How to Create SEO Reports: Expert Tips and Advice

How to Create SEO Reports: Expert Tips and Advice

In today’s digital landscape, Search Engine Optimization (SEO) is crucial to any successful online marketing strategy. SEO reporting is the process of analyzing and presenting data related to a website’s organic search performance. There are numerous benefits to building a quality SEO report, from demonstrating the tangible benefits of an SEO strategy to comparing ranking against industry competitors. By creating comprehensive reports, businesses gain valuable insight into their online visibility, identify areas for improvement, and make data-driven decisions to elevate their rankings. SEO reports not only help in tracking the effectiveness of current strategies but also provide a roadmap for future optimization efforts. The coming sections will detail more on the importance of SEO reporting, and how to build a report for your campaign.

Check out our SEO services in Miami!

Understanding Google’s Top 20 Entities

To create effective SEO reports, it’s essential to understand Google’s Top 20 Entities. These entities represent the most significant factors that influence a website’s search engine rankings. They include elements such as content quality, site structure, backlinks, mobile-friendliness, page speed, and user experience. By focusing on these key entities and incorporating them into your SEO reporting, you can provide a holistic view of a website’s SEO health and identify opportunities for optimization.

Content quality:

  • Analyze the content performance of key pages.
  • Include metrics such as organic traffic, bounce rate, and time on the page.
  • Identify content gaps and opportunities for improvement based on keyword research and user intent.

Site structure and navigation:

  • Assess site structure, including categories, breadcrumbs, and XML sitemaps.
  • Identify crawl errors or broken links that may hinder search engine visibility.
  • Maintain a well-organized site structure with a clear hierarchy and internal linking.


  • Analyze the backlink profile, including the number and quality of referring domains.
  • Monitor anchor text distribution and identify any toxic or spammy links.
  • Focus on acquiring high-quality backlinks from relevant and authoritative websites.

Mobile-friendliness and page speed:

  • Assess mobile-friendliness using tools like Google’s Mobile-Friendly Test.
  • Analyze page speed metrics, such as load time, time to first byte, and critical rendering path.
  • Provide recommendations for improving mobile usability and page speed optimization.

User experience (UX):

  • Analyze user behavior metrics, such as click-through rate, bounce rate, and time on site.
  • Optimize site navigation and content layout and implement engaging features like videos or interactive elements.

Regular monitoring and reporting:

  • Incorporate top entities into SEO reporting to comprehensively assess the website’s SEO health.
  • Identify areas for improvement and prioritize optimization efforts for maximum impact.
  • Make informed decisions based on regular monitoring and reporting of these entities.

Components of an SEO Report

An SEO report should provide a detailed analysis of your website’s organic search performance. By including organic traffic analysis, keyword rankings, and page-level performance metrics, you can gain valuable insights into the effectiveness of your SEO strategies. Regularly monitoring and reporting on these aspects will help you make data-driven decisions to optimize your website, improve user engagement, and drive more traffic from search engines.

Organic Traffic Analysis

Organic traffic analysis involves tracking the number of visitors coming to a website through search results. By monitoring organic traffic trends over time, you can determine the effectiveness of your SEO efforts and identify fluctuations or anomalies. Analyzing these metrics helps you understand your website’s performance in search engines. In your SEO report, include a breakdown of traffic metrics such as:

  • Total organic sessions: The number of visits to your website from search results over a specified period.
  • Organic users: The number of unique individuals who visited your website through organic search.
  • Organic bounce rate: The percentage of visitors who left your website after viewing only one page.
  • Organic pages per session: The average number of pages viewed by organic visitors during a single session.
  • Organic conversion rate: The percentage of organic visitors who completed a desired action, such as making a purchase or filling out a form.

In addition to organic traffic metrics, dive into the performance of specific channels and pages. Analyze the traffic sources within organic search, such as Google, Bing, or Yahoo, to understand the distribution and performance of different search engines. Identify the top-performing landing pages and analyze their metrics, such as bounce rate, time on page, and conversion rate, to gain insights into which pages are effectively attracting and engaging organic visitors.

Keyword Ranking

Keyword ranking involves tracking targeted keyword positions in search engine results pages (SERPs). By monitoring keyword rankings, you can assess the visibility of your website for specific search queries and identify changes or improvements over time to help your site rank higher. In your SEO report, include a list of target keywords, their current rankings, and any notable changes compared to previous periods. In keyword analysis, consider the following factors:

  • Keyword position: The current ranking position of each target keyword in the SERPs.
  • Keyword movement: The change in ranking position compared to the previous reporting period.
  • Search volume: Each keyword’s estimated monthly search volume indicates its popularity and potential traffic.
  • Keyword difficulty: The level of competition for each keyword, based on factors like search volume and the authority of competing websites.
  • SERP features: The presence of any special SERP features (e.g., featured snippets, local packs, image carousels) for each keyword and whether your website appears in them.
  • Categorize: When presenting keyword ranking data in your SEO report, group the keywords into meaningful categories or themes. This allows for a more organized and actionable analysis. For example, group keywords by product categories, service areas, or stages of the marketing funnel.

