Reporting is an effective way to communicate the impact SEO campaigns are having on the business. It is a key part of the SEO practitioner’s role. This chapter outlines the best practice for reporting. It covers:
- Defining requirements: Each stakeholder will have slightly different needs for their reports. What key questions should SEO practitioners ask to ensure they can tailor each report to the reader’s specific requirements?
- Goal and event tracking: It is possible to track certain goals and events and what leads to them using the analytics platform. How are these set up, and how can SEOs draw insights from them?
- Essential SEO reports: SEOs can create reports in Google Analytics for a variety of different needs. What are some of the most commonly used reports for SEO on the platform?