Driving Success with SEO Reporting Best Practices

9 Easy Ways To Improve Your Agency’s SEO Reports


SEO reporting best practices involve precise analysis and strategic presentation of data to outline the effectiveness of SEO strategies, spotlight successes, and guide future actions. This article offers a concise look into optimizing monthly SEO reports for clarity and impact, aiming to enhance client outcomes.

Are you tired of finding yourself buried under a mountain of SEO data and metrics, unsure of how to translate that into something your clients will understand? Do you need a better way to highlight all of the milestones your agency has achieved and the SEO ROI it has driven for clients?

You're not alone. Although it's crucial in this fast-paced digital landscape for marketing agencies to provide powerful and compelling SEO reports, many are still stuck in the days of manual reports or using the subpar reporting features of other SEO software

Think of a tailor. Not any ordinary tailor but a master of their craft, crafting outfits that not just fit but also flatter. Imagine using that level of detail and customization for creating SEO reports for clients. Now, wouldn't that be something?

With an abundance of SEO tools at your disposal, it might feel like you're tangled in the threads of search engine optimization. But the real craft lies in weaving a path, a strategy that leads to the best SEO reports that do more than just tick boxes.

A robust SEO report is not a mere presentation of data. It is a reflection of an SEO strategy at work, the fruits of SEO efforts, a narrative that unfolds every month in the form of a monthly SEO report. The pages of an SEO report template aren't just filled with numbers and charts, but also with stories of conquests and lessons from defeats.

Why SEO Reporting Is Critical to Agency Success

Creating SEO reports is like being a detective in a sea of data, fishing out meaningful evidence to build a compelling story. These reports go beyond simple data presentation. They illuminate the path your SEO strategy has taken, highlight victories, and providing guidance for the next steps toward organic search domination. 

SEO account managers are not mere data processors. Like skilled detectives, they use SEO reporting tools to collect and interpret data, transforming raw information into invaluable insights. A well-crafted SEO report is an artful blend of this data, filtered through seasoned intuition.

Agency Analytics offers reports that are simple to understand that a client with zero SEO knowledge can still see how the work we have done has helped benefit their website.

Guy Hudson, Founder, Bespoke Marketing Plans

The true magic of successful SEO reporting lies in the simplicity of its approach. Just as search engines operate on simple core principles despite their vast capabilities, effective SEO reporting starts with breaking down complex processes into digestible, actionable steps.

This guide strips away the jargon and complexity often associated with SEO reporting. It presents clear, actionable insights, packaged in a practical, no-nonsense approach. Here, you'll find a roadmap to mastering the art of creating impactful SEO reports.

In essence, this comprehensive guide is your key to unlocking the potential of SEO reporting. It will help transform your monthly SEO reports from mere data dumps to powerful narratives that drive results. 

The Foundation of SEO Reporting

A sturdy house needs a strong foundation, and the same goes for SEO reporting. To create SEO reports that capture the essence of your SEO efforts and provide real value to your clients, a good grasp of the basics is essential. 

It's very difficult to explain the value of a service to a client without visuals. Using the web analytics report and the SEO reports side by side, helps us show our clients a correlation between SEO and Traffic.  

Ruben Roel, President, Investigator Marketing

This means understanding the key terminologies and concepts, knowing the goals and objectives of your SEO reporting, and recognizing the significant role it plays in an effective SEO strategy. It's also about understanding how proper SEO reporting helps retain clients.

A screenshot of an SEO Report template

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Defining Key SEO Terminologies and Concepts

In the world of SEO reporting, certain words are your best friends. While SEO experts at any agency might have the language of search engine optimization etched into their brains, it's not uncommon for clients to be less familiar with this specialized lingo. For these individuals, SEO terms such as Canonical URL, crawl rates, and SERP can come across as a foreign language.

We have had new leads contact us who said their old agency would rarely offer a update or would send them a report full of buzzwards & confusing data. This would be the main reason they swapped over to use our service. I often even show new leads an example report and they are impressed with how straight forward & easy to understand it is.

Guy Hudson, Founder, Bespoke Marketing Plans

It’s important to keep this in mind when creating SEO reports, and use plain, natural language when discussing results–so the client can clearly understand without pulling out the SEO Geek to English dictionary. 

