For most people, you will usually have a quick scan of the first page and then move on. But if you aren’t reading your report you won’t gain any trust, justify your budget or give an actionable next step. If you’re looking for an example of an SEO report you can actually read, then you’re in the right place!
Below we will look at an example of an SEO report. We’ll also break down how to structure your report clearly so that you can give your business owner actionable insights within 2 minutes. Let’s start with the basics.
What is an SEO Report?
An SEO report can be thought of as a checkup for your website. They show you how much traffic you’re getting through searches, what keywords you’re getting the most traffic from, and how many calls/leads/sales you’re getting.
A good example of an SEO report will also tell you why you are getting those numbers. A simple 12% increase in traffic doesn’t mean much unless there’s a reason given such as ‘due to two blog posts going to page one’. When you give context to your data you’re telling a story and stories are memorable!
How to Format your SEO Report
If you’re unsure how to format your report then the easiest way to do this is by using the following structure:
Summary – A brief overview at the top.
What’s changed – How much traffic, rankings and conversions you’ve had compared to last time.
Why – A couple of honest points on what has worked and what hasn’t.
What I’ve done – What I’ve done this month.
Next Steps – What will happen in the coming weeks.
This means even if they stop reading after your summary you’ll know if things are going well. Everything else is extra detail.
What to Include in your SEO Report?
Often people will ask what to include in their SEO report. To be honest there isn’t that much to include. Here are some quick points:
Organic traffic – How many people have visited your site from search. Compared to last month and last year.
Keyword rankings – How your priority keywords have moved.
Conversions – How many calls, form fills or sales you have had from search.
Top performing pages – What pages are bringing you the most traffic.
Technical – How fast your pages are loading, mobile friendliness and broken links.
Backlinks – How many new backlinks you have gained and lost.
Only include information that will help your reader make a decision. Too much information can leave your reader confused and not knowing what the key insight is.
Example of an SEO Report
Here is an example of how your report should look. This is an example of a monthly SEO report. Just replace the data with your own!
Summary – Overall we have seen an increase in search traffic this month due to two blog posts going to page one. We have improved three service keywords and seen an improvement in form enquiries. However our services page is loading slowly on mobile.
Traffic – How many organic visits you have had this month. Compare last month and give a one sentence reason.
Rankings – Add a small table showing 10-15 priority keywords. Include their current ranking and what they have moved.
Conversions – Let your client know how many leads you have had from search. This is usually the most important part so keep this at the top.
Next Month – We will be publishing two new posts, improving the slow page and updating one of our older articles.
This is a clear and honest example of a monthly SEO report for your clients.
Examples of Different Types of SEO Reports
Depending on your business you may need to include different types of reports. Here are the most common examples.
SEO Traffic Report Example
This shows how much traffic you have had. It’s a useful report to see which content is bringing traffic.
SEO Ranking Report Example
This shows how your keywords are doing. It’s a good report to show how your on-page changes have impacted your keywords.
SEO Performance Report Example
This combines all of the above. It’s the best all round report.
Small Business SEO Report Example
Keep it short and sweet! One or two pages showing traffic, leads, top keywords and next steps. Small business owners are busy so keeping it short and clear is best.
Ecommerce SEO Report Example
Includes organic revenue, product page performance, category rankings and checkout drop offs. Ecommerce stores will care more about sales than traffic.
Local SEO Report Example
If your customers are searching for ‘near me’ or adding a city name to their search.
If you are targeting a specific location then your report should include a local section. A good example of a local SEO report will show you how visible you are on Google Maps and in local searches.
Include:
Google Business Profile – How many views, calls, directions and website clicks you have had.
Local Keywords – Keywords such as ‘digital marketing agency in [your city]’.
Reviews – How many new reviews you have had. Average star rating and if you have responded.
Directory Listings – Are you consistent with your name, address and phone number?
A common issue is businesses not focusing on local SEO and then wondering why the shop down the road is getting all the calls. Including your local results will keep you in the loop.
How to Create an SEO Report for your Clients
If you want to know how to create an SEO report for your clients without wasting half a day then follow the steps below!
What is your goal? More calls, leads or online sales?
Gather your data. Google Analytics, Google Search Console and a rank tracker will cover most of it.
Decide what format you want. An example of an SEO report in Google Data Studio (Looker Studio) will automatically update. An example of an SEO report in Excel will give you full control. An example of an SEO report in PDF is ideal for sending and printing.
Add comments. Add one or two sentences below each chart to avoid confusion.
End with next steps. Always end your report with next steps for your clients.
If you don’t want to start from scratch search for an SEO report template free download. Change the colours, logo and metrics to suit your business. Keep the same format every month so your reader will know where to find the information.
Common Mistakes in an SEO Client Report Example
When looking at an example of an SEO client report be aware of the following:
Fluff – Impressions with no clicks, keywords with no searches.
Jargon – If you are using technical terms explain what they mean.
Hiding the negatives – Being honest will build more trust.
No comments – This is just exporting your data.
About Skyline – Quality Services Made Easy
We are a digital marketing company with one simple principle – Quality starts with clarity. When working with us you won’t get a complicated spreadsheet and ‘you’ll have to trust us’. We will give you clear updates, real data, honest reasons and clear next steps. Our team will take care of your keywords, content, technical and local SEO. Whether you run a local shop, grow a small business or an online store, we will help you. If you like learning as you go then check out our blog at reachskyline.com/blog for some practical tips on SEO, social media and digital marketing.
Frequently Asked Questions
What makes a good example of an SEO report?
A good example of an SEO report is short, clear and focused on the results. Start with your summary, show traffic, rankings and conversions. Explain why things have changed and end with next steps.
How often should I send an SEO report?
Most businesses will send a monthly report. Weekly reports can look like they are fluctuating randomly and a quarterly report is great for an overall picture.
What tools do I need?
You will need Google Analytics, Google Search Console and a rank tracker. You can display your data in Looker Studio, Excel or PDF.
Where can I find an example of an SEO report template free download?
There are plenty of free templates available in Google Sheets, Excel and Looker Studio. Choose a template that suits your goals and delete any metrics that aren’t needed.
How long should my SEO report be?
Keep it as short as possible. Usually 2-5 pages for a small business. Larger or ecommerce sites may need a longer report but keep your summary short.
Should I include local SEO?
Yes, if you are targeting a specific city/area. Include Google Business Profile data, local keywords and reviews.
Conclusion
A great SEO report will not try to impress with charts. It should help someone understand what is and isn’t working and what they should do next. Keep your format consistent, explain all the numbers, include local SEO if applicable and be honest with the negatives.
Trust is the same. Clear communication, consistency and quality work will always win over big promises. This is what we hold ourselves to.
Ready to see what a clear and honest SEO report could look like for your business? Get in touch with Skyline today and check out more guides on our blog.