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SEO reporting

SEO report template: a monthly structure with a filled-in example

A free monthly SEO report template: seven sections in the order clients read them, the question each answers, where the data comes from, and a filled-in example to copy.

On this page

Part of SEO reporting

This SEO report template has seven sections: summary, organic performance, top movers, conversions, work shipped, issues and next month's plan. Each section answers one question, and the summary at the top answers all of them in three sentences. Copy the outline below into a document or slide deck, fill it from Search Console and your analytics, and cut any section that has nothing new to say this month.

The template

Monthly SEO report: copy this outline
# SEO report: [Site] · [Month Year]

## 1. Summary
- Result: Non-branded clicks [up/down] [x]% vs last month, [y]% vs the same month last year.
- Why: [One sentence: the main cause, with the work or event behind it.]
- Next: [One sentence: the focus for next month.]

## 2. Organic performance (Search Console)
| Metric | This month | Last month | Same month last year |
| Non-branded clicks | | | |
| Non-branded impressions | | | |
| Branded clicks | | | |
| Queries in top 3 / top 10 / top 20 | | | |

## 3. Top movers
- Gaining pages (top 5): URL, clicks change, reason
- Losing pages (top 5): URL, clicks change, reason, action

## 4. Conversions from organic search (Analytics)
- Leads / sign-ups / orders from organic, vs last month and last year
- Top landing pages by conversions

## 5. Work shipped and what it earned
| Date | Change | Pages | Clicks before → after (same days) |

## 6. Issues found
- Only new or changed issues, each with priority and owner

## 7. Next month
- 3–5 planned changes, each with the expected effect

What each section is for

SectionQuestion it answersData source
SummaryShould I worry, and what happens next?Everything below
Organic performanceDid SEO grow?Search Console, non-brand regex filter; see SEO KPIs
Top moversWhat changed and why?Search Console, Pages tab in compare mode
ConversionsDid it make money?Google Analytics or your CRM
Work shippedWhat did we do, and did it work?Your task list and Search Console
IssuesIs anything at risk?Site audit, Search Console Indexing
Next monthWhat are we doing next?Your forecast and backlog

A filled-in example

The figures below belong to a fictional online store and are there to show the tone and level of detail, not a benchmark.

Example: fictional store, September
## 1. Summary
- Result: Non-branded clicks up 14% vs August and 31% vs September last year.
- Why: The rewritten category pages for running shoes moved from page two to positions 4–7.
- Next: Push the three category pages now at positions 4–7 into the top 3 and refresh the sizing guide, which lost 22% of its clicks.

## 5. Work shipped and what it earned
| 2 Sep | Rewrote 4 running-shoe category pages | /running/* | 610 → 980 clicks (28 days) |
| 9 Sep | New titles on 12 product pages with low CTR | /p/* | 1,240 → 1,390 clicks (21 days) |
Rest of site over the same days: +3%.
Tip:Always show the rest of the site next to a win. “+61% while the rest of the site grew 3%” is credible; “+61%” on its own invites the question of whether it was seasonal.

Filling it in faster

  1. 1

    Save two Search Console views

    One with the non-brand regex filter, one with brand only. Re-open them each month with the new dates. The patterns are in branded vs non-branded keywords.

  2. 2

    Keep a change log

    A simple list of dates, changes and URLs during the month makes section 5 a copy-paste job.

  3. 3

    Write the reasons as you go

    When you spot a big mover mid-month, note why. At month end you will not remember.

  4. 4

    Write the summary last

    Once the sections are filled, three sentences are easy.

If you report on several sites, the manual version takes hours a month. AnotherSEOGuru App's Client report fills headline metrics, trends, wins, top queries and pages and the shipped work for any site and date range, and prints or saves as PDF. The Agency plan adds your own branding. Read more about SEO reporting or open the live demo.

What is the best format for an SEO report?
A short document or slide deck with the summary on the first page. Dashboards are good for teams who check daily; clients and managers prefer a written conclusion.
How long should a monthly SEO report be?
Long enough to explain the month, usually three to six pages. The summary should fit in half a page.
Can I use this SEO report template for free?
Yes. Copy the outline into any document or slide tool and adapt it.
Should I include keyword rankings?
Include a ranking ladder (how many queries in the top 3, 10 and 20) and the few target keywords the client cares about. A long list of rankings rarely gets read.

Do this on your own data

Connect Search Console once (read-only) and AnotherSEOGuru App runs this analysis for every site you manage, every week. Search Console features cost no credits on any plan.

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