Crafting custom SEO reports: A step-by-step quick guide

Custom SEO Reports

Hello SEO Professionals..!

You all agree with an indispensable truth, clients of digital agencies, always want to see the progress of the projects at every stage of SEO.

There, you’ll create a clear report of your efforts with the most important performance metrics on schedule and minimize the manual work.

What will you do if your data doesn’t match the client preferences to visualize the SEO data?

So, you will modify the SEO reporting templates, add metrics, remove and rearrange the widgets, and so on to make reports more unique and professional based on the client’s needs.

When an SEO campaign starts, you deliver the reports every month as standard and the primary goal is to offer a visual of what is going on with your site’s online presence.

What exactly should you expect in your SEO reporting, or rather what metrics and how must this data be answered by looking at the report?

Yes …! Showcase and add the value of SEO more to your clients through custom SEO reports.

In this guide, let’s dive into the nuances of customizing SEO optimization reports, to meet the preferences and goals of the clients, ensuring the reports give information to track the project, data flow and to impress the clients.

Custom SEO reports for client preferences

While creating reporting for your customers, having a variety of report formats seems essential to better meet the demands.

Your business stage, client industry, and objectives must be taken into consideration while you decide on the content, reporting style, metrics opted, need to customize, and layout.

This is accomplished by opting for the right amount of data, the right reporting format, right visualizations by customizing it, based on the demands and preferences of clients. 

Also, be aware of how you turn those numbers into insights. 

SEO reports for the clients explicate the success over time and you can implement the step-by-step procedure which delivers the long-term wins. 

It gives you major benefits such as 

  • Build trust with your clients and exploring long-term SEO relationships. 
  • Offers valuable solutions to the readers. 
  • Enhances your expertise.
  • Aids to bring out actionable plans and insights for the rest of your brand visibility. 
  • Outlining future Strategic plans.

A concise and clear layout is always a must while reporting. 

The high-quality design means that the key data stands out immediately to the team members and the clients. 

The last thing you wish to do, while sending the results, to those in charge, is maybe disappoint them with incoherent reports. 

Being able to create the reports, share and monitor the reports easily is critical when you choose the efficient reporting system that is working for you. 

Not only should an SEO report make it easy to navigate all your SEO outcomes, but for the clients, you must be able to work their SEO plan approach by reports rapidly. 

Additionally, subjective variables like degree of expertise, report metrics preferences, and existing relationship with your company also come into play while you craft your report perfectly tailored to every individual client.

Depending on their approach, certain clients prefer to read a rapid summary of the results while some may be more interested in studying the reports comprehensively and then scrutinizing all report’s details.

Understanding this sort of discrepancy is paramount to creating successful reports satisfying the individual client needs..!

By optimizing both types of clients beforehand, your customization would maximize the chances of success with every report.

1. Understanding client goals

First and foremost, it’s essential to have a good understanding of the client’s expectations and goals. This sort of understanding lays the foundation for an efficient SEO project report.

Having the opportunity to edit your reports, to suit your client needs is more essential. 

The SEO reports must go customization at this stage and it must be easier, to suit your interface and preferences. 

The logo of your brand would automatically appear on all the graphs in your client reports by default, which offers a level of credibility to your clients, facilitated with a white-label customized reporting system. 

It shows that your SEO reports were created by a potential third-party, independent tool, guiding you in validating your outcomes. 

Determining client expectations and goals

Kickstart your work, by having a discussion with your clients clearly, what their hope is to achieve with the SEO efforts. Is it increased traffic for their site, improved rankings, or high conversion rates?

Hence understanding those goals supports you to easily tailor all your reports to address those specific client objectives and business goals.

Molding SEO strategies to business goals

Align your strategies with the business goals of your client. This alignment makes sure that your report reflects the impact of your work, and how far it has come out on their business.

SEO reports for clients have a key role to play in creating a robust digital marketing strategy.

Gathering the right data for your report needs, sorting the data, and understanding the data could help your agencies figure out what SEO efforts attract customers, what brings the results, and what areas can be enhanced. 

SEO reports for the clients depict the client the effective pillars of the SEO efforts, and how your plan strategies are influencing the SEO performance for the website of the clients. 

Efficient client communication

Maintain open lines of communication, in all your work. Regularly check in with your client to crosscheck if your reports cope with the evolving preferences and demands.

Client communication while you start to customize the reporting, is the cornerstone of a successful SEO partnership. 

This indulges more than stating the technical information, about the including metrics, or data in the reports, like particular metrics, like building out the trust and aligning the firm’s or client’s goals. 