Alternatively, consider providing simple and straightforward definitions for repeated terms, at least until your client gets used to your SEO reporting practices.  Here’s a quick table with some simplified definitions for inspiration. 


Client Friendly Definition

Organic Traffic

The number of visitors coming to a website from unpaid search results.

Keyword Rankings

A measure of a website's position in search engine results for a specific keyword.

SEO Performance

An evaluation of the effectiveness of an SEO strategy, typically determined by measuring organic traffic, keyword rankings, and conversions.

On-Page SEO

The practice of optimizing individual webpages on a site to rank higher in search results and attract more relevant traffic.

Off-Page SEO

The actions taken outside of a specific website to improve its rankings within search engine results pages (SERPs).


Links from one website to another. High-quality backlinks can help a website rank higher in search results.


Acronym for "Search Engine Results Page". This is the page you see after you perform a search using a search engine.

Bounce Rate

The percentage of visitors who leave a website after viewing only one page.

Conversion Rate

The percentage of website visitors who complete a desired action (e.g., making a purchase, signing up for a newsletter).

Domain Authority

A score developed by Moz that predicts how well a website will rank on search engine results pages.

Page Speed

The amount of time it takes for a webpage to load. Page speed can affect both search engine rankings and user experience.

Meta Description

A brief summary of a page's content that appears in search engine results.

Alt Text

A description of an image in a webpage that helps search engines understand the content of the image.

Anchor Text

The clickable text in a hyperlink that is typically used by search engines to understand the content of the page being linked to.

CTR (Click Through Rate)

The ratio of users who click on a specific link to the number of total users who view a page.


The process by which search engines discover updated content on the web, such as new sites or changes to existing sites.


The process of adding webpages into Google search.


A text file webmasters create to instruct search engine robots how to crawl and index pages on their website.

Canonical URL

The URL that you want visitors to see and search engines to crawl on your website.

XML Sitemap

A file where you can list the web pages of your site to tell Google and other search engines about the organization of your site content.

Recognizing the Goals and Objectives of SEO Reporting

SEO reports are more than just a list of numbers. They're a way to communicate the results of SEO efforts to clients. They highlight how well the website is performing in organic search and what steps are being taken to improve. 

The AgencyAnalytics reporting platform helps my clients in multiple ways. First and foremost, it allows them to get a clear and concise overview of all their SEO efforts in one place. The platform offers a variety of custom reports that can be tailored to the specific needs of each client. These reports provide valuable insights that would be otherwise unavailable.

Guy Hudson, Founder, Bespoke Marketing Plans

The ultimate goal? To showcase the effectiveness of the SEO strategy and how it contributes to the client's overall business objectives.

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The Role of SEO Reporting in an Effective SEO Strategy

SEO reporting isn't just a task to tick off the to-do list. It's an integral part of a successful SEO strategy. By analyzing the SEO performance data and keyword rankings regularly, we gain insights into what's working, what's not, and what needs to be done next. A good SEO report template guides this process, making it easier to organize and present the data in a meaningful way.

How SEO Reporting Helps Retain Clients

Clients like to see results, and nothing speaks louder than a well-constructed SEO report. It's evidence of the work being done, the progress being made, and a roadmap of the path ahead.

Regular monthly SEO reports not only keep clients informed but also give them a reason to continue investing in SEO efforts. It's proof that their money is being put to good use, driving the growth of their organic traffic and improving their visibility on search engines. The trust and transparency fostered by effective SEO reporting can turn a one-time client into a long-term partner.

Thanks to AgencyAnaltyics' beautiful reports that allow us to convey our results in such an effective manner, it's rare that we lose a client. 

Dr. Richard Girling, CEO, Red Castle Services INC

Crafting the Ideal SEO Report

Crafting the ideal SEO report requires a strategic blend of vital ingredients. This includes the right metrics, clear context, and a tailor-made approach to align with client needs.

Selecting Relevant Metrics for the SEO Report

An SEO report is only as valuable as the metrics it includes. Vital tools like Google Analytics and Google Search Console provide a wealth of data, from organic traffic to SEO rankings, but it's important to zero in on metrics that align with your client's SEO strategy.

