Crafting a local SEO report to impress clients and fuel growth

Local SEO Reports

Sometimes a website’s audience is global and we have to cast the widest net possible for attracting visitors online. 

But sometimes, what really matters in terms of data is a little closer to home.

For instance, a business based in Florida may find it cool that their site gets visitors from Bali. 

However, it’s probably not going to result or lead to a service call or in-store customer. 

When the proximity of the web user to a physical location defines whether or not to be a viable customer, local SEO will thrive to be a critical component of the overall marketing campaign. But how will they depict those efforts and tasks?  Of course, by your local SEO reports…!

The reporting on this local SEO is highly essential to showcase to your clients that your full-fledged SEO efforts are working and hence worth the hard-earned money they’re shelling out to digital marketing or SEO agencies. 

Yes, SEO optimization reports are the hassle-free approach to facilitate this …!

Here is the comprehensive blog guiding you in how to create local SEO reports, the concepts and essentials of it, how to create such a local SEO report and in what ways it creates impacts on clients and for immense growth for your business.

How does local SEO reporting add value?

Local SEO reporting gives you valuable insights into the local performance referred to as “near me” SEO campaigns. 

By tracking the SEO key metrics such as conversions, site traffic, and rankings, you can pick out the areas where you have to enhance and make e effective data-driven decisions for optimizing local SEO strategy. 

Local SEO reporting, makes you gain the impact of all your local SEO efforts on the business of your client. 

By tracking the directions, phone calls, and reviews, you can conclude how your local campaigns drive the real-world results and do adjustments to your SEO tactics accordingly.

Building the local SEO report framework

By creating your comprehensive reporting, you can strategize your SEO. choose the perfect input metrics that can add value to your site. 

If you’re preparing reports for your client, have a discussion with the clients by getting to know what are the goals that you have to include in the report. 

Clearly define the Key performance indicators(KPIs) that need to be contained in the reports, and how you plan for achieving those KPIs.

These KPIs in local SEO reports will help you to demonstrate conclusively how you are moving towards the goals with the presented data as such in reports. 

Key Performance Indicators (KPIs)

The Key Performance Indicators are

Organic conversion rate 

May the website attract thousands of visitors every month, but if the visitors are not converted, then all your SEO efforts will be wasted.

Therefore, you must be more clear, to track and specify this KPI in the local SEO report both the conversion and traffic. 

Website ranking

The organic traffic a website receives is directly proportional to its resulting position in SERPs. 

Tracking the rankings in local search outcomes in the reports helps you understand how your business or the client is visible towards local customers. 

By tracking this KPI, and rankings over time, determine the trends, and make adjustments to your site to your local SEO strategy to enhance visibility. 

Moving a single position in SERP in Google maximizes relative CTR by 30.80%

This means that organic ranking and tracking this parameter is highly essential. 

In the report, track the organic rankings and ensure to mention clearly how many positions your site has gone up or gone down in the rankings. 

Page Authority and Domain Authority 

PA and DA assist you in determining the capability of a specific webpage or domain to rank in this search engine. 

Tracking this Key performance metric and doing a comparison with the closest competitor provides you with the amount of SEO efforts required to yield the best outcomes for the clients. 


The online reviews of your client can be tracked in the report, helping the agencies to understand how your business is perceived by local customers. 

By monitoring the reviews, in your local SEO reports, determine the areas that your client needs to improve the customer service and make adjustments to your local SEO strategy to raise up your online reputation. 

With all these KPIs in mind,  prepare to identify the website health in your reports. 

While you prepare the local SEO report, you’ll want a rapid and customizable template that facilitates you to easily replicate for each month. (assuming to generate monthly SEO reports). 

This SEO template, helps you highlight all the significant KPIs, show the efficiency of the SEO strategy, and to outline the actionable next steps for your SEO. 

Data visualization

Businesses can efficiently communicate the business insights from the reports to their clients, engage the stakeholders, and drive impactful SEO strategies by transforming complex SEO data into data visualizations. 

Businesses can effectively communicate insights, engage stakeholders, and drive impactful SEO strategies by transforming complex data into visual representations. 

Data visualization is the utilization of graphical tools for presenting your SEO data to generate valuable insights for your clients and to enhance comprehension efficiently and easily.

