Why Your Agency Needs an SEO Report Template
Creating client SEO reports is an unwelcome chore for many SEO professionals. It’s difficult to pick out key information that belongs on a monthly report, let alone figure out how to present it in a way that will make sense to your clients.
AgencyAnalytics is designed to help agencies simplify and automate their SEO reporting process with beautifully designed templates.
Built to impress and free to use when using AgencyAnalytics’ SEO reporting software, the sections included give you a solid starting point for a comprehensive SEO report.
Once you’ve covered all the basics, the objective is to create the perfect SEO report for each client based on their unique needs.
Add more information on a case-by-case basis depending on goals, level of involvement, and what each client wants to see in their monthly SEO reports.
When demonstrating your marketing agency's value, an SEO report is more than a collection of numbers and data points. It's a powerful testament to your team’s SEO expertise and the tangible results your agency generates.
Leverage robust SEO report templates to highlight where your clients stand and how your efforts have improved their SEO health and elevated their search visibility.
An SEO report, crafted with precision and depth, reflects your team's hard work and dedication.
Backed by professional SEO tools—including rank tracking, site auditing, backlink monitoring, and automated integration with top web analytics tools—the SEO report template showcases how your strategic efforts have enhanced search traffic and boosted organic rankings on search engines.
Easily create SEO reports that tell a story. Present a narrative of progress based on data, mapping out the journey from the initial state of the client's website to the improvements your team has implemented. This is the value your agency brings to the table, and it's this value that SEO reports vividly illustrate.
Build trust and confidence with your clients and pave the way for stronger, more successful partnerships, all in a fraction of the time it takes to craft manual SEO reports.
7 Things to Include In Your SEO Report Template
1. Report Summary
It can be intimidating to dive straight into an SEO report full of charts and technical terms, so it’s best practice to first give your clients an overview of what they’ll discover in their current SEO report in plain English.
Keep it simple and concise. If your client only has a few minutes, they should be able to read this introduction and have an overall understanding of what your SEO report contains. Even if they don’t know much about the technicalities of SEO.
A good introduction lends structure and context to the rest of the SEO report, so be thorough. Provide a breakdown of the following:
Project goals and KPIs
After reading the report summary, your clients should understand the project focus and results. For example, they should know from the SEO report's first page of the report that organic traffic increased by 15% and generated 500 new leads (for example).
Finish the overview with a few notes on the next steps you plan to take toward your clients’ goals.
2. Traffic Overview by Channel
Where’s your client’s traffic coming from? One key section to include in your SEO report is a Google Analytics breakdown of which channels–such as organic search, direct traffic, referrals, and paid search–are bringing visitors to your client’s site.
Don’t just provide specific numbers for each channel–compare them to each other and look for trends on how their traffic is changing over time.
Too many SEO reports provide data right out of the SEO tools without any context. Paint the full picture of website performance to put the SEO and organic performance in perspective for your clients.
Clients also want to see how organic traffic has changed since you began working on their SEO campaign. This is your chance to show just how much organic traffic you’re generating, reinforcing the value your agency is providing.
If your agency focuses on SEO, be sure to highlight changes in organic traffic so your client understands the overall impact of their other marketing channels.
Sudden increases in traffic may indicate something is either working very well. For instance, a viral blog post or new PPC campaign started bringing in a lot more traffic, while a decline may indicate something abruptly stopped working and needs to be fixed.
To account for these changes, it’s always a good idea to use the annotation feature. This provides explanations alongside the data points in the monthly SEO report to highlight these noteworthy increases and decreases.
3. Conversions via Organic Traffic
Ultimately, clients want to see the results that impact their bottom line. This is probably the most important section of your SEO report, as it clearly demonstrates the tangible value you're bringing to the table.
First, it’s important to set up the Goals you want to track, which measure things like leads and conversions.
For example, every time someone visits your client's post-purchase “/thankyou” page, they probably purchased something and therefore completed what you wanted them to complete. You can learn more about setting up Goals here.
Once you have your Goals set up, easily see how often web visitors from organic search completed those goals. Below illustrates an example of this type of report:
In this section, zero in on your client’s organic traffic from Google Analytics based on their Goals. Look at how these visitors behave on the site. Do they stick around, or do they bounce right away? Are conversions from organic traffic increasing, decreasing, or holding steady?
While more organic traffic is generally better than less, the key is the quality of the traffic. A low conversion rate coupled with high organic traffic might mean your client isn’t currently attracting the kind of customers they need. You should reconsider the keywords you’re targeting.
Send this SEO report with a short analysis covering these key points to help keep things clear for clients as their organic rankings, traffic, and conversions toward their end goal.
4. Landing Page Report
Whether or not you’re creating content or developing new pages for clients, include a report section on Google Analytics landing page performance.
A landing page report provides additional insight into which pages generate the most traffic, leads, and conversions as the point of entry into the client’s website. Filter this report by “Organic” channel for a report that is specifically focused on SEO.
This is also a particularly valuable section for any client you manage a blog for, as they’ll quickly see which blog posts generate traffic, conversions, and gauge overall interest via the bounce rate.
5. Keyword Rankings
Keyword rankings are essential to any SEO report. They’re a good indicator of whether your agency’s overall organic search strategy is working, or whether you need to test something else.
When you onboard a new client, identify a handful of target keywords to begin tracking from the start of the campaign. Add these keywords to your SEO client report template to easily show progress in the SERPs.
In addition to the keywords your client is ranking for, look at the search terms that bring in traffic. Is there a lot of overlap between the two groups?