KPIs allow us as, the agency, to demonstrate our value to the client. Ultimately, what is their ROI from the our efforts? When you can clearly demonstrate this month over month, it increases your retention rate and keeps clients paying you.

Jacob Hicks, Owner, Magnyfi

Focus on meaningful data like organic traffic conversions, which indicate how effectively a site transforms visitors into customers. Highlight technical SEO errors that need attention, and provide an overview of the backlink profile and domain authority to shed light on a site's digital reputation.

Providing Context in SEO Reports is Key

Data's importance is best understood when paired with context. Think of context as the needle to the compass that is data; without it, direction is lost. When applied to SEO performance data, context takes mere numbers and transforms them into actionable insights. For example, observing an increase in organic traffic is undoubtedly a positive sign, yet it can feel incomplete or shallow without the accompanying context.

AgencyAnalytics Annotations Feature

But what distinguishes having your client access Google Analytics 4 (GA4) from your personalized SEO reporting derived from GA4?

The answer lies in articulating the underlying reasons for the fluctuations in traffic. Whether it's the result of a triumphant marketing campaign, a blog post that caught the internet's attention, or a significant change in the search engine algorithm, understanding these factors allows you to convey SEO outcomes more convincingly and with greater depth. By shedding light on the cause of a traffic spike, you create a more detailed picture that aids decision-making and strategy.

Tailoring SEO Reports to Client Goals

Every client is unique, with specific goals and priorities. Their SEO reports should reflect this uniqueness. A customized SEO report means aligning the data and presentation to these individual needs.

We love being able to customize each report and dashboard to our client's specific goals. Since we offer custom marketing solutions, we need a reporting tool that can report on those easily! Agency Analytics has proven to be an excellent asset for our company.

Christina Cypher, Director of Marketing, Click Control Marketing

new custom report cover pages example for full white labeled customization of client reports built for agencies

Use white label reports to offer personalized, branded reports to clients. Even elevate your report designs with unique Report Cover Pages. Ensure the executive summary highlights the metrics and SEO goals most relevant to the client. Prioritize metrics like organic traffic, keyword rankings, and domain authority for clients interested in increasing organic search visibility. If their focus is user experience, give more weight to metrics like page load speed, mobile optimization, and technical SEO errors.

A perfectly tailored SEO report addresses a client's unique needs, making it a powerful tool in their SEO arsenal.

We love using Agency Analytics, and of all the SEO tools we invest in, consider this to be the most important one!

Jessica Tappana, Owner, Simplified SEO Consulting

Mastering Monthly SEO Reporting

Monthly SEO reports serve as strategic signposts for SEO initiatives. These regular reviews offer a comprehensive view of a client's SEO strategy, marking the success of SEO efforts and providing data-driven insights for strategy refinement and business growth.

Utilizing AgencyAnalytics for SEO Reporting

AgencyAnalytics offers a range of tools for crafting comprehensive SEO reports. It integrates with Google Analytics and Google Search Console to provide a broad view of a website's organic search performance.

Collection of AgencyAnalytics SEO tools

Important metrics such as organic traffic progress, site speed, link building efforts, landing page performance, and more are readily accessible. The suite also assists in identifying and rectifying broken links, a common technical SEO issue.

The Significance of Monthly SEO Reports

Monthly SEO reports are essential for keeping an eye on the broader SEO landscape. They provide a regular review of SEO results, charting the movement of organic traffic, SERP rankings, and the progress of content marketing efforts. 

SEO Tools to Increase ROI

This recurring snapshot of SEO traffic helps assess the impact of the strategies implemented by the marketing team.

An effective monthly SEO report should encapsulate key elements that reflect the health of a client's SEO strategy. These include organic traffic progress, keyword performance, technical SEO issues like broken links or site speed, content marketing results, and organic conversions. A summary of a website audit offers valuable insight into the website's overall health and potential areas of concern.

Decoding Monthly SEO Performance

Interpreting reports is as crucial as creating them. A thorough analysis of monthly SEO performance involves reading beyond the bare numbers.

For example, an increase in organic traffic is positive, but it's even more valuable when it coincides with a rise in organic conversions. A boost in keyword performance might indicate successful content marketing efforts.

Identifying trends, spotting irregularities, and establishing cause-and-effect relationships are integral to making monthly SEO reporting a strategic tool for business growth.

