How to Create an SEO Report for Better Decision Making?

Creating an SEO report is essential for understanding a website’s performance and making informed decisions. A detailed report highlights keyword rankings, traffic sources, user behavior, backlinks, and technical issues. These metrics help track progress and reveal opportunities for improvement. Whether you’re managing your own site or working with clients, SEO reports ensure transparency and direction.

If you’re wondering how to create SEO report for client, start by including key KPIs like organic traffic, top-performing pages, and keyword positions. Add insights from tools like Google Analytics, Google Search Console, and SEMrush. Make the data easy to understand and align it with the client’s goals. A well-structured report builds trust and helps guide future SEO efforts effectively.

What Is an SEO Report?

An SEO report is a document that shows how a website is performing in search engine results. It includes important data like keyword rankings, organic traffic, backlinks, and technical issues. The report helps website owners or marketers understand what’s working and what needs improvement. 

SEO reports are used to track progress over time, measure the success of SEO strategies, and guide future actions. Regular reporting also makes it easier to communicate results with clients, stakeholders, or team members. Overall, an SEO report is a key tool for improving a website’s visibility and performance in search engines.

SEO Report Examples

SEO reports can vary based on goals, audience, and tools used, but they usually include key performance indicators (KPIs) that reflect how well a website is doing in search engines. Here are some common types of SEO report examples, with explanations:

1. Keyword Ranking Report: A Keyword Ranking Report shows how well a website’s target keywords are performing in search engine results. It tracks changes in keyword positions over time, highlights improvements or drops, and helps identify which keywords drive the most traffic. This report is essential for monitoring SEO efforts and optimizing content to maintain or improve search rankings for important terms related to the business or niche.

2. Organic Traffic Report: The organic traffic report shows how many people visit your site through search engines without clicking on ads. It includes data like number of visitors, most-visited pages, and time spent on site. This helps you understand if your content is attracting the right audience. A steady increase in organic traffic usually means your SEO efforts are working and your visibility in search results is improving.

3. Backlink Report: A backlink report lists all the websites linking to yours. It shows how many backlinks you have, where they come from, and how strong or trustworthy they are. Backlinks help search engines trust your site more. This report is useful for checking your site’s authority and finding new opportunities to build strong, high-quality links that support better search rankings.

4. Technical SEO Report: This report checks if your website works properly for both users and search engines. It looks at things like loading speed, mobile compatibility, broken links, and crawl errors. A good technical SEO report helps fix problems that might hurt rankings. If search engines can’t read your site easily, it won’t show up well in search results, even with good content or keywords.

5. On-Page SEO Report: An on-page SEO report reviews the content and structure of individual pages. It looks at titles, headings, keywords, images, and internal links. The goal is to make sure each page is well-optimized for both users and search engines. This helps your content rank higher and makes it easier for visitors to find what they need. It’s an important step in keeping your site SEO-friendly.

Two types of SEO reports

When working on SEO, reports are essential for tracking performance and guiding strategy. There are two main types of SEO reports: initial reports and ongoing reports. Each serves a different purpose but both are important for long-term success.

1. Initial SEO Report

An initial SEO report is created at the very start of any SEO project. It gives a full picture of the website’s current status before any changes are made. This report includes important details such as keyword rankings, traffic sources, backlink quality, technical problems, and on-page content analysis.

The main goal is to find the largest problems that are stopping the site from ranking well on search engines. Common issues may include slow loading speed, broken links, missing meta tags, or poor content structure.

By identifying these problems early, the initial SEO report helps build a strong foundation for future work. It acts as a roadmap, showing where the website stands now and what steps need to be taken to improve its visibility and performance in search results.

2. Ongoing SEO Report

An ongoing SEO report is generated regularly usually monthly to monitor progress over time. It tracks key metrics such as keyword movements, traffic growth, backlink changes, and fixes made to technical or on-page issues.

The largest improvements are highlighted in these reports, helping to show what strategies are working. For instance, if certain pages start ranking higher or attract more visitors, the report will show those gains. It also helps catch new problems early.

Ongoing reports are useful for businesses, marketers, and SEO professionals. They provide insight into what’s been achieved and what still needs attention.

Together, initial and ongoing SEO reports offer a clear view of where a website started, how it’s improving, and what steps to take next for better search visibility.

Why Are SEO Reports Important for Clients?

SEO reports help clients understand how their website is performing in search engines. These reports show how many people are visiting the site, which keywords are driving traffic, how users are behaving, and what improvements have been made over time. Without a report, clients cannot see the value of the SEO services they are paying for.

