SEO Report Template Free Download

What is the purpose of an SEO Report?

In the world of SEO, SEO Reports are instrumental in establishing the performance to plan of an SEO campaign and/or strategy. They should be focused in results and need to examine a number of different data points, activities, and outcomes. SEO Reports are often delivered weekly and monthly as well as quarterly and bi-annually.

The mainstay of SEO reporting have often been the Search Engine Rank Report or SERP report and, unfortunately, the SEO audit report.

An SEO report usually constitutes several updates, depending on the time and nature of the report. At Primary Position, New York’s #1 SEO Agency, we have three timely reports:

1. Monthly
2. Quarterly
3. 6 months or Annual

SEO Report Report Template

I got this idea from a number of SEO questions that I frequently answered on Reddit, and as I spend a lot of time building custom SEO Reports – I thought I’d share some of these insights and give people an overview for some SEO Reports. Please check back – I want to keep expanding on this – maybe I’ll add an update mod list.

Different types of SEO Reports and Examples

Some of the types of SEO Reports we provide include:

• SERP Report Tracking
• Traffic Analysis
• Organic Lead Reports
• Performance of an SEO Strategy

SEO Reporting and SERP Tools

• Google Sheets/Slides
• SEMrush
• Google Looker Studio
• Google Analytics
• Google Search Console (GSC)

We’ve written a post covering the difference in data between GSC and GA4. to help work out which tool is best for building different reports. For example, anything with keyword data would bin GSC whereas conversion and sales data would by in GA4.

SEO Monthly Report Template

We recommend running these as monthly reports alongside details about what tactical tasks were executed on, interesting moments like

• New Key Positions
• Traffic surges
• Interesting leads
• Popular content

However, the report frequency is down to each SEO agency and client.

Look at this data month over month or 28 vs 28 days from GSC.

Keyword Ranking Report Template

It’s important to track SERP Reports as these are the basis of all SEO Tracking and Performance and demonstrate the rollout of an SEO campaign before traffic starts to arrive. SERP Reports are more useful if grouped by Keyword theme or tag and are usually fed from the results of a Keyword Research program.

The most important elements are usually

• Rank Positions Gained
• Rank Positions Lost
• KW Distribution
• Overall Position
• Overall Visibility

Keyword Tagging in SERP Reports

• Brand
• Brand + Generic
• Generic
• Competitive
• Adjacent

What should an SEO Report contain

The most important components of an SEO report are

• Performance Updates
• Overview of Activities
• KPIs
• SERPs
• Traffic
• Leads
• An SEO Scorecard

SEO Ranking Report

SERPs, or Search Engine Rank Position Reports, are important SEO reports that should accompany your monthly, quarterly and bi-annual SEO reports. Also known as “SEO Ranking Reports” contain lists of tracked keywords and the ranking position and are usually tracked over time (e.g. daily).

Borrow, Steal, Download, or Copy our SEO Report Template

Leading SEO Indicators

1. Keyword position growth
   1. Visibility growth (SEMrush)
2. Impression Growth
3. Keyword breadth

Keyword Ranking Report Template

Most SERP Reports from companies like Moz, Ahrefs, SEMRush etc list the following and track them daily for 30-90 days and weekly over a 12-month period:

1. Keyword
2. Position
   1. Today
   2. Yesterday
3. Page
4. Keyword Search Volume
5. Keyword Difficulty
6. Estimated Traffic

Main SEO KPIs:

1. Organic clicks/visits
   1. week over week
      1. vs last year
   2. 30 vs 30
      1. 30 vs 30 last year
   3. 90 vs 90
      1. 90 vs 90 last year
2. Leads/Form fills
3. Engaged Users

Lagging Indicators

1. Changes in Search Impressions
2. Branded Search Reports and % make up
   1. Branded vs Non-branded
   2. Branded vs competitor
      1. Share of voice
   3. 7, 28, and 90 days
      1. 12-month comparison of the same
   4. % of total impressions
      1. Changes in Search Impressions

Using RegEx for Brand Reports

You can use RegEx to build brand and brand+generic reports in GSC

Content Performance

1. Content Produced
2. New visits / new content count
3. Content Efficiency
   1. % distribution across posts/[ages
      1. Looking to see if traffic is even across pages vs centered in a few

1. % of content by top page
   1. by Average
2. Number of new items posted in 30 days/quarter
   1. Clicks per new items
3. Time to publish
4. KW distribution (SEMRush does this well)
   1. Number of positions – 1-3
   2. Number of positions – Top 10
   3. Number of positions – Top 20