Steal Our search engine optimisation Report Template (Impressed by search engine optimisation Specialists)

  • January 5, 2023
  • elkenz
  • 15 min read

How do you immediately inform the distinction between an excellent search engine optimisation and a foul one?

Have a look at their search engine optimisation experiences.

  • Unhealthy search engine optimisation experiences – Shoppers get misplaced in pointless information, don’t know what work was finished, and get no insightful feedback.
  • Good search engine optimisation experiences – Shoppers see key information summaries and easy-to-understand insights and overview of the work finished.

I’ve seen many search engine optimisation experiences from consultants, in-house groups, and businesses. I mentioned them with specialists from our Ahrefs Insider group. The conclusion? You’ll be able to’t create an search engine optimisation report template that covers all the things essential with out figuring out a shopper, their enterprise, and your obligations within the venture.

However what I’ve for you right here will get you as shut as doable to an ideal search engine optimisation report. That’s the fundamental cause why I began discussing search engine optimisation reporting with specialists within the first place.

Earlier than you steal our search engine optimisation report template, let’s first be taught the next:

Let’s get into it.

An search engine optimisation report is an summary of necessary search engine optimisation metrics reflecting enterprise progress, efficiency in search engines like google, backlink portfolio power, and web site well being.

It’s the principle useful resource in your purchasers, managers, or bosses that tracks the progress of your work and its influence. In spite of everything, these stakeholders need to see that their cash is nicely spent on you.

And when you can’t win with search engine optimisation each month, an efficient search engine optimisation report ought to nonetheless convey that your work is more likely to have optimistic ROI within the lengthy time period.

This leads us properly to…

What ought to an search engine optimisation report comprise?

What and the way you report in your search engine optimisation efforts rely upon the way you arrange expectations along with your shopper. Whereas search engine optimisation experiences are dependant on a shopper’s enterprise sort, that is what everybody typically needs to see:

  • search engine optimisation KPIs – Consider search engine optimisation metrics which might be intently tied to income progress.
  • Rating progress – See how rankings of crucial keywords have modified.
  • Natural site visitors progress – Verify how the earlier two points translate into absolute site visitors numbers.
  • Backlink progress – See new, invaluable referring pages that drive site visitors and/or move hyperlink fairness.
  • search engine optimisation well being – Know that the web site is doing nicely from the technical search engine optimisation perspective.

Your work doesn’t finish with simply dumping a bunch of metrics right into a doc, although. It is advisable to interpret them. Your search engine optimisation experiences ought to convey the influence of your work in essentially the most succinct and coherent manner doable. That’s how we made the template as nicely.

Now let’s get again to the expectations between you and your shopper. The report ought to primarily comprise what you’ve beforehand mentioned. In the event you despatched an search engine optimisation report with out educating the shopper beforehand, you’d get a variety of questions and calls for to indicate extra information. That is even when the search engine optimisation report is ideal. That’s since you’re the search engine optimisation skilled, not the shopper.

I’ll clarify all of the used metrics and information as we undergo the slides in a while. However I additionally extremely suggest you to take a look at our articles on search engine optimisation KPIs and search engine optimisation metrics that truly matter. These will allow you to and your purchasers be on the identical web page.

How lengthy does it take to create the report?

Primarily based on what I’ve heard, SEOs can spend anyplace from half-hour to a couple hours per thirty days on every search engine optimisation report. This is dependent upon a number of components:

  • Your obligations within the venture
  • Complexity of the venture
  • Your search engine optimisation expertise and data
  • Your information analytics expertise and data
  • Reporting format you and your purchasers desire

Let me increase on the final level. It appears most SEOs desire utilizing the nice outdated PDFs and decks for reporting functions:

Our search engine optimisation report template can be in a deck format as a result of it’s the best to make use of and skim for everybody. The draw back is you must undergo new information each month and put it collectively manually.

Some seasoned entrepreneurs desire to make use of automated information dashboards like Google Information Studio, Tableau, or Energy BI. These might take you a variety of time to arrange initially. However they’ll replace all the information routinely, saving you time in the long term. If this superior search engine optimisation reporting excites you, examine the Ahrefs’ GDS connectors.

However again to the precise template…

Steal our search engine optimisation report template (and make it higher)

As defined beforehand, our search engine optimisation report template (or every other) isn’t a one-size-fits-all resolution. It’s merely a fantastic place to begin to create an search engine optimisation report your purchasers will recognize.

To get this finished from begin to end, you’ll want the next instruments:


Click on right here to make a duplicate of the search engine optimisation report template.

You’ll be able to change the colour scheme to the model colours of your shopper, give it a little bit of your personal branding, make it look fancier, no matter you like.

Earlier than we get into explaining the rationale behind every slide, let me emphasize just a few issues.

Initially, be happy to tailor the slides to fit your shopper’s wants, in addition to your service choices. We’ve made this report back to cowl all search engine optimisation areas for month-to-month reporting.

Second, the kind of enterprise you’re doing search engine optimisation for also needs to be mirrored within the report changes.

