What Is Seo Reporting

What is SEO Reporting & How to Make Basic SEO Report

Not sure how to build an SEO report or what SEO reporting is? Find out how SEO reporting can benefit your digital marketing.

SEO reporting is the process of measuring and analyzing the success of your online marketing efforts to increase organic traffic, leads, and sales. It’s one of the most important skills in today’s digital marketing world, so it’s essential that you get started right away! The best way to learn how to do it is by creating a free report on an aspect of SEO reporting that interests you – this way, you can start implementing your knowledge immediately while you continue learning more. Here’s how to do it!

What Is Seo Reporting

The first thing you should know about reporting is that there are actually quite a few different types of reports. You’ll be working with some, if not all, of these reports on your own website and for your clients.

For example, one type of report shows organic search performance (i.e., searches from Google) whereas another shows paid search performance (i.e., using Google Ads). The best way to learn what each report says and looks like is just by practicing them in Google Analytics.

In fact, it takes practice to learn how to read an audit report or a conversion funnel report as well! To help get started, we have put together the guide below so you can understand What should be included in SEO reporting? , What do monthly SEO efforts include.

What is SEO analysis report?

A good SEO report template will give you all of these things and more, which is why our approach to crafting them focuses on telling a story. We don’t write a list of recommendations because we want you to understand why we’re making those recommendations.

Only once we’ve taken time to discuss every aspect of your site from every angle can we even begin to think about actionable recommendations—we don’t recommend anything unless it benefits your bottom line.

And that’s what makes our reports so unique: not only do they tell you what needs fixing, but they also help you understand why each thing needs fixing and how those fixes will improve your website’s performance. What are SEO reports? An SEO report is an evaluation of the health of a website’s search engine optimization SEO efforts. The goal of this type of evaluation is to find out what areas need improvement in order for the website to rank higher on search engines such as Google, Bing, Yahoo!, etc.

What Is Seo Audit Report

A Blog seo audit report (or site audit report) provides an overview of all of your website’s on-page SEO elements. This includes meta tags, link anchor text, images, headers and footers, URLs, etc. It also includes things like page load speed performance, bounce rate, and other overall website health items that give you insight into how well your site performs for both users and search engines.

The report then compares all of these metrics to both industry averages and those for your own site over time. From there it gives you specific recommendations on how you can improve each element—and in turn boost your search engine ranking positions. For example, if your content isn’t keyword rich enough or up to date, the report will recommend that you add more keywords throughout the content.

Why does an SEO audit

When you run your own business, you are responsible for everything from taxes to customer support. You can’t afford to know what exactly is going on in your business – and that includes what happens online. Do an SEO audit with free tools: The two free tools that I use for my SEO reporting are SEMRush and Google Analytics (both detailed below).

Of course, there are other options out there as well – but these two (which require no subscription) give me all of the data I need. Do an SEO audit every month: I typically do my SEO reporting at least once a month (more if things have changed or if I am launching something new) using one of these two methods – or both!

What should be included in SEO reporting?

The information within an SEO report template will vary depending on what is being reported, who is requesting it, and how they intend to use it. 

Common areas of reporting include:

  • The site’s key check search engine rankings and traffic sources.
  • keyword opportunities.
  • on-site usability suggestions.
  • competitor analysis.
what to include in your seo report
what to include in your seo report

This can also be valuable for giving internal stakeholders visibility into what’s working (and what isn’t) with their website, so they know where best to allocate resources. If you are new to the idea of SEO reports or are just trying to get your head around what should go in one, here’s some basic guidance about what should be included in any comprehensive SEO report.

  • The date of the audit
  • The URL/domain name being audited
  • What have been the blog goals/objectives behind this audit? 
  • What are we looking for?
  • Who is this report for? 
  • Who requested it? 
  • What does he/she need from it?
  • What competitive research has been done before conducting this audit? What competitors were found during this process? 
  • What types of content are they producing? 
  • What links do they have that point back to them? 
  • What links do other high-ranking sites link back to them? 
  • Which keywords do these websites rank for and what pages rank for those keywords? 
  • Which of those pages are indexed by Google, Bing, Yahoo, and other search engines in the top 10 results? 
  • What links did these pages receive from other highly ranked sites like Wikipedia or Time Magazine? 
  • Finally what social media channels do these companies maintain active profiles on – LinkedIn, Facebook, Twitter, etc.? 

Once you’ve conducted a thorough inspection of all these aspects then you’ll be able to produce an accurate report that covers everything someone might want to know about your website.

