The Anatomy of the Perfect SEO Report: A Guide

When you’re a small business, the internet is your market. If you don’t have an online presence and aren’t leveraging search engine optimization to its fullest potential, then chances are your competitors will gain more exposure than you do.

The “seo report template” is a guide that will teach you how to create the perfect SEO report. This article will also teach you how to create an SEO report using Google Docs and Microsoft Excel.

Reports are something that we all have to generate, whether we work as in-house SEOs or for agencies. An SEO report may be used to show how far a campaign has progressed, the return on investment, and explain why we adopted the strategy we did.

However, SEOs prefer to spend their time performing SEO rather than putting prepared reports.

As a result, there’s a lot of variation in how various agencies and in-house teams report on SEO performance, how often they do it, and which metrics they employ. 

Our purpose is to assist you in comprehending what an ideal SEO report should look like and what it should include.

What Is the Purpose of an SEO Report?

An SEO report is a useful tool for communicating with stakeholders (typically your employer or client) about the impact of your SEO efforts on their company.

However, there is one flaw: many SEO reports don’t provide much information to the reader.

We’re in the year 2020, and almost every marketing manager or company owner knows how to utilize Google Analytics to see their website’s statistics. It’s no longer enough to deliver a report once a month that summarizes the previous 30 days’ traffic and any conversions.

Stakeholders demand more, but no one wants to read a 100-page report with every measure imaginable, many of which are worthless in the context in which they are being provided.

At the very least, an SEO report should include the following information:

  • What steps have been taken forward? 
  • What actions have been carried out and what effect have they had?
  • Recommendations for accelerating growth.

It’s all about reporting on the metrics that matter and properly conveying progress against preset KPIs, as well as effectively delivering comments on what led to successes, what didn’t, and what actions were conducted.

Believe us when we tell that outstanding SEO reports aid in the development of wonderful connections with others; they are well worth the time and effort to perfect.

And some of the various issues that SEOs encounter when it comes to reporting were disclosed during our recent # Webinomychat on Twitter:

It is obvious that we need more consistency in the way we report; many SEOs continue to struggle with this.

Why Should You Produce an SEO Report on a Regular Basis?

SEO is a huge concern for most organizations, as we all know. It’s a channel that’s attracting an increasing amount of funding and attention. The worldwide SEO market was estimated to be worth $80 billion in 2018.

There’s a lot on the line. Businesses depend on the channel as a crucial marketing platform, and owners, CFOs, and other key stakeholders want a return on their investment.

As a result, it’s critical that you send out frequent SEO reports to keep everyone up to speed on your success. SEO reports, on the other hand, are just as crucial to SEOs and should not be disregarded.

Your work will be a lot simpler if you get your SEO reports properly. With the correct report, you can immediately discover trends (both good and bad), pinpoint problem areas, and view all of the information you need at a glance.

And your reports become much more meaningful when you pick the correct metrics to report on. 


Metrics and KPIs for SEO Reporting

You must ensure that you are reporting on metrics that matter, which might vary greatly depending on the industry. The metrics you provide in your reports should make it apparent that they are meant to indicate progress, success, and actions.

You won’t be offering a realistic picture if you report on too few metrics. Anyone who reads it will most certainly lose interest if you report on too many. 

The key to effective SEO reporting is to highlight the metrics that are most important to the company and the project in question. The reporting requirements for a local business’s local SEO plan will vary significantly from those of an online store’s eCommerce SEO approach.

Of course, you can construct SEO reports with a variety of technologies, and we’ve seen anything from spreadsheets and word docs to bespoke dashboards used to track success.

However, the fact is that you can create superior SEO reports with just these tools:

And that is just what we will discuss with you. We’ll look at how to utilize these tools to glean valuable insights, choose the relevant metrics to track, and compile them into a compelling report. 

Webinomy is where I get my reports.

Webinomy offers customisable reports to make your reporting process easier. My Reports is useful since it enables you to combine performance data with competition data via Google Suite connectors. 

Reports Created to Order

The Webinomy My Reports tool allows you to create, manage, and distribute bespoke SEO reports in just a few clicks. You may simply get any data from hundreds of Webinomy apps and assemble everything into a single PDF using drag-and-drop widgets.

Google Search Console, Google Analytics, Google Ads, Google My Business, and 40+ Webinomy applications may all be used to contribute data.

You may customize the report by adding your logo, selecting colors and themes, removing any mention of Webinomy, and adding any other information. Users of the Agency Growth Kit may get customized reports.


Automation of Reports

These reports may be scheduled to deliver to your supervisor or customers on a daily, weekly, or monthly basis. 

You may also add your signature, specify a custom reply-to address, and store settings for future report exports.


Users of the Agency Growth Kit may get white-label reports.