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9 Easy Ways To Improve Your Agency’s SEO Reports

SEO reports aren't just about showcasing data. They're strategic tools that can illuminate the path to improved search engine performance. But, the key to unlocking this path lies in the quality of the reports created. So, how does one get closer to crafting that perfect SEO report? It's all about mastering the essentials and continuously refining the process.

From choosing the right key metrics to understanding how to present them in a clear, meaningful way, the quest for improvement is never-ending for an SEO expert. As such, whether it's about making tweaks to existing processes or integrating new best practices into the mix, enhancing the quality of SEO reports is a mission that every SEO expert should embrace.

So, let's dive into nine easy ways that can put your agency's SEO reporting on a fast track to perfection.

1. Be Clear on the SEO Report’s Objectives

Establishing clear objectives is crucial for creating better SEO reports, as it ensures that your agency's efforts are focused on the right goals and aligned with your clients' expectations.

Without a clear understanding of the report's–and the client’s–objectives, it becomes challenging to determine which data story to tell, leading to a cluttered and unfocused report that fails to communicate the impact of your SEO strategies effectively.

A Ven Diagram showing how Visuals, Data, and Narrative overlap to create powerful Data Storytelling

While rankings are important, they are only a means to an end. We understand that our clients don't just want to rank #1 for a search term, they want leads. This is why we focus on strategies that drive real business results and not just rankings.

Kurt Schell, President, Lithium Marketing

When your team enters the reporting process with a clear understanding of the client's SEO objectives, your reports focus on the data points that matter most to the client.

2. Select the SEO Metrics that Matter Most

Including all the available SEO metrics in your report can be overwhelming and downright confusing to clients, forcing them to dig through pages of data without clear insights.

Instead, select the most important SEO metrics for each client's website and include only these metrics in the SEO report template, which helps clients quickly connect the ROI of your agency’s SEO services. These SEO KPIs allow us to clearly demonstrate the value we bring to our clients month over month, increasing retention rates and ensuring that clients continue to invest in our services.

We start with a template for our new clients, and during their onboarding, we ask what their top KPIs are. We make sure to include those on the first page for them.

Christina Cypher, Director of Marketing, Click Control Marketing

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3. Include Visuals To Make Your SEO Report Easy To Digest

Instead of including long lists of numbers and plain text, why not make use of some stunning data visualizations? Include charts, maps, graphs, and more in your client SEO reports to help customers understand their website's performance at a glance and make data-driven marketing decisions.

Free SEO Proposal Template Example

We merge this data with a custom template that tracts conversions, and stripe data to show that traffic growth - from SEO and PPC - does have an impact in the number of conversions and revenue (Their bottom line).

Ruben Roel, President, Investigator Marketing

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4. Create SEO Goals to Easily Track Progress

By setting up daily or monthly performance goals, it's easy to track your SEO team's progress. 

Track SEO Performance Using Custom Goals within white label SEO reports and dashboards

This also helps clients recognize your agency's achievements and the value you bring to their business.

As they grow, we grow because they continue their relationship with us because we continue to deliver results.

Jessica Weiss, Director of Marketing & Strategic Partnerships, One Firefly

5. Compare Data Over Time

Comparing data over time in an SEO report is like taking a snapshot of your SEO journey, making it easy to show off how far you've come and where you're headed. It's a crucial aspect of SEO reporting that offers numerous benefits, especially when you want to showcase your progress to clients or stakeholders. 

After all, as any good SEO agency knows, it takes time to realize all the benefits SEO has to offer!  

Being able to have the time to show the impact of SEO is really important. Depending on the client, that can take anywhere from 6-12 months, so having the time to build that allows the agency to show ROI. 

Rocky Pedden, President, RevenueZen

Analyzing historical data helps you identify trends and patterns in SEO performance, highlighting which strategies are working, which need improvement, and where opportunities for growth may lie. Plus, it's a great way to show your clients that their investment in your services is paying off.

Gif of the SEO report date selector in action

Connect to 80+ integrations all from one place and easily identify trends in your client data by zooming in and out by date range. Try AgencyAnalytics free for 14 days.

Think of it like connecting the dots between your agency’s SEO efforts and your client’s bottom line.

