How to Write an Effective SEO Report Format Excel

SEO reporting isn’t anyone’s favorite task, but it’s vital to a healthy client relationship. Creating an effective report involves identifying the metrics that matter to your clients and telling a story with those numbers.

Using charts and infographics helps to make the numbers more digestible and engaging. It also allows you to include additional supplementary data and more details for clients who want to dig deeper.


A comprehensive SEO report must include both on-page and off-page activities. On-page activities focus on optimizing content and structure, while off-page actions involve building backlinks, directory listings, social promotion, PR, and other external efforts. However, it is important to understand that both of these strategies are interconnected and should be implemented together in order to get the best results.

A good SEO report should contain a summary page that lists the most important metrics. This can help clients quickly skim through the report and understand what they need to do to improve. The summary page should also provide a comparison of month-over-month or year-over-year results. This is a great way to show your client how their strategy has made an impact.

Another useful page in an SEO report is the keyword performance page, which shows how rankings have changed over time. This is particularly helpful for non-technical clients, as they can view the results in a visual format. This page can include information about the top-performing pages, including clicks, impressions, and CTR. It can also show new keyword opportunities that have been discovered.

While it’s tempting to use a generic SEO reporting template, you should always tailor your reports to the needs of each client. This will ensure that your clients receive the most value from their investment. Additionally, it will make it easier for you to keep your clients happy by providing them with data that demonstrates the effectiveness of your work.


One of the most important components of an SEO report is the backlink section. This provides a comprehensive overview of the client’s current link profile, including new and lost links. It also shows how the content’s off-site performance has changed over time. This can help determine whether the current strategy is working or not.

The SEO report template should include several charts to show the progression of different metrics. Choose charts that are easy to read and have neutral colors. For example, a pie chart is an effective way to visualize off-page SEO metrics. Another good way to show progress is to compare monthly and year-over-year performance. This will allow the client to see a clear picture of how their SEO efforts have been successful.

It is essential to track the progress of your off-page SEO efforts. A recurrent SEO report template is the best way to do this. However, you should not overwhelm the client with a huge amount of data. Too much information can confuse the client and make them lose interest. It is also important to ensure that the client understands what each metric means. SEO can be complicated, and if the client doesn’t understand the meaning of the numbers, they may not be convinced by your work.


SEO reports need to tell a story that shows how your tactics are making an impact on your client’s website. They should provide clear and concise information about key metrics, such as visibility growth, keyword movements, and search engine errors. They should also include a breakdown of organic traffic and a comparison of past and current performance.

While it is important to track these metrics, it is equally essential to focus on the big picture and how they will help your clients achieve their business goals. Ultimately, the goal of any SEO strategy is to generate more traffic and conversions for your clients. To do this, you must understand your clients’ specific needs and identify their unique goals.

To create an effective SEO report, use a template that includes the most important SEO metrics. This will make it easier to collect data from multiple sources and present it in a cohesive way. This will also save time and reduce error rates. It will also enable you to create a more consistent reporting format, which can increase the credibility of your reports.

Using an automated tool to generate SEO reports allows you to track your client’s progress and highlight areas for improvement. This will ensure that your clients receive the best possible service and results from your agency.


SEO is a complex process that involves a number of moving parts. Without clear reporting, it can be difficult for clients to understand the impact of their investment in your services. A comprehensive SEO report can help you communicate your progress in an intelligible way, which will boost trust and ensure that your client understands the value of your work.

A comprehensive SEO report should include a list of KPIs, an opportunity page, and a progress page. It should also contain a to-do page that details the most important tasks you will be working on in the next month. This will give your clients a sense of what you are working on and how they can help you achieve your goals.

SEO reports can be time-consuming to create. You need to identify which data points are relevant, find the right visuals, and make them easy to understand. You may also need to add in a lot of data from multiple tools and manually update it each time you change your source. This can take up to hours of your time every month or even each week!

While it’s important to include all the metrics you use, it is also essential to focus on the ones that matter most to your clients. You should also avoid presenting irrelevant data, as this will confuse your clients and will make them lose trust in you.

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