Transparency on the report customization builds trust in your firm. Regular transparent challenge explanations, updated and progress reports are vital to keeping clients confident and informed about your expertise. 

2. Key components of custom SEO reports

A well-crafted report must include the key components, offering a holistic view of your entire work performance. This may include metrics like organic traffic, rankings, search volume, clicks, impressions, site audit details, and so on.

Transforming complex data into easy-to-understand visual reports seems essential. 

Google Data Studio enables you to create customizable reports, presenting data in visually appealing formats. 

Primary elements of an SEO report

Your report must cover the fundamental aspects like backlink profile, on-page optimization status, organic traffic, and keyword rankings for your site.

The SEO reports also contain the backlinks that were performed last month and the present status, if it has been posted or are still under approval from the webmasters of the source. and is active or not. 

The monthly custom SEO reports would illustrate to you the trends of performance metrics.

Source: Customized Reports on Backlinks

Customization options for every key component

Customize each element based on the client’s industry, specific KPIs, and target audience. For example, an e-commerce website may focus more on the conversion rate, while their site blog may emphasize user engagement and organic traffic.

Experienced marketers know if every business is different, and one size fits all the strategy isn’t a better idea. 

The same scenario goes for reporting.

You know your business better than anyone else, and you likely have specific metrics that are specific to your strategy and website. 

So showing that in your reports without leaving anyone, means in the way to customize your report dashboard. 

For instance, you might want detailed information about some data like

  • Your average cost per lead
  • Traffic reporting by channel
  • E-commerce reporting. 

Let your agency define what metrics you wish to see,  and they must be able to come up with an approach for tracking those metrics in the form of reports and deliver the information they need. 

And if they can’t, it might be time to consider working with an agency that is more willing and aligned with the business goals for your SEO.

3. Core elements of SEO Reporting 

Grasp the fundamentals

Effective analytics SEO reporting, illustrates the art and science of tracking the site performance, distilling actionable search engine recommendations, and conducting competitor analysis. 

At the heart, the process translates the raw SEO data to strategic audience traffic. 

Essential KPI for tracking in reports

Keyword Rankings: Gauge your SEO progress securing visibility for the high-value search queries. 

Organic Traffic trends: Quantify the users or visitors to discover you through search engines. Onpage factors: Measured in the reports, to know how quickly your site pages load, metadata quality, and so on.

Backlink profile: Asses which are the authoritative sites actively recommending you. 

Micro-conversions:  Understand how all the above metrics are translated to sign-ups, sales, and low-funnel actions. 

Leverage analytics tools for SEO 

Platforms such as Google Search Console, SEMRush, Google Analytics, and Ahrefs to accelerate the process of manual reporting. 

Further to this, workflow efficiencies, explore the automation for reporting in some Power-packed SEO tools like SEOScrum. 

The tool will consolidate the analytics data flows over the search, social, CRM, and various platforms. 

Custom reporting dashboard, robust integrations, and scheduled deliveries simplify client reporting. 

Consider the assessing tools that aggregate the SEO analytics for faster insights and enhanced visibility. 

Clarify metric concepts with the visuals

Well-designed charts, infographics, and graphs play a pivotal role in simplifying the complex SEO relationships to digest over diverse audiences. 

For example, bar charts could showcase the impressive percentage gains in conversion rate and organic traffic in SEO for the clients. 

Heat maps can quickly quantity the oscillating momentum over the thousands of targeted keywords

Interactive geo-maps for tracing the micro-conversion surges to the specific high-potential regions. 

With the technically nuanced optimization updates and insightful visuals of SEO metrics data becomes easily understood by the clients even by stakeholders, and less analytics-oriented SEO professionals. 

The quantified impact statement and simplified narratives resonate broadly. 

Well beyond vanity metrics, compelling data visualizations spotlight the actionable opportunities for the agencies to improve in their future improvement areas. 

Assume the enriching reporting with the dashboard elements of any SEO reporting tool, which must highlight the structured data such as 

  • Pages crawled monthly
  • Sessions/Web Pages across devices
  • Keyword rankings over time
  • Slowest page loading times. 

Proactively integrate the visual SEO reporting features and best practices to show all your SEO efforts that will accelerate the comprehension of the audience and drive strategy alignment. 

Just remember, quality over quantity, and SEO results clarity, over complexity. 

Avoid overflowing stakeholders or clients, with superfluous but hard-to-decipher charts for the reporting system periodically.