For clients, SEO reports act as a bridge between them and the SEO team. It builds trust, shows progress, and helps justify marketing investments. A good SEO report highlights wins like higher rankings and more traffic, but it also addresses what’s not working and what will be done next. This makes it easier for clients to make informed business decisions.

Best SEO Reporting Software and Tools

When running SEO campaigns for clients, it’s important to provide clear, accurate, and insightful reports. SEO reporting software for clients helps in tracking keyword rankings, website traffic, backlinks, and other key metrics. Without proper tools, reporting becomes time-consuming and inconsistent. Here’s a detailed look at the most effective SEO reporting tools used by freelancers, agencies, and digital marketing teams.

1. Google Looker Studio (formerly Data Studio)

Google Looker Studio is a free and powerful data visualization tool designed for users who want to create interactive and customizable SEO reports. With its wide integration capabilities and real-time data access, it’s a favorite among digital marketers and analysts.

Key Features:

• Free and intuitive interface: Looker Studio is completely free and offers a user-friendly interface suitable for beginners and advanced users alike.
• Data connectors: Easily connect with Google Analytics, Search Console, Google Ads, BigQuery, and third-party tools via community connectors.
• Drag-and-drop customization: Design dashboards with charts, scorecards, and tables without needing code.
• Live sharing & collaboration: Reports can be shared via links, embedded in sites, or exported. You can also set permissions for real-time collaboration.
• Branding & automation: Add your logos, customize color schemes, and set up auto-refreshing of data.
  

Best For: Marketers, consultants, and freelancers who need free, visual, and flexible dashboards without investing in a paid tool. It’s especially useful for SEO professionals who work with Google platforms.

2. SEMrush          

SEMrush is a complete digital marketing platform that helps users understand how to create SEO audit report easily. It offers in-depth site audits, keyword tracking, competitor analysis, and branded reports, making it ideal for agencies and SEO professionals.

Key Features:

• Keyword and position tracking: Track keywords, SERP changes, and visibility metrics with high accuracy.
• Site audit reports: SEMrush checks over 130+ technical issues on your website, giving you a clear list of improvements.
• Branded PDF reports: Create professional, white-labeled reports with your logo and layout preferences.
• Backlink analysis: Audit your backlink profile and discover toxic links or link opportunities.
• Competitor analysis: Gain insights into the strategies of your competitors, including their keywords, ads, and content performance.

Best For: Marketing agencies, SEO experts, and digital teams who manage multiple campaigns or clients. It’s ideal for those who need robust tracking, competitive insights, and detailed automated SEO reports.

3. Ahrefs

Ahrefs is best known for its industry-leading backlink database and in-depth keyword research tools. It’s a go-to platform for SEO professionals who need actionable data and clear reports.

Key Features:

• Backlink Explorer: Monitor backlinks, new link acquisition, and lost links in real-time.
• Keyword Explorer: Offers keyword ideas, difficulty scores, and traffic potential across search engines.
• Rank tracking: Get daily/weekly updates on your website’s position in the SERPs.
• Site audit: Analyze your site’s SEO health with technical recommendations and error lists.
• Reporting simplicity: Reports are visually clean and easy to interpret, even for clients.

Best For: SEO professionals who want reliable backlink data, competitive keyword research, and clear reporting. It’s particularly helpful for link-building campaigns and content-driven SEO strategies.

4. Moz Pro

Moz Pro is a trusted SEO software suite that offers simplified tools for keyword tracking, site crawling, and link building. It’s known for its user-friendly interface and educational support.

Key Features:

• Keyword rank tracking: Monitor rankings over time for targeted keywords.
• Link Explorer: Discover link-building opportunities and analyze the authority of linking domains.
• On-page recommendations: Get actionable suggestions to improve your pages based on SEO best practices.
• Customizable reports: Schedule and customize reports for clients or internal teams.
• SEO learning hub: Moz offers guides, webinars, and a helpful community for beginners.

Best For: Small businesses, SEO beginners, and in-house marketing teams. Moz’s simplified tools and strong support make it ideal for those who want clarity and direction without a steep learning curve.

5. Raven Tools        

Raven Tools is a comprehensive digital marketing reporting solution that combines SEO, PPC, and social media insights into unified dashboards. It’s especially beneficial for agencies that manage various platforms for clients.

Key Features:

• Multi-platform integration: Connect with Google Ads, Facebook, Bing, Twitter, and more in one dashboard.
• White label SEO report: Use your logo and styling to present professional reports.
• SEO audits: Run in-depth crawls and receive detailed technical SEO insights.
• Historical data tracking: Analyze performance over time and measure long-term growth.
• Easy reporting: The drag-and-drop builder allows for quick customization without technical skills.

Best For: Agencies and consultants looking to present detailed, polished, and branded multi-channel reports. Raven Tools is a good fit for firms that want to bundle SEO, PPC, and social results in one place.

