7 SEO reporting insights clients expect<\/p>\n
- \n
- Organic traffic<\/li>\n
- Conversion rate and goal progress<\/li>\n
- Top performing pages<\/li>\n
- Page speed insights<\/li>\n
- Bounce rate and time on page<\/li>\n
- Keyword rankings<\/li>\n
- Backlink profile<\/li>\n<\/ol>\n
Keep reading for details.<\/p>\n
[et_pb_section global_module=\"113167 \"][\/et_pb_section]<\/span><\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Essential SEO reporting insights clients expect” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Essential SEO reporting insights clients expect<\/h2>\n
Not all reporting insights are created equal, and every client is different, so it\u2019s essential to hit all the points but tailor your presentation of the metrics to each client. These insights are also key to local SEO reporting<\/a> but that is more geographically focused in comparison. The following insights are generally the most important to keep in mind and communicate to clients.<\/p>\n
1. Organic traffic<\/h3>\n
Arguably the most important metric to measure for SEO, monitoring organic traffic will assist in deciphering how your SEO tactics are working.<\/p>\n
Help clients understand the source of their organic traffic. Once the sources are highlighted, this makes it easier to focus efforts and spend time and money more efficiently and effectively. This part of the report tells a client which of their pages is receiving the most traffic. If you\u2019re using a tool like Google Analytics or Matomo, it will display metrics for users, new users, and sessions that describe the time spent on a particular web page.<\/p>\n
2. Conversion rate and goal progress<\/h3>\n
Understand what site visitors are looking for on your client\u2019s site so they are more likely to convert. The insights about which pages are driving the most and least conversions should be highlighted in the report along with reasoning to back up the hypothesis. Conversion rate is a top priority for clients, so this should be at the top of the report along with organic traffic.<\/p>\n
Conversion rate can be demonstrated by choosing specific goals your client would like to track as conversions. Tracking goal completions in your SEO tool of choice for a specific page will automatically calculate the customer conversion rate.<\/p>\n
[\/et_pb_text][et_pb_testimonial author=”Tudor Stanescu” job_title=”SEO & Website Manager” company_name=”Vendasta” portrait_url=”\/blog\/wp-content\/uploads\/sites\/6\/2025\/07\/Tudor-Stanescu.webp” quote_icon_background_color=”gcid-primary-color” admin_label=”Testimonial – Tudor Stanescu” _builder_version=”4.27.4″ _module_preset=”default” body_text_color=”gcid-body-color” author_text_color=”gcid-heading-color” position_text_color=”gcid-body-color” company_text_color=”gcid-body-color” width=”95%” custom_margin=”||||false|false” custom_padding=”||||false|false” hover_enabled=”0″ global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22,%22position_text_color%22,%22company_text_color%22%93,%22gcid-heading-color%22:%91%22author_text_color%22%93,%22gcid-primary-color%22:%91%22quote_icon_background_color%22%93}” sticky_enabled=”0″]<\/p>\n
Long gone are the days of only promising clients that you will rank them for 5-10 keywords. Clients have become more sophisticated in their understanding of SEO and its value. The ultimate goal of any agency should be delivering on the client\u2019s most important objective, which often is growing the bottom line. As SEO experts, the best way we can do this is by providing client with more leads and conversions. Proving out these metrics to the clients is how you win the trust and longevity of any client.<\/p>\n
[\/et_pb_testimonial][et_pb_text admin_label=”Remaining Text” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
3. Top performing pages<\/h3>\n
Checking page traffic gives the client an idea of what content is working for their customers. This gives clients a chance to optimize the lower-performing pages with a template to work from of their higher-performing pages. An overview of top-performing pages in SEO reporting will show trends over time of what visitors are clicking.<\/p>\n
4. Page speed insights<\/h3>\n
