data may assist tie high-level search engine marketing metrics to enterprise targets, that are important elements of the general story I convey to my purchasers every month.
5. Add native search engine marketing information
Native search engine marketing is an important a part of an search engine marketing technique to drive certified leads and gross sales for native enterprise house owners. It can save you a whole lot of time by utilizing a instrument like Moz Native to maintain NAP and listings constant to your purchasers, and you need to use wonderful native search engine marketing reporting instruments to indicate the outcomes of your native search engine marketing techniques.
I’ve a number of purchasers that provide native search engine marketing companies. Not solely do these companies provide quick worth to those purchasers, however the native search engine marketing companies additionally present me with a good way to pitch further companies like outreach, web page optimizations, and running a blog.
Whereas native search engine marketing isn’t an important match for your whole purchasers, you may unwrap nice alternatives in the event you provide trustworthy options to handle their wants and current exact information to indicate your efforts’ worth.
Make sure you embody native search engine marketing metrics in your search engine marketing stories when it is sensible, and level out the metrics that matter to enterprise house owners like telephone calls, foot visitors, and driving instructions!
Use search engine marketing analytics to inform a narrative and construct buyer belief!
Stories are usually not the primary motive many SEOs began on this career, however month-to-month search engine marketing stories assist us paint an image of our purchasers’ search engine marketing efforts. You can present the worth of your search engine marketing companies and hold purchasers longer if you understand how to inform a narrative round every metric, and tie outcomes again to your company!