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What Makes a Good SEO Report?

What Makes a Good SEO Report? Understand key metrics for search engine optimisation. Track keyword performance and optimisation using an SEO report template.

TECHNICAL SEO

Ardene Stoneman

5/12/202511 min read

How to Create a Good SEO Report That Actually Shows Progress

An SEO report helps you understand your website’s performance in search. But most reports are either too vague or too technical.

A good SEO report focuses on what matters - traffic, visibility, keyword rankings, and what you should do next.

If you’re running SEO for your business or reporting to clients, this guide explains how to create a report that’s clear, useful, and honest.

Outline

What Is an SEO Report and Why SEO Reporting Is Important
What to Include in Your SEO Report
How to Create an SEO Report That Makes Sense
Key SEO Metrics to Track for Better SEO
Using Google Analytics and Google Search Console in SEO Reporting
Understanding Your Website’s Current SEO Performance
Why SEO Reporting Is So Important for Your Clients
How to Use a Good SEO Report to Show Your Clients Value
Monthly SEO Reports: How Often Should You Send Them?
What’s the Difference Between an SEO Audit and an SEO Report?
Using a Standard SEO Report Template vs Custom SEO Reporting
What Should Each Section in Your SEO Report Cover?
Can You Use SEO Reporting Tools Like Google Looker Studio?
Avoiding Common SEO Reporting Mistakes
How to Use SEO Reports to Track Google Ads and Organic Search Together
How to Include Analysis Reports That Show SEO Progress
What SEO Elements Should You Track Over Time?
How to Explain SEO Reports Without Confusing Clients
Why Regular SEO Reporting Is So Important for SEO Strategy
Can a Perfect SEO Report Help Improve Search Result Rankings?
Using SEO Reports to Track Conversion and Landing Page Data
How to Include SEO Audit Results Within Monthly Reports
How a Section of the SEO Report Can Cover Off-Page SEO Work
How to Present Search Queries and Keyword Rankings Clearly
How to Create an SEO Report That Helps Clients Understand SEO Work
Why SEO Reporting Is So Important for Long-Term SEO Success

1. What Is an SEO Report and Why SEO Reporting Is Important

An SEO report is a structured summary of how a website is performing in organic search. It pulls together data on keyword rankings, traffic from Google, conversions, and technical health.

A good SEO report also explains what’s changed and what work has been done to support it.

SEO reporting is important because SEO itself takes time. Without regular updates, it’s hard to see progress. Even when rankings are improving, clients won’t know unless they’re shown.

A strong report links activity to results. It gives context to the work and a reason to keep investing.

2. What to Include in Your SEO Report

Not everything belongs in an SEO report. Focus on what helps the reader understand SEO performance.

At minimum, include:

Organic traffic totals and trends
Top-performing keywords and keyword rankings
Visibility changes in search
Conversion data from organic search
Updates on technical SEO and indexing
Work completed since the last report
Priorities for the next period

If the report is for a client, also include a section that shows your client what work has been done and why it matters. That alone can reduce churn.

Don’t overload the report. A page full of graphs with no explanation helps no one. Each section in your SEO report should tell the reader something useful about SEO progress.

3. How to Create an SEO Report That Makes Sense

It’s easy to paste in screenshots. It’s harder to explain what they mean. Your SEO report should read like a conversation, not a data dump.

Start with a short summary. Then break the report into clear sections: visibility, traffic, conversions, and technical health. Finish with what you’ve done and what’s next.

Use simple headings and short paragraphs. Avoid burying useful information under a pile of stats.

If something is broken - say so. If performance is down, explain what caused it. This helps manage expectations.

A good SEO report is honest and focused. It’s not a performance review - it’s a working document.

4. Key SEO Metrics to Track for Better SEO

Not all metrics are useful. Some distract from what matters. When creating an SEO report, focus on metrics that show visibility, traffic, and performance.

Here’s what to include:

Organic traffic from Google Analytics
Keyword rankings for tracked terms
Conversion rate from organic search
Top landing pages from organic visits
Crawl errors, indexing issues, and technical fixes
Speed scores, mobile usability, and structured data

Don’t forget to show change. A keyword’s current rank means little on its own. Show whether it’s moved up or down since the last report.

