![\"google-analytics-data-visualization\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting.png\")
Screenshot from Google Analytics, September 2022<\/span><\/div>\nFollow these tips to keep local SEO reports simple and easily digestible for clients:<\/p>\n
- \n
- Set clear goals<\/strong>: Outline the campaigns\u2019 goals at the top of reports and cite the most relevant metrics in communicating your progress toward those goals.<\/li>\n
- Eliminate unnecessary metrics<\/strong>: For the SEO neophyte, metrics like total keyword volume, impressions, and backlinks matter very little if they aren\u2019t driving foot traffic to the store.<\/li>\n
- Use a single reporting period<\/strong>: Regardless of how many tools you use, you should stick to tracking one reporting period (e.g., the past 30 days or two weeks) based on when reports are distributed.<\/li>\n
- Visualize data<\/strong>: Tools like Semrush<\/a> provide pie charts and line charts for important keyword metrics that can help clients visualize campaign progress. Google Analytics also provides visuals for metrics, such as new or returning users.<\/li>\n
- Segment reports into different sections<\/strong>: Don\u2019t just skip from user metrics directly into social media metrics without clearly separating reports into sections. For example, I like to organize my reports into chapters, such as \u201cTraffic Overview,\u201d \u201cLocal Keyword Overview,\u201d \u201cSocial Media Overview,\u201d etc.<\/li>\n
- Tell a story<\/strong>: Don\u2019t just inundate clients with metric after metric. Instead, explain metrics in brief paragraphs on top of or below charts. I sometimes include a brief one-page SEO primer at the beginning of reports and audits to help people understand what value we\u2019re adding.<\/li>\n<\/ul>\n
2. Choose The Right Metrics<\/h2>\n
Part of telling a story with data is selecting the correct data that\u2019s relevant to that story.<\/p>\n
Most local businesses only really care about two vital metrics:<\/p>\n
- \n
- Traffic.<\/li>\n
- Conversions.<\/li>\n<\/ul>\n
However, this doesn\u2019t mean you should disregard every important metric, but that you should choose metrics that are relevant to your story.<\/p>\n
Even metrics like overall traffic don\u2019t show you how qualified that traffic is or what channels that traffic originates from.<\/p>\n
That\u2019s why I like to include the following vital metrics from Google Analytics<\/a>:<\/p>\n
- \n
- Top Landing Pages.<\/li>\n
- Location by city (Users, New Users, Sessions, Bounce Rate, etc.).<\/li>\n
- Overall Sessions.<\/li>\n
- Top Traffic Channels by Sessions.<\/li>\n
- Traffic Sources\/Medium.<\/li>\n
- New vs. Returning Customers.<\/li>\n<\/ul>\n
![\"GA-device-and-city-metrics\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-1.png\")
Screenshot from Google Analytics, September 2022<\/span><\/div>\nThese metrics tell our clients which campaigns yield the most significant traffic flow and from which cities and sources.<\/p>\n
I also like to include Google Search Console<\/a> data in my reports for tracking SERP (search engine results page) data, such as clicks, impressions, and CTR (click-through rate).<\/p>\n
You\u2019ll also need a tool to report keyword data, such as Semrush or Ahrefs<\/a>. Semrush even provides a neat tool to construct reports easily and build templates for future clients.<\/p>\n
3. Segment Keywords By Location<\/h2>\n
Getting into some more of the local aspects of SEO, we\u2019ll need to ensure that our reports are adequately optimized to only report on local keyword data.<\/p>\n
For this section, you\u2019ll need an advanced keyword tool like Semrush, Moz<\/a>, or Ahrefs.<\/p>\n
I used Semrush to create a new project and implement position tracking on my most strategic keywords in this example.<\/p>\n
As you can see below, I set up position tracking for searches specifically in the Houston metropolitan area. I then can upload keywords I am tracking from Semrush or even Google Analytics to report on.<\/p>\n
![\"position-tracking-semrush\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-2.png\")
Screenshot from Semrush, September 2022<\/span><\/div>\nTo filter the keywords I am tracking, I can also add tags that separate them into specific categories.<\/p>\n
![\"manage-tags-semrush\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-3.png\")