4. Modifying reports to different client types

Different clients need different reporting styles and in-depth information for their business.

Customization in industry-specific perception

A local business may need detailed SEO performance metrics, while a globally reputed brand might demand international, broader SEO data.

Considerations of client expertise

Adjust the technical depth of your report data, according to the knowledge of your client.

Utilize layman’s terms for client projects who are new to the SEO scenario and use more technical language for the seasonal professionals.

Flexible report customization

Every client has different KPIs, priorities, and goals for their SEO, hence there is no point in delivering the reports in multi-page tabular format. 

Reflect the business priorities of your client in a single streamlined dashboard, leaving the information that is needed for your business. 

A clear Report is the Report on customer loyalty. 

Add images, comments, and notes to any report and my graph or table. 

Explain the data to the clients and highlight the accomplishments of the agency for the SEO channel and every marketing. 

Integrating client aesthetics and branding

Craft visually appealing reports. Integrate the branding of your client into your reports. 

Use the client brand color schemes, logos, and fonts to craft a visually appealing and professional look.

5. Settling on key performance indicators (KPIs)

Focussing what matters most

Carefully opt for the KPIs that directly associate or connect to the client’s goals.

Opting relevant KPIs

Prioritize the KPIs that best reflect the success of your SEO strategies that have been employed by your efforts.

Acknowledging clients on KPIs’ importance

Help the clients understand the relevance of used KPIs to the client’s business goals. This educational perspective could deepen the client’s appreciation for your efforts.

How to make the report customization more impactful? 

Some points to have in mind while you create a report coming up with an effective and readable SEO report. 

  • Put each KPI in the report, in terms of strategy position-wise. 
  • Organic linking, analytics data, and ranking logically. 
  • It would be better if you group the KPI based on the top of the funnel, middle of the funnel, and bottom of the funnel. 
  • Make Data look easy at a glance. 
  • Mentions clear sections and headers for making the report professional. 

6.Transforming data into actionable, strategic recommendations

The true litmus test for SEO reporting lies in distilling the technical findings into tangible optimization recommendations. 

However, where to start funneling scarce SEO, marketing bandwidth, and development resources?

  • Focus on determining the quick wins over the three horizons
  • Correct site technical blockers
  • Confirm the indexation coverage, website crawlability, page speed, technical essentials,  and other indexation coverage prerequisites. 
  • Limited opportunities arise until infrastructure and fundamental site checks pass on. 

Act on the above-average potential pages

Webpages significantly outperforming averages for bounce rate, micro-conversions, and session duration warrants prioritization. 

Double down by refreshing engaging media, interlinking materials, and optimizing metadata to fuel the gains further. 

Scale proven low hanging fruit SEO opportunities 

Review the historical reporting SEO data for proven however it is still largely untapped wins over the specific webpages, visitor segments, and devices. 

The business model, technical debt, and constraints often hamper scaling or straightforward quick-hit optimization plays. 

While comprehensive in scope, keep your SEO recommendation within your team brief, yet compelling. 

Lead every opportunity statement, with the quantified potential impact range from tailored to the client project contexts from presented data cut from vanity. 

Conclude each SEO report and work with the SMART next steps, that inject accountability to ongoing optimization SEO programs. 

Converting insights into actions

Transform all the data in your reports, into actionable insights for your improvement goals.

Actionable clear recommendations

Provide concise, clear recommendations based on the data you have. Suggest practical strategies or steps for improvement.

7. Tools or software for report customization

Enhanced reporting on leveraging technology

Utilize tools like Google Analytics, Moz, or SEMrush to collect data and analysis. Those tools provide features to create automated, customizable reports.

Pro-Tip: Top SEO Reporting Tools

8. Reporting format and frequency

Determining the right balance

Identify the ideal frequency of your reports, whether it’s quarterly, monthly, or weekly, and select a format that is better suited for the client’s preferences, be it interactive, print, or digital.

Source: Custom Report

Certain of your large clients may request more in-depth reporting format and reporting features, hence you can create those custom reporting plans. 

If your site is large, or if you’re using a high number of marketing channels, you might want to invest in custom reporting. 

9. Hindrances in custom SEO reports

Customizing SEO reports can be a great way to provide valuable insights to clients or stakeholders, but it also comes with its own set of challenges. 

Following are the basic ones: 

The challenge in understanding the audience

Not everyone who needs the SEO report has the level of technical understanding. You have to tailor the custom SEO report to the audience’s level of knowledge, through concise and clear language while avoiding jargon. 

