We use reporting software from a company called Moz to run monthly reports detailing any changes in your rankings as well as your overall site traffic. These reports also include things like how visible you are overall online as well as where you rank in comparison to other companies in your industry. Below is an outline/map of an example report so you can see what information is important to you and so that you can understand how to gauge your improvements month to month by comparing these reports:
SECTION ONE: OverviewThis section shows you information like your Search Visibility, Domain Authority, Site Traffic, External Links, and the number of your Tracked Keywords that are ranking.
Search Visibility: A measure of how much of the searches and results for your area and industry that you’re dominating. It’s on a percentage scale, so the higher the better. This chart also shows you whether your search visibility went up or down since last month and you can see how it has changed over the past few months, for both you and for your competitors.
Domain Authority: Every website on the internet is given a domain ranking from 1 – 100. This number indicates how powerful your website is, and how much “respect” or attention you’ll get from search engines. For example, Chase Bank is a 78, Facebook is a 100 (go figure!), and Kite Media is a 26. This number can go down if your site is not optimized or properly maintained, but with recurring work like our SEO service, you should see an increase over time. This section of the report also shows you what your competitor’s domain authorities are and how you’ve all changed since the last report so that you can compare.
If you see competitors on this report that you are no longer interested in tracking, or if you’d like to suggest a replacement site/competitor that we can track for you for next time, just let us know! We can track up to 3 competitors.
Site Traffic: This section shows how many visitors your site is getting and where those visitors are coming from. This diagram will show where you’ve been at for the past six months, and show the change in visits for each referral type since last month.
External Links: The number of links on other sites that direct back to your site. This doesn’t include local listing sites, but if you have lots of other websites and local business that link back to your site, it will show here. These are called “backlinks” and the more the merrier when it comes to SEO, as long as the link is coming from a reputable source.
# of Tracked Keywords: Shows a quick overview of the keywords we’re tracking for you, including the total number of keywords and how many of those are ranked on the first page. The report also compares those numbers to your competitors’.
SECTION TWO: RankingIn this section, you will find an overview of how your rankings have changed as well as a diagram of your organic search traffic in relation to your ranked keywords.
You can see from the ranking overview above that this client had 5 keywords move up this month. You can also see the distribution of where those 25 tracked keywords are located – all 25 are on the first page. 23 are in places #1 – 3 and 2 rank in places #4 – 10. The section on the far right explains how you rank for the Videos, Local (Maps), and Images searches, instead of just the organic Web results page.
This bar chart shows each week’s ranking distribution. You can see that this client always has about 10-13 of their 30 tracked keywords ranking in the first three places. You can see the changes over time, though these rankings distributions are staying pretty steady week to week. The colors of the bars are explained below the chart. The grey line shows the amount of organic traffic to the site each week. During the last week in January, no one visited the site as a result of an organic web search, but during the week of January 13th, there were about 21 visits via an organic search.
SECTION THREE: Tracked Keywords Overview
Here you can see exactly what keywords we’re tracking for your business and where they show up in search rankings. You can also see which URL for your site is the one that is ranking in that position for that specific keyword. For example, let’s take a look at the following rows:
You can see that the first tracked keyword is upholstery cleaning lake orion, and it is ranking #1 with the URL chemdrylakeorion.com (this client’s homepage). So whenever a customer enters “upholstery cleaning lake orion” into Google, they’ll see that website URL either in or around the first position as long as they are searching from the location indicated on the tracked keywords overview. For this particular example, the rankings should show for a national search, so from anywhere in the US. Some of your keywords might say a different, more specific location in that Location column, and that’s where you’d have to search from to see those rankings.
Keep in mind that these rankings are merely a snapshot at one specific point in time and they may fluctuate up or down a couple of places day-to-day. As you can see from the example above, chem dry rochester mi has moved up two places since the last scan to now be in first place.
Also, if we’re tracking keywords for search terms that you no longer care to track, or if you’d like to add some keywords, say, for a new service you’re offering or a new location you’re targeting, just let us know and we can add those to your next report!