November 13, 2019

5 Steps to Creating Awesome SEO Reports

5 Steps to Creating Awesome SEO Reports

In the world of SEO reporting, there isn’t a one-size-fits-all. Not necessarily. If there was, all you would need to do is just sit in your chair, click on a few buttons, and voila! Report is served! But you all know that is not the case in real world scenarios. Every business has its own objectives and so tailoring every SEO report template to suit individual client’s needs is very important. However, it is not a walk in the park. It requires you to discern between relevant and irrelevant information. As well as to present it in the way that portrays the positive results that the client wants to see.


In order to achieve that, you need to know what is on your client’s mind. What do they want to achieve? What you may consider as a positive result may be a far cry from what your clients expect to see. This is where you get to sit down and come up with an outlined course of action, first by getting answers to questions such as:

  • Do they want to increase traffic to their website?
  • Do they want an increase in conversion and sales?
  • Are they hoping to improve their site rankings?
  • Do they want to rank for a keyword or a set of those?
  • Are they trying to enter a new market?


How you present you SEO report should reflect these needs, otherwise your clients may not be very pleased. You need to include only the relevant, but accurate, information in a format that is easy to interpret.

Here in this article we have created 5 simple steps that you can follow to create an excellent SEO report. These steps will make the process a little less difficult and uncomplicated. They will make working with your SEO reporting tool a cinch.


Step 1

Specify the SEO Objective

Once you have established what your client wants to achieve, you need to specify what your SEO goals are and how they line up with your clients’. Your SEO goals are the things you need to do to achieve the clients’ desired results. Not doing this would cause you to flounder and waste time, energy, and resources, especially money. Here’s an analogy: if the objective is to lose 10 pounds, then the goals to achieve that would be to jog 10 miles daily or to participate in some form of aerobic exercise.

In this case, if the clients’ objective is to improve their Search Engine Results Page (SERP) ranking, then the SEO goal could be to increase their Search Visibility score. Now you can see that just setting an SEO goal points you in the right direction and immediately tells you what you need to do. If your client is not tech savvy, you would need to explain how increasing their Search Visibility score would help them come up higher in SERPs. has more to say about search visibility.

Step 2

Know Where to Focus Your Energy and Resources

5 Steps to Creating Awesome SEO Reports

You have got an SEO goal, now what? Now you need a plan of action! A goal without a plan is just wishful thinking. Creating a plan of action will help you direct your limited resources to the right places. Getting an action plan together ahead of your SEO report will help you focus solely on the things that would have the most impact on the overall objective. Nothing brings clarity like knowing what to do to achieve a goal.

In the weight-loss analogy, since the objective is to lose 10 pounds and the goal is to participate in a form of aerobic exercise, then you would need to pick what exercise that would be most effective. Let’s say you choose badminton, the next step would be to purchase your badminton kit, followed by finding a nearby club, and then going there every day to play for an hour.

To improve SERP rankings, your plan could be to improve the quality of the site’s content. You could choose to increase the number of backlinks, or make sure every content has a proper title and Meta description. Any of these would help to improve your clients’ SERP ranking. But you need know which one would be most effective is key to creating a comprehensive SEO report. That is where you should channel your focus.


Step 3

Show What You Have Already Done To Achieve the Objective

Yes, you have your SEO goals, and yes, you have got a plan of action, what’s next? Now you need to commit to getting results and showing what is being or has been done to get there. Doing this sets things in motion and puts you on track to work toward the objective.

Using the weight-loss analogy, this would mean showing your purchased badminton kit and new club membership card. In the SEO report scenario, you can show that you have already put together a list of targeted keywords; optimized contents with ranking keywords; rewritten the title and Meta description to have the right length; earned more links from other sites to build the “authority” of the site, etc. Learn more about how to build the authority of your site.

With these the client knows that you have begun to put in the work required to achieve their objective. It keeps them confident in your ability to deliver.


Step 4

Present Your Results

Some clients are really very impatient, who can blame them? Their businesses need to start feeling the impact of your efforts as soon as humanly (or so) possible. So you need to present your results in the most concise and comprehensible way.

Using the weigh-loss analogy, you need to show your previous body weight figure and what you weigh currently after weeks of playing badminton. A drop in your weigh would reflect on the weight scale and shows that you workouts are paying off.

In your SEO report, you should show your clients, for instance, that their Search Visibility has increased from 4% to 19%. You could also show them that their site has entered the top 50 spots in the SERP as a result of your SEO efforts. You can use an SEO reporting dashboard like the one in ReportGarden to present your results. Your results are the real proof that your efforts have had real impact on your clients bottom-line.


Step 5

Outline The Way Forward. State Your Inference.

5 Steps to Creating Awesome SEO Reports

You can send your SEO report after carefully reviewing it to make sure all the information in it are accurate, easy-to-read, concise, and unambiguous. Your client should be able to take one look at your SEO report and understand it completely without asking too many questions. It should also provide proof that your SEO efforts have actually paid off and their objective has been achieved.

You could tell your clients what you have observed during the course of your work on their business. Perhaps, additional problems they may not have taken notice of. Then let them know what you plan to do from now onwards to solve it. If you are using an excellent SEO reporting tool, you be able to send your SEO reports on scheduled intervals.

Read this on how to create your report:

These steps can be repeated in a cycle for each objective for the same client, or a new client. All you need to do is to know and understand what your client wants. SEO is already a complicated discipline in digital marketing, use these steps to make it less convoluted and your SEO report more impressive.