What Shouldn’t be included in an SEO Report?

Too often, people will try to write their own reports based on what they think should be included. However, it’s better to take an objective approach, making sure that you don’t let any personal bias affect your findings. In most cases, there shouldn’t be anything personal in your report at all. Instead of using I or we, for example, refer to yourself as the writer. Keep it factual and professional—this way you can avoid hurting someone else’s feelings about their work without even realizing it.

What Shouldn’t be Included in an SEO Report
What Shouldn’t be Included in an SEO Report

If something isn’t done correctly, say so; if someone did a good job, say so. Don’t worry about how the client might react because chances are they won’t care either way. As long as your report is unbiased and true, you’ll have nothing to worry about! It also pays to research SEO trends in order to stay up-to-date with what others are doing and why. For example, if backlinks seem like a good thing to include, then do so. The main point is that your report should make sense and include everything necessary for the person reading it to fully understand what’s going on with their website.

Remember: You’re telling them what needs fixing but not telling them what needs fixing!

What does monthly SEO include

As we’ve already discussed, every company has a different set of SEO reporting needs. But there are some common items that many companies (and agencies) include in their monthly report. If you’re getting ready to start doing regular SEO reporting, it’s important to know what your team will need. So let’s take a look at some common items you might include in your monthly SEO reporting. 

What does monthly seo include
What does monthly seo include
  1. You’ll want to show how much traffic and leads each site is generating per month. 
  2. How much revenue this generates for the company and any potential loss from competitor websites and so on.
  3. What the most popular landing pages are for your website or blog post with blog search engine optimization in terms of clicks and conversion rates. 
  4. Whether or not those landing pages have been optimized for mobile traffic – can be an important factor if Google ranks mobile users higher than desktop ones. 
  5. What steps have been taken to improve search engine rankings – like paid ads or social media campaigns – since the last month’s update? And finally, 
  6. Where do you plan on increasing visibility for future months? What about new marketing efforts or opportunities?

What do monthly SEO reports contain? 

Monthly reports typically contain more details than a weekly or quarterly report because they cover 3 months’ worth of data rather than just 1-2 weeks’ worth of data (weekly) or 1-2 months’ worth of data (quarterly). You also need to use this time period to help your client track progress over time. You’ll want to break down any changes into categories such as content strategy, link building strategy, keyword research strategy, etc. What do monthly reports typically contain?

How to report on SEO

Learning how to report on SEO means being able to read between the lines and understand what your clients are looking for. It’s not easy, but it can be rewarding when you know you’re doing an excellent job. Before you create any report, make sure that there’s a precedent in place.

When your client hires you, they should know what information they’ll get each month or quarter. If there isn’t, create one. And always let them know what will happen next with their project. 

A SEO report contains all of the relevant information about what happened during the last 30 days. It can include graphs, charts, data tables, and other visuals which provide important context.

Types of SEO Reporting

There are a number of different ways to approach reporting with regard to search engine optimization.

A typical SEO report might display different sets of marketing data and KPIs at different points in the campaign’s lifecycle, depending on what the owner or client’s goals are.

Types of SEO Reporting
Types of SEO Reporting

Here are a few examples of the types of SEO reporting data you may come across:

  • Automated SEO reporting tool that gives a detailed analysis of how optimized a website is, without the help of human personnel.
  • Keyword research report with data such as what new organic keywords to target, how difficult keywords are to rank for, and how many people are searching for that keyword.
  • A report comparing our company to competitors based on their keyword use, content, and backlink analysis.
  • An SEO progress or performance report, available in a digital format, which reports metrics like rankings and organic search traffic.
  • The keyword rank tracking report gives detailed info on keyword ranking over time.

This data can be compiled into one large SEO report or any number of smaller reports. There is no type of SEO report that is wrong.

Types of SEO Report Metrics

A variety of metrics may be included in an SEO report depending on the specific goal of the website owner or client.

Some example SEO reporting metrics are:

  • Significant fluctuations in search engine traffic.
  • Keyword ranking over time.
  • It also counts for conversions like calls, form fills, or online sales.
  • Content related to headings, meta descriptions, meta tags, keyword usage, and images found on the webpage.
  • These site architecture matters may relate to things like thin or duplicate content, internal linking, fixing broken links, improving site speed, HTTP status codes, and page indexing status.
  • User insight such as page speed.
  • Examples of off-site metrics are changes in backlinks and opportunities.
  • Competitor insights related to link prospects, content topics, and keyword opportunities.

