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Top 10 KPIs to Include in Your Agency’s SEO Reports

Melody Sinclair-Brooks
Melody Sinclair-Brooks
Written by
Melody Sinclair-Brooks
Marketing at AgencyAnalytics
Jan 20
Jan 20, 2022
seo report

SEO, or search engine optimization, is one of the most sought-after services clients are looking for in a marketing agency. A marketing strategy would be incomplete without calculating search traffic, ranking reports, local SEO, and overall SEO performance. Naturally, increasing your clients' inbound traffic is essential to your agency's marketing efforts. 

Regardless of whether your agency is an SEO company focused on SEO services, or has it as an add-on option, having a clear overview of your clients’ SEO status is important to understanding the health of an online business. 

With a growing number of clients seeking SEO services, your agency needs to make sure its clients’ SEO metrics migrate into one robust reporting tool, ready for you to analyze at-a-glance using robust SEO reporting tools. 

Set up an automated SEO report for your agency to quickly collect your clients’ key SEO metrics and give insightful data without overwhelming your clients with too much information and all the back-and-forth of manual reporting. White label automated reports are also a great way to give you up-to-date information in a way that your clients will understand.

Which brings us to this: there are a lot of metrics involved in SEO analytics. So which ones are the most important? 

To help you, we’ve compiled a list of 10 KPIs to focus on to simplify your SEO Analytics reports, and have linked all the tools you need to get the most robust SEO reports your clients will learn to love: 

1. Domain Authority: Keyword Rankings, Search Rankings, and Google Rankings 

The higher your clients rank, the easier they will be discovered by new customers. This changes daily, so monitoring any changes in ranking will help your agency stay ahead of the curve and adjust your clients’ SEO strategy accordingly. 

Your Google Analytics Dashboard in AgencyAnalytics will give you everything you need to report on your clients’ Google rankings.

2. Website Traffic: Organic Sessions

This is one of the first key metrics that demonstrate the results of your agency’s SEO efforts. We recommend using a pie chart to see where organic traffic is coming from. 

website traffic

3. Average Session Duration

This will determine whether your clients’ website is delivering on what it promised, and whether the user experience is good enough. The more time a user spends on a landing page, the more engaged they are, and the likelier they are to convert. 

As a benchmark, average session duration is around 2-3 minutes, so anything above 3 minutes is considered good.

page session duration

4. Organic Conversion Rates (CR)

Because it takes time to see any returns in terms of ROI, your marketing agency’s best friend is the CR to measure success. In this case, you can assume correlation = causation. 

Add the Google Analytics integration in your client SEO report to measure conversions and grate monthly SEO reports quickly with drag-and-drop widgets that help make client reports in minutes. 

Tip: Take the average CR of the 3 months before your agency’s campaign began, and use that as a benchmark to compare your results with. This shows your clients the success your agency is providing to their business goals. 

5. Organic Click-through-rates (CTR)

What organic keywords drive more traffic to their website? Clients love reviewing their Google Search Console data, because it offers valuable insights into their organic traffic. But sifting through raw spreadsheet data is hard. The Google Search Console dashboard integration shows all your clients’ target keywords and which ones generate more impressions or clicks with easy-to-use colourful charts and graphs. 

click-through rate

Tip: Organize your clients’ crucial GSC metrics into an intuitive format that is manageable for your agency, and your clients for the perfect SEO report. Use Rank Tracker to get precise keyword rankings reported daily.

rank tracker

How much people click on your clients’ page will determine if your title tag and meta descriptions were true to themselves. Track this at a page level and search query level. It depends on what is driving your clients’ site visitors on the SERPS. What makes people click? Think:

- Strong headlines and copy

- Compelling call to actions

- Images and Videos

6. Bounce Rate 

This is a big one to keep under control, and should be monitored closely. An extremely high bounce rate can indicate something as obvious as a page taking too long to load – and changes can be made fast to fix it. Bounce rates also indicate whether your clients’ content is engaging those who reach the page. It’s important to keep this low to focus on ramping up conversions. 

7. Backlinks

Next, your clients' backlink profile will determine the quality of their social proof. Google indexes these with high priority, so your clients’ backlinks need to be of quality. Use the Ahrefs backlink tool to stop manually exporting backlink lists and demonstrate a deep dive into your clients’ backlinks anytime, anywhere. This helps ensure your clients’ backlinks come from reputable websites. Also track new and lost links with the Backlink Monitor tool that automatically pulls data from Majestic into insightful reports.

backlink monitor

8. Site Audit

Using the SEO Site Audit tool to automatically assess your clients’ web vitals is vital. Your SEO report should include audit score, errors, warnings, and notices. With AgencyAnalytics automated site audits, you can schedule recurring SEO checkups so that your clients’ site will always be healthy from a technical SEO perspective, giving your real-time notifications if there are any pages needing immediate attention. 

SEO site audit tool

9. Top Pages

Which pages are getting the highest search volume? Use the Google Search Console dashboard to get into the finer details of your clients’ page metrics. Once you learn which pages are performing well, prioritize those for conversions. 

Tip: Measure performance on a page-level basis with the Bing webmaster tool to compare clicks and impressions. 

10. Top Queries 

The Google Search Console dashboard also monitors what keywords are generating impressions or clicks to adjust your SEO keyword strategy. 

Alternatively, use the Bing dashboard to identify keywords that deliver the most value to your clients’ business. 

Summary: 10 SEO KPIs to include in your clients’ SEO reports are:

  1. Google Rankings (Keyword rankings/Search ranking)

  2. Website Traffic (Organic Traffic/Organic Sessions)

  3. Average Session duration

  4. Conversion Rates

  5. Clickthrough Rates

  6. Bounce Rates (load time) 

  7. Backlinks (New links, total backlinks, citation flow)

  8. Site Audit (web vitals: audit score, errors, warnings, notices)

  9. Top Pages

  10.  Top Queries 

Digital marketing and SEO campaigns go hand in hand. Organic search is quickly becoming as important as social media for your clients, as they want to rely less and less on other companies to drive traffic to their business, and for free. If you’re ready to start tracking these 10 KPIs, AgencyAnalytics has ready-to-use SEO report templates so your agency can get all its clients’ metrics in one easy-to-understand report in just a few clicks. Automating your clients' custom reports are a great way to save time to focus on the creative side of content marketing.

Melody Sinclair-Brooks
Melody Sinclair-Brooks
Written by
Melody Sinclair-Brooks
Marketing at AgencyAnalytics

Melody Sinclair-Brooks is a marketer and wordsmith with a degree in Behavioural Neuroscience. She builds communication bridges between companies and the people they serve.

Read more posts by Melody Sinclair-Brooks ›

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