In the event you’re doing native search engine optimisation, you’ll in all probability embody an summary of native rankings and native SERP options. E-commerce shopper? You could need to embody Common Order Worth from the natural site visitors and dive deeper into the technical facet of issues.

And lastly, be mindful the template accommodates largely made-up information, insights, and eventualities. Don’t attempt to analyze the content material of it. Fairly, use its construction as a information.

Let’s get began.

1. Title card

The primary slide is the best half to create.

Slide showing the title of the SEO report

Add within the date/month of the report, your personal emblem, in addition to your shopper’s web site URL. As soon as these are accomplished, you might be good to go.

It’s time to maneuver on to the precise search engine optimisation reporting.

2. Highlights

A highlights web page that summarizes crucial info of that month is an efficient intro.

Slide showing key highlights for the month

This may be principally the primary and in addition the final slide {that a} CMO or CEO seems to be at. Thirty seconds later, they’ll say, “Cool, good job,” and received’t trouble with the relaxation.

What sort of issues are you able to embody right here?

  • Transient abstract of your search engine optimisation KPIs
  • Stuff value bragging about
  • Most necessary duties accomplished throughout that reporting interval
  • Duties that require additional consideration

3. search engine optimisation KPIs overview

Subsequent, you must dive into the search engine optimisation KPIs extra. Whereas the earlier slide received’t reduce it for many purchasers, some will already be fairly glad. That is as we’ve coated what issues essentially the most on the primary two slides:

Slide showing data on progress of search visibility and conversions

As mentioned earlier, you might need to embody completely different or extra KPIs, relying on the shopper and their enterprise sort. The rule of thumb is to decide on metrics as intently tied to the enterprise’s income as doable.

You’ll be able to see essentially the most common search engine optimisation KPIs above: search visibility and natural site visitors conversions.

Search visibility is the search engine optimisation model of one of the vital necessary advertising and marketing KPIs: share of voice (SOV). It’s principally key phrase rankings on steroids.

To get the search visibility metric, create a venture in Ahrefs’ Rank Tracker. In there, paste the principle keywords that embody what your viewers is trying to find (it’s worthwhile to end key phrase analysis first), tag it to allow filtering later, and also you’re good to go:

Rank Tracker page to add keywords, also features SOV

You’ll then discover the search visibility metric within the Opponents overview tab:

Competitors overview report results

Relating to natural conversions, the screenshot within the report is taken from a customized Google Analytics (GA) report that solely reveals the supply/medium dimension and chosen conversions to keep away from all of the litter within the default experiences. The conversions are then in contrast month over month (MoM).

If the shopper’s clients undergo a fancy shopping for course of, you’ll additionally need to report assisted natural site visitors conversions. Yow will discover this in GA beneath Conversions > Multi-Channel Funnels > Assisted Conversions. These will full the image of the general influence of search engine optimisation on the enterprise.

4. Rating progress

The general search visibility KPI isn’t the one visibility metric that purchasers are fascinated by. They’ve sure product classes or matters on the weblog that normally differ in relevancy and worth to the enterprise. That’s the place measuring search visibility for key phrase segments comes into play.

Slide showing data on ranking progress per keyword segments

You may get this information by creating extra tags in your Ahrefs’ Rank Tracker venture. Scroll right down to your keywords within the overview, examine those who you need to tag, and assign the tag to them or create a brand new one:

Dropdown options for keywords in Rank Tracker

5. Cash keywords rating overview

Whereas search visibility metrics are the perfect proxies to your natural progress, most purchasers additionally need to see place adjustments of their most necessary keywords.

Slide showing key data on money keywords rankings

It’ll get fairly messy to current place adjustments of probably a whole lot of keywords in a deck. We should always, subsequently, fulfill the shopper by solely reporting on crucial keywords for the enterprise, aka “cash keywords.” You’ll be able to then embody the remaining by linking to the exported spreadsheet if the shopper needs to see it.

Once more, tag these keywords within the Rank Tracker. You’ll be able to determine whether or not a key phrase must be tagged like this primarily based on its enterprise relevancy and CPC. Or you possibly can simply undergo the key phrase record with the shopper.

6. Non-branded natural site visitors progress

It took us just a few slides earlier than we received to the metrics a variety of SEOs and purchasers deal with first: natural site visitors. The explanation for displaying this later is easy: Rising natural site visitors doesn’t essentially translate into enterprise progress. The web site can begin rating for keywords that drive site visitors however not income.

The general site visitors quantity isn’t actually a fantastic search engine optimisation proxy for something. To make it extra related, let’s section it into non-branded natural site visitors solely:

Slide showing data on non-branded organic traffic progress

The explanation for displaying non-branded site visitors right here is to keep away from attributing natural site visitors adjustments to advertising and marketing actions unrelated to search engine optimisation. For instance, if the advertising and marketing crew launched a fantastic PR marketing campaign or began airing mass advertising and marketing campaigns, your natural site visitors would naturally go up simply from individuals trying up your model extra.

