Ranking reports

What should be included ?

[fom2001uk]

I've just completed a search engine position report for a new client, and included the usual keyword phrase, search engine/directory, position, and page (URL), along with the month (of the search).

Having passed this on to our account manager, she is now convinced the client will want far more than this. She went on about click-thrus and expected number of searches for each keyphrase.

I told her this is far more work and would never be included in a position report.

Put my mind at rest here; what I've done is the industry standard, surely ?

[agerhart]

I think that this is the industry norm, but in an industry where everyone with a computer and an Internet connection, why not standout above the rest? There are certain things that we have done that I know is not the industry norm.

This being said, I think that Click Thrus may be taking it a bit too far, but that is entirely up to what your resources are.

[ritualcoffee]

The big number that I report on that always has everyone's attention is the %of Total Referrals from Search Engines. As time goes by - this will become very impressive if you do your job right! :)

[Marcia]

>expected number of searches
Is it even possible to have an accurate figure for that?

agerhart, are you saying this is the industry norm:

>included the usual keyword phrase, search engine/directory, position, and page (URL), along with the month (of the search).

...or that the industry norm includes more, as the manager is requesting?

[agerhart]

Marcia,

I think that what was described is the industry norm.

But, it is all relative to the client and the level of their optimization campaign. Sometimes there will be bi-weekly reporting instead of monthly. Other times there will be traffic reporting along with the ranking reporting, but this all depends on the level of service that is proposed and requested.

<added>

As far as I know, there are not too many SEO companies that will take the time and the effort (translation = money) to calculate the CT's, CTR's, number of searches, etc.

</added>

Did you not agree that this is the norm?

[Eric_Lander]

I do not want to get in the middle of the agerhart and Marcia discussion. I do however want to add some idea that could make your reporting more sellable to a client without costing too much money out of your organization's pockets.

Many potential SEO clients believe that they have SEO understood inside out and that they simply do not do the work themselves because it takes too much of their [precious] time.

Whether or not that is true - who knows. But, as ritualcoffee pointed out - some basic percentages and facts sell themselves.

• While you are analyzing their site - look at the competitions sites within that particular market. Find out what (in your professional opinion) has achieved rankings and position. Formulate and offer an SEO plan around more prominent success than that competition.

• Use someone else's work. Overture has some excellent resources available on their site (Apologies for my inability to find the URL at this time) Most SE's though offer a bit of marketing their own sites. Use the information that they and others have used and re-interpret it for your needs.

If, according to Overture, X% of ecommerce purchases start from search portals, then use that fact and point the credit back to them. That works well if the site you are selling optimization to is an eCommerce site - but there are a number of examples out there.

If the potential client is legitimate and your sales people have made their best initial presentation (i.e.: did their jobs) - Then do not be afraid to ask for $50 or $100 for an extensive report with proposal and formal contract.

Facts and legitimacy make things happen.

All my opinion of course.
~ Eric