Local SEO Report Template

Why You Need a Local SEO Report Template

When it comes to local SEO reporting, combining client data from various sources into a comprehensive report is often challenging and time-consuming. It's even more difficult to highlight their ROI when the data is broken down by geographic location, which is typically the case with local business clients. 

Running local SEO campaigns for clients involves tracking keyword rankings, backlinks, site audit results, Google Business Profile insights, reviews, organic traffic, call tracking, and more. When pulling these metrics together manually on SEO reporting software like Google Data Studio, that’s far too much data for agencies to effectively handle with manual processes.  

AgencyAnalytics is built with agencies in mind, to streamline reporting processes with customizable white label SEO reports. Robust local SEO report templates help create a comprehensive local SEO report in minutes–showing the big-picture view of your client’s marketing activities, right down to the granular details of location metrics. 

Provide actionable insights, track new leads, and report results in a fast, efficient, and scalable way that saves time and money. This Local SEO Report template is a great starting point. It includes all the vital local metrics that clients care about. Choose which additional data points to show and how to represent them using different types of graphs, tables, and charts. Use the drag-and-drop feature to put your data in just the right spot. Then, simply schedule the reports to be delivered when your clients expect them. 

12 Things to Include In Your Local SEO Report Template

1. Cover Page

When it comes to a local SEO report template, the cover page is your first opportunity to underscore the value that SEO agencies bring to their clients. Use the Report Cover and Section Design Customization Feature to choose a background color or upload a custom image that aligns with your agency's branding—then pull your design concept through the entire report, page-by-page. Customize title and image widgets to enhance this branding cohesion even more.

Once a design proves successful, save it as a template. This expedites the creation of future reports and guarantees a uniform brand representation across all client communications.

The importance of a well-designed cover and section pages extends beyond their immediate visual impact. It lays the groundwork for the client, preparing them for the quality insights and actionable recommendations. It serves as a testament to your agency's commitment to thoroughness and excellence, reinforcing client relationships.

2. Report Summary

Want to add a narrative to your report template? Consider attaching an executive summary to your report. This gives clients an overview of their campaigns before they dive into the data and helps provide context so that clients know what improvements to look out for in the following pages. 

Many clients don’t have the technical local SEO knowledge to grasp what’s most important–so your agency uses this section to tell them what the report contains and why it matters. The introduction in your local SEO report should provide: 

• A thorough overview of your local campaign goals and KPIs

• What you’ve completed in the past period

• A summary of your results 

Focus on your actions and your key results. For instance, this is where you’d highlight your major successes, like local organic traffic increased by X% generating X amount of new leads. This is also a great place to include any competitor analysis notes to showcase how your agency is helping them stay ahead in the search engines.

End your report summary outlining the next steps and projects you’ll tackle for the following reporting period. 

3. Local SEO Overview

The Overview section of your local SEO report template is just what the name suggests: it shows a birds-eye view of your client’s local campaign KPIs. This template includes:

• Google local ranking changes

• Organic sessions and their geographic breakdown

• Google My Business Searches, Views, and Clicks

• Traffic sources (whether they came from Social, Organic Search, Direct, etc.) to see how your local SEO is contributing to the overall picture of your client’s web traffic 

The local SEO overview essentially shows how much local traffic is coming, from where, and whether it’s increasing or decreasing over time. This section provides a quick summary of overall performance before going into the detailed areas of the report. 

4. Local SEO Keyword Rankings

Your local SEO rank tracker lets you know whether your local search strategy is effective. Keyword ranking is an integral part of your report because it clearly shows how you’re improving your clients’ local results on the SERP.

Keyword ranking reports are a great way to show clients how they stack up against competitors in the SERPs. Highlight which keywords are ranking and where, and showcase the search volume to understand the traffic potential from each keyword. Use this data to adjust your keyword strategy and ensure your agency is bringing in enough keyword-focused traffic to your client’s website.

Want to add data to highlight local Google Ads performance? Use the drag and drop editor to customize the template to meet your client's exacting needs. It's that easy!

5. Backlinks Summary

Setting up backlinks may be a slow-going process, but it’s essential to show progress over time for client retention. Luckily, keeping track is easy with the backlink manager tool, which is also summarized in your Backlinks Summary section. 

The backlinks Summary section of your local SEO report template lets your clients know that you are working towards increasing their online presence. This section shows the number of backlinks you gained and lost for your local clients in the previous month, the quality of your links, and the top anchor texts. 

