What is an SEO Report? And How To Create SEO Report?

By tHarry Steven, SEO Consultant with 10+ Years of Experience

Hi, I’m Harry Steven, a freelance SEO consultant who’s worked with over 100 businesses from small e-commerce sites to large agencies, helping them track and improve their search performance. 

Over the years, I’ve created hundreds of SEO reports for clients, using tools like Google Analytics, SEMrush, and Ahrefs. In my experience, understanding what is an SEO report is key to turning data into real growth. 

I’ve seen firsthand how regular SEO reporting can boost organic traffic by 50-200% in many cases. In this guide, I’ll share practical insights based on my work, explain everything in simple terms, and help you create or understand your own SEO reports.

If you’re a business owner, marketer, or agency professional wondering what does an SEO report look like, you’re in the right place. Let’s break it down step by step.

Why SEO Reporting is Necessary (From My Real-World Experience)

In my 10 years in SEO, I’ve learned that SEO reporting isn’t just about numbers, it’s about proving results and guiding strategy. Without it, efforts feel like guesswork.

One client I worked with, a mid-sized online store, saw their organic traffic stagnate for months. After implementing monthly SEO reports, we spotted issues like declining keyword rankings and slow page speeds. We fixed them, and within six months, traffic increased by 120%. SEO ranking reports helped us track progress and celebrate wins with the team.

Regular SEO reports also build trust with clients or stakeholders. They show exactly where time and budget are making an impact, like improved conversions from better rankings. In competitive fields, I’ve used reports to compare against rivals, revealing opportunities others miss.

From experience, good SEO reporting spots problems early (like algorithm updates dropping rankings) and highlights wins (like a new content piece driving traffic). It’s the foundation of data-driven SEO.

What Does an SEO Report Look Like?

People often ask me: What does an SEO report look like? It varies, but in my practice, it’s usually a clean PDF, Google Data Studio dashboard, or automated tool export.

A typical report starts with an executive summary, key highlights in plain language. Then, visuals like charts show trends.

Here’s an example of a professional SEO report dashboard I’ve used with clients:

These make data easy to digest. In agency settings, I’ve customized them for clients, focusing on their goals.

Must-Have Elements of a Strong SEO Report

From creating countless SEO reports, here are the must-have elements I’ve found most valuable:

• Organic Traffic Overview: Sessions, users, and sources. I’ve seen bounces drop after optimizing based on this data.
• Keyword Performance (SEO Ranking Report Section): Top keywords, positions, and changes. This is important. I’ve helped clients climb from page 2 to the top 3 for high-volume terms.
• Backlinks and Authority: New links gained or lost. Quality backlinks have been game-changers in my projects.
• On-Page and Technical Issues: Site speed, mobile usability, crawl errors. Fixing these often gives quick wins.
• Conversions and Goals: Tied to business outcomes, like leads or sales from organic search.
• Content Performance: Top pages by traffic and engagement.
• Competitor Comparison: I’ve used this to uncover gaps.

In my reports, I always add insights: “This traffic spike came from our recent blog cluster.”

How I Create Effective SEO Reports Step by Step

Based on my process, refined over the years:

1. Define Goals: Align with client needs, like traffic growth? Rankings?
2. Gather Data: From Google Search Console (free and reliable), Analytics, and paid tools like SEMrush.
3. Visualize: Use charts for clarity.
4. Analyze: Explain trends with context, like core update impacts.
5. Recommend Actions: Prioritized fixes.
6. Review and Iterate: Get feedback for next reports.

Tips from experience:

• Keep it under 15 pages.
• Use simple words with no overwhelming jargon.
• Include wins to keep morale high.

Using SEO Report Templates to Save Time

Early in my career, I built everything from scratch. Now, I start with templates. A strong SEO report template includes ready sections for metrics and notes. Here are examples I’ve drawn inspiration from:

Tools like AgencyAnalytics or DashThis offer great starting points. Customize them to fit your brand.

Best Practices I’ve Learned for Impactful SEO Reports

• Be Honest: Highlight drops, too, like transparency builds trust.
• Focus on Actionable Insights: Not just data, but “what next?”
• Update Regularly: Monthly for most clients.
• Tailor to Audience: Simple for executives, detailed for teams.
• Back Claims with Data: Cite tools and dates.

These have helped my reports drive real changes.

Tools I Recommend for SEO Reporting

• Free: Google Analytics and Search Console.
• Paid: SEMrush for comprehensive rankings and backlinks; Ahrefs for competitor insights.
• Dashboards: Looker Studio (free) for custom visuals.

For agencies or teams handling multiple clients, AgencyAnalytics stands out. It integrates data from SEO tools, Google Analytics, and more into beautiful, white-labeled dashboards. I’ve used it to automate monthly SEO reports, saving hours while impressing clients with professional visuals.

Here’s an example of an AgencyAnalytics SEO dashboard:

SE Ranking is another all-rounder I’ve turned to for comprehensive reporting. It offers robust rank tracking, site audits, and customizable SEO report templates at a competitive price.

For stunning free dashboards, Looker Studio (formerly Google Data Studio) remains my favorite for combining data sources. Connect it to Search Console, Analytics, or SEMrush for interactive reports.

Examples of custom Looker Studio SEO dashboards:

In 2025, with Google’s Search Console updates like AI-powered configurations and social channel insights, pairing it with these tools gives the most accurate picture, especially when optimizing SEO metadata like title tags, meta descriptions, and structured data for better click-through rates and rich results.

. Start with free options, then scale to paid for deeper analysis that’s helped my clients achieve consistent growth.

Common Mistakes I’ve Seen (and Avoided)

• Too much data without explanation.
• Ignoring seasonal trends.
• No recommendations.
• Outdated templates.

Learning from these has made my SEO reports more effective.

Final Thoughts!

Learning what is an SEO report and implementing it has been transformative in my career and for my clients. They provide clarity in a complex field, helping turn strategies into results.

Whether you’re new or seasoned, begin with a basic SEO report template and tools like Google Search Console. Track progress consistently, and you’ll see improvements.

FAQs

• What is the main purpose of an SEO report? 

To track performance, spot issues, and guide improvements, turning SEO efforts into measurable growth.

• How often should you run SEO reports? 

Monthly for ongoing campaigns; quarterly for stable sites. In my experience, monthly catches issues fastest.

• What’s the difference between an SEO report and an audit? 

A report is ongoing tracking; an audit is a one-time deep dive.

• Can beginners create good SEO reports? 

Yes, with free tools and templates. Start simple and build.

• What key metrics should every SEO report include? 

Organic traffic, keyword rankings, backlinks, and conversions.

• How do I make my SEO report more trustworthy? 

Use accurate data sources, explain insights clearly, and include real recommendations based on experience.