A good SEO report answers one question: is SEO bringing more customers? Everything else is supporting detail. Read the leads first, then the rankings, then the work done.
Numbers that matter most
- Calls and form enquiries from Google, month on month and year on year.
- Calls, website clicks and directions from your Business Profile.
- Clicks from Google search in Search Console.
Supporting numbers
- Rankings for your target keywords, including map-pack positions across your area.
- Impressions: how often you appeared in search results. Rising impressions usually come before rising clicks.
- Reviews: new reviews and average rating.
Numbers to treat with caution
- Total traffic can include visitors from overseas or irrelevant searches.
- "Domain authority" scores are third-party estimates, not Google measures.
- Hundreds of keywords ranking means little if your main services aren't among them.
The work done
A good report lists what was actually done that month: pages written, fixes made, links earned, profile updates. If you can't see the work, ask.
Questions to ask each month
- Are leads up compared with this time last year?
- Which keywords moved, and why?
- What's planned for next month?
See questions to ask an SEO agency and how to check your ranking.
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