2. Execute an SEO Process Reporting SEO

Learn or expand your SEO reporting knowledge. On this page, you’ll find the best free SEO reporting resources: from guides, to tools and even tips. Take a look below.


On this page

Free SEO Reporting Guides

The Mini Guide to SEO Reporting

Guide from Moz


The Anatomy of the Perfect SEO Report

Guide from Melissa Fach / SEMrush


Steal Our SEO Report Template (and Make It Even Better)

Template from Jake Sheridan / Ahrefs


SEO Reporting: How To Build Meaningful Analytics Reports

Guide from Bill Sebald


SEO Reports: Which Metrics Matter & How to Use Them Well

Guide from Helen Pollitt


How to Develop Successful SEO Reports

Presentation from Aleyda Solis

Free SEO Reporting Tools

50+ Google Data Studio Templates to Speed your SEO Reporting

Google Sheets from Sheets for Marketers


9 SEO report Google Data Studio and Google Sheets templates you can swipe today

Google Data Studio and Google Sheets from Supermetrics


Search Console Explorer Studio and Sheet, Cannibalization Explorer, etc.

Google Data Studio and Google Sheets from Hannah Butler


SFAIK – Screaming Frog Analyzer

Looker Studio from IKAUE


Monthly SEO Report Template

Doc, PDF, GDocs from Backlinko


Steal Our SEO Report Template (and Make It Even Better)

Google Slides from Ahrefs


data for your web MyDomain.Dev

Web Based from Lino Uruñuela


Tips when Reporting SEO
“Keep the reports simple to understand, not everyone is aware of all the SEO terms. We can divide our report into simple categories:

* SEO Findings
* SEO Recommendations
* Ways to Implement the Recommendations This should help the clients understand the context better.”
“Ensure your report speaks the language of the client – rather than ‘click to call’ metrics write ‘how many times did the phone ring?’ – Describe the metric, and what it actually MEANS to the client in terms of ‘how did this move the needle’?”
“Speak the language of your audience. Less is more – don’t show each step and bit of data, show the most important ones and use a good visualization.”
“A lot of senior managers don’t actually read reports so keep in mind that a bullet point summary in a brief email alongside a detailed report can be much more effective. Also, nothing beats a phone call to ensure understanding and alignment of goals”

“Google Data Studio is a must. It allows you to create personalized dashboards that you can share with the client, but also where you can monitor and research easily. I just find it very handy. I love it!”

“Take the free Google Analytics course. Most reporting can be automated via GA/GSC dashboards. Provide actionable insights. Talk to stakeholders to find out what data they would like to see/be useful. Don’t make the reports overwhelming – tell the story.”
“For every metric you include in the report, ask yourself “who wants to see this?” and “why?”. If you can’t answer them both, don’t include it in the report.”
“Do the free Google Analytics course as it’s your best friend. Also, start at the biggest view and work down _ big traffic spike in all channels? Where did it come from? Was it real, did it have an impact? And was it something you did to cause it?”
“Decide what your KPIs are and ‘what success looks like’ as part of your project brief. Don’t retcon stuff afterward. Also, Data Studio or automate EVERYTHING. Life is too short to do exactly the same task again and again.”
“Your Reporting will only be as good as the data is. Make sure you’ve got everything you want to track setup up and implemented correctly. Missing/non firing or badly implemented tags will heavily impact your ability to report accurately.”
“I always teach my teams to “question the data”. Don’t just blindly report the data as-is. If something doesn’t quite look right then investigate – there may be an issue with the data source or tracking. Also, when reporting I encourage my teams to provide as much context as possible. Don’t just say “X went up/down” add context as to why you may have seen a movement in performance – “we created content around X, which caused performance to increase by Y” etc.”
“Report both branded and non-branded traffic Report top rising and decreasing queries and pages MOM and YOY”
SEO Reporting FAQs
What is SEO reporting?

SEO reporting is the process of tracking and analyzing a website’s performance in search engines, and then presenting this data in a structured manner, often through a dashboard or a report to clients or stakeholders to inform them about the outcome of the investment and what to do next.

What should be included in an SEO report?

An SEO report should feature the relevant key performance indicators that easily inform about the evolution of the activities as well as the outcome of the SEO process, depending on the audience: from rankings, organic search traffic, revenue and ROI. 

What is the most popular format used for SEO Reports?

SEO reports are usually delivered in decks or presentations, along with data shared via sheets or dashboards. 

What are the top mistakes when creating SEO reports?

Some of the top mistakes when creating SEO reports are focusing only on rankings, ignoring business-related metrics, overloading with data, lack of context, including proprietary non-meaningful metrics, not tailoring the report to the audience, not showing progress over time, not providing actionable recommendations, among others. 

The SEO Learning Roadmap

Take a look at the SEO learning roadmap below, featuring the different areas, from the basics of SEO, to the most common activities and phases of the SEO Process:

Start learning SEO with the fundamental concepts and areas, why they're important, and the basics to execute them: keyword research, content optimization analysis, technical optimization and link building.
Once you know the main SEO concepts, it's time to put them in practice by learning to develop an SEO process, from establishing a strategy and setting goals to management, measurement, and reporting.
Learn to implement the most important SEO configurations in the top Web platforms in the market, along with considerations to take into account.