If your target keywords aren’t generating enough traffic, take one of two steps. Either revise your strategy to focus on keywords with a higher search volume or look at your click-through rate in Google Search Console to see if you need to optimize your titles and meta descriptions.
Google Ads data can also be a great source for target keywords, as proven performers in paid search are worth targeting organically.
While keyword rankings are a strong indicator of performance, you don’t want to send a keyword ranking report alone. Including overall search traffic for your clients and organic conversions is a far stronger indicator of a great campaign ROI.
6. Google Search Console
You know which keywords your client is ranking for now, but how many clicks are they actually generating in Google?
Google Search Console provides tons of valuable information on how Google interacts with your client’s site. There’s plenty of information here you can quickly fold into a monthly SEO report template for clients.
Give your client information on which search terms people are clicking to find them. Find this under "Search Analytics" in your Search Console Account. It’s also accessible in your AgencyAnalytics SEO dashboard.
In addition to showing an overview of all the keywords generating clicks, also show impressions, click-through rate (CTR), and average position for each. It will cover any keywords you aren’t currently tracking in your keyword rank tracker.
Google Search Console also provides warnings if a site has any problems, such as issues with indexing or security. If you get any of these warnings for your client’s site, include that information in your SEO report as well as a summary of how you fixed the problem.
7. Backlink Overview
Building a healthy backlink profile is one of the biggest challenges SEO professionals face. If you are providing link building services to clients, then you want to report on your progress.
However, you don't need to provide a giant list of all the backlinks a client has. Remember: too much information is only going to distract from the success of your SEO!
The backlink overview section of your SEO report template should contain:
The number of backlinks you gained for your client that month
The quality of the links you gained
Top anchor texts
The number of links lost
How much traffic your new links are bringing in (referral traffic in the Google Analytics report)
If you want to show clients the exact backlinks you built for them, check out our backlink manager tool. With it, keep track of all backlinks you've built for a website and then quickly add them to your SEO report.
Also, if you offer a service focused solely on link building, you may be interested in our dedicated link building report template.
8. SEO Audit Results
The cornerstone of a well-rounded SEO report is a comprehensive site health audit. The AgencyAnalytics white label SEO audit tool helps your agency create advanced SEO reporting in a fraction of the time.
Elevate your reports by including results from the powerful, built-in SEO audit tool. This ensures an in-depth understanding of your agency’s SEO efforts and the clients' SEO health and improvements over time.
Identify and resolve technical on-page SEO issues swiftly, improving keyword rankings and search visibility. Prioritize the most critical technical SEO issues and site errors, then focus your agency’s efforts on what will move the needle the fastest.
This proactive approach demonstrates to your clients the value you add to their bottom line.
An SEO audit report should contain the following elements:
SEO Health Overview
An easy way for clients to understand their website's current SEO performance at a glance. Include clear and actionable SEO metrics, like total site score, number of issues, and passed versus failed crawl tests.
Technical SEO Analysis
The website's technical performance, including issues related to site speed, mobile-friendliness, HTTPS, XML sitemap, robots.txt file, URL structure, and more. These technical SEO metrics are critical for implementing improvements that drive up domain authority and organic search traffic.
On-Page SEO Analysis
A review of key on-page elements, like title tags, meta descriptions, header tags, alt text for images, keyword usage, and internal linking.
Automated prioritization of these elements based on severity means critical issues and errors are tackled first, leading to quick wins and substantial improvements in SEO performance.
This prioritized approach ensures resources are allocated to areas that will have the greatest impact on the website's SEO health.
With advanced SEO reporting, crawl multiple client sites simultaneously to find and resolve over 40 types of on-page and technical SEO errors and issues.
Address these issues quickly to prevent common but critical SEO mistakes from hindering your clients' performance, and then highlight these proactive steps in your monthly SEO report template.
Every SEO report you create should be tailored to the individual client’s goals and understanding of SEO. That’s not to say you can’t use a template – templates can save you a lot of time. But don’t send the same cut-and-paste report to all your clients.
Clients that like to be more involved in their SEO will probably appreciate having more information to dig into, while more hands-off clients might simply be happy knowing their campaigns are moving along in the right direction.
To streamline client onboarding, create and clone versions of the SEO report template that work for different SEO clients. Structure each report template in a meaningful way to provide context for the numbers and data you’re reporting on.
Demonstrate your progress by comparing current data to past months’ data, and point out how this progress contributes towards a client’s goals. Show your clients how you’re increasing their organic traffic and helping them make continuous progress.
It’s okay to highlight flattering data in your reports, such as substantial jumps in the average position for top-priority keywords, but don’t use it to cover up problems.
A client has the right to know about failures as well as successes. If something didn’t work out the way you thought it would, it’s okay to say you need to change direction or give it more time. As with anything else, honesty is the best policy.
Creating a process for SEO reporting saves you precious hours every month. But there’s a lot of information you could include! Use an SEO template that highlights the most important data without overwhelming a client with more information than they can process.
There’s no question that putting together insightful SEO reports is key to retaining clients over the long term. Clear, well-written reports help your clients understand how your agency’s hard work is helping them.
These reports also give both you and your clients a clear idea of what you’ve already accomplished and what needs to happen next.
Backed by a powerful set of SEO reporting tools, AgencyAnalytics provides an easy way to automate your data collection and visualization process to provide clients with comprehensive reports.
Get started with your own SEO report template in minutes with our 14-day free trial today.
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