Screenshot from Semrush, September 2022<\/span><\/div>\nYou can get as granular as you wish with your list by separating your keywords by question phrases, \u201cnear me\u201d searches, or including a city-based keyword from your list.<\/p>\n
Once you have position tracking and tags set up, you can easily export or add those keywords to a CSV or Semrush\u2019s reporting tool.<\/p>\n
4. Segment Traffic By Device<\/h2>\n
Equally crucial for tracking local SEO campaigns is filtering data by device.<\/p>\n
That\u2019s why I like to include sections in my reports outlining traffic by device and even going as granular as by location and device.<\/p>\n
![\"google-analytics-report-by-device\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-4.png\")
Screenshot from Google Analytics, September 2022<\/span><\/div>\nRegarding local SEO, mobile search traffic is arguably more important than desktop traffic, especially when you factor in click-to-calls and mobile ordering, which are commonly done on a smartphone or other mobile device.<\/p>\n
5. Track Local SERP Results<\/h2>\n
Another massive difference in how Google approaches local searches is using tools like the Local Search Pack<\/a> and Google Business Profile.<\/a><\/p>\n
For several local businesses, Google Business Profile listings can be a significantly higher source of conversions and foot traffic to a business than their actual website.<\/p>\n
You\u2019ll need to sign up for a connector to track Google Business Profile data using any conventional reporting tool.<\/p>\n
![\"Business-Profile-Connector\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-5.png\")
Screenshot from Google Data Studio, September 2022<\/span><\/div>\nHowever, many keyword tools like Semrush offer detailed keyword information about local search results, such as local pack results and featured snippets.<\/p>\n
![\"semrush-local-pack-results\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-6.png\")
Screenshot from Semrush, September 2022<\/span><\/div>\nThis information is highly relevant to businesses looking to rank in \u201cnear me\u201d searches that generate a lot of traffic to their business.<\/p>\n
Export this data to a CSV or upload it directly into Semrush\u2019s reporting tool.<\/p>\n
6. Go Beyond Standard SEO Tools And Metrics<\/h2>\n
Going beyond the local pack, we can add several additional KPIs (key performance indicators) to our local SEO reports that are highly relevant to businesses.<\/p>\n
![\"semrush-reviews\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-7.png\")
Screenshot from Semrush, September 2022<\/span><\/div>\nFor example, consider including the following metrics in your next local SEO report:<\/p>\n
- \n
- Reviews.<\/li>\n
- Unlinked brand mentions.<\/li>\n
- Backlinks (if relevant to your campaign).<\/li>\n
- Social media engagement.<\/li>\n<\/ul>\n
![\"semrush-social-media-tracker\"](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/10\/7-tips-for-better-local-seo-reporting-8.png\")
Screenshot from Semrush, September 2022<\/span><\/div>\nYou might need to purchase a social listening tool or upgrade your Semrush account to track social media mentions and engagement.<\/p>\n
However, you can also do manual research to monitor changes in review ratings, unlinked brand mentions, or social media engagement on trending posts to add to your reports.<\/p>\n
7. Provide Actionable Information<\/h2>\n
Finally, we want to wrap up our reports by adding a section at the end summarizing campaign results and future actions based on the data you present.<\/p>\n
This section will help you complete your story using the data provided and help clients understand what you presented to them.<\/p>\n
I also find adding a final section for recommendations important because many campaigns can be hampered by low budgets<\/a> or reluctant clients who don\u2019t want to take all the necessary steps to change their site.<\/p>\n
So if your campaign is bogged down because a local business won\u2019t update its site or implement recommended changes, be sure to remind them nicely at the end of your report and explain the benefits of your recommendations.<\/p>\n
More resources: <\/strong><\/p>\n
\nFeatured Image: Andrey_Popov\/Shutterstock<\/em><\/p>\n
- Eliminate unnecessary metrics<\/strong>: For the SEO neophyte, metrics like total keyword volume, impressions, and backlinks matter very little if they aren\u2019t driving foot traffic to the store.<\/li>\n