Here are the stats I use when I send a basic report to a SEO client:
1. Organic traffic- how much traffic from all search engines
2. Total traffic- from all sources
3. Organic traffic across engines- Google, MSN, and Yahoo.
4. Average page views across engines- same three- this is the average numbers of views per visitor.
5. Rankings- same three engines. This looks at both branded keywords (the company’s name and their product names) and unbranded keywords
I drew numbers from September 2006 to February 2007 so we can see what is seasonal and what is a real trend.
The kinds of things I highlight:
1. Increase in average page views per visitor: this is big. An increase from 3 page views on average to 4 page views on average, when your site sees a medium volume of traffic, indicates that you are drawing significantly more relevant traffic. More relevant traffic equals more people buying your things.
2. Rankings: getting on the top three pages of Google means you are closer to striking distance of page one. Getting to the bottom of page one means you are in striking distance of being above the fold. And so on.
3. Overall traffic: traffic increases across engines shows that our SEO is having an impact. SEO takes months and years to get the very highest results in competitive industries, like the bridal industry. Showing a 15% increase in overall traffic over 6 months (reduces effect of seasonality) shows that we are having a measurable impact.
There are hundreds of important analytics measurements; these are the 5 that mattered most to me in this report.