Highlight terms that now appear on page one or have entered the top 20.

SEO metrics help explain what your SEO work is achieving. Pick the ones that reflect your actual priorities.

5. Using Google Analytics and Google Search Console in SEO Reporting

You need both tools. Google Analytics tracks user behaviour and conversions. Google Search Console shows how Google sees your site and what’s appearing in search results.

From Google Analytics, focus on:

Traffic from organic search
Conversion rate
Bounce rate and time on site
Which landing pages are working

From Google Search Console, highlight:

Impressions, clicks, and average positions
Top search queries
Mobile usability issues
Crawling or indexing problems

Together, these tools help you understand how people find the site and what they do next. They also flag hidden issues that affect search visibility.

6. Understanding Your Website’s Current SEO Performance

Tracking current SEO performance is about more than listing numbers. You need to explain what’s happening and why.

Look at:

Organic traffic trends over time
Which pages are driving that traffic
Whether keyword rankings are improving
If visibility is rising or flat
Any shifts in conversion from organic visitors

This is where your SEO report becomes useful. Not just to show the data - but to explain what it means.

If traffic dipped, was it seasonal? Was there a drop in a specific section of the site? If conversions went up, was that due to a content update or technical fix?

Always connect performance in search to actual changes on the site.

7. Why SEO Reporting Is So Important for Your Clients

If you're reporting to clients, the SEO report is one of the few things they actually see. It’s your opportunity to explain the work, the outcome, and the plan.

Most clients don’t care about crawl errors or canonical tags. They want to know if their search engine visibility is improving and if traffic from Google is bringing in leads or sales.

A good SEO report bridges the gap. It shows the client what’s been done, what’s changed, and what they’re getting for their money.

Regular SEO reporting also builds trust. It helps reduce questions and complaints. If the report shows a clear link between work and results, clients are far more likely to stay.

8. How to Use a Good SEO Report to Show Your Clients Value

Your SEO report isn’t just for tracking data - it’s there to show value.

That means:

Linking rankings and traffic to conversion
Showing what SEO tasks were completed
Explaining why visibility changed
Outlining how technical fixes helped
Highlighting future SEO tasks

If you increased traffic but the conversion rate dropped, explain what might have caused it. Maybe the new traffic is from low-value queries. Maybe the landing page isn’t strong enough.

Without context, a report is just numbers. A good SEO report tells the story of progress and justifies the budget.

9. Monthly SEO Reports: How Often Should You Send Them?

Monthly SEO reporting works well for most sites. It gives enough time to see change without letting issues go unnoticed for too long.

Weekly reports are rarely helpful. SEO moves too slowly for useful weekly updates. Quarterly reporting is too infrequent - especially if something goes wrong.

Monthly SEO reports keep you and your clients focused. They help you track SEO progress and spot any drops in visibility before they become a bigger issue.

Stick to the same day each month and use the same format. This makes it easier to compare reports over time and avoids confusion.

10. What’s the Difference Between an SEO Audit and an SEO Report?

An SEO audit is a deep, technical review. It looks at everything from metadata to site speed to crawl depth. You run an audit when starting a new campaign or making a major change.

An SEO report is a regular review of how things are going. It includes small audit-like updates, but it’s focused on ongoing SEO performance, not one-off checks.

If you fixed something from a previous audit - say, duplicate URLs or missing alt text - mention it in your report. It helps clients see what’s been improved and why it mattered.

11. Using a Standard SEO Report Template vs Custom SEO Reporting

Using the same SEO report template each month saves time. But don’t be afraid to customise the template if needed. If the client’s focus shifts - say from traffic to conversions - adjust your report to match.

A good SEO report template should:

Show the same SEO metrics each time
Use consistent layout and headings
Be easy to scan
Allow space for comments or explanations

You can build these templates in tools like Google Looker Studio or even Google Sheets. Just keep it readable. A confusing layout makes your SEO work look messy - even if the results are strong.