Selecting the right metrics

With so many performance metrics available, it could be overwhelming to select which metrics to include in your SEO reports. 

Focus on those specific metrics, which are most relevant to the client’s objectives, preferences, and goals. 

Data presentation efficiently 

Data can be boring and dry if presented in the wrong approach. 

Utilize visuals such as tables, graphs, and charts to make the report easier to understand and more engaging. 

Highlighting actionable insights

Don’t present the data, alone, just give the actionable insights that the client can employ to enhance their SEO performance. 

This may include recommendations to optimize content, improve SEO, or build backlinks. 

Highlighting actionable insights:

Don’t just present data; provide actionable insights that the client can use to improve their SEO performance. This could include recommendations for optimizing content, building backlinks, or improving technical SEO.

Retaining report concise

No one wishes to read a long-winded report. Keep your SEO report concise and up to the point stating all the needed data, and focusing on the most significant information. 

The SEO landscape is constantly changing, hence it’s more important to stay up to date with the latest algorithms and trends. 

This would make sure your reports are always accurate and relevant. 

Making a Visually appealing report

A visually appealing report is highly likely to be remembered and read. 

Utilize a professional and clean design, and prevent too much clutter or text. 

Automation in report generation

Manually generating custom SEO reports can be time-consuming, specifically if you handle multiple clients. 

Consider utilizing SEO reporting tools to automate the process and save your time. 

Measuring the impacts of your SEO reports

How do you know if your SEO reports are actually making a considerable difference?

Track the important key metrics that you’re reporting on and just view if the site metrics are improving over time. 

By solving the challenges, create custom SEO reports that are informative, actionable, and valuable to the clients. 

Constantly track the growth or the changes. 

Here are some of the tips to customize SEO reports

  • Get feedback about the work from your clients on what is helpful and what they don’t helpful.
  • Utilize storytelling to make engaging reports.
  • Other various reporting formats like slide checks, detailed reports, and executive summaries
  • Ensure your reports are consistent and branded with the company’s overall marketing goals.
  • Make sure your reports are branded and consistent with your company’s overall marketing materials.

Overcoming customization obstacles

Customizing the reports could be challenging, specifically while you deal with diverse client portfolios.

Resolving common hurdles

Tackle the challenges by being open to feedback and staying flexible.

To serve your clients in a better way, adapt your reporting practices for every work you carry on.

10. Appending upcoming plans

Setting the platform for future goals and success

Explore different insights into expected metrics improvement and future plans. This foresight replicates proactive thinking and supports you in setting the expectations for the forthcoming SEO initiatives.

The digital marketplace has been flooded with a plethora of SEO reporting tools, which promise to be the magic wand transforming all your SEO efforts. 

However, with such an abundance of choices, how do you discern which tool fits the right choice for your needs?

You’ve to delve into considering the key criteria while you select the SEO reporting tools and have to understand the significance of accuracy, comprehensive data, and user-friendliness. 

Ready to make the most of your SEO reports?

With all the advanced marketing data, present today, it could be tedious to identify what SEO metrics and figures are the most significant for your SEO business.

If you haven’t already, take sufficient time to finalize or discuss what those metrics are with your agency team and clients, and figure out a customized SEO report structure for your agency or site that works better for you. 

With a perfect Project management software like SEOScrum, we get to understand the importance of keeping your clients in the loop on SEO strategies, which is why it provides comprehensive reporting services. 

This sort of agency strategy helps you enhance your success rate and exposes the results every step of the way. 

Bottom line

Custom SEO reports are pivotal to retaining customer loyalty. With thoughtful reports, create unique trust and bolster your reputation with your clients. 

Strive to be perceived as a reliable partner supporting customization to the clients who are invested in their success. Therefore, your Quality reporting plays a vital role in deepening client relationships and strengthening them over time.

Creating Custom SEO reports for every client you handle, is not just providing data alone. It’s about creating a unique narrative resonating with the peculiar business goals. 

With SEOScrum, an SEO Project Management Software, agencies can easily share dynamic custom SEO reports with clients. You don’t have to manually adjust the data each time; you can make changes whenever needed. Clients will have access to live reports that reflect your customizations instantly.

The approach enhances client satisfaction and reinforces the true value of SEO services. Embrace the potential of personalized reporting, and keep them watching since you transform your client relationships in a shorter period.

Arun Andiselvam

As a serial entrepreneur, I have successfully established five brands over the past 12 years. After creating a successful rank tracker for SEO agencies, I am currently dedicated to developing the world's first SEO Project Management software.