SEO Reports

Understanding and Making the Most of SEO Reports

Anyone who does any kind of search engine optimization knows that one very important aspect of the process is monitoring and knowing what is happening behind the scene.

You need to know how well your efforts are paying off, how much traffic you are getting, how well you are ranking for relevant keywords, how much leads and sales you are recording, your page conversion rates, the number of backlinks your site has and many other such details that gives you an insight into how well your site is doing. You can read all about it here.

All these information are known as SEO reports and can be gotten using reporting tools.

Tools such as these are important for all SEO efforts but much more for agencies that offer search engine optimizations services to others.

To help us understand and make the best use of these tools, we shall attempt to break it down.

This will show not just how important this is for agencies and how they can use this tool but also how important it is for the clients of these agencies.

Making the Most of Reporting Tools

Reporting Tools

Agencies require reporting tools for every stage of their work. Their use of the tool begins even before they get committed to working with a client.

It continues when they are working with the client and even to when they are no longer working with the clients.

We, therefore, have three stages – before the project, during the project, and after the project. Let’s look at it under these three stages.

Before the Project

Before an agency commits to working with a client on their website’s SEO, the agency needs to have a look at the website to see how much work needs to be done. Some of the tasks for which a reporting tool will be required include:

Website Audit

This is a critical step that has to be taken to ascertain the state of the website the client needs work on.

This is akin to a full body checkup that will check every aspect of the website from user experience, navigation, broken links to content and more. You can get the full gist of why this is important here:

Without a proper website audit, there will be no clear idea of what the tasks to be carried out are neither will there be a way of judging the progress that has been made after the job has commenced. This is, therefore, an important first step for any agency.

Keyword Research

Going into a battle there has to be an objective. One of the objectives anyone going for search engine optimization goes for is ranking for a number of relevant keywords.

These keywords have to be chosen based on a number of factors including search volume and competition among others.

Analysis of Competitors

This is another very important check that needs to be done before commencing on a campaign. Yes, this will likely continue all through but it is critical at the beginning.

This is where you find out the other websites that you will be competing against.

This will give you an idea of what you are up against and therefore help you plan your strategy.

During the Project

Once the project is underway, the agency will need the SEO report template for a number of monitoring and evaluation tasks some of which will include the following:

Keyword Ranking

There will be a constant need to monitor the targeted keywords to see how well the site is ranking for them.

The tool may also show unplanned keywords that some pages are ranking for, which will then necessitate some attention being given to them.

Continued Competitor Research

As we mentioned earlier, the competition will always be monitored as they will also be monitoring you. You need to have an idea of what they are doing so you won’t be taken unawares.

Website Traffic

The level of traffic coming to the site has to be constantly monitored.

Page Performance

The performance of each page is also a critical performance index that the tool will help you keep tabs of.

Conversion Rates

There will be a need to always know how well the pages are converting to leads or sales.

Leads and Sales

Track has to be kept of all leads and sales that come in and where they are coming from.


If you’ve been building backlinks, you will need to have an idea of how well they are doing and their effect on your overall campaign.

All of this information and more will be captured in a report that will be sent to the client on a regular basis.

After the Project

When the project is done and a final report of the entire campaign is required to show the efforts made, the progress recorded and the ROI, it is the reporting tool that will make it all very easy.

Choosing a Reporting Tool

How do you go about choosing a reporting tool that is right for you and your business?

There are a lot of options available today and this can easily lead to some confusion. To avoid this confusion, there are a few important things to look out for when making your choice. These will help ensure you make the right choice.

Integration Options

Most agencies make use of a number of tools for their work. It is therefore important to check for third-party tool integration. If you cannot sync your existing tools with the reporting tool, it may not be a great option.


Ease of use is very important because you do not want to spend ages learning how to use your new tool.

One of the ways some these tools make using it easier is that you can choose a reporting tool which makes it easy to quickly prepare and send a report.


There are some simple processes that are often repeated. Having these automated will increase your efficiency.


Does the tool offer different levels of subscription? Do you have something for agencies with 5 clients as well as for those with 100 clients?

To ensure you are not biting off more than you can chew, you need a tool that you can begin with at whatever level you are and grow with it.

There are many other important features you need to look out for but these are some of the most important.

Once you find the right tool, you will be amazed at how much easier your task will get and how better your performance will be.

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