Add worth to search engine optimisation stories with storytelling
Month-to-month search engine optimisation stories are an important a part of any search engine optimisation technique as a result of they supply an outlet to coach prospects, present ROI, and information the conversion for upsells.
Whereas search engine optimisation stories are essential in some ways, they’re normally diminished to boilerplate PDF templates despatched to purchasers every month with a generic message. If this describes your search engine optimisation reporting method, you’re lacking out on important alternatives to retain purchasers and upsell with rigorously crafted storytelling methods.
search engine optimisation reporting has at all times been an essential a part of my deliverables. Whether or not I am working with purchasers by means of my company, StrategyBeam, or after I labored in a company staff, I discovered that good reporting made a giant distinction with belief constructing and general technique. No matter who you are working with — nationwide manufacturers or native companies — I’ve discovered that stable search engine optimisation reporting helps floor the shopper relationship. Over the previous eight years, I have been in a position to develop StrategyBeam to a mid-six-figure company. Customer support and outcomes have at all times been our bread and butter, and search engine optimisation stories assist us present how we stand out from the competitors, and create long-term relationships with our purchasers.
Be sure you incorporate search engine optimisation stories into your common cadence in case you are struggling to maintain a shopper, otherwise you simply desire a technique to have interaction together with your purchasers in a deeper approach. Now, greater than ever we have to present purchasers the worth we deliver to the desk.
So, let’s check out the issues all helpful search engine optimisation stories ought to embrace, and the way you should use storytelling techniques to construct a relationship together with your prospects, show your methods’ worth, and uncover upsell alternatives right now!
1. Natural impressions, clicks, and CTR
Whereas search engine optimisation has a broad attain, you might want to get the best message to the best individuals if you would like them to click on by means of to your content material and convert.
Because of this an excellent search engine optimisation report ought to embrace 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 adjustments in market traits and person habits.
I wish to cowl high-level information at the beginning of every reporting name to set the desk for extra detailed discussions with prospects. I’ve used this information to advocate extra work for purchasers and use these metrics to indicate YoY enchancment, and justify work throughout particular intervals.
I current information from Google Search Console and Google Analytics to assist my purchasers perceive how we will affect their web site’s general efficiency. Listed below are just a few factors that I contact on based mostly on present click on and impressions:
- What it means: Impressions = how typically content material seems, clicks = what number of instances individuals click on on SERPs.
- The place to seek out it: Google Search Console
- When to make use of it: Determine content material and construct method. Construct sprints to deal with drawback areas. Pages which can be performing between 3-12 ought to be optimized, and low CTR ought to enhance meta, interlinking, and technical issues.
- The way to optimize: Excessive impressions + low clicks = replace title and meta description. Low impressions = add FAQ schema.
Although clicks and impressions do not convey an excessive amount of details about an internet site’s efficiency, you should use this a part of your search engine optimisation report back to ease into upsell alternatives and present your search engine optimisation chops relating to the broader scope of search engine optimisation advertising and marketing and the way all the pieces is interconnected.
2. Key phrase rating
Since search engine optimisation is all about getting particular pages to rank for goal key phrases, you might want to embrace key phrase efficiency and rankings in your search engine optimisation report. I really like utilizing key phrase data to jumpstart a dialog with my purchasers round person intent and bringing search engine optimisation technique again to their enterprise objectives.
I really like utilizing this time to indicate that I perceive search engine optimisation is greater than key phrases and Google. On the finish of the day, if my search engine optimisation technique isn’t driving qualified traffic and boosting conversions, then my purchasers will discover one other company.
Key phrases are the idea of search engines like google and yahoo, and I like to make use of key phrase rating information to tie within the “greater image”, together with particular search engine optimisation techniques and push to safe extra gross sales.
Listed below are just a few speaking factors to contemplate with key phrase efficiency in my month-to-month search engine optimisation stories and shopper check-ins:
- Present snapshots of key phrase instruments like Moz Key phrase Software and Ahrefs to indicate patterns. Tie MoM adjustments into an SEO report template to indicate progress and enhance every shopper name’s power.
- Advocate content material optimizations, outreach, and different search engine optimisation techniques to drive goal key phrases. Tie key phrase rating to your companies, outcomes, and your shopper’s enterprise objectives.
- Run a fast technical search engine optimisation audit and content material audit to supply new alternatives for extra work. It is a smart way to enhance your shopper’s web site’s efficiency whereas additionally growing belief and month-to-month earnings.
Key phrase rankings give a powerful sign round person intent, market traits, and competitor methods. You should utilize key phrase rankings in your search engine optimisation stories to focus consideration on success and transfer the dialog in the direction of upselling alternatives to shift gears and align your search engine optimisation technique together with your purchasers’ enterprise objectives.
