An SEO report is a summary of a website’s search engine performance, highlighting key metrics and offering insights to improve its visibility and rankings. The purpose of an SEO report is to give stakeholders a clear view of a website’s SEO performance, enabling them to make strategic decisions and set realistic goals.
SEO reports typically include information and metrics like:
- Organic traffic. The number of visitors arriving through organic search. This metric helps stakeholders understand whether the site’s SEO tactics are successfully driving users to the website.
- Keyword rankings. The terms the site ranks for and its positions in search results. Decision makers can see how certain keywords are performing to get insights on the most valuable terms.
- Revenue. The amount of money earned from organic traffic. This value shows stakeholders if SEO-driven traffic is translating into financial returns, informing them about the value of ongoing SEO efforts.
- Conversion rate. The percentage of visitors who take a desired action, such as making a purchase. Conversion rate sheds light on how effective your content is at inspiring users to take action—as well as how qualified your traffic is.
- Backlinks. The quality and quantity of external sites linking to the site in question. This gives stakeholders insight into the site’s credibility and authority, which can influence search engine rankings.
- Engagement metrics. The ways in which users interact with the site (specific metrics include bounce rate, dwell time, views per session, and returning users). Key players can see if the content is resonating with their audience, guiding strategic decisions.
- Technical health. The indicators related to technical health, including site speed, working links, and mobile-friendliness. Stakeholders can see how smoothly the site runs, which helps search engines understand and rank the pages more effectively.
An SEO report typically begins with a brief overview of the site’s overall performance, followed by details on key metrics, insights, and recommendations. Near the top, you’ll find a clear snapshot of progress, while subsequent sections provide more in-depth analyses.
Further reading: How to Create an SEO Report