Creating an SEO report that truly helps your client understand progress is more than just sharing numbers. It’s about giving them a clear picture of what’s working, what needs fixing, and where to go next. In 2025, clients expect more than a data dump, they want insights, action points, and transparency.
I’ve worked with clients across different industries, and in this post, I’ll walk you through exactly how I structure SEO reports that actually make sense to clients and help them stay longer.
1. Start With Your Client’s Goals
Before jumping into tools or templates, I always start by asking myself: What does this client care about?
Are they trying to:
- Grow organic traffic?
- Improve keyword rankings?
- Get more leads from local search?
Once I understand their main focus, I shape the report around those goals. For example, if a client runs a local bakery and wants more local foot traffic, I’ll pay extra attention to local keyword rankings, Google Business Profile performance, and map-pack visibility.
A one-size-fits-all report just doesn’t work anymore, especially in 2025, when clients are smarter and more results-driven than ever.
2. Tools I Use to Build SEO Reports in 2025
There are a lot of tools out there, but here are the ones I regularly use when building SEO reports for my clients:
- Google Search Console: For performance, indexing issues, and keyword data.
- Google Analytics 4 (GA4): For traffic trends, bounce rate, and user engagement.
- SEMrush / Ahrefs: To track keyword rankings and analyze backlink profiles.
- Screaming Frog / Sitebulb: For technical audits.
- Google Looker Studio: To create visual dashboards that are easy to understand.
I’ve also started using AI tools to summarize data and generate quick insights, but I always review them manually. No AI tool can replace real strategy, at least not yet.
3. Include Real Data That Matters (Not Just Numbers)
Here’s the structure I use to make SEO reports actionable and useful:
Traffic Performance
I start with how much traffic the site is getting, where it’s coming from, and how it’s performing over time. I always compare month-over-month and year-over-year to spot growth patterns or dips.
Example: A client’s site had 12,000 visits in March and 15,500 in April — that’s a 29% growth. I highlight that at the top and explain what caused it (like new content or improved rankings).
Keyword Rankings
I share a list of the top-performing keywords, lost rankings, and new keyword opportunities. I usually use SEMrush or Ahrefs for this.
Example: If the keyword “eco-friendly sneakers” jumped from position 18 to 7, I highlight that and mention which page caused the jump.
Backlink Profile
I show how many new backlinks were gained or lost and if any spammy ones need disavowing. This helps clients understand off-page growth.
Technical SEO Health
I include a summary of issues found in site crawls — like slow-loading pages, broken links, or mobile usability errors. I don’t overwhelm them with too much tech, just the basics that impact performance.
On-Page SEO Review
This part includes updates on meta titles, descriptions, and internal linking improvements.
Example: “I updated title tags on 10 product pages to include better target keywords. As a result, impressions for those pages increased by 20%.”
Content Performance
I show how blog posts and landing pages are performing — traffic, time on page, and conversion rate, if applicable.
4. Visualize the Data (But Keep It Simple)
I used to send big Excel sheets and screenshots, but now, I use Google Looker Studio for cleaner visuals. Line graphs for traffic, tables for keywords, pie charts for devices or channels, all in one place.
But I’ve learned not to overdo it. Clients get overwhelmed with too many charts. I stick to 5–6 key visuals that answer their main questions.
5. Give Them Real Insights (Not Just Data)
This part is often skipped, but it’s the most important. I always answer two questions here:
- What’s working?
- What needs to be improved?
Example:
“Organic traffic grew 29% because we published four optimized blogs and built five new backlinks. But your bounce rate is still high — I suggest improving the product page speed and layout.”
Clients love this part because it shows I’m not just sending data — I’m analyzing it.
6. Add a Short Executive Summary
Not every client will read a 15-page report. So I add a one-page summary at the beginning with 5 bullet points:
- Monthly traffic up 29%
- 3 keywords moved into top 10
- Bounce rate up 5% — needs action
- Added 5 high-quality backlinks
- New blog drove 500+