3. Describe how individuals have interaction together with your content material
search engine optimisation methods are sometimes described in summary phrases, so it is our job as search engine optimisation professionals to attach the dots for purchasers every time attainable between search engine optimisation metrics and their enterprise objectives.
You in all probability spend a whole lot of time speaking about totally different search engine optimisation advertising and marketing angles, just like the buyer journey, web site efficiency, and person intent. All of those components affect how search engines like google and yahoo rank content material, and much more importantly, all of those components affect conversion charges.
Nevertheless, search engine optimisation is summary and difficult for our purchasers to know. That is why we have to embrace concrete phrases, visuals, and explanations in our stories for ongoing training and trust-building measures.
For instance, I handle search engine optimisation and content material for a big participant within the delivery trade. This trade is extraordinarily area of interest, however every sale can result in 8-figure offers for my shopper. I used to be in a position to illustrate to the shopper about how they might enhance leads by increasing their present content material Hub/Spoke mannequin and use their search engine optimisation stories to speak them by means of totally different elements of their enterprise like:
- Categorize content material in your web site and assign particular metrics and objectives to your purchasers.
- Observe content material based mostly on subjects and what content material moved individuals by means of the client journey.
- Use Content material Drill Down in Google Analytics to indicate how readers transfer by means of the web site. This data is efficacious to focus on alternatives to optimize content material.
- Jumpstart a dialog round different search engine optimisation techniques like interlinking, running a blog, and on-page optimizations.
Exhibiting how individuals have interaction with my shopper’s web site was a key half to enhance training, and assist visualize how your month-to-month search engine optimisation work impacts your shopper’s web site. When you can level out a bottleneck within the buyer journey and provide CRO, interlinking, or on-page optimizations, then you might be 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 optimisation and CRO methods impression person habits once they attain your web site. You’ll be able to educate your prospects about on-page search engine optimisation by monitoring clicks on particular CTAs all through particular person pages.
In latest 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 objectives, however they’re additionally high-margin tasks that may present speedy outcomes.
One of many metrics I deal with after I evaluate purchasers’ outcomes is how individuals have interaction with their CTAs. Because of this I’ve to attach Google Tag Supervisor and Google Analytics to indicate that our optimizations push extra web site guests to helpful pages like contact kinds and gross sales pages.
For instance, I just lately ran a small check for a shopper to indicate them that with some on-page search engine optimisation tweaks we may enhance CTR for numerous posts and pages. I recognized just a few pages that will present the most effective outcomes, closed the venture, and after a month of testing I used to be in a position to embrace CTA clicks on totally different pages that I optimized.
After just a few months of on-page optimizations I can see a giant enchancment for CTR and lead era 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 check was successful and result in ongoing month-to-month optimizations throughout their deep content material library. Consequently, I’m able to present the impression our on-page optimizations make to their lead high quality and bottomline.
It is a excellent instance of how we will use stories to construct rapport, present our information, and check concepts with purchasers. Plus, it may possibly all result in helpful upsells- however none of that is attainable with no good wanting and informative report back to backup our claims.
Whereas this isn’t a giant a part of my search engine optimisation reporting course of, I attempt to embrace metrics round person habits to clarify how individuals have interaction with on-page content material. This data can even assist tie high-level search engine optimisation metrics to enterprise objectives, that are vital components of the general story I convey to my purchasers every month.
5. Add native search engine optimisation data
Native search engine optimisation is a vital a part of an search engine optimisation technique to drive certified leads and gross sales for native enterprise homeowners. It can save you a whole lot of time through the use of a software like Moz Native to maintain NAP and listings constant to your purchasers, and you should use glorious native search engine optimisation reporting instruments to indicate the outcomes of your native search engine optimisation techniques.
I’ve a number of purchasers that provide native search engine optimisation companies. Not solely do these companies provide speedy worth to those purchasers, however the native search engine optimisation companies additionally present me with a good way to pitch extra companies like outreach, web page optimizations, and running a blog.
Whereas native search engine optimisation isn’t an amazing match for all your purchasers, you possibly can unwrap nice alternatives when you provide sincere options to deal with their wants and current exact information to indicate your efforts’ worth.
Be sure you embrace native search engine optimisation metrics in your search engine optimisation stories when it is smart, and level out the metrics that matter to enterprise homeowners like cellphone calls, foot site visitors, and driving instructions!
Use search engine optimisation analytics to inform a narrative and construct buyer belief!
Studies are usually not the principle purpose many SEOs began on this career, however month-to-month search engine optimisation stories assist us paint an image of our purchasers’ search engine optimisation efforts. You’ll present the worth of your search engine optimisation companies and preserve purchasers longer if you know the way to inform a narrative round every metric, and tie outcomes again to your company!