6. SE Ranking

SE Ranking is a cloud-based SEO tool known for balancing affordability with comprehensive features. It offers a wide range of functionalities suitable for small teams and solo marketers.

Key Features:

• Rank tracking: Get accurate keyword rankings for any region, device, or language.
• Competitor research: Identify keyword gaps and competitor strategies.
• SEO audits: Evaluate your website’s structure, speed, and optimization with easy-to-follow suggestions.
• Custom reports: Create branded, scheduled reports based on the data you need.
• Affordable plans: Pricing scales with usage, making it ideal for small budgets.

Best For: Freelancers, startups, and small agencies who want advanced features at a reasonable cost. It’s especially helpful for local SEO and flexible reporting.

7. AgencyAnalytics

AgencyAnalytics is designed specifically for agencies that handle multiple clients. It allows streamlined, automated, and beautifully designed reporting across many marketing channels.

Key Features:   

• 70+ integrations: Connect with platforms like Google Analytics, Search Console, Facebook, Ahrefs, SEMrush, Mailchimp, and more.
• Client dashboards: Give clients direct access to their performance dashboards with role-based permissions.
• Drag-and-drop builder: Build custom reports and dashboards with widgets and visual elements.
• White labeling: Present fully branded dashboards and PDF reports.
• Automation: Schedule daily, weekly, or monthly report deliveries via email.

Best For: Digital marketing agencies managing multiple clients. AgencyAnalytics shines when reporting needs to be automated, client-facing, and visually impactful.

How to Make SEO Report for Multiple Clients

When managing SEO for multiple clients, creating consistent and clear reports is essential. A good SEO report helps clients understand the value you bring, track progress, and make informed decisions. Start by using an SEO reporting tool like Google Looker Studio (formerly Data Studio), SEMrush, Ahrefs, or manually through spreadsheets. Make sure your report is structured in a way that can be easily replicated for every client with custom data inputs.

Here’s how to approach SEO reporting for multiple clients:

1. Create a Standardized Report Template

Start with a consistent template that covers key SEO metrics like organic traffic, keyword rankings, backlinks, page speed, technical issues, and conversions. A standardized format helps streamline reporting across all clients, saves time, and ensures nothing important is missed. It also improves readability and sets expectations, making reports easier for clients to understand while helping your team stay organized and efficient.

2. Segment Data by Client Goals

Each client has unique priorities, so tailor report sections based on their specific SEO objectives. For example, local businesses may care more about Google Business Profile and map pack rankings, while eCommerce clients may want data on product pages or shopping conversions. By segmenting data and aligning it with client goals, the report becomes more relevant, actionable, and valuable for decision-making.

3. Automate Where Possible

Automating data collection through tools like Looker Studio, Google Analytics, Google Search Console, or SEO platforms reduces manual work and errors. Connect APIs to pull real-time data and auto-generate charts and metrics. Automation ensures consistent reporting frequency, saves time for analysis rather than collection, and increases accuracy especially useful when managing multiple clients or large-scale SEO campaigns.

4. Organize Data Monthly

Delivering reports monthly allows you to show consistent progress and patterns over time. Monthly tracking highlights fluctuations in traffic, keyword rankings, or technical performance and provides the context needed for strategic decisions. Regular updates help maintain client trust, foster transparency, and support proactive communication about results, challenges, or new opportunities in their SEO campaigns.

5. Include Visual Elements

Enhance SEO reports with visuals like bar graphs, line charts, pie charts, and tables. These elements make complex data more digestible and allow clients to quickly grasp performance trends. Showing keyword movements, backlink growth, or traffic sources visually is more impactful than reading numbers alone. Well-designed visuals help tell a clearer story, support explanations, and increase overall report engagement.

Conclusion

An SEO report helps show how a website is performing in search engines. It highlights what’s working, what needs improvement, and where to focus next. By tracking keywords, traffic, backlinks, and technical issues, reports give a complete picture of SEO progress.

Using the right tools and a consistent format makes reporting easier and more effective, especially when managing multiple clients. Clear and well-structured reports help build trust, guide decisions, and show the real value of SEO work.

Webcazador supports businesses and marketers by creating professional SEO reports that are easy to understand and focused on results. A strong reporting process is key to long-term SEO success and better performance in search rankings.

Frequently Asked Questions

Sahil Bansal

Sahil Bansal, CEO of Webcazador Digital Solutions, is a seasoned digital strategist and entrepreneur excelling in SEO, SMO, and backlink management. A skilled writer, he shares insights on digital marketing trends and search engine algorithms, empowering businesses to achieve growth and stay competitive.