What your boss actually wants from your local search reports
Do you ever find your eyes glazing over when putting together and presenting your regular local search reports? Columnist Lydia Jorden explains how to develop a revenue-based report that will be sure to impress both your client and your boss.
Local SEO is a critical part of an overall digital marketing strategy, but relaying its importance through weekly, monthly or bi-annual reports to your boss or clients is a challenge. People’s eyes tend to glaze over, especially if they’re looking at the same metrics every month.
It’s easy to succumb to “Broken Record Syndrome” when local search reports cover the same territory month after month, and it can be difficult to find and integrate something new and valuable.
But these reports are critical for justifying the budget to continue and strengthen local search campaigns. Optimizing local listings, updating photos, building links and employing other tactics to strengthen a brand’s position in the local landscape take time — and time takes money.
Avoiding “Broken Record Syndrome”
Instead of being a broken record and discussing local keyword position performance and reviewing fluctuations, find new metrics to track over time that support funding your local search campaigns. I’ll provide some examples below. Or, on the flip side, you may determine that local search isn’t generating as much revenue as you had once predicted. If that’s the case, you can put that budget toward developing a new local search strategy or reallocate your local search campaign efforts toward something more profitable.
Examining new metrics can spice up your reports and breathe life into what was otherwise a tedious report with similar findings month to month, requiring little analysis.
Furthermore, finding local strategies that have successfully generated revenue can allow for an increase in budget allocated to local search implementation. Measuring local search efforts in financial terms is a surefire way to impress your boss, as well as strengthen rapport with clients and justify funding for local search campaigns.
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