The probability of customers bouncing from a web page increases 32 percent as page load time goes from one second to three seconds (ThinkWithGoogle<\/a>). Page loading speed matters, and it can be easily affected. It doesn\u2019t take much to bog down loading time: image or video files that are too large, website host, and page type are just a few causes.<\/p>\n
5. Bounce rate and time on page<\/h3>\n
Your clients need to know how long customers are staying on their page. If visitors are landing and then leaving right away, that tells a story. It\u2019s generally good to avoid high bounce rates. If people are staying on a page, that means the information is relevant to what they were searching for.<\/p>\n
Focus on creating pages with a large amount of content rather than landing pages<\/a> that have a bunch of other links to help visitors navigate through to the content they actually came to the site to see.<\/p>\n
6. Keyword rankings<\/h3>\n
Rankings should include keywords and positioning on search engine results pages (SERPs). Keyword rankings should be monitored weekly as a tool to determine what might be the root cause of any changes in traffic as this could have to do with search volume.<\/p>\n
The average keyword ranking position over time will show a historical trend line of keyword rankings that will paint a larger picture for clients. Comparing month-to-month trends will show any dips in traffic and keyword ranking.<\/p>\n
Comparing the same month year over year in SEO reporting will give the client a more accurate picture of what they can expect. This could look like lulls in traffic through the holiday season or in the summer and increases in months that are big in their industry.<\/p>\n
7. Backlink profile<\/h3>\n
The most important part of building a backlink profile is the quality of the links. Include a spreadsheet of all links built in the SEO report so that you can show the client which sites are linked to theirs. When you build backlinks for clients<\/a>, the best way to prove the quality of links is with domain authority (DA). Use a tool like Ahrefs<\/a> to determine the DA of sites before going through the link-building process.<\/p>\n
![\"Backlink](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/Backlink-profile.webp\")
<\/p>\n<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Anatomy of the perfect SEO report” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Anatomy of the perfect SEO report<\/h2>\n
Before doing any work on a client\u2019s SEO, ensure goals and key performance indicators (KPIs) are determined. This will tell you exactly what your client is looking to achieve and what metrics and activities are most important to them. The KPI discussion will help you steer clients in the right direction and adjust their expectations because SEO doesn\u2019t happen overnight.<\/p>\n
Keeping the above insights in mind, you can build the perfect SEO report around them. This would include sections about activities accomplished, overall progress on goals, and what you\u2019ll do next.<\/p>\n
Activities accomplished<\/h3>\n
This includes everything SEO related that you have done for your client since the last check-in. This is a laundry list of activities completed and ongoing, because let\u2019s face it, SEO is always ongoing.<\/p>\n
The most important part of activities accomplished is explaining their impact. What have these activities done to improve your client\u2019s SEO? If you can\u2019t explain how an activity has contributed to moving a page up in search results then perhaps it doesn\u2019t hold as much value as other activities.<\/p>\n
Overall progress on goals<\/h3>\n
This can also be a laundry list of items, but it\u2019s key to highlight the most important metrics here and not overwhelm clients with too much information. The top metrics might differ depending on what that client\u2019s biggest pain points are or what they hired you to do for them. Know your client\u2019s goals and what\u2019s most important to them in order to keep them happy.<\/p>\n
What\u2019s next<\/h3>\n
This section will cover what the client is looking for at the end of your report. It is the plan moving forward from the current state of their SEO journey and gives actionable points for them to either move on themselves or for you to communicate to them and move forward.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”What to do if analytics in SEO reports show drops” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
What to do if analytics in your SEO reporting show drops<\/h2>\n