12. What Should Each Section in Your SEO Report Cover?

Here’s a simple structure that works:

Overview – A one-paragraph summary of the key changes
Organic traffic – Total visits and top landing pages
Keyword rankings – Position changes and opportunities
Conversions – Conversion rate, top paths, drop-offs
Technical SEO – Indexing issues, page speed, errors
Off-page SEO – Backlinks, citations, outreach work
Tasks completed – A list of what’s been done
Recommendations – Next steps and priorities

Each section in your SEO report should focus on one theme. Don’t mix conversion and visibility data. Keep it clean.

13. Can You Use SEO Reporting Tools Like Google Looker Studio?

Yes. Google Looker Studio is one of the best tools for SEO reporting. It connects directly to Google Analytics and Google Search Console, so you can automate most of your data.

You can build custom SEO dashboards to show:

Organic traffic trends
Keyword click data
Conversion performance
Technical SEO highlights

Just remember - dashboards aren’t the report. They provide the data, but it’s up to you to explain what it means. Always write a summary. Your client won’t dig through graphs to find the answer.

14. Avoiding Common SEO Reporting Mistakes

A lot of SEO reports fail because they focus on the wrong things or overwhelm the reader.

Here are common mistakes to avoid:

Too much data with no explanation – If you drop a wall of charts into your SEO report, no one will read it. Add a sentence or two to explain what each section means.
Switching layout or format every month – This makes it harder to compare performance. Stick to a structure.
Avoiding bad news – If rankings or organic traffic dropped, say why. Maybe Google rolled out an update. Maybe a technical issue blocked indexing. Clients value honesty.

Make the report readable. Break it into short sections, label everything clearly, and avoid passive voice. A clear report shows you’re in control - even when results aren’t perfect.

15. How to Use SEO Reports to Track Google Ads and Organic Search Together

If you're managing Google Ads and SEO, your report should cover both channels. Otherwise, you risk missing overlap or wasted spend.

For example:

A keyword might rank well organically but still be targeted with ads. That could be costing the client money unnecessarily.
You might see high click costs for terms with no organic presence - an opportunity for SEO focus.

Show both channels side by side:

Total traffic from organic search vs Google Ads
Conversion rate by channel
Top-performing queries in both views

SEO and Google Ads can work together, but only if you track them properly.

16. How to Include Analysis Reports That Show SEO Progress

Raw numbers are helpful, but comparisons tell the real story.

Use analysis reports to compare:

This month vs last month
This month vs the same month last year
Before and after a major change (new content, URL restructure, internal linking fix)

Include graphs where needed, but always describe the trend. "Organic traffic rose 12% compared to the previous period due to increased visibility for product terms" is far more useful than a silent chart.

Clients want to know if their SEO strategy is working. Clear progress analysis makes it obvious.

17. What SEO Elements Should You Track Over Time?

Some SEO work takes weeks to pay off. Others happen instantly. Your report needs to track the right elements so you can link effort to outcome.

Track:

Keyword movement – Use a stable list of target keywords and show shifts over time.
Visibility scores – If using tools like SEMrush or Ahrefs, include their overall visibility metric.
Technical SEO fixes – Crawl errors resolved, redirect updates, page speed changes.
Organic traffic by page group – Homepage, blog, categories - track segments, not just the total.

If the same thing keeps appearing every month with no change, it needs more attention. Long-term tracking shows what’s getting results and what’s stuck.

18. How to Explain SEO Reports Without Confusing Clients

Clients aren’t SEO experts, and they shouldn’t have to be. Avoid technical language unless you explain it clearly.

For example:

Don’t write: “We implemented schema markup and resolved canonical duplication.”
Instead write: “We fixed a search visibility issue where Google couldn’t tell which page to show. This improves consistency in the search results.”

Use plain language, especially when reporting on website’s technical SEO updates. Keep paragraphs short. Add bullet points if needed. And if you use a chart, explain it like you’re reading it aloud.

A report they understand is a report they value.

19. Why Regular SEO Reporting Is So Important for SEO Strategy

You can’t improve what you don’t measure. Regular SEO reporting gives you the feedback loop needed to fine-tune your work.

