Standardize the minimum dataset
Every client should have the same baseline: brand name, domain, priority markets, keyword groups, competitors, scan cadence, and report owner.
Use tiers for cadence
Not every client needs daily scans. Tier accounts by volatility, budget, and executive visibility so the team spends attention where movement matters.
| Client tier | Cadence | Review habit |
|---|---|---|
| Launch or turnaround | Daily | Short weekly action review |
| Growth retainer | Weekly | Monthly client narrative |
| Maintenance | Monthly | Quarterly account check |
Report actions, not just ranks
Clients do not buy rank charts. They buy clarity. Each report should connect movement to what the agency will do next and what result the client should expect.