[Coming Soon] Client Portal

You can take client SEO reporting to the next level with Webinomy My Reports. 

You may provide each of your customers their own password-protected site where they can see shared automatic reports at any time.

This will save you time by eliminating the need to prepare each report individually. With the Client Portal, all you have to do is choose the reports you need, establish the update interval, and give your client portal credentials. This allows your customers to obtain SEO reports whenever they need them, which is especially useful if they need to monitor their rankings on a daily basis or if the Site Audit report has to be updated often. Giving your customers access to reports also helps in the development of transparent agency/client interactions.


Users of the Agency Growth Kit may access the Client Portal.

Visit this page for more information on how to use My Reports.

Make an SEO report.

With Webinomy, you can create professional, data-rich, and completely configurable reports in minutes.

ADS illustration

Technical SEO Reporting

Technical SEO includes things like speeding up a website, removing broken links, and addressing 404 issues, among other things. This aspect of SEO is concerned with making sure that your website can be properly indexed and crawled. You should also report on your site’s technical health from a reporting standpoint. 

You should indicate major technical concerns that need to be fixed, either to include in your activity pipeline or to designate as a priority.

The Thematic Reports from Webinomy are an excellent place to start. 


You may see and export theme reports covering the following topics from the Site Audit tool:

  • Crawlability
  • SEO on a global scale
  • Performance of the Website
  • Internal Referencing

These problems are a terrific overview of your site’s general health and particular technical difficulties, and they give an easy-to-understand summary. More information about the theme reports may be found here.

There’s a reason for the snapshot on the main Site Audit dashboard. Clients and supervisors frequently don’t need (or desire) the complexity when you report to them. You’ll receive a blank face if you show a CMO a list of 404 problems. You may want to start with a simple and easy-to-read summary — after all, that’s what the dashboard is for.

It’s frequently enough to keep things basic and display a picture of general technical health, particularly if your objective is to convey success. And, presumably, that success looks like very few technical faults from a technical standpoint.

At the top right, you may export data from the Site Audit report directly into Google Data Studio.


Keywords and Rankings Reporting

When it comes to arguments about whether or not we should still report on Rankings of Keywords in our SEO reports, the SEO community is generally divided. Rankings have been around for a long time, and it may be difficult to break free from them as a marker of success in certain circumstances.

At the end of the day, better rankings should result in more visitors and conversions; however, the situation is often more complicated. If you rank for the incorrect keywords, you won’t get any conversions.

In any case, some customers may want to observe how their rankings are improving, perhaps down to the term level. You may utilize a variety of tactics here, but we advocate combining Rankings of Keywords with a clear indicator of total organic exposure.

Let’s take a closer look at this and see how you can get these stats.

Rankings of Keywords

When it comes to reporting on Rankings of Keywords, the Position Tracking tool can make your job so much easier. 

If you haven’t done so before, go ahead and choose ‘New Position Tracking,’ where you may either manually import a list of keywords or import from a campaign, Webinomy, or Google Analytics.


After that, you’ll get a complete view of how these terms are doing. It’s critical to be able to demonstrate how rankings change over time rather than simply as a snapshot. 

Tracking keyword placements is a wonderful approach to illustrate campaign success in the early phases, when a site may not be producing much organic traffic but is improving in ranks.

They’re what we term a “soft measure,” meaning they’re a useful sign of development but don’t have a direct commercial effect on their own.

Average Position & Organic Keyword Visibility

In your reports, it’s usually good to illustrate patterns. They’re an excellent sign of how far we’ve come. 

When you report on individual keywords, you’re basically exhibiting them in isolation; but, when you report on visibility growth, general keyword trends, and average placements, you end up with a more comprehensive view.

You can examine and report on all of these insights using the position tracking report once again.


Let’s have a look at what you can do with this information and why using it as metrics in your report makes sense:

The anticipated traffic reveals how much traffic you should expect from organic search, while visibility helps demonstrate the general trend of your site’s traffic potential. As a snapshot, it’s great, however Google Analytics data should be included. 

The most noteworthy data here is average position, which can be used to indicate how your site performs across all terms in the SERPs – a wonderful top-line indicator.

Highlight the keywords and rankings distribution areas to truly make an impression. They provide an excellent picture of how many terms you’ve ranked in each position bucket, as well as how the distribution has evolved over time.

Try to augment snapshot data with trends and period-to-period changes wherever feasible, since this is often the most effective approach to indicate influence over time. 

Content Marketing Reporting

Many firms are investing heavily in content marketing right now, and they want to see a return on their investment. The following are some of the common questions we need to make sure our reports address when it comes to content marketing:

  • Which pages are the most popular?
  • Which pages are the most often visited as a result of SEO?
  • Are there any content gaps between us and our rivals that we need to fill?

