Creating an SEO report for clients doesn’t have to be dull or confusing. In fact, it can be exciting and super simple. Your SEO report is like a storybook — it tells the tale of how a website is growing and where it’s headed next. Whether you’re new to SEO or a seasoned expert, a great SEO report template can save time, boost clarity, and make clients love your work.
TLDR: A good SEO report template should be easy to read and explain key metrics. Use colors, simple language, and keep it action-focused. Include traffic, rankings, links, and technical health. Always end with clear recommendations or a next-step plan.
Why You Need an SEO Report Template
Think of an SEO report template as your toolbox. It helps you show clients results and progress, fast. Consistent templates save you from starting over each month. Clients stay happy because what they see is clear and consistent.
Real talk: Clients don’t want to read a 20-page PDF filled with jargon. They want to know three things:
- Are more people finding us online?
- Are our rankings better?
- What should we do next?
What to Include in an SEO Report
Here’s a simple breakdown of what should be in every monthly SEO report.
1. Executive Summary
This is the “just tell me the skinny!” section. One slide or paragraph to sum it all up. Did performance go up or down? Why? And what are you doing about it?
2. Traffic Overview
This is where you show how many people visited the website, how they got there (search, social media, referrals), and what pages they looked at.
Metrics to show:
- Organic traffic (from search engines)
- Top landing pages
- Bounce rate and time on site
3. Keyword Rankings
This is everyone’s favorite part — “Are our keywords ranking better?” Track only the keywords that really matter for the client’s business.
Show changes like this:
- Keyword: “best running shoes” | Rank: 5 (Up 3)
- Keyword: “eco-friendly shoes” | Rank: 9 (Down 2)
Use visuals when possible — a graph or colored arrows helps a lot.
4. Backlinks and Off-Page Signals
Backlinks show a website’s authority. The more quality links pointing to a site, the more trustworthy it looks to search engines. This section should answer: Are we getting more backlinks? Are they good ones?
Include:
- New backlinks
- Lost backlinks
- Top referring domains
If you can, add commentary on what’s being done to get these new links (like PR, guest posts, etc.)
5. Technical Site Health
This is the stuff under the hood. Is the page fast? Mobile-friendly? Free of crawl errors?
Key things to report here:
- Site speed score
- Mobile responsiveness
- Broken links and 404s
- Core Web Vitals status
6. Top Performing Pages
Clients love to see what pages are crushing it. This helps them understand what’s working and where to focus.
Try showing pages with:
- Most traffic
- Highest conversion rate
- Most time spent per visit
7. Content Opportunities
This section shows you’re thinking ahead. Suggest new blog topics, page updates, or targeting new keywords. Be strategic!
Sneak peek format works well here:
- Topic: “2024 Sneaker Trends” → Targets: “trendy sneakers”, “latest sneakers 2024”
- Idea: Update FAQ page to include schema markup
8. Next Steps / Action Plan
This is your chance to wrap it up and shine. Tell the client what you’re doing next month. Align it with strategy and goals.
Sample update: “Next month, we’ll focus on building links to your homepage and fixing slow-loading product pages.”
Design Tips for Your SEO Report
Face it: Looks matter. A clean, pretty report is easier to read. Use your brand’s colors or the client’s brand colors.
Helpful tips:
- Use graphs and visuals – Don’t just show numbers; visualize them!
- One topic per slide if you’re using a PowerPoint or PDF
- Highlight wins in green and issues in red – but be gentle
Tools to Help You Build SEO Reports
You don’t have to build reports manually. Use tools to make it fast, accurate, and automated.
Popular tools include:
- Google Looker Studio (free and amazing with Google Data)
- SEMrush or Ahrefs – Great for keyword and backlink data
- Moz – Reports with great visuals
- AgencyAnalytics – Fully white-label client dashboards
How Often Should You Send Reports?
Answer: Monthly is standard. Weekly is too much. Quarterly is too slow.
Include a quick email or video summary too. A 2-minute walkthrough video can boost retention and understanding.
Pro tip: Schedule a call when you send the report. It encourages interaction and reminds clients how much you’re doing for them.
Common SEO Report Mistakes to Avoid
Even the best marketers slip up. Watch out for these goofs:
- Too much info – Don’t overwhelm! Simplicity wins.
- Too little context – Numbers need stories. Add insights, not just data.
- No action items – Always recommend something.
- Not tracking goals – Show progress toward actual business goals, not just rankings.
Final Thoughts: Keep It About the Client
An SEO report is not just about search rankings. It’s a relationship tool. Done right, it shows value and builds trust.
So remember:
- Keep it friendly and readable
- Focus on what matters most to the client
- Use visuals and clear summaries
- End with a plan — don’t leave the client guessing
With a great SEO report template, you’ll not only prove your worth, you’ll keep clients excited for what’s next. And that’s a win-win!
