Website Monthly Reports
If you use the service to promote your site or are just going to do it, we recommend that you familiarize yourself with this material. This article will protect you from unscrupulous executors and the provision of poor-quality services.
Results achieved
Set the right goals. For example, if you have an online store for 10,000 products or even more, then you should not aim at achieving positions on a limited list of requests. Ideally, you should focus on the growth of income, orders, applications, calls.
It is best to receive information on all indicators in the complex.
Site positions by requests. If you are working on positions, you need to fix the list of requests at the very beginning of the work and then compare the achieved results monthly with the start of work and the previous reporting period.
If you are shown positions on requests only for the current moment, hiding data on positions for the last reporting period and positions at the time of commencement of work, then is this a reason to find out whether positions are growing or falling?
Site attendance. If work is focused on increasing attendance, it is also necessary to fix the initial attendance and watch the dynamics monthly. Be sure to look at attendance only from search engines, while weed out queries related to the name and address of the company’s website. Then the attendance will reflect the real result of the promotion.
Any other KPI. It may be:
1. Making a call, provided that the call tracking service is installed.
2. Sending application.
3. Visit a specific page, for example, “contacts”.
4. Shopping cart, checkout, order confirmation, transaction, if we are talking about an online store.
5. The cost of any target action.
6. Conversion by any indicators, etc.
KPI should be considered taking into account the fact that visitors came from search engines for non-brand queries. If appropriate, the report can be limited to pages with which the artist works.
Ideally, you must consider the income that was received as a result of the work on promotion.
Work done
The scope of work must necessarily be in the report, with the most detailed painted.
There are several reasons for this:
– Unfortunately, unscrupulous promotion companies provide only reports on attendance and position on requests. However, no work with the site is not carried out. In order to make sure that your site really works, ask for a monthly report on the work done. At the same time, seek the most detailed report. For example, if the report states that a technical audit was conducted, ask for the result of the audit, recommendations for the audit. If it is indicated that texts are posted, ask for the addresses of the pages on which they are posted, and so on.
– Often, among site owners practicing a change of contractor to promote the site. In case of replacement, it will be easier and faster for the new contractor to understand the current state of the site if it provides the most detailed information about the work being done earlier.
Expense report
Many companies that are engaged in the promotion of sites, hide the expenditure in order to extract the maximum profit from the client. Therefore, if the report states that links were purchased or, for example, texts were ordered, ask for an expense report. It is also advisable to agree that all access to the services where links are purchased (if any) is provided.
In this case, you can:
– control real costs.
– evaluate the quality of links, for example, you can ask an SEO company to evaluate the quality of links.
– in case of a change of contractor, do not lose the results of the promotion. Although representatives of Google and declare that a complete failure of the links does not adversely affect the visibility of the site, in practice, a sharp removal of links leads to a fall in positions.
In the event that the entire budget was invested in the work on the site, a report on expenses is not required. In the absence of expenditure, the importance of the report on the work increases.
Next month’s work plan
We recommend always requiring a plan of advancement, at least a month in advance.
First, you yourself can verify the next report with this plan and understand whether the intended plan is being implemented or not.
Secondly, the presence of a specific work plan suggests that the contractor has a clear promotion strategy with a list of planned works.
Findings
1. Set the right goals. The overall increase in attendance or position does not guarantee that the promotion of sites will increase your income. Count the money (orders, requests, calls) and targeted actions taken by visitors, and not the fact of visiting the site. Look at the indicators in the dynamics.
2. Require activity reports and actual expenses. If the reports show you only positions or attendance, most likely your site does not pay enough attention.
3. Get access to reference exchanges. So you can control the quality of external optimization, as well as change the contractor without negative consequences. This item is relevant if the promotion uses temporary links.