Search Engine Optimisation, commonly known as SEO, is the ongoing pursuit of enhancing your site. The primary aim of SEO is to achieve higher rankings in Search Engine Result Pages (SERPs) for improved audience visibility. But, as many SEOs will report, SEO doesn’t just promise to improve rankings. Done correctly, with a holistic approach, SEO can also yield exciting results such increased website user experience, stimulate the development of social media channels, drive the establishment of a clear and robust marketing strategy, and aims to better target audiences while simultaneously building a strong online reputation.

The way to achieve all this is to measure and continually monitor your SEO via SEO reporting. Today we’re going to be showing how to construct your very own SEO report template to successfully monitor progress week to week.

What is an SEO Report?

SEO reports are produced by conducting an SEO audit of your site. Audits can be conducted manually or by using advanced programs to identify technical and on-page elements that have passed, need improving or require urgent attention.

SEO reports should be produced at a regular interval to monitor progress and identify anything that may be hindering your site’s performance.

WooRank audit criteria

What is its Purpose?

SEO reports don’t just serve the purpose of discovering what is wrong with your site. An effective report should be able to tell you specific things like:

  • Issues have been fixed from the previous week
  • Changes in website traffic
  • Changes to rankings
  • Work completed since the previous week
  • Number of backlinks achieved
  • Provide a comparison with your competitors’ sites
  • Positions for target keywords.

Basically, a report should inform site owners what has been done, what are the primary focuses for the following week, and what progress has been made.

What Should They Include?

To some extent, the contents of an SEO report will be dependent on what metrics the client (or boss) would like to monitor. However, if you’re new to SEO then we would suggest the following:

  • Overview: Provide an overview outlining what the agreed objectives were at the start of the project. These might have been to increase traffic, outrank competitors for specific keywords, or build a better online following.

  • Changes in keyword position: Demonstrate any movement in keyword position, whether you have moved up or down in position. You should always seek to provide a legitimate explanation as to what may have impacted on this. Keyword Tool tracks keyword rankings on a weekly basis and provides you with updates on a weekly basis via the Weekly Email Digest.

    WooRank Keyword Tool rank tracking

  • Backlink count: Has the site been able to obtain any more backlinks since the previous week? How does this compare with competitor’s sites? Report on backlink quality, anchor text and number of visits generated from each backlink.

  • Work completed: It is important to include the work completed to date. If you have submitted a XML sitemap to Google and Bing, mention it. Perhaps you’ve spent a couple of days researching keywords, or optimizing title tags - if so include your research or work carried out with the report.

  • Website traffic: Monitoring traffic is as fundamental for any SEO report as the work you do on SEO has the ability to positively impact on your web traffic. Create an SEO dashboard for the Google Analytics and always remember to compare the current week against the previous week so that you can easily track your impact.

    WooRank audit website traffic analytics

  • Progress: Provide specifics about how much closer you are to achieving the goals/objectives that were outlined in the overview. No one expects results overnight but it is still nice to see what has been completed or is in progress and how much work is required.

For more detailed information about what to include in your SEO report template see our previous post.

Why Develop an SEO Reporting Template?

SEO reports are important because they help to track progress being made from week to week.

You should aim to adopt a clear and consistent format to your template to highlight the progress made from the previous week and attribute a reason to any fluctuations in traffic, rank position and links. Reports are also important because it means regular audits.

Audits are useful for assessing and limiting any damage that may have been caused to algorithm updates, a change in competitor strategy or a technical problem that could have occured on your site. Regular monitoring and reporting allows you to quickly identify problems and respond with an appropriate strategy. Reports not only keep you focused but also give you the opportunity to set aims and objectives for the following week which can be agreed on by the internal or external client. It’s almost like damage limitation.

Final Thoughts

SEO reports are a vital tool for initially identifying any problems with technical and on-page SEO and to also identify what efforts can be made to improve your off-page SEO. Reports are generated from conducting either a manual SEO audit or by using a tool like WooRank and are essential to measuring and monitoring your SEO progress.

Get into the habit of producing SEO reports by initially building an SEO reporting template and you’ll quickly see how your efforts are making a huge difference; not only to your site's visibility but also to your online brand as a whole. Follow the useful help information included in the WooRank tool to getter better understanding of each of the SEO elements and how they impact your site and to see which parts you want to include in your report. Check out our SEO Monitoring Tool to stay on top of your progress.