So, let’s have a look at where you may be able to get them. 

Pageviews at its peak

It’s critical to know which pages on your site get the most visits from organic search. These are your most popular pages, and you should concentrate on converting visitors. 

Aside from that, it’s always essential for stakeholders to know which pages on a site are the most popular – this information might provide ideas for forthcoming product or service development, or just show that the appropriate pages are being visited. 

Head to Google Analytics and to Behavior > Site Content > All Pages. 

  • Here you see (for the timeframe you have set) the pages with the Pageviews at its peak. 
  • If you don’t want additional channels to influence your statistics, be sure you filter to only display organic traffic.


At the very least, we suggest displaying the top 25.


TIP: Google Data Studio has a simple and efficient interface with Google Analytics.

Landing Pages are a kind of web page that is used

The pages that are most often seen after an organic search are known as landing page views.

This information summarizes which pages on your site are doing best in terms of organic traffic acquisition. 

Head to Google Analytics and to Behavior > Site Content > Landing Pages are a kind of web page that is used. 

Make sure you filter by organic traffic, as mentioned previously. 


Link Building Reporting

Links are still a major ranking component, and there’s a good possibility that any SEO report will include a section on links. But, for your customer and key stakeholders, what precise connection metrics should you be reporting on? Let’s have a look. 

The Links You’ve Created

Transparency always pays off. You should have nothing to conceal if you’re creating connections the appropriate way. One of the main reasons why customers are hesitant to hire an SEO company is that they are worried about the quality of the links that will be developed.

As a result, utilize your report to illustrate the high quality of your work and the excellent ties you’ve established.

We typically find that importing a list of all of The Links You’ve Created in that period from a Google Sheets file into Google Data Studio, alongside the Authority Score (AS), and the target page goes down well. You should also include a running total of the number of links you have built, and the average AS since you began working.

Breakdown of Link Profiles

You may obtain a snapshot of your domain’s links profile by going to the Backlink Analytics tool. Using this overview to report on the overall health of the profile is arguably the most effective method to do it.

It is simple to comprehend while yet being comprehensive enough to cover the following topics:

  • These are the most prevalent types of linking domains.
  • A text cloud with anchors (important so that you can ensure there is no spike of a commercial anchor text that could be harmful).
  • Domains referred to by AS.
  • The size of a link profile changes over time.
  • A comparison of nofollow and followed links.

In other words, there isn’t a better method to provide a link profile snapshot than this. You can, of course, import this directly into Google Data Studio.


Links that are new and those that have been lost

Your new and lost links (as well as referring domains) may be found in the preceding report, but it’s worth noting separately. The ultimate aim is to observe a steady increase in the number and quality of your link profile over time, but the tactic’s simplicity means that links will drop off from time to time.

Make yourself visible by highlighting any locations where you’ve lost connections and analyzing them in further depth, giving you the chance to reach out and regain the link if feasible.

The Evolution of the Link Profile

This is provided as part of Backlink Analytics, but it’s worth mentioning separately. You will almost always discover that you have a link gap with your top rivals; this is natural and part of the reason why you should be establishing links.

Showing how the number of referring domains is expanding over time is a guaranteed approach to demonstrate success with your link building activities.

Make sure to include this in your reports to demonstrate how your efforts are paying off. 

Health Profile Link (Toxic Link Score)

The importance of reporting on the health of your link profile is frequently underestimated.

You may have poisonous links pointing to your site for a variety of reasons, ranging from earlier SEO mistakes to a hostile SEO campaign. Transparency is, once again, the best strategy. 

Including a snapshot from the Backlink Audit tool in reports is a terrific idea. It allows you to emphasize the (hopefully) low toxicity of links pointing to your site, as well as your strategy to disavow or delete those that are judged toxic or potentially dangerous. 


Local SEO Reporting

You should be acquainted with Google My Company if you own a local business. It’s a crucial platform for any company with a physical location or that serves consumers at their own locations.

As SEOs, you must report on this platform; in fact, while working on local SEO, this is the most important addition you can make to your reports.

You can’t link Google My Business to Data Studio by default, but you can with the help of a connector.


What are the most critical indicators to report on for local SEO?

To begin, we recommend:

  • Impressions
  • Views
  • Actions in total
  • Views of Photographs (Merchants)
  • Post Your Opinions
  • Reviews
  • Average Customer Review Score

These are all important KPIs for local companies; they demonstrate the success of your campaign and provide conversation starters. Take a look at our instructions here if you want to add extra details to a specialized local SEO report.

Conversions Reporting

Conversions are the lifeblood of every company, and they are the primary KPI of any SEO strategy in many respects.

At the end of the day, we run SEO campaigns to increase website traffic and associated conversions to generate leads or make sales — meaning that these are the end goal. We should be Conversions Reporting; otherwise, we are really only reporting on part of the picture.