First, monitoring SEO metrics and reporting back to clients will alert you to successes as well as occasional drops. Make sure to look at the big picture when determining what might be the cause of a traffic decline. Drops can be due to a number of factors including algorithm changes. Be aware of when search engines are updating their algorithm so that you can be prepared to include that information in the report.<\/p>\n
Check the SERPs to see where you rank next to the competition. It\u2019s also key to identify traffic sources and identify what type of traffic is taking the dive. Take a step back and look at traffic over long periods of time. If it\u2019s a small dip that has a pattern over the month of July, you could reason that perhaps more people are unplugged at that time.<\/p>\n
Reminder that Matomo and Google Analytics have tools to help determine the offender behind the drop in traffic.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Do\u2019s and don\u2019t\u2019s of SEO reporting” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Do\u2019s and don\u2019t\u2019s of SEO reporting<\/h2>\n
To sum up this post with a list:<\/p>\n
Do:<\/h3>\n
- \n
- Determine a cadence of comprehensive SEO reporting with your client, whether that\u2019s bi-weekly, monthly, quarterly, etc., as this will set expectations and prevent clients from asking for information day and night.<\/li>\n
- Methodically prepare reports so that your client can see progress from one report to the next.<\/li>\n
- Customize reports and SEO reporting metrics for individual clients.<\/li>\n
- Hit the key points and be prepared to explain what is causing changes good or bad.<\/li>\n<\/ul>\n
Don\u2019t:<\/h3>\n
- \n
- Data dump on clients. This is overwhelming, and they will look for a different provider that can give them an executive summary of the report.<\/li>\n
- Assume your client is well-versed in SEO. The vast majority of clients will not be SEO experts.<\/li>\n
- Set unrealistic goals and KPIs, this will lead to unrealistic expectations and disappointed clients.<\/li>\n
- Ignore negative trends, these are just as important to pay attention to as positive trends.<\/li>\n<\/ul>\n
Always establish expectations and boundaries with clients to keep both parties happy with SEO reporting insights.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”SEO Reporting FAQs” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
SEO Reporting FAQs<\/h2>\n
1. What is SEO reporting?<\/h3>\n
SEO reporting is the process of tracking, measuring, and presenting your client\u2019s search performance using clear metrics and insights. It shows what\u2019s working, what needs improvement, and how your actions are impacting organic traffic, conversions, rankings, and overall growth. A good report strengthens trust and keeps clients invested in the long game.<\/p>\n
2. What insights do clients expect in an SEO report?<\/h3>\n
Most clients expect seven core insights:<\/p>\n
- \n
- Organic traffic<\/strong> trends and sources<\/li>\n
- Conversion rate<\/strong> performance and progress toward goals<\/li>\n
- Top-performing pages<\/strong><\/li>\n
- Page speed<\/strong> insights<\/li>\n
- Bounce rate<\/strong> and time on page<\/strong><\/li>\n
- Keyword rankings<\/strong><\/li>\n
- Backlink profile<\/strong> quality and quantity<\/li>\n<\/ul>\n
These give a complete picture of visibility, engagement, and SEO momentum.<\/p>\n
3. Why is organic traffic such an important metric?<\/h3>\n
Organic traffic shows how effectively your SEO strategy attracts visitors who find your client naturally through search. If it\u2019s climbing, your content, technical fixes, and optimization efforts are paying off. If it\u2019s dropping, it signals deeper issues\u2014algorithm changes, lost rankings, or new competitors.<\/p>\n
4. What should I include when reporting on conversions?<\/h3>\n
Show:<\/p>\n
- \n
- Which pages drive the most conversions<\/li>\n
- Which pages underperform<\/li>\n
- How users behave before converting<\/li>\n
- Goal progress compared to previous periods<\/li>\n<\/ul>\n
Clients care most about results, not vanity metrics. Tie conversions directly to SEO activities whenever possible.<\/p>\n
5. How do top-performing pages help shape strategy?<\/h3>\n