Sample Local SEO Report

Visualize data with specific tools 

There are many tools like Semrush providing line charts and pie charts to those important keyword metrics supporting the agency clients in visualizing the progress of the campaign. 

Google Analytics also offers the visuals for some important metrics such as returning users or new users. 

You can also showcase the graphs and engaging charts, attracting the client to gain improvements to your site and depict the trends in SEO. 

In case of improvement areas in the report, showcase them to the clients and the key achievements of your Data outcomes with an attractive visual emphasis. 

How to Create Local SEO Reports

There are some key strategies to create effective local SEO reports, providing valuable insights into the local performance of the site you are looking for your client. 

Setting up clear goals

Before you craft a local SEO report, it’s essential to define your project goals. 

Identify the key performance indicators(KPIs)that align with your business objectives including conversion rates, lead generation, and site traffic. 

To set out the specific goals that make you anchor on all the reporting efforts to bring out discoverable meaningful insights. These goals must be included in the report.

Add a Report summary

Kickstart the local SEO reports, with a considerable summary of the report, highlighting the key findings of the SEO and their insights.

Basically summary must offer a high-level overview of the contents and progress of the report made towards attaining the defined goals. 

This serves as the executive summary of stakeholders who might not have time to review the entire report. 

Segment keywords by location

Reporting on the keywords rankings in your reports is essential and it needs to be segmented them by location. 

This brings the businesses to better understand the brand visibility in particular geographic locations and determine the opportunities to improve your site. 

Utilize tools such as third-party SEO tools and Google Search Console to track the data of keyword rankings and create location-specific reports. 

Segment Traffic by device

With the increasing usage of mobile devices, tracking the site traffic and segmenting the site traffic by device seems crucial. 

Mobile local SEO is specifically significant for businesses that target customers on the go. 


By assessing the site traffic from different devices, you could do site optimization and optimize the user experience for mobile devices. 

This data must be included in the report. 

Track local SERP results

The local SERP results must be monitored and it is highly vital to understand how good your site is performing on the local searches. 

Keep track of the site rankings for the targeted keywords in the local search results, and assess any trends or fluctuations on it. 

Conduct a Local SEO Audit

Your local SEO reports must also consist of information on local SEO audit results. 

Regularly conduct local SEO audits, to analyze the overall health of local optimization of your website. 

This audit must analyze different aspects such as local citations, online reviews, and on-page SEO. 

Determine any sort of technical areas or issues that must be improved to enhance the local SEO performance. 

Google My Business(GMB) profile audit

Optimize your Google My Business Profile and it is crucially important for the success of local SEO of your site. 


Audit the GMB profile at regular intervals to ensure consistent branding, accurate information, and positive customer reviews.

A well-optimized GMB profile attracts more local customers thus enhancing the local search visibility. 

Google Analytics audit

Your reports also bring the auditing data. 

Include the audit of the Google Analytics account in the local SEO reporting data. 

Ensure the tracking code is implemented properly and the gathered data is accurate. 

Assess the metrics like conversion rates, user behavior, and site traffic to yield insights into the efficiency of local SEO.

Actionable insights and recommendations

Not only you are going to present the data in the form of reports, but you have to assess the data and offer the actionable next steps for your site, at regular intervals. 

At the endpoint, offer specific strategies to enhance the conversion, traffic, and visibility based on the data insights from SEO reports. 

Through efficient data visualization in this local SEO reporting, just unlock the true potential of the SEO analytics, and optimization of website performance and can drive the continuous enhancement in the strategies of SEO. 

The white-label SEO reports must not exhibit to the clients what you’ve done so far but offer actionable insights on what are the ways they can do for improving the SEO. 

Also utilize the reports to craft recommendations on how your clients or agencies can enhance the SEO results of the website, such as building more quality backlinks or content optimization. 

By employing this white-label reporting tool, you can also customize the reports, do branding, and offer actionable insights. 

You can further move your marketing efforts and uplift your own brand while showing the clients the clear insights they demand to get the most out of local SEO. 

Prioritize recommendations based on the impact and feasibility of your website. 

Diving into local SEO aspects

The Local SEO aspects come into play with the following concepts in SEO. This has to be integrated into reporting as well. 