When you’re conducting a larger, more complex SEO campaign, or if you have a bigger website, you will often see SEO reports that have a large number of SEO metrics.

Otherwise, a small business might appreciate monthly SEO reports or updates that share things like changes in ranking, search traffic, and/or conversion rates.

Reporting on Keyword Rankings

Keyword rankings are a critical component of search engine optimization reports, including:

  • The keywords you’re looking for
  • The most popular keywords right now
  • Each keyword will lead you to a landing page.
  • The ranking of a website by its home page
  • In any case, rank changes.
  • I estimated the search volumes.

If you spend some time and SEO effort, you should be able to look at data such as the position of keywords over time and see your progress.

Reporting on Keyword Rankings
Reporting on Keyword Rankings

Clicks & Impressions

If keywords and landing pages generate metrics like clicks and impressions, I recommend reporting on clicks and impressions by keywords and then by landing page.

Google Search Console (formerly Google Webmaster Tools) provides an easy way to sort, organize, and track this data, which gives us insights into which pages need the most attention and resources.

Tip: use Google Search Console to get data on your keyword’s search volume. Install the SEO software called Semrush and then find GSC integration. Use the Semrush keyword data, Google keyword rank tracker tool, and the tool to connect to Google Search Console data, in order to see a clearer picture of the health of your web ranking, as well as your opportunities to acquire organic traffic.

How to Make Free Basic SEO Report

What Does a basic SEO Report Look Like? may seem like an easy question with a straightforward answer, but there’s actually quite a bit of variation.

A basic SEO report can range from something as informal as a simple PDF document you make in Google Docs, all the way up to spending tens of thousands of dollars on customized and comprehensive reports from third-party companies.

Sometimes it’s difficult to tell what you should get for your money or what kind of information you need from analysis because there are few examples out there that provide concrete details about exactly what information should be in a basic SEO report. Even though your requirements will likely be different than other businesses’ requirements, it can still be hard to know exactly how much you need in terms of specifics like keywords or rankings.

The important thing is not what the report includes, but what you want it to include. It’s vital that you ask any potential service providers questions such as: What does monthly SEO include? What does an SEO reporting look like? How often will I receive a monthly update? These kinds of questions can help determine whether they’re a good fit for your needs.

Features of SEO Reporting Tools

An SEO reporting tool is a comprehensive dashboard used by marketers in digital marketing strategy and website owners alike. Although reports are not required, they can help you communicate with stakeholders within your organization as well as show outside companies how you’re using search engine optimization. From monitoring trends and carrying out competitor analysis to fine-tuning your keyword strategy, there are many reasons for creating detailed reports of your website’s performance.

Features of SEO Reporting Tools
Features of SEO Reporting Tools

When it comes to SEO data, there is an overabundance of it, which means there are many very useful SEO reporting software tools that will help you with keeping track of and reporting on, the various types of SEO data that change often.

Key features of SEO report tools:

  • Collect historic data on metrics like search traffic, rankings, and links.
  • Keep a close eye on hundreds of keywords across many different locations and devices.
  • Log SEO data for multiple websites.
  • Look at how search engine optimization has changed over the course of time.
  • Connect Google Analytics and/or Google Search Console with your website.
  • There are SEO report templates and drag-and-drop builders, too.
  • Data is available for download as a CSV file or a spreadsheet.
  • There are options for automatic report distribution and delivery.
  • Trademarked, customized reports.

In order to work well in the area of SEO, the software saves hours of time, especially if you have multiple projects going on. But you also need the right tracking, monitoring, and reporting metrics for successful SEO.

Free SEO Reporting Tools

There are several free tools out there that you can use to help with your SEO reporting. For example, Yoast’s SEO plug-in comes with a handy dashboard that offers some basic data on keyword rankings, broken links, and so on. There are other free or low-cost tools like Moz’s Open Site Explorer, SEMRush, and Ahrefs that can provide additional insights into your search traffic. If you don’t want to spend any money on these tools, use Google Analytics – there’s some great data in there for advanced users (and it’s all totally free). No matter what tool you end up using for reporting, just make sure you know what’s in them and how they work.

Google Search Console

I reviewed a website’s Google Search profile, consisting of the following metrics

  • The number of pages is shown in Google.
  • Websites should be responsive, easy to use, and easily searchable by a variety of people.
  • Metrics like keywords, impressions, clickthrough rates, and average ranking.
  • Numbers of clicks, number of impressions, clickthrough rates, and positions.

