What kind of reports
will Enquiro provide?
At the beginning of a client
relationship, we develop custom reporting to
cover metrics that have been agreed upon as the
most meaningful metrics to the campaign /
project objectives. For SEO, this
will minimally include Search Engine Ranking*
and Visibility** reporting via our proprietary
SEI (Search Engine Intelligence) tool as well as
a series of standard search engine metrics such
as pages indexed, page rank and incoming links.
As long as the information is available to us,
reporting will also include referral and traffic
data extracted from your analytics, conversion
data and ROI, as well as emerging trends and
actionable recommendations that speak directly
to the results.
PPC Reporting is provided on several levels,
including by Engine, by Campaign, by Ad Group
and by Keyword, to provide each level of
stakeholder with the information they need. Also
included in PPC reporting are the results of any
A/B or multivariate testing taking place, and
ongoing recommendations for improving bid
position, click through rates and conversion
rates via ad copy changes and/or landing page
optimization. Note: During the analytics audit,
we'll determine if your analytics provider has sufficient
features in their testing framework to meet our
requirements, or we will suggest alternative
tracking options such as SiteCatalyst.
In addition, an integrated dashboard will be
developed to juxtapose organic rankings with
your PPC keyword basket to illustrate where
crossover may occur. This arms us with the
information required to make business decisions
on whether to minimize PPC spend by preventing
cannibalization of organic results with paid
clicks, or to proceed with Sponsored listings in
order to gain greater real estate on the search
engine results page (SERP) for branding purposes
or simply to increase the likelihood of a visit.
* Ranking is a summary of the number of top 10,
20 and 30 rankings (based on a predetermined
keyword basket) PLUS detail of which URLs are
ranking for the various keywords, and in which
engines.
** Visibility illustrates the visibility of your
site as a percentage, based on the rankings of
predetermined keywords in all major engines.
Both reports show your rankings/visibility
against that of your primary competitors and
reports are customized to address each section
of your site appropriately. For instance, you
may be targeting an entirely different audience
with an entirely different set of keywords for
your plumbing products than your hydraulics, so
a unique reporting mechanism is set up for each
so you can watch your visibility and rankings
against the appropriate group of competitors.
What is the frequency of your reports?
We provide summary/dashboard reporting and
search engine news on a monthly basis, in
addition to more detailed reports on a quarterly
and annual basis. We will also provide weekly
performance summaries, AB/multivariate testing
results and ad hoc reports as required. These
reports are all compiled at the end of the given
reporting period.
Ranking and Visibility reporting via SEI as well
as PPC performance reporting via the engines is
also available on demand or through scheduled
emails. These will be in real time.
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