In addition to the current keyword rankings, include historical data and trends in your SEO report. Visualize the progress of keyword rankings over time using line graphs or sparklines. This helps in demonstrating the impact of your SEO efforts and identifying any seasonal or long-term trends. If there are significant ranking improvements or declines, provide insights into the potential reasons behind the changes, such as algorithm updates, competitor activity, or changes in search intent.

Page Performance

Analyzing individual page performance identifies which pages drive the most organic traffic and which need improvement. In your SEO report, include metrics such as page views, average time on page, bounce rate, and conversion rate for key landing pages. You can replicate their success by identifying top-performing pages and applying similar optimization techniques to other pages. When evaluating page performance, consider the following metrics:

  • Page views: The total number of times a specific page was viewed during the reporting period.
  • Unique pageviews: The number of unique visitors who viewed a specific page, excluding repeated views by the same user.
  • Average time on page: The average amount of time users spent on a specific page before navigating away.
  • Bounce rate: The percentage of visitors who left the website after viewing only a specific page.
  • Exit rate: The percentage of visitors who exited the website from a specific page, regardless of whether it was the only page they viewed.
  • Conversion rate: The percentage of visitors who completed a desired action (e.g., form submission, purchase) on a specific page.

For pages with high bounce rates or low average time on page, investigate the potential reasons behind the poor performance. This may include issues like irrelevant content, poor user experience, slow loading times, or confusing navigation. Provide recommendations for improvement, such as updating content to better match user intent, optimizing page structure and layout, or improving internal linking.

In addition to analyzing individual page performance, consider the user journey and flow through your website. Use tools like Google Analytics to visualize the user flow and identify common entry and exit points. This helps in understanding how users navigate through your website and where they may be encountering friction or dropping off. Optimize the user journey by improving internal linking, providing clear calls-to-action, and creating a logical content hierarchy.


Backlinks and social signals are important off-page SEO factors impacting a website’s rankings. In your report, include an overview of the website’s backlink profile, including the number of referring domains, the quality of backlinks, and notable changes or new acquisitions. Tools like AHrefs and Majestic can provide comprehensive backlink data. Track social media metrics such as the number of shares, likes, and mentions across various platforms. These social signals indicate the popularity and engagement of your content, which can indirectly influence search engine rankings. When analyzing backlinks, consider the following factors:

  • Number of referring domains: The total number of unique websites linking to your site.
  • Domain authority: The page authority and credibility of the websites linking to your site, based on factors like their own backlink profile and SEO metrics.
  • Anchor text distribution: The distribution of anchor text (the clickable text in a hyperlink) used in the backlinks pointing to your site. A natural and diverse anchor text profile is important to avoid any potential penalties.
  • Backlink quality: The relevance and trustworthiness of the websites linking to your site. High-quality backlinks from authoritative and relevant websites carry more weight than low-quality or spammy links.
  • Backlink growth: The rate at which your website acquires new backlinks over time. A steady and organic growth in backlinks is a positive signal for search engines.

Social Signals

In addition to backlinks, track and report on social media metrics related to your website’s content. This includes the number of shares, likes, comments, and mentions across platforms like Facebook, Twitter, LinkedIn, and Instagram. While social signals may not directly impact search engine rankings, they provide insight into the popularity of your content. High social sharing and engagement levels indirectly influence SEO by driving more traffic to your website and increasing brand awareness. When presenting social media metrics in your SEO report, consider the following:

  • Platform-specific metrics: Break down the social media metrics by individual platforms to understand which channels drive the most engagement and traffic. Monitor business pages on LinkedIn, and front-facing social pages across other platforms.
  • Social referral traffic: Use Google Analytics to track the amount of traffic coming to your website from social media platforms. Analyze the behavior and conversion rates of social referral traffic compared to other sources.
  • Social media sentiment: Monitor the sentiment of social media mentions and conversations related to your brand or website. Positive sentiment can indirectly impact SEO by improving brand reputation and credibility.
  • Influencer partnerships: If your SEO strategy includes influencer outreach or partnerships, track the impact of these collaborations on your backlink profile and social media engagement.

Regularly monitoring and reporting on these metrics can identify opportunities for link building, social media engagement, and content promotion. Use the insights gained from backlink and social signal analysis to refine your off-page SEO strategy and improve your website’s visibility and domain authority in search engine results.

Learn how to start a business in Florida.

