What format do you provide reports to clients in

[biggles]

Heini's thread discussiong the merits of providing quotes in MS Word versus PDF format showed a range of opinions exist regarding the most appropriate format. [webmasterworld.com ].

Got me wondering along the same lines about the sort of reporting different SEOs are providing clients.
How often do you report?
What do you report?
In what format?

[Receptional]

We report in depth monthly, usually in Word either by Email or snail mail - whichever they want. But they have access to online data regarding visitor stats anytime if they want and their own account manager for queries during the month.

That said, if they are looking at the day to day online data, we are possibly not doing our job - which is to take that worry away from them.

[fathom]

Use to provide print, but have templated web reports and find them easier for both myself and clients convenience.

In addition, have found that a small graphical image (or logo) of the client allow the reports to also be efficiently compiled into a portfolio for new business and creditability.

With or without refering to existing clients names depending on how the resource is use.

[Travoli]

I have found it useful to ask each client what kind of metrics they would like to see. Everyone seems to want something different, and I don't want to waste my time making reports that they don't care about. My advice is to present them with options

Pageviews
Visitors
Ranking reports
SE traffic #'s
etc...

See what excites them. make a pretty chart.

[fathom]

Sorry biggles I must have skipped right over your post. I do recall the original thread (on invoices and format).

Agree with Travoli to a degree.

Pageviews
Visitors
Ranking reports
SE traffic #'s

However, if you can expand on these your creditability/integrity can become invaluable to the company.

Pageviews

Their entrance and exit pages, traffic aggregation pages and corridors (navigation paths). These are invaluable to establishing short term sites promotions, banners and possibly, media buyers ad space.

Visitors

Geographical location (ISP), browser stats, language (translations), and any other market demographics. Clear evidence that can assist off-line marketing, promotions and sales.

Ranking reports

Less of a consideration (IMO) however, any highly targeted keyphrases that match prefectly to clients information, products,and/or services should be report (if producing actual traffic).

It is best to stay clear of broad terms, although high ranking may seem to add weight to your creditability, much more untargeted traffic is produced and therefore bias your abilities.

e.g.- Ranked #1, 10 million competitive pages, 1 million visitors, looks good but someone will eventually say -- but conversion is 0.000001% and equate this to your performance (regardless of whether this is part of your responsibilities).

SE traffic #'s

Referrals are very important from search engines, directories,and any others sites or portals.

Include high performance keyphrases (which is different from ranked keyphrases) and link referrals

Also add some conclusions and recommendations - many times once initial success is achieved clients believe your service can be discounted (you have out-lived your usefulness).

This is reality -- unless they see continued value in retaining you.

Retention for the sake of "just receiving a report on stats" is somewaht under productive.