A lot of clients will still ask for ranking reports, so you need to educate them on why they shouldn't want them. Everyone's search results are different these days, so rankings just don't tell you a lot. And even if everyone saw the same results for a given search, having a high ranking doesn't necessarily lead to much of anything. Maybe you've got a high bounce rate, or your snippet is so bad that no one clicks through. Or you're ranking at the top of the SERP for a keyword nobody searches on.
What should you be reporting on? Growth in organic search traffic, the keywords bringing people to the site, conversions and the funnel leading to them, time on site, average page views per session, stuff like that. It's likely to vary depending on the business your client is in, of course.
And there are ways to get data on what your ranking was when someone clicked through from the SERP. That can be valuable information.
Edited by qwerty, 02 April 2013 - 12:45 PM.
Wrong "you're". How embarrassing.