How to Use Google Analytics for SEO Reporting

Google Analytics is a tool for measuring and analyzing your website’s performance, including organic search traffic. By setting up Google Analytics and understanding its key features, you can gain insight into user behavior, track keyword performance, and identify areas for improvement in your SEO strategy. Leveraging the data from Google Analytics will create informative and actionable SEO reports that drive better decision-making and optimize your website for search engines.

Setting Up Google Analytics

To leverage Google Analytics for SEO reporting, you must first set up an account and add the tracking code to your website. Once implemented, Google Analytics starts collecting data on visitor interactions, including organic traffic, referral sources, and user demographics. Familiarize yourself with the reports and metrics available in Google Analytics to extract meaningful insights for your SEO reports. To set up Google Analytics, follow these steps:

  1. Create a Google Analytics account: Go to the Google Analytics website ( and sign in with your Google account. If you don’t have an account, create one.
  2. Set up a property: Click on the “Admin” button and select “Create Property.” Enter your website’s name and URL, and choose the industry category and reporting time zone.
  3. Get the tracking code: In the “Admin” section, click on “Tracking Info” and then “Tracking Code.” Copy the provided Google Analytics tracking code snippet.
  4. Install the tracking code: Paste the tracking code snippet into the HTML of every page on your website, typically just before the closing </head> tag. If you use a content management system (CMS) like WordPress, you can use plugins or built-in settings to add the tracking code.
  5. Verify the setup: After installing the tracking code, wait for a few hours to allow Google Analytics to start collecting data. Then, go to the “Real-Time” report in Google Analytics to verify that data is being collected properly.

Once Google Analytics is set up and tracking data, familiarize yourself with the main reporting sections:

  • Audience: Provides insights into the characteristics of your website visitors, such as demographics, interests, and devices used.
  • Acquisition: Shows how visitors arrived at your website, including organic search, referral sites, social media, and paid advertising.
  • Behavior: Provides data on how visitors interact with your website, including pageviews, bounce rates, and navigation paths.
  • Conversions: Tracks specific actions or goals visitors complete, such as form submissions, purchases, or newsletter sign-ups.

Using Google Analytics to Track Keyword Performance

While Google Analytics doesn’t provide direct keyword ranking data, it offers information on organic search traffic and keyword performance. In the Acquisition section of Google Analytics, navigate to the “Organic Search” report to view the number of sessions, bounce rate, and conversion rate for organic traffic. Additionally, you can use the “Search Queries” report to see the specific search terms driving traffic to your website. Analyze these metrics to understand which keywords generate the most organic traffic and conversions.

Understanding User Behavior Through Google Analytics

Google Analytics provides insight into user behavior on your website, which can improve engagement and SEO. To gauge user engagement, look at metrics such as average session duration, pages per session, and bounce rate. Identify the top landing pages and analyze user flow to understand how visitors navigate through your website. Use this information to optimize your content, site structure, and calls to action to enhance user engagement and reduce bounce rates.

Advanced SEO Reporting Tools

To gain a more developed understanding of your website’s search performance and market trends, utilize advanced SEO reporting tools. These tools, such as Google Search Console, Google My Business, and Google Trends, provide insight into your SEO efforts, from technical site metrics to local search performance and market analysis. Incorporating data from these tools into your SEO reports can help you make more informed decisions and optimize your strategies for better results.

  • Google Search Console for Detailed Site Metrics: Google Search Console is a free tool that monitors a website’s search performance. It offers data on impressions, clicks, average position, and click-through rate (CTR) for various search queries. Use Search Console to identify the keywords driving the most impressions and clicks, monitor any crawl errors or security issues, and submit sitemaps for better indexing. Incorporate these metrics into your SEO report to provide a comprehensive view of the website’s search visibility and technical health.
  • Google My Business for Local SEO Reports: Google My Business (GMB) is helpful for SEO reporting for businesses targeting local audiences. GMB provides insights into how customers find and interact with local listings, including search queries, phone calls, direction requests, and website visits. Monitor your GMB performance regularly and include metrics such as the number of views, searches, and actions in your local SEO reports. Analyze customer reviews and ratings to identify areas for improvement in your local search presence.
  • Google Trends for SEO Market Analysis: Google Trends is a valuable tool for understanding search trends and conducting market analysis. Use Google Trends to explore the popularity of specific keywords over time, identify seasonal patterns, and compare search interests across different regions or categories. Incorporate Google Trends data into your SEO reports to provide insights into market demand, emerging trends, and potential content opportunities. This information can help refine your keyword targeting and content strategy to align with user interests and search behavior.

Creating a Valuable SEO Report

To create an SEO report that provides meaningful value to stakeholders, focus on the presentation and the insights derived from the data. A well-structured, visually engaging report that clearly communicates key metrics, trends, and recommendations will more effectively drive actionable improvements. By going beyond simply presenting data and delivering actionable insights and recommendations, you can demonstrate the value of your SEO efforts and guide strategic decision-making.

