Quarterly Reports & Data Tracking
From Metro Studios Knowledgebase
 What tools do I use to measure progress?
- Google Analytics
- Webmaster Tools
- Google Places
- Google AdWords (if applicable)
 What things do I look for?
 Date comparisons
- Month-over-month, quarter-over-quarter, year-over-year comparisons ==
 Organic Search Traffic
- Most popular keyword phrases
 Non-branded search traffic (you will need to set up an "exclude" filter to do this)
- While on the Organic Search overview, click on “advanced” over by the search bar
- In the first drop-down, select “exclude” and enter the modifying word you want to exclude
- For example, for Mi-T-M, I would set up exclude filters for all different variations of “Mi-T-M” including (mitm, mighty m, Mi-TM, etc.)
- Once I have this report set up, I save it as a short cut. (You’ll see this as an option in the gray navigation toward the top of the page.
 Landing Pages (filtered by non-paid search)
- Which landing pages are delivering the most visitors?
- Which phrases are they using to get there?
- As SEO improves, people should be finding and entering the site via more and more pages.
- I look to see how people are converting. At the initial Analytics setup, you set up goals. Typically, I set up a goal for each lead conversion (contact form thank you page, request a quote thank you page, service request thank you page, etc.)
- If it is a complex form with a series of steps, it can be beneficial to set up event tracking to track each step in the process to see where people are falling off.
- How is revenue doing (month over month, Q over Q, Y over Y, etc.)
- Where are the sales coming from (direct, referral, paid search, organic)
- What products are converting?
 Webmaster Tools
- Using Webmaster Tools, I will look to see if they are getting more impressions
- What phrases are they getting the most impressions?
- What pages are getting the most impressions?
- I will do a date range over date range comparison
- This data can also come in handy for ongoing keyword research
 Google Places
- These analytics are helpful in determining how many impressions their Google Place listing is getting and for which search queries. While these impressions don’t always lead to click-throughs to the website, it may lead to an increase in phone calls or walk-in visitors.
- Keeping an ongoing report of where their site ranks for various keyword phrases is obviously an important step in measuring success. While you may only be actively tracking 30 phrases, your true SEO impact extend far beyond those phrases. Still, it is a good measuring stick, and clients respond well to seeing improvement in this area.
Every client is different, with different goals. That being said, I try to touch on the data that means the most to them and their goals.