These pages reveal what resonates with visitors. If certain content consistently drives traffic or conversions, clients can replicate that formula on lower-performing or new pages. It also helps justify expanding into related topics or doubling down on formats that work.<\/p>\n
6. Why does page speed matter in SEO reporting?<\/h3>\n
Slow pages hurt rankings and user experience. Even going from one to three seconds increases bounce probability by 32%<\/strong>. Including page speed insights tells clients where performance is dragging and gives them a clear path toward technical improvements.<\/p>\n
7. What does bounce rate tell clients?<\/h3>\n
Bounce rate shows whether visitors find what they expected. A high rate often signals:<\/p>\n
- \n
- Weak content<\/li>\n
- Misaligned keywords<\/li>\n
- Slow load times<\/li>\n
- Poor UX or navigation<\/li>\n<\/ul>\n
Pair bounce rate with average time on page to paint a more accurate story.<\/p>\n
8. How often should keyword rankings be reported?<\/h3>\n
Weekly monitoring is ideal because rankings fluctuate. Month-over-month and year-over-year comparisons help clients understand long-term stability and seasonal trends. Rankings alone aren\u2019t the goal\u2014but they\u2019re a strong indicator of visibility momentum.<\/p>\n
9. What counts as a \u201cgood\u201d backlink profile?<\/h3>\n
Quality over quantity. Strong backlinks should come from authoritative, relevant websites. In reports, include:<\/p>\n
- \n
- New backlinks earned<\/li>\n
- Domain Authority (or similar metric)<\/li>\n
- Lost backlinks<\/li>\n
- Anchor text insights<\/li>\n<\/ul>\n
Backlinks are still a core ranking signal, so clients expect transparency.<\/p>\n
10. What should every SEO report include beyond metrics?<\/h3>\n
Three essentials:<\/p>\n
- \n
- Activities accomplished<\/strong> \u2014 exactly what you did and why it mattered<\/li>\n
- Progress on goals<\/strong> \u2014 the KPIs tied to their business outcomes<\/li>\n
- What\u2019s next<\/strong> \u2014 your plan to keep momentum going<\/li>\n<\/ol>\n
This storytelling keeps clients engaged and shows the value of your ongoing work.<\/p>\n
11. What should I do if a client\u2019s SEO numbers drop?<\/h3>\n
Start by zooming out. Drops can be caused by:<\/p>\n
- \n
- Algorithm updates<\/li>\n
- Seasonal dips<\/li>\n
- Lost rankings for key terms<\/li>\n
- Technical issues<\/li>\n
- Traffic shifts between channels<\/li>\n<\/ul>\n
Explain clearly, provide data, and present an action plan. Clients don\u2019t panic when they understand the \u201cwhy\u201d and see a path forward.<\/p>\n
12. What are common SEO reporting mistakes to avoid?<\/h3>\n
- \n
- Data dumping<\/strong> with no interpretation<\/li>\n
- Assuming clients understand SEO terminology<\/li>\n
- Setting unrealistic KPIs<\/li>\n
- Ignoring negative trends until clients point them out<\/li>\n
- Failing to customize reports to the client\u2019s goals<\/li>\n<\/ul>\n
Reporting is as much communication as it is analytics.<\/p>\n
13. How often should clients receive SEO reports?<\/h3>\n
Most agencies use a monthly<\/strong> cadence. Some offer bi-weekly reports for high-touch accounts or quarterly strategic reviews for long-term retainers. Consistency is more important than frequency\u2014set expectations early and stick to them.<\/p>\n
14. What tools help build effective SEO reports?<\/h3>\n
Common options include:<\/p>\n
- \n
- Google Analytics \/ GA4<\/li>\n
- Matomo<\/li>\n
- Google Search Console<\/li>\n
- Ahrefs<\/li>\n
- Semrush<\/li>\n
- Moz<\/li>\n
- Looker Studio (for dashboards)<\/li>\n<\/ul>\n
Choose tools based on the client’s goals and your workflow.<\/p>\n
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Build the perfect template with key insights for repeatable SEO reporting and hit a home run for every client.<\/p>\n","protected":false},"author":167,"featured_media":123615,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[48],"tags":[264],"class_list":["post-61900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-seo"],"acf":[],"yoast_head":"\n
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- Data dumping<\/strong> with no interpretation<\/li>\n
- Progress on goals<\/strong> \u2014 the KPIs tied to their business outcomes<\/li>\n
- Activities accomplished<\/strong> \u2014 exactly what you did and why it mattered<\/li>\n
- Conversion rate<\/strong> performance and progress toward goals<\/li>\n
- Organic traffic<\/strong> trends and sources<\/li>\n