Tip: Use SEO reporting software that has rank tracking features for in-depth keyword analysis. It can sometimes take a few weeks for Google Search Console data to populate.

Google Analytics

There are free features in Google Analytics including key metrics like

There are three types of traffic on the internet. They are organic traffic, direct traffic, and referral traffic.

  • Measures of visitor engagement like time spent on a page, duration of the session, and a number of visits to a page before a visit to another page.
  • Location data such as region, country, and city information is used to see if a given region has relevant traffic.
  • Conversions for converting into the desired action include specific page views, link clicks, form fills, calls, or online sales.

SEO reports often contain Google Analytics data as well as website optimization efforts and data about the site’s organic keyword ranking.

Google Business Profile

You can create reports that are tailored to your geographical location by using insights from your Google Business Profile (formerly Google My Business) in both Google Search and Google Maps.

Some of the common metrics are:

  • Unique Views: Search engine result data through Google Search or Maps.
  • Broad searches: A visitor searches for a company’s name or address.
  • Discovery searches: Visitors search the site by category, product, or service.
  • Searches for brand-related words: the user either types in the word brand or brand name into the search bar.
  • The total number of all direct, discovery, and branded searches.
  • Search queries: The search keywords local people searched to find this business listing check what is local SEO.
  • The other metrics were measured by things like direction requests, calls, website clicks, messages, and bookings.

Access to Google Business Profile insights can be done by uploading bulk data of verified profiles, downloading insight data into a spreadsheet, and including the specific timeframe that the data should include.

Google Keyword Planner

For a free keyword research tool, use Google Keyword Planner to find related keywords and to find out how competitive and in-demand a keyword is based on cost-per-click estimates, search volume ranges, and data.

A brief overview of some of the information I gathered by querying the keyword

  • We give you the power to enter a website URL to find a new list of keywords for it.
  • Find related keywords after inputting one or a series of terms.
  • Watch out for ranges of average monthly searches for a keyword (i.e. 1-10k).
  • Discover how difficult competitive ad placement is (Low, Medium, High)
  • Go to see the bid prices that advertisers have historically paid for keyword bids.
  • Forecasts for the average cost-per-click (ACPC), cost-per-click (CPC), impressions, keywords clicks, and CTR.

If you’re running an active Google Ads campaign, you can find specific data about the search volumes for particular keywords.

Google Data Studio

Google Data Studio is an inexpensive web-based tool for creating interactive marketing reports and dashboards.

Here are the features of Data Studio for SEO reporting:

  • Combine data from different sources for compelling SEO reports.
  • Useful tools – Google Analytics, Google Search Console, Google Sheets
  • Built-in sample reports and templates to accelerate the process.
  • Other data sources can be inserted into templates for faster report creation.
  • Share reports in an easily accessible manner with shareable links.
  • Set up automated reports to go to a list of email addresses.

Here’s a tip for you: Use Google Data Studio SEO to combine data from Google Analytics and Google Search Console.

To Create a PDF or Excel report

creating SEO reports with professional-looking, it’s vital that you choose which report format best suits your needs. Word documents are great for sharing simple insights, but Excel gives you much more power when you need it. You can store up-to-date data or allow users to make changes without saving multiple copies. You can also customize your workbook’s appearance as well as save different formats of reports (such as PDF) for future use. In addition, Excel reports are easy to distribute via email since they’re automatically saved as attachments.


If you’re trying to get found online, then reporting helps you learn what’s working and what isn’t. An in-depth monthly report not only keeps you on track but also shows your clients seo reports how far you are coming along. Search engine optimization is an essential part of search engine marketing (SEM) and, as such, should be included as part of your SEM program.

Search engines have created free tools like Google Analytics and Google Webmaster Tools that allow site owners to find out how they are doing in relation to their competition. This type of reporting gives business owners insight into what steps they can take to improve their visibility online—in essence, helping them do SEO.

Like this post? Share this on Pinterest – Thank you!

Related Blogging Post:


Hii I’m Charan. I write about SEO strategies and tools, as well as assisting businesses in increasing their page #1 Google rankings in order to get more leads and sales.I worked and analyzed the SEO industry since 2015. Based on my experience I created this blog to share SEO software and tools.There are more than hundreds of SEO tools making it harder to choose the right ones for your website or business.My goal is to provide the best tools for understanding and improving your search engine presence.

This Post Has 12 Comments

Leave a Reply

What Is Seo Reporting
What Is Seo Reporting