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What Information Should SEOs Give to their Clients?

What pieces of information should SEOs be prepared to give to their clients? Which ones shouldn't they? The question of information and how much should be shared with clients is not a straightforward one in SEO. Clients who are paying search engine optimisation companies good money want as much information as possible and SEOs, quite rightly, feel somewhat protective over their information. Here are items I feel should absolutely be shared. Analytics Data This data belongs to the client if it pertains to their website. I do believe clients should have access (read only is often sufficient). The client should have complete visibility over their website traffic, conversions and user behaviour at any stage of the campaign. It should be included in your regular monthly reports, certainly, but I firmly believe a client should have their own access at all times too. I see no reason at any stage that a SEO would need to withhold Analytics data from a client. Rankings Aside from the fact that a client can always go and check their own rankings, I feel a comprehensive list of rankings should be provided each month by the SEO, along with the change (whether positive or negative) from...
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