What Is an SEO Report

An SEO report is a summary of SEO metrics that shows the performance of a website.

It usually covers areas such as:

• Organic traffic.
• Conversions.
• Backlinks.
• Overall health of the website.

SEO reports are an effective way to mobile phone numbers communicate to stakeholders (usually your boss or your client) the impact of your SEO efforts on their business.

An SEO report should:

1. Focus on key metrics.
2. Be easy to understand.
3. Recommend actions to achieve greater growth.

On the other hand, an SEO report should not overwhelm you with too much data, use too much technical jargon, or create unrealistic expectations.

How to Choose SEO Reporting Metrics and KPIs

It is important to provide data on metrics that provide value.

But what data is key for an SEO report? Depending on the company, the answer will be different.

Generally speaking, people expect to see data on:

• Conversions from organic traffic.
• Evolution of organic traffic.
• Evolution of keyword positioning.
• Backlink growth.
• Web health.

The trick to a good SEO report is to clearly show the metrics and KPIs that bring the most value to the company and the project in question.

Tools for Creating SEO Reports

You can use tons of tools to create SEO reports, from spreadsheets to Word documents to dashboards.

It is best not to overcomplicate things.

You really only need two tools to create all kinds of SEO reports: Semrush and Google.

Plus, Semrush has tons of ready-made SEO report templates (which you can access with a free account).

Let’s see it in detail.

My Reports

Semrush’s My Reports tool helps you create PDF reports from scratch or from an SEO report template.

Our SEO report templates include:

• Monthly SEO report.
• Organic search positions report.
• Complete SEO audit report.
• Monthly SEO Competition Report.
• Full backlinks report.
• Information about your Google business profile.
• Google Ads Report.
• Technical problem report.

And many more.

You can also combine data from Semrush, Google Analytics, Google Search Console, Google Business Profile, and more. Just drag and drop.

Additionally, you can set up automatic email reports and receive them daily, weekly or monthly.

Note for agencies: You can create customizable branded and white-labeled reports with an Agency Growth Kit subscription .

Customer Portal

You can take SEO reporting for clients to the next level with the Semrush  Client Portal .

It allows you to streamline your agency’s work with:

• A dedicated, password-protected portal with 24/7 access for your clients.
• Select which reports your client wants to receive with just a few clicks.
• Create white-label reports that offer each client a personalized experience.

Additionally, your clients can also create (and easily approve) tasks directly from the portal.

Even if your clients don’t have access to Semrush, they can view the reports as many times as they need.

Getting started is very easy, just follow these three steps:

1. Name and customize the portal with your client’s logo and choose a password.
2. Select the tasks and reports you want to share.
3. Send your client the link and password to their personal portal.

Check out this sample Customer Portal page to see what it looks like and how it works.

Technical SEO Reports

Technical SEO covers things like improving your website speed, fixing broken links, resolving 404 errors, and much more.

This aspect of SEO also ensures that search engines can properly crawl and index your website.

Monitoring the technical health of your website is key to improving its performance.

In your reports, highlight any technical SEO errors and issues that have been fixed, as well as any that need to be resolved.

Start by going to “ My Reports ” and clicking on the “ Site Audit: Issues ” template.

Next, choose your project and click ” Create Report “.

Note: If you haven’t already, set up a Site Audit campaign first . Then, reload the page and open the template again.

In the on-page SEO report, you will see all your technical issues, broken down into errors, warnings, and notices.

Additionally, you can check out a snippet of what each error means and how to fix it.

Customize the report as you see fit. When you’re done, click ” Generate PDF Report .”

And that’s it.

Making it easy and showing a snapshot of overall technical health is often all you need, especially if your job is to communicate the success of the work you’ve done.

And hopefully, from a technical perspective, that success will translate into very few technical errors.

Keyword and Position Reports

Rankings have been an important and long-standing metric related to SEO success.

You, or perhaps your clients, are hoping that your rankings will improve. Often for a specific keyword.

Better rankings often mean more traffic and conversions, but looking only at keyword position changes doesn’t give you the full picture.

It is therefore advisable to keep track of your keywords and have an overall view of your organic visibility.

Let’s take a closer look.

Keyword Positioning

If you just want a report of the positions for the keywords you’re working on, go to ” My Reports ” and click on the ” Organic Search Positions ” report.

Next, choose your domain and country database and click ” Create Report “.

In a matter of seconds, you’ll have a report of your top 100 organic keywords.

Including detailed information such as search intent, position, traffic volume, difficulty and much more.

Customize and edit the report if you feel it necessary. When you are done, click ” Generate PDF Report “.

This is your SEO rankings report.

However, you’ll want to show a complete picture of your overall organic visibility, not just a snapshot.

Let’s see how you can do it.

Organic Research

As we get deeper into the process of creating an online SEO report, the importance of showing trends increases. They are a key indicator of the progress of your campaigns.

Your reports will improve when they include visibility growth, overall keyword trends, and average keyword rankings.

To get started, click on the “ Complete Organic Research ” report within “ My Reports .”

Next, enter your domain, choose a country database and click ” Create Report “.

You will see a summary of:

• Organic keywords broken down by country.
• Organic traffic vs. paid traffic over time.
• The main competitors in organic search.
• Branded searches vs. non-branded searches.
• Keyword position changes.

And much more.

Edit and modify the report as needed and click ” Generate PDF Report ” when you’re done.

Tip: Complement snapshot metrics with trends and changes over time. This is often the best way to demonstrate impact over time.

Content Marketing Reports

Chances are you, your boss, or your client want to see the ROI of your content marketing efforts.

Common questions you need to make sure your reports answer include:

• Which pages receive the most visits?
• Which pages get the most traffic from organic search?
• Are there content gaps between you and your competitors?

Let’s see how you can find them.

Page Views

It is important to know which pages receive the most visits from organic searches.

These are some of your most popular pages. And you need to focus on getting traffic from these pages to convert and be useful.

It is also very useful to identify which are the most popular pages on a website.

It can provide insight into developing learn how to generate installment payment slips and receive monthly payments the next product or service. Or reveal problems if a page that should be getting lots of traffic isn’t getting it.

To get started, you’ll need to create a custom web SEO report.

Go to ” My Reports ” and click ” Start Over “.

You want to see the most visited pages, so look for ” Google Analytics v4 ” in the sidebar. And drag and drop ” Most Viewed Pages ” into the report.

Next, select “ Organic Traffic ” as the traffic channel.

So:

And you will see it reflected in your report.

Landing Pages

It will also help you to know which pages receive the most organic traffic.

In your custom SEO report, under ” Google Analytics ,” look for ” Top Landing Pages .”

Next, select “ Organic Traffic ” as the traffic channel again and add it to your report.

Keep an eye on these pages.

Analyzing them is a great way to understand which pages bring people to your site, how they find them, and how they perform.

Keyword Gap

A keyword gap reveals the keywords school email list your competitors are ranking for (but you’re not).

If your competitors are ranking for these keywords, you probably can too. Find these gaps and close them.