And believe us when we tell that investments are made with the expectation of a profit. Rankings are vanity, but conversions are sanity, as they say. It is critical that these end goal indicators be clearly shown in your SEO reports.

Hopefully, at this point, you’ve discussed the conversions that mattered with your customer or supervisor, so be sure to mention them.

Different types of conversions should not be grouped together.

However, don’t be tempted to bundle various conversions together to represent ‘all conversions;’ this is meaningless and often irritates report readers. If you accept reservations on your site but also get form enquiries, your report should be divided into two areas.

Google Analytics is the most efficient method to incorporate conversions into your report, and you may integrate either goal conversions or eCommerce transactions (or both, if needed).

More information on how to achieve this may be found here.

What Else Can You Include in an SEO Report?

We usually suggest include a few of summary slides in your SEO reports, in addition to reporting on critical data.

These should be included as a basic minimum:

This month’s accomplishments

What have you been up to this month? This is your time to show how the resources you were provided were put to good use. 

The Plan for Next Month

You may show off what you’ll be working on next month in this section. Again, this sets the tone for the activities you’ll be doing over the following 30 days and establishes clear expectations; this is critical for good communication, but it’s frequently overlooked.

Summary of Professional Experience

A report on its own is just numbers and graphs. You need to make sure you are adding context by putting in your Summary of Professional Experience.

  • Is everything going well? Describe the factors that have led to this.
  • Have things not gone as planned? Explain the problems in the same way. 

Including a one-pager like this may help establish the tone for monthly catch-up conversations while also conveying progress at a higher level. 

You Can Use This SEO Report Template

You’ve identified the key indicators you should provide with your customers or supervisor, but how do you transform this information into a report? 

The first thing to remember is that reports should nearly always be tailored to the customer or company for whom you are working. Every company has its own set of standards and KPIs that are important, and you must communicate successfully utilizing them.

However, you will need a starting point. And, as far as we’re concerned, Google Data Studio is being used. You may be used to providing static snapshot reports, PDFs, Word documents, and spreadsheets to your customers at the end of each month, but as we’ve previously said, they need more.

You may create dashboards that are updated in real time using Google Data Studio.

The days of static reports are long gone, and we think that by 2020, you should be able to provide reports that enable your customers or supervisor to check in on progress at any time.

After taking a deep look into some of the metrics you may include in your reports, that is what we will finally strive towards here. Not everyone is acquainted with data studio, therefore we’ll go through where you may get report insights that aren’t available in the data studio environment.

We have released our own Google Data Studio SEO template at Webinomy to make creating fantastic reports a little simpler. 


We also suggest that you utilize it as a starting point. It’s also a terrific method to get to know GDS if you’ve never used it before. This template is an excellent starting point for creating a terrific reporting dashboard that you can expand and adjust to meet your specific requirements.

And if you want to take your Data Studio abilities to the next level, here are some great resources to check out and learn from:

Dive in and play about; once you’ve gotten the feel of GDS, you’ll fall in love with it and discover there are so many ways it can improve your reporting. 

So there you have it: a step-by-step strategy to creating better SEO reports using data that matter. 

You won’t go far wrong if you recall your reporting’s main goal: to communicate success and development.

Include metrics for the sake of included them, and always have a dialogue with customers or stakeholders in your company to see how the reports you deliver might make their work simpler.

Make an SEO report.

With Webinomy, you can create professional, data-rich, and completely configurable reports in minutes.

ADS illustration

The “seo report template excel” is a guide that explains the anatomy of an SEO report. It includes tips on how to make your own reports.

Frequently Asked Questions

What should an SEO report include?

A: An SEO report is a document that contains information about your website, such as the number of page views and citations youve received within a specific time period. It can also indicate how many links to your site are currently on other websites, or where those links originated from.

How do I write an SEO audit report?

First, you will need to find the main competitors of your website. This can be done by looking at Google Analytics and seeing who is leading the keyword search results for what you wish to target on a given day or month.
Next, make sure that each element of your internet marketing campaign is optimized well in order identify any areas where more work may need to be done. For example, if you are not getting enough traffic coming from social media platforms like Facebook ads or Instagram posts then it would likely do better with increased spending on those campaigns over time.
Finally, once all these steps have been taken care of analyze how they impact revenue through tracking data such as Google Adwords or analytics reports such as Omnitures web metrics

How do I report SEO in Excel?

A: To report SEO in Excel, youll first have to open the Data tab on your ribbon and click Filter & Sort. Once its up, find where it says SEO Data Filter, select this option from the dropdown menu, then hit OK. From there, a filter will pop up that allows users to filter for specific keywords or phrases; just type anything into these fields and search for whatever word youre looking for!

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