How to Prepare an SEO Report for Clients

How to Prepare an SEO Report for Clients

An SEO report is a crucial element of an SEO strategy. It doesn’t matter what your strategy consists of; if you don’t have a report to share the results, it wouldn’t be a perfect strategy. That’s why, in this article, we’re going to put out all the necessities to prepare an SEO report for clients.

An SEO report consists of many things, such as the conversion rate, page speed, and keyword performance of the website. However, if you are new to creating SEO reports, you may be interested to see how its made. SEO is a long-term process, but the results are always on the plate. It is possible to check the SEO performance of a website with constant reports. These reports can be weekly or monthly, and maybe yearly; it is up to the reporter and also the client. So, let’s take a look at how to actually prepare an SEO report. Let’s dive right in.

Creating an SEO Report for Clients

There are certain tools to use when creating an SEO report. If we take a look at these tools, we’d see Google has many useful ones; such as Google Data Studio and Google Search Console. Also, the best part is that these tools are free to use. So, how can you use them to prepare the perfect report for your clients?

Using Google Data Studio

Let’s start with Google Data Studio. It is a tool introduced by Google that helps you review your data in visuals. You can use Google Data Studio to create your client-friendly SEO reports. Here are some advantages of using this tool:

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  • You can integrate other tools of Google, such as Google Sheets.
  • Create table charts and graphs inside Data Studio and share them easily in your SEO report.
  • Add dates to your charts and graphs to see your improvements and downturns better.
  • Easily share a link with your clients to see the report quickly.

As you can see, Google Data Studio comes with several benefits. Once you get a hold of it, it is possible to prepare an SEO report for clients easily. We have mentioned that it is a free tool. Also, Data Studio is great for your site security. You can restrict access to your data. This way, only the required users will be able to see your data. 

You can also use other tools of Google and integrate their provided data in Google Data Studio.

integrate tools to data studio

Using Google Search Console & Google Analytics in Data Studio

It is possible to use the information that Google Search Console and Google Analytics provide in Data Studio. This way, you can build up a quite detailed SEO report for your client. 

How to Connect GSC to Data Studio

Using GSC in Data Studio by integrating it is very easy. Here are the steps to integrate GSC to Data Studio:

  1. First, sign in to Google Data Studio.
  2. Then, on the top left side of the page, you will see a plus sign. Click on it.
  3. After you click on the plus sign, select Data Source.
  4. Click on ”Authorize” to get Data Studio to access your data.
  5. Select the site you want to connect from the Sites panel.
  6. Then select Site Impression or URL Impression from the Tables panel.
  7. Now, you will need to select the default property.
  8. Click on the ”Connect” button on the top right corner of the page and finish the integration process.

How to Connect Google Analytics to Data Studio

Time needed: 5 minutes.

Using Google Analytics in Data Studio is very easy. All you have to do is to follow a few steps. It is even easier than connecting GSC to Data Studio. So, here we go:

  1. Sign in to Google Data Studio.

    Once you sign in, go to the Reports page and create a new report.create a new report

  2. Connect to a Data Source.

    After you go to the Reports page, there will be three options such as report, data source, and explorer. Select the data source option.
    connect to a data source

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  3. Click on the ”Authorize” button to get Data Studio to access the data in Google Analytics.

    Select your account and click on the ”Connect” button in the upper right corner of the page. access data in google analytics

That’s it; you have connected Google Analytics to Data Studio. Now, you can view your information in Data Studio and use it to create an SEO report for your clients. 

What Should You Include in an SEO Report for Clients?

We have mentioned the tools you can use to create an SEO report and how to integrate them into each other. Now, let’s take a look at what you should include in an SEO report.

website traffic report

Website Traffic

Website traffic is one of the main purposes of an SEO strategy. Organic traffic is definitely all website owners are looking for. It can increase your website’s visibility. That’s why it is crucial to include website traffic in an SEO report. 

Website traffic shows how many users have used and are using the website. It is possible to compare the traffic to previous months to see the progress of the SEO strategy. Other than that, website traffic insights can present you:

  • How many unique visitors your site had.
  • The number of pageviews on your website.
  • Organic search traffic that is made from various search engines like Google, Yandex, or Bing.
  • The traffic came from other channels such as YouTube, Facebook, or other sites.

You can use many tools to reach website traffic insights. Google Analytics is a great way to see the progress of your website. You can use it to see your site’s traffic. However, if you want to see the information you’d gather from other search engines, here are some of the best tools you can use:

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  • SEMrush
  • SimilarWeb
  • Ahrefs
  • SE Ranking

Conversion Rate

Conversion rate is a direct result of a website’s success. If you want to prepare an SEO report for clients, then you must have conversion rate optimization in your SEO strategy. It is crucial for a professional SEO practice. 