To indicate a extra correct overview of natural site visitors progress, merely apply a question filter in Google Search Console (GSC):

Query filter in GSC

Once more, you need to evaluate the present month’s efficiency with the earlier month’s and, ideally, even with the year-over-year (YoY) efficiency. Most companies are inclined to have seasonal swings, so some MoM comparisons might look unhealthy simply because the excessive season has already ended.

Watch out right here. GSC solely supplies 28-day views and comparisons by default. Thus, it’s worthwhile to choose customized dates to match complete months. Keep in mind to match the identical variety of days. Let’s have a look at a state of affairs the place a month has 31 days (e.g., in such a case, begin the comparability on the final day of August to account for less than 30 days in September).

Your shopper might also get a big quantity of site visitors from Google Uncover or Google Information. If that’s the case, it’s in all probability value dedicating a separate slide to it.

7. New referring domains highlights

Subsequent up is the backlink profile—showing the shopper what new, fascinating protection they received up to now month.

Slide showing key data on new referring domains

Nevertheless, you must solely report on backlink profile adjustments in case your actions within the venture affect the buying of recent hyperlinks. That may vary from creating hyperlink bait content material to planning and executing outreach campaigns. I point out this as a result of hyperlink constructing is very often a separate exercise from many search engine optimisation tasks.

In case you are accountable for backlink profile progress, go to Ahrefs’ Web site Explorer, examine the Referring domains report, and filter for brand spanking new referring domains up to now 30 days (as you possibly can see within the slide).

We present the highlights of the newly acquired referring domains sorted by Area Score (DR) rating as a result of it’s a stable and easy-to-understand proxy for enhancing backlink profile progress.

In the event you have interaction in outreach actions and see a brand new referring area gained from that, you possibly can spotlight it within the screenshot in order that the shopper can differentiate earned and bought hyperlinks.

8. Hyperlink constructing progress

This slide is designed to allow you to go into additional element about your hyperlink constructing work finished throughout the month.

Slide showing data on link building progress

It might probably embody:

  • The pages you constructed hyperlinks to.
  • Any standout, new referring pages.
  • The variety of hyperlinks these pages received.
  • Your hyperlink constructing statistics, e.g., prospects contacted and success charge.
  • Any insights you deem related, e.g., exceptionally good or unhealthy hyperlink bait content material.

Ahrefs’ Greatest by hyperlinks progress report in Web site Explorer is sweet to incorporate right here as a result of it reveals you pages that acquired essentially the most backlinks up to now 30 days.

Reality to be advised, there’s rather more to evaluating hyperlink constructing than the variety of hyperlinks and DRs of referring domains. However that’s related for hyperlink prospecting earlier than launching outreach campaigns, not for search engine optimisation reporting. Your purchasers don’t have to dive into all of the nuances.

9. Technical search engine optimisation well being overview

That is the place you’ll give a snapshot of the web site’s well being that takes into consideration all technical search engine optimisation errors and points.

Slide showing Health Scores for this month and last month, respectively

To get this information:

Go to Ahrefs’ Web site Audit, arrange a venture for the shopper’s web site when you haven’t finished so already, and let the instrument crawl the web site. Relying in your crawl settings, Web site Audit can recrawl the web site periodically, offering you with all the present and historic technical search engine optimisation information.

You get the Well being Rating on the overview web page after every crawl is finished:

Various data on technical SEO overview page

If that is your first time crawling the web site, use this Well being Rating as a place to begin. You can begin referencing month-to-month comparisons in your second report.

Now, you might be considering that one metric isn’t sufficient to mirror the entire state of technical search engine optimisation. And also you’re proper. However you’re normally not sending search engine optimisation experiences to builders or different SEOs who can simply perceive extra in-depth info. For that reason, the Well being Rating is the perfect proxy for a client-friendly, technical search engine optimisation metric.

Once more, this doesn’t imply you shouldn’t report on extra technical search engine optimisation metrics, and many others. Some tasks contain large web sites and sophisticated, technical search engine optimisation duties. In such conditions, it’s possible the shopper will welcome crawling and indexing statistics, particulars about crucial points, and many others.

10. Subsequent month

After displaying your shopper all the information and experiences, you must give them a plan of crucial search engine optimisation duties you’ll be engaged on subsequent month.

Slide showing "to-dos" for next month

A fast to-do record that summarizes your fundamental focus for the next month will suffice. It is going to additionally function an anchor in your subsequent search engine optimisation report.

Closing ideas

So there you will have it. A completely customizable search engine optimisation reporting template to offer to your purchasers. In case you skimmed via the article first, right here’s the hyperlink once more:

Click on right here to make a duplicate of the search engine optimisation report template.

Reporting will in all probability by no means be anybody’s favourite exercise. However it’s essential that you just nail this to have glad and well-paying purchasers.

To wrap up, I need to thank everybody who shared their reporting insights with me through the years. I’m additionally grateful for Ahrefs Insider members, who proactively reached out with their data and experiences earlier than I even began creating the template. And particular because of Gyorgy Bolla, the search efficiency lead at Westpac, who launched me to enterprise search engine optimisation reporting—the one space I wasn’t conversant in.

Assume there are extra metrics or slides this search engine optimisation report template ought to have? Acquired any questions? Ping me on Twitter.