Complete your GMB profile and add a detailed description

While you are expanding your brand visibility by SEO, create a Google My Business(GMB) profile for your site. Ensure that every section of your Google Business Profile is filled out with the data accurately. This consists of the business name, address, website, phone number, and operation hours. 

Add a comprehensive description of your business, that highlights what will make you unique from others and state the products and services you offer to them. 

At the same time while you create GMB, ensure to include the potential and relevant keywords in your description to enhance the visibility of the profile in the search results.

Sample GMB report

Assess keyword optimization in posts and GMB listing 

Incorporate location-specific terms and relevant keywords in the profile’s description, service listing, or product listings and posts. This supports your agency in enhancing the local SERP results and visibility. 

Enhances customer engagement

Engaging with customer reviews, responding promptly to the questions and Regular posting updates demonstrate the commitment towards excellent services. 

This not only sustains the existing customers satisfied but also attracts new customers, who appreciate the responsive and active approach. 

Showcase GMB insights on user actions and engagement.

By offering detailed information and accurate information in GMB, such as your business hours, customer reviews, and contact information, you strongly instill confidence in the potential customers to go with you. 

Customers are more likely to take the desired action, whether it’s making a phone call, placing an online order, directly visiting your store, or surfing your site directly, hence boosting conversion rates. 

On-page optimization

The data on onpage optimization refers to all the measures that can be taken directly in the website, for improving the position in search results. The aspects of On-page optimization are to be included in the report. 

Related article: How to write an on-page optimization report?

Local keyword targeting 

Optimize your content and website with local-specific keywords. Include the target keywords and target region to be focussed in your webpage titles, headers, meta descriptions, and throughout the content. 

But also you have to make sure that including these location-specific keywords does not compromise the content readability and quality of content. 

NAP in Local SEO 

NAP stands as an acronym for Name, Address, and Phone number. The consistency of NAP defines the accuracy of location-based business’s name, location address, and contact numbers over all the business listings, social media profiles, websites, and local directories. 

This is widely taken as the search ranking factor for local SEO. 

Content accessibility 

Another aspect is the mobile-friendliness ensuring that your site’s content is easily relevant and accessible for mobile users. 

This benefits you with user engagement and user experience, which are the ranking factors that Google uses when it does prioritize your website in the search results. 

The more friendly your website is, the better will be your ranking and there will be a high chance it will get listed in the SERP. 

If you don’t know what types of links you could build towards your website, one of the best places to grab attention is the competitor’s backlink profile information. 

The backlinks reports have been helpful ones to sort out, filter, and export functionalities for making this process easier. 

Your quality backlinks must be taken from this report’s insights. 

Report on quality backlinks from local businesses and directories.

From such local SEO reports, a high-quality backlink is one that comes from an authoritative, relevant, and reputable website, using natural and descriptive anchor text. 

This anchor text is placed in a contextual and prominent position, and not surrounded by low-quality and spammy links. 

The strategic local link-building efforts can be accomplished by 

  • Create High-Quality, Local Content
  • Leverage Local Business Directories
  • Guest Posting on Local Websites
  • Local Citations and NAP Consistency
  • Participate in Local Events and Sponsorships
  • Build Relationships with Local Influencers
  • Monitor and Maintaining Your Links

With the right approach to technical SEO,  you can turn easy for the search engines to crawl your site and for indexing your content. 

Related Article: How to write a technical SEO report?

How website speed facilitates businesses to thrive

Search engines put a premium on the website which loads rapidly. 

This is a signal of website quality. Rankings are rewarded for the website which moves quickly. 

Having a fast website gives a superior user experience and it impacts SEO positively. 

The faster your webpage loading time, the better it gives the user experience leading to higher rankings in SERP. 

Similarly, Google specifically utilizes mobile-friendliness as the signal to determine how ranking can be achieved on the site in the mobile search results.

Sites that are mobile-friendly would be basically given good rankings in SERP in comparison to those other sites that are not. 

Plans for traffic growth and visibility 

Keyword research and targeting

Keyword research for your site identifies the words and phrases that people use while they search for services or products online.

By understanding the language and search queries of the target audience, optimize the website content and assets to align with those keywords. 

Narrow the outcomes to particular cities or regions to yield insights into determining the emerging keywords and local search trends. 