6. Add Professional Insights & Commentary

Data alone is not enough to validate the ROI of hiring your marketing agency. It's important to include professional insights and explanations for the data in your reports so customers understand how the numbers translate into real-world results.

Add Report Annotations to Tell A Story With Your SEO Data

Actionable insights in SEO reports simplify data-driven decision-making for agencies and their clients. This drives measurable improvements in online visibility and overall SEO success.

Prior to using AgencyAnalytics, we were simply providing Google Data Studio reports with no comments and just bombarding clients with stats. AgencyAnalytics allows us to break down these stats for clients on all levels - whether they understand the stats or not. It has allowed us to communicate their entire digital progress in one comprehensive report that is automatically delivered to their inbox.

Kim Meissenheimer - Ads Specialist - Expand Agency

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7. Customize Dashboard Sections

Customize the SEO dashboard template to match your client's requirements and rearrange, resize, delete, or add any widgets, even if you are already using them.

drag-and-drop report builder example

The beautiful, responsive widgets help us display data to clients easily and help paint a full picture of the data. We can easily share internal reports with our teams so that we can work together seamlessly on getting great results for our clients.

Rachel Jackson, Lead SEO Wit Digital

Continue to refine your SEO reports over time based on client feedback, and then save the latest and greatest version as a template that can be used for onboarding new clients

8. Give Clients Direct Access To Live SEO Dashboards

A live SEO dashboard offers the additional benefit of full transparency by granting client login access so they can review their campaign progress whenever and wherever they want.

A screenshot showing granular client permissions in AgencyAnalytics

Client retention is key to the success of our business. By using AgencyAnalytics, we are able to provide our clients with insightful, accurate, and detailed reports that showcase the value we bring to their business. This level of transparency and clear communication helps build trust and strengthen our relationships with clients, which in turn leads to higher levels of client retention.

Adam Binder, Founder + CEO, Creative Click Media

9. Boost Your Agency's Professionalism with White Label Branding

In a highly competitive market, standing out from the crowd is essential. And consistency and brand identity play a significant role in boosting your agency's professionalism, and incorporating white label branding into your SEO reports is a great way to achieve this. 

White Label SEO Audit Tool

By incorporating your agency's white label branding into your SEO reports, you'll differentiate yourself from competitors and show your clients that you're committed to providing customized, high-quality service.

Agency Tip:  Have multiple agency brands, or want to focus the white label branding on the client’s brand, use the multiple white label feature available on select plans. 

Plus, when your clients see your logo, colors, and fonts consistently used across your reports, they'll perceive your agency as professional, reliable, and detail-oriented.

Our reporting process has come a long way since adopting AgencyAnalytics. We love the flexibility and customization of the platform, especially with the white-labeled reports that feature our branding and colors. It has made a big difference in how we present our work to clients and how professional it looks. 

Adam Binder, Founder + CEO, Creative Click Media

Besides, you're also more likely to retain clients who appreciate the attention to detail and personalization.

Summary & Key Takeaways

Improving SEO reports through continuous iteration is crucial and cannot be emphasized enough. As the digital landscape constantly evolves, agencies need to stay agile and adapt to emerging trends and client needs (not to mention algorithm changes).

Key Takeaways: 

  • Always strive to measure and demonstrate progress: Regularly update and improve your SEO reports to track and showcase the progress you're making towards your clients' objectives, solidifying your credibility and value as a marketing agency.

  • Address client feedback: Listen to and incorporate client feedback into your SEO reports to demonstrate your commitment to meeting their needs.

  • Provide actionable insights: Deliver clear, actionable insights and empower clients to make data-driven decisions to achieve better results from their digital marketing efforts.

Your value as a marketing professional comes from your ability to add context to the numbers for your clients. - Quote by Lane Rizzardini

Embrace a mindset of continuous improvement and refine your agency’s SEO reports–you’ll be better positioned to drive success for your clients, build long-lasting relationships, and stand out in an increasingly competitive marketplace.

Paul Stainton

Written by

Paul Stainton

Paul Stainton is a digital marketing leader with extensive experience creating brand value through digital transformation, eCommerce strategies, brand strategy, and go-to-market execution.

Read more posts by Paul Stainton ›

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