Home SEO SEO Client Reports: Essential Insights

SEO Client Reports: Essential Insights

As the famous line goes, “To see is to believe.” SEO Clients need to see the regular reports if their service online has been well accepted by their target market. As a result, the SEO Client Reports will present the progress and improvement of website traffic.

These reports are needed to show the progress made over time and what things need to be improved. Thus, SEO Reports will be the benchmark in creating the next phase of the client’s objectives.

Your clients depend on you. So, you have to give them the essential information they need to make better decisions about their next marketing strategies. The SEO Report acts as a guide for both of you. Sometimes, just boosting a client’s website and increasing traffic isn’t enough.

The best SEO Client Reports are necessary for your clients to easily analyze the ROI from their Digital Marketing. By doing that, you can tell whether or not their business is growing. So you see, in order to provide accurate and comprehensive information for SEO clients, you have to highlight the progress of your work.

The question which now remains is, “How can you impress your clients?” It’s simple: providing them with regular SEO Reports that are clear but thorough and meet their set objectives and goals.

SEO Client Reports: Essential Insights

What are SEO Client Reports?

SEO Reports give an overview of how strongly your website adheres to the best rules and ranks in search engines. So, these reports are used to help clients identify the areas for improvement in their strategy and better interpret data, such as:

  • Understanding traffic;
  • Being able to see ranking changes; and
  • See how many sales/leads are coming in.

Why do you need to send SEO Client Reports?

Why do you need to create SEO Client Reports?

While working freelance or for an SEO Company, your main objective should be to deliver consistent quality and performance.

Additionally, SEO Clients need reports to help them achieve their set goals. Progress cannot be fully tracked if it’ll just go unnoticed. SEO Clients need to see the development of their website. Alternatively, if it doesn’t make any progress, it’ll help them focus on their next step to develop and improve.

What to include in your SEO Client Reports?

Traffic Sources

Is your client’s main objective to increase organic traffic — which is responsible for 53% of site traffic? Then, your SEO Client Reports should begin with traffic.

If you’re using Google Analytics, use the Source section of the traffic report. It’ll give you insight into the source of your visitors and assist them in choosing where to invest more.

Conversion Rate & Progress

Massive site traffic is indeed fantastic. However, traffic will not lead any further. Thus, you must understand what your visitors want or how they want to interact with your content.

So, in other words, no amount of traffic will help you if you can’t turn your visitors into buyers.

One critical Key Performance Indicator for your clients is likely Conversion Rate. Therefore, place it near the front of your report for easy access. A typical website’s rate averages out at 2.35%. But, you can boost it with effective Digital Marketing Strategies, such as Content Marketing.

When you know your Conversion Rates, it’ll be easier for you to explain what’ll happen. For instance, you can explain why particular insights and data points are being displayed.

So, choose a few goals to highlight for a client to show conversion rate.

Performing Pages

It’s vital to know where your site visitors are landing. Even though you presumably already know where they are coming from.

It’s fantastic if a visitor finds your website naturally through Google. But it’s much more important to know that they clicked on one of your most recent blog posts.

Top-performing pages should always be included so that your client is aware of what is and isn’t functioning. So almost always, we need to learn from successful pages that can be applied to struggling pages to increase traffic.

Thus, the Landing Pages section of Google Analytics can be used to extract data to support this.

Page Speed

For this part, take a brief detour from Google Analytics and visit a Google product called PageSpeed Insights. It’s a free program that’ll demonstrate to your customers how quickly their pages load. Thus, any performance problems can be resolved to enhance page speed performance.

Sometimes it’s something minor, like a video with excessive file size. Your pages will go live immediately with this easy quick fix.

Although page speed hasn’t always been a top issue, customer expectations for online experiences have risen. So ensuring quick loading speed is essential to site visitor retention.

Bounce Rate & Dwell Time

It’s helpful to know that people have visited your website, clicked on specific pages, and in some cases, made purchases or subscribed. So, your client must know how long people stay on their website and how many leave after the first Landing Page.

Dwell Time is the number of times visitors stay on a website page after arriving via an organic search. Are they seeking a rapid response, or are they browsing other pages from there?

However, a high Bounce Rate isn’t always a drawback. For instance, if they swiftly left your Landing Page, they likely moved on to investigate outbound links. After all, a Landing Page has many internal links to other pages on your website!

Backlinks & Rankings

Backlinks are strong tools that can help websites that are having trouble moving up the SEO Results Pages.

So, there are several tools available for tracking links, which are useful because they can reveal possible SEO chances.

This portion of the report is where you will demonstrate the influence of backlinks. As a result, you can share data if you assist your client in obtaining them as part of your SEO strategy.

Regarding rankings, you should mention where the site stands for the terms you’ve identified. Of course, this will be the most beneficial to your clients.

Just remember that rankings are not the only thing that matters in SEO. As of today, a wide range of criteria, including history, user location, and personalization. All of it can have an impact on website ranking.


Recommendations might not be your first priority when creating Client Reports. But at the end of a report, the client will seek advice and actions to take to make further progress.

Your recommendations and subsequent actions will make from all the data you have gathered. So, the Client Reports will be used for future strategies to make a workable plan to address flaws and maximize success.

Putting your SEO Client Reports together

Putting your SEO Client Reports together

Now that you have all the essential information needed to build your SEO Client Reports let’s incorporate it all together.

Firstly, you need to know what objectives you have to meet. Thus, you might want to answer these questions:

  • Is it to bring more traffic to their site?
  • Does the client want to increase their overall sales?
  • Or does the client want to improve SERP Rankings?
  • Is it to improve their website’s engagement?

Once you know what objectives you’re trying to achieve, you can start to work around them. Determining which targets you and your client need to hit will be your guide in composing your SEO Report. Not only will they guide your report, but they’ll also help you know what data to present to your clients.

But you can also learn other skills you’ll need to become an SEO Professional.

Secondly, your report should establish the KPIs you need for an SEO report. These are:

  • Traffic
  • Engagement
  • Conversion Rate
  • Keyword performance
  • Links
  • Page speed and performance

Lastly, you can now build and share your SEO Reports with clients. So, you can opt for an automatic SEO Report. With the right SEO Reporting Tool, you can set it up, and it’ll automatically send the report to your clients at the time you agreed to.

On the other hand, if you’re more traditional, you can also choose to create an SEO Report manually. However, this process will take longer as you’ll look at different sites to get all the data. Additionally, it’ll take time to build a comprehensive report.

Final Note

SEO Reporting is a core part of an agency’s marketing and goes beyond simple data presentation. Therefore, you must consider the following questions before creating one:

  • How do you present the SEO Reports to clients?
  • Do you focus more on your outcomes or your client’s objectives?
  • Should you customize your SEO Reports based on what people want to see? And provide them in a manner that they can understand?
  • Are you presenting to more Digital Marketing-savvy clients, or are they too busy to study your report?

In conclusion, SEO Reports for Clients are more than just what they appear to be. In short, it’s a must to have one. They’re one of the things needed for your clients’ (and your business’) success. May this short guide answer your questions!

Alex Belen

Alex Belen

If anyone loves a good laugh, it's Alex. She enjoys video games, anime and manga, and webcomics. Alex is also a lover of writing (and memes)! In addition, Digital Marketing is her new pastime, so she seeks out ways to inject fun into her articles on related subjects.

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