A word on Weekly-Monthly Reporting
inevitably your stakeholders will want to know a how are your recommendations have changed the site over time, be how your recommendations help rankings, traffic and conversions and see if you have rankings to protect. They're gonna wanna know what new problems you've uncovered that will threaten their future rankings. The best way to control the conversation is to give them weekly and monthly updates. And here is my advice on doing this for technical SEO content link growth and rankings. Okay. Your stakeholders, no matter if he's a new S SEO campaign and you just started new website or an established site, are gonna want a monthly and a weekly report And here are my thoughts on that number one weekly reports are tough and I would highly recommend avoiding reports that focus on a single keyword or a couple of key words. That's because ranking fluctuate for keyword hourly, daily and weekly, they fluctuate a lot. And so one week it could be at position seven, another week, it could be at...
position 10. A single keyword fluctuation doesn't tell you much what you want to look. Is that a portfolio view of key words? And so let's start with that in mind first. And starting with the monthly report. What I love doing for a monthly report from my clients is just looking at the entire portfolio of rankings for a site and filtering by category. And so SEM rush is great for this. You type in your domain, you can go to advanced filters and filter for a specific keyword group, let's say the keyword, any keyword evolving strep throat and then I can see how many keywords I rank for versus the last month. So we're 1% up versus last month which is great but we're 38% up in terms of traffic. So our average rank for the important keywords keywords, a lot of search volume has gone up and that's something that's that we can report on. So rather reporting on one keyword change like we report on this one it would have we look bad. Um we can report on the movement of a whole bunch of keywords and if you look at this graph too they tell you how much are in the top three over time. You can see there's a big drop here from february and March and then how much on the top four and you can just follow this up. Is it going up in the right for all the keywords up in the right just for the top three and that's a great report to give your team so that they know what's the status of S. C. O. In terms of weekly reporting. This doesn't work weekly because it might take some rush an entire month or two months to crawl all the keywords associated with your site. So they have this other thing called position tracking Where you can enter in your own like 1200 keywords to track and what you do to find that is go to position tracking and you can create a a new position to track. They asked you enter in your domain, your domain and your project name and then they walk you through how to add keywords. Let's go through this process entering your domain project name is kids health dot org. It's called four kids three create project. It gives you the option of adding a specific euro or sub domains. You can do mobile or different device, you can even add location if you're looking for local keywords and let's add the United States, we're not local english language, then we get to choose our keywords, you can add them from sem rush google analytics. I'm just gonna add strep throat, add the project and then we started tracking keywords, it will take some time but eventually what you're going to see is something that looks like this where you see they give you a visibility score and it will start tracking from this day forward. So it's important that before you start your campaign that you start tracking keywords in here, if you plan to migrate eventually to some brush but it gives you visibility score which is basically how visible is your website compared to its competitors here. Health line is a is a 100 for this keyword because it ranks number one And then everyone else is somewhere else. So kids health. Our site ranks six. So it gives the visibility scorer of 11, you can also see estimated traffic an average position. So the average position is a one because it's not looking at many key words for helpline, but again, I recommend tracking a portfolio of keywords rather than a single keyword. So I'll add in a whole bunch of keywords so you can get something like this here, you can see how the domain looks like using a portfolio of keywords. You get ranking distribution for those keywords that you're tracking and this tracks daily, unlike some Russia's general index. So you can see how rankings change on a daily basis, Top three Trends, Top 10, Top 20, Top 100 and improved versus declined over time. Then you can click in and check out how your site has changed compared to your competitors for that given set of keywords In the short run from September 14 October 12, not much and there's nothing really to report here again because all the keywords change up and down, there's no real movement or impact on rankings but watch when I zoom out here, what you see, note back the further you go back the it'll skip some dates. We'll skip like a week rather than show you daily. Alright, here's our ranking, our visibility over time. You can see it in this period of time jumping up and so you see planned parenthood which we put in here and health line all jumped up in their visibility school around the same time. So the kids health some sides less, so some MedlinePlus. So all of these sites actually did really well during this period of time except for healthy kids that are and these are might be potential updates you can see here, there's an update here around in june, so maybe that's what helped health line jump in rank even further, whereas it didn't seem to help planned parenthood as much. You can also make notes if you actually add something or change the code or do something at a day, you can make a note for yourself so that when you're looking at this visibility chart, you get a reminder of what's going on or why, why you might see ranking fluctuations during this day. And so what I do with my stakeholders, I just report on the visibility score week over week and note if there's any big jumps again, visibility score is in a perfect metric, but it just helps you set the expectations with your stakeholders and shows them that things are moving. You can also look at average position, which is highly influenced by the way because it doesn't account for how important each keyword is, but it's another way you can show your value, then also there's estimated traffic, which you can also see another way something you could also report. So that's how, how I think about weekly and monthly reporting and see you in the next lesson