It helps you:

Spot drops in visibility before they become a problem
See if a page rewrite actually improved ranking
Track whether technical SEO fixes improved crawling
Measure the impact of new backlinks

It also shows your client that you’re on top of things. Even if results are slow, regular SEO reporting builds confidence. It shows you’re paying attention and working with intent.

20. Can a Perfect SEO Report Help Improve Search Result Rankings?

Not directly. A perfect SEO report won’t make Google rank your page higher. But it can highlight what’s holding you back.

If visibility is rising but clicks are flat, maybe your page titles are weak. If rankings are improving but conversions are down, maybe your landing page needs fixing. If organic traffic is up but only to one section, your internal linking might be too shallow elsewhere.

An SEO report is a reflection. It doesn’t do the work for you - but it helps you do the right work next.

21. Using SEO Reports to Track Conversion and Landing Page Data

SEO isn’t just about rankings. It's about what people do after they arrive.

Track:

Conversion rate from organic traffic
Which landing pages bring in conversions
Where users drop off or bounce
Form submissions, calls, purchases - whatever counts as a conversion

Use this data to improve. If a landing page gets traffic but no conversions, review the layout, calls to action, or content clarity. If conversions are strong from a specific page, consider creating similar ones.

Linking SEO data to outcomes keeps the report grounded in business results.

22. How to Include SEO Audit Results Within Monthly Reports

A full SEO audit might only happen occasionally, but audit findings can be included as part of your ongoing SEO report.

Use a section to summarise:

Issues identified in recent crawls
Fixes made since last month
Ongoing technical SEO concerns
Impact of any technical changes (e.g. indexing improvement or faster load times)

This helps clients understand the value of behind-the-scenes work. Most technical SEO tasks are invisible - but if they’re improving performance, show it.

23. How a Section of the SEO Report Can Cover Off-Page SEO Work

Don’t forget about backlinks and off-page SEO. Use a section of your report to summarise:

New links gained (and from where)
Links lost or disavowed
Referral traffic from external sources
Outreach efforts or PR wins
Changes in domain authority or similar metrics (if you use them)

Off-page SEO often takes longer to show results. By reporting on it monthly, you keep clients aware of the work and maintain momentum.

24. How to Present Search Queries and Keyword Rankings Clearly

Avoid dropping in giant keyword tables. Focus on clarity.

Break keyword data into small sections:

Top 10 gaining queries
Keywords entering page one
High-volume keywords still ranking low
Branded vs non-branded search terms

Include Google Search Console data on impressions, clicks, and CTR for each. And explain movement. A keyword climbing from position 28 to 14 is progress - even if it’s not yet on page one.

If it’s useful, group keywords by page or topic to show where the site is strongest and where it needs work.

25. How to Create an SEO Report That Helps Clients Understand SEO Work

The best SEO reports show value, explain performance, and set direction.

To help your client:

Keep the format simple and repeatable
Avoid passive voice and technical terms without explanation
Link results back to the SEO tasks done
Always include “what’s next”

You’re not just showing SEO metrics. You’re helping the client understand what you’ve done and why it matters.

That’s what turns a report into a long-term working relationship.

26. Why SEO Reporting Is So Important for Long-Term SEO Success

Without regular SEO reporting, your work becomes invisible. And without visibility, it’s hard to get support, resources, or time to do the job properly.

Long-term success in search engine optimisation comes from staying focused, adjusting based on performance in search, and making sure everyone involved understands what’s happening.

A good SEO report helps you do all three. It gives you direction, keeps others informed, and connects activity to results.

It’s not optional - it’s part of the job.

Summary: What to Remember About Good SEO Reports

A good SEO report is structured, readable, and focused on useful data
Include organic traffic, keyword rankings, conversions, and technical updates
Use Google Analytics and Google Search Console to back your insights
Don’t overwhelm with metrics - pick what helps you make decisions
Track progress over time, not just current numbers
Include off-page SEO and audit outcomes
Help clients understand the value of your work through plain English
Regular SEO reporting supports long-term results and better SEO strategy