  • Formatting and Presenting Your SEO Report: When creating an SEO report, present the data in a clear, concise, and visually appealing manner. Use charts, graphs, and tables to visualize key metrics and trends. Break down the report into distinct sections, such as executive summary, organic traffic analysis, keyword rankings, backlink profile, and recommendations. Use consistent formatting and branding throughout the report to maintain professionalism and readability. Consider using an SEO report template or reporting tool to streamline the process and ensure a polished final product.
  • Delivering Insights and Recommendations: An effective SEO report goes beyond just presenting data; it should provide actionable recommendations based on the findings. Analyze the data to identify trends, patterns, and areas for improvement. Highlight the successes and achievements of the current SEO strategy and address any challenges or declining metrics. Provide specific recommendations for optimization, such as targeting new keywords, improving on-page elements, acquiring high-quality backlinks, or enhancing site speed. Prioritize the recommendations based on their potential impact and feasibility.

Tips and Best Practices for SEO Reporting

To maximize the effectiveness of your SEO reporting and ensure that it drives meaningful results, it’s important to follow best practices and incorporate proven tips. By implementing these best practices consistently, you can create SEO reports that inform, engage, and inspire action toward achieving your business goals.

  • Set clear objectives and KPIs aligned with business goals.
  • Use a combination of tools and data sources for comprehensive reporting.
  • Focus on relevant and actionable metrics that drive SEO success.
  • Provide context and benchmarks for comparison and progress tracking.
  • Customize the report for different stakeholders and their specific needs.
  • Include a mix of quantitative and qualitative insights.
  • Use engaging visuals and storytelling to communicate findings effectively.
  • Regularly review and update the report to reflect changes in strategy and performance.
  • Collaborate with other teams (e.g., content, development) for holistic SEO efforts.
  • Continuously educate and involve stakeholders in the SEO reporting process.

Unlocking Your Business Potential With Helium SEO

At Helium SEO, we pride ourselves on our ability to deliver results in a variety of industries nationwide. Whether you’re a small local business or a large enterprise, we have the skills and experience to help you succeed.

We understand that your bottom line is what matters most, and we tailor our services to maximize your return on investment. From search engine optimization (SEO) to pay-per-click (PPC) advertising, and web design to marketing campaigns, we have the tools and expertise to help your business thrive.

What sets us apart is our commitment to going above and beyond. While many SEO companies rely solely on creating backlinks, we take a holistic approach. We dive deep into your business, your target audience, and your competitive landscape to create a customized strategy that works for you. Our team stays up-to-date with the latest trends and algorithms to guarantee your online presence is always ahead of the curve.

So if you’re ready to take your online presence to the next level, look no further than Helium SEO. Let us show you what your business can achieve with our expertise and knowledge at your disposal. Contact us today to learn more about how we can help you soar above the competition.

Frequently Asked Questions

How often should I create SEO reports?

The frequency of SEO reporting depends on various factors, such as the size of your website, the complexity of your SEO strategy, and the needs of your stakeholders. Generally, it’s recommended to create SEO reports on a monthly or quarterly basis to track progress and identify trends over time. However, some businesses may require more frequent reporting, especially during the initial stages of an SEO campaign or when significant changes are being implemented.

What are the most important metrics to include in an SEO report?

The most important metrics to include in an SEO report are organic traffic, keyword rankings, conversion rate, backlink profile, bounce rate, and average time on the page.

How can I demonstrate the ROI of SEO in my reports?

Demonstrating the ROI (return on investment) of SEO in your reports involves showing the tangible benefits and business impact of your SEO efforts. Some ways to do this include tracking the number of leads, conversions, or sales generated from organic search traffic, calculating the revenue or profit generated from SEO-driven conversions, comparing the cost of SEO efforts to the revenue generated to determine the ROI ratio, and highlighting the cost savings of organic traffic compared to paid advertising.

Katie Nichols
Katie Nichols
Katie Nichols is a Content Writer at Helium SEO. She has experience in professional and creative writing, video production, and legal codification. Outside of work, Katie enjoys reading, spending time with her cat, and adding entries to her bucket list.


Article Contents:

Article Contents:

Share This Article:

Get monthly insights on SEO, SEM, and CRO that drive results:

Discover Strategies We Use to Increase Client Traffic 9,000%

Get monthly insights on SEO, SEM, and CRO that drive results.

Get monthly articles on SEO, SEM, and CRO tips and insights from our team.

Ask us anything

Want an Audit from an SEO Professional?

Need help developing an overall digital marketing strategy or developing a specific plan for SEO or PPC. Fill out the details to the right, and an SEO professional will contact you to help you understand what SEO opportunities you have. 

Shopping Basket