Including conversion rate in an SEO report is important because it can make the client change their actions on the budget they allocate for conversions. Especially if your client is a company that sells products, conversion rate means a lot. So, how can you evaluate the results of the conversion rate in a report? 

  • You can come up with better testing plans for your client.
  • Collect data to improve your conversion rate optimization.
  • Optimize your website as more sales oriented.
  • Leave the strategies that are not working anymore.

You can offer your client to apply the changes we have mentioned above. These actions are definitely among what your clients are searching for. That’s why consider including conversion rate and the possible actions that can be done when you are up for a professional report.

page speed report

Page Speed Insights

Google has software called PageSpeed Insights. It shows the speed of your website according to the image sizes, server response time, use of plugins, mobile friendliness, site caching, and redirects. One of the purposes of SEO is to provide the best user experience to site visitors. The speed of a website is a direct effect on user experience. That’s why it is better never to skip the page speed insights on a professional SEO report.

When presenting the page speed insights, you can include Core Web Vitals’ metrics which are:

  • Largest Contentful Paint
  • Fırst Input Delay
  • Cumulative Layout Shift

You can take a look at our article about Core Web Vitals to see more details about these metrics.

bounce report for seo report for clients

Bounce Rate & Engagement

Bounce rate is something that website owners want to reduce. SEO is a great way to reduce bounce rate, but it takes a good strategy. If you have reduced the bounce rate of your client’s website, it is crucial that you include it in the SEO report.

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You can calculate bounce rate in three ways: page level, site level, and segmented. You can find the details in our article about bounce rate

Analyze the bounce rate and take actions regarding the results. Here, you can offer your client to:

  • Improve website content to a higher quality.
  • Review the actions of your target audience.
  • Optimize your content to be more call-to-action oriented.
  • Improve the speed of your website.
  • Change or add target keywords.
  • Improve the landing page.
  • Get in touch with website visitors by adding a live chat option.
keyword performance

Keyword Performance

Using keywords is an inevitable part of an SEO strategy. Keywords have a direct effect on a strategy’s success. So, the keyword performance should definitely be included in an SEO report for clients. 

Keyword performance relies on the keywords that are chosen. If your client is deciding on the keywords to be used, then you can show the performance of those keywords to your client. If the results are not as they expected to be, you can discuss a new keyword strategy. 

Keyword performance is not something strict that can be done in one way. Keyword strategies change according to business models. That’s why if your client is not aware of this, you should definitely include why it is necessary to change the keyword strategy in your report. 

Also, the competitors of your client are crucial when it comes to keywords. Using the competitors’ keywords can only bring your client to one place, but if they want to go beyond it, they should start using the keywords that the competitors are not using. So, be sure to mention this in the report.

check backlinks

Checking Backlinks

Backlinks are an inevitable part of SEO, and usually, they are so helpful. However, sometimes there can be bad-quality backlinks, or they might just be broken. It is better to determine and delete these harmful backlinks. Otherwise, the presence of them might affect the strategy negatively. 

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If something is lacking in your client’s SEO strategy, there is a high chance that harmful backlinks are leading to the website. You can use backlink checker tools to do a backlink analysis and include the results in your report. 

FAQs on Preparing an SEO Report

What should be in an SEO report?

You can include website traffic, conversion rate, page speed, bounce rate, engagement, keyword performance, and backlink analysis in an SEO report.

How do I write an SEO audit report?

To be able to write an SEO report, you must have done your analysis well. Crawl the website, manually search from Google, conduct on-page, off-page, and technical SEO analyzes. 

How do I prepare for SEO?

To start an SEO strategy, it is important to know your niche in detail. Then you can know which keywords to use and ways to draw your audience to action on your website. 

What are the best tools for SEO reports? 

You can use Dopinger’s SEO report service along with Google Analytics, Data Studio, SEMrush, Moz, Ahrefs, and KWFinder.

How long does an SEO audit take?

The time an SEO audit takes depends on the strategy you are using. The time past since you started SEO practices in a website is crucial. Yet, more or less, it takes 2 to 6 months.

Shortly Preparing an SEO Report for Clients

We have explained how to prepare an SEO report for clients. We have mentioned the required tools to create an SEO report. You can use Google Data Studio. It is possible to connect Google Search Console and Google Analytics to Data Studio and create a professional report. Also, we have mentioned what you should include in your SEO report. 

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A professional report doesn’t focus on the problems; it focuses on the solutions. So, keep in mind that you should always come up with solutions or alternatives when preparing an SEO report. When we explained what you should include in your report, we also guided you through these alternatives. 

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Deniz Gökçe Gülsen is an English - Turkish translator. He was graduated from Translation and Interpreting Studies at Yeditepe University. Also, in the same university, he studied Master of Marketing. After working as an automotive marketer, Deniz became interested in content creation. This led ...

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