If your agency specializes in link-building services, check out the link building report template, which dives even deeper into this strategy. 

6. Local SEO Audit

Running regular site audits is an important part of maintaining a healthy, SEO-friendly website for clients. Including this section in your report assures clients that their website’s SEO health is in good hands. 

Integrating data sources from an SEO audit tool, like Semrush, Ahrefs, Moz, Google Analytics, Google Search Console, and Google Lighthouse highlights the progress made as you address technical SEO errors, improve your clients’ audit scores, and prioritize SEO optimizations.  

7. Google Business Profile

Google Business Profile (formerly Google My Business) insights show how you improve your clients’ visibility, reviews, ratings, and leads using one of the most powerful local SEO tools. 

This section shows an overview of:

• Direct searches using your client’s business name or address vs. Discovery searches based on category, product, or service  

• Number of Searches

• Searches vs. Map Views

• Number of Views

• Number of Clicks, Directions, and Calls 

• Number of Reviews and Average Rating

• Calls Tracking Insights

This information tells your clients that their online reputation is being closely monitored, their visibility is increasing over time, and most importantly, that your agency is driving quality leads to their local businesses. 

8. Google Business Profile Reviews

This next section goes into more detail about the Google Business Profile reviews–and helps you track whether the reviews have received a reply or not. 

If your clients are in charge of responding to reviews, this will help them locate and manage their reviews from one platform. 

9. Google Analytics Organic Search

As with any SEO campaign, local SEO relies heavily on organic search. Local buisiness clients need a dedicated approach to help them appear in a search engine like Google. So, this section should be a brief summary of your clients’ Google Analytics data on one page. 

It includes the following important local SEO metrics in one place:

• Number of Sessions over time

• Pages per Session

• Top Keywords

• Bounce Rate

• Goal Completions

• And more. 

This page can be modified to include your clients’ most important key metrics, just like any part of this SEO report for local business clients. Simply drag and drop the widgets and choose how to present the data yourself. 

10. Google Analytics Goals

This section digs deeper into your clients’ conversions from organic traffic. Set up goals to show your clients how you’re reaching your targets–whatever they may be. 

Your goals–or conversion–metrics show:

• The number of goal completions and their conversion rate 

• What types of conversions were occurring (i.e., phone calls, signups, orders, etc.) 

• The $ value of the goals completed that month  

This section of your SEO report template is crucial to show how your agency contributes to your client’s bottom line. 

11. Call Tracking

Call tracking is vital to local SEO marketing campaigns because they indicate high-intent leads. Track these to show the lead generation and also the quality leads you are driving to your clients’ business. Your clients can also pick up the relay and ensure their team is answering calls, and returning any missed ones with their contact information provided. 

AgencyAnalytics integrates with Call Tracking software such as CallRail, Twilio, WildJar, and more. With these integrations, automatically pull in details of local phone calls from their name, phone number, and source.

12. Google Search Console Top Pages

This part of your SEO report template shows you which landing pages are getting the most impressions, their average position on the SERPs, and how engaged visitors are. 

Benchmark against industry averages for click-through rates, and optimize their landing pages if they are underperforming – especially if they are bringing in more traffic.

General Considerations for an Effective Local SEO Report

With AgencyAnalytics, you choose to automate your report templates so that they are sent out on the date of your choice. However, it’s always a good idea to review your reports beforehand. This gives you time to write up your report summary and ensure that there are no surprises. 

Your SEO report is the ideal communication tool that’ll clarify the value your agency's SEO efforts and what clients can do to improve their business operations. For instance, they’ll know when to have someone available to answer phone calls, ensure they stay on top of responses to online reviews, and know what to do to improve. They can even use keyword trends to identify products to stock up on to avoid being sold out when peak demand hits.   

Your report should clearly indicate that your agency is bringing clients towards their goals. It’s up to you to show how you’re driving more traffic to your clients’ websites and that your local SEO strategy is working. 

Feel free to add or remove sections to the reporting template to customize it for each client, and walk through each section with them during your meetings to show the impact of their SEO campaigns. 

The Takeaway

Having this local SEO report template on hand saves agencies billable hours every month. Automating your agency’s data retrieval process and simplifying how you structure your SEO report gives everything you need to scale your business operations and provide actionable insights to your clients. 

Open communication, consistency, professionalism, and accountability retain your clients in the long run. Showing them the ROI from their local SEO campaigns is essential to their success, whether it's presented in a report or SEO dashboard format.

Read more about what to include in local marketing reports or get started with your SEO report template with a 14-day free trial.