Keyword ranking reports

Review the ranking data from keyword ranking reports. These local SEO reports can be crafted from the features of local SEO tracking tools. 

Those reports explicate how your potential keywords perform the outcomes in search results, allowing you to pinpoint the ranking fluctuation or ranking sudden changes. 

General regular SEO reports, for local SEO provide an overview of the performance of SEO efforts in every location. 

Share the recommendations, insights, and key metrics with franchises or location managers to engage and inform them in optimization. 

  • Present a plan for incorporating these keywords into content and GMB optimization.
  • The role of targeted keyword strategies to generate local traffic is highlighted in the reports with its outcomes impacts. 
  • The highly important local keywords like within city, country, or street names are focussed on your site pages, to gain positive SEO outcomes. 
  • Through Local SEO reports, assess the local search trends and pick out the high-value keyword having local intent. 

Related article: How to write keyword analysis report?

Content marketing and local engagement

Content marketing gives local businesses a unique opportunity to position themselves as authorities in their respective communities and industries. 

By creating informative and valuable content, the agency showcases its expertise, offers solutions to the most pressing issues of customers, and addresses the common points. 

When people are able to get this content and ideas helpful, they will move as the audience or users to your website. 

Local engagement, how it is achieved by other social media posts, videos, email newsletters, and blog articles can also be presented in the local SEO reporting data.

The content marketing strategy can be indulged by focussing content more on localized keywords like “SEO company in Madurai”, or “SEO agency in Madurai” and so on. 

If you aren’t utilizing the keywords for local search to grab your local audience, you’re missing a prime opportunity for raising your businesses. 

Using those local keywords, you can reach more people in your locality, and drive them to visit your site, which paves the way to gain growth and new leads. 

Related Article: How to write a content strategy report?

PPC stands as a form of online marketing where you bid on certain keywords and pay a fee every time someone clicks on your advertisement. 

The strategies on PPC can help you reach more target audiences, and increase conversions. With the strategies to give you positive outcomes in the local SEO reports, you have first of all to do the following steps 

  • Choose the right platform for pursuing this.
  • Conduct the keyword exploration and analysis
  • Craft compelling ads
  • Do landing page optimization on your site
  • Track the outcomes and analyze them to improve your business. 
  • Reporting of your tracked results, leads to identifying the trends and areas of improvement. 

Moreover, the paid ads could complement the organic SEO efforts, which ensures exposure and comprehensive coverage over different online platforms. 

For this to travel, allocate funds to the keywords and campaigns that have the highest potential to generate ROI and drive conversions. 

Continuously assess and adjust the budget to focus on the most profitable channels. 

Delivering local SEO reports to clients

While you deliver the local SEO reports, ensure to highlight the context of the data and the key takeaways. 

Explain what your data means and how this local reporting data is related to the business goals of the clients. 

In addition to this, be open to answering any questions they have and give them additional resources if needed. 

Creative effective SEO reports, for the clients, are a significant part of your digital agency offerings. 

By concentrating on the key metrics, and exploring the actionable insights, you can deliver the local SEO report in a client-friendly way.

Moreover, you can build confidence and trust with your clients and support them to achieve the SEO goals.

Wrapping up

SEO reports stands as a great way of SEO task data and status reporting which has been completed every period. 

More importantly, local SEO reports from this guide make you evaluate what is working well for your agency and what isn’t, giving you a unique chance to re-examine the SEO strategies and devise new potential plans. 

It’s always a better idea to convey to your client why you wish to tweak things or move  to a different approach. If you’re capable of predicting or assessing what difference it will make to their website, they’ll definitely be happy to take your lead.

The right SEO reporting strategy showcases the value of your services offered, which reinforces the investment of clients in SEO. 

Therefore, be sure to opt for a trustworthy SEO project management software like SEOScrum, offering you all the information you require for local SEO reports. Remember to have consistent communication with the client to ensure that the report fits the wants and needs. 

By using such a reporting tool, you can customize reports, brand them, and explore actionable insights consistently, agencies could elevate local SEO reporting with clients demanding data for success.

Also, by following all the ideas in this comprehensive guide, incorporate these tips and create local SEO reports impressing clients, showcase the expertise level, and brand visibility, and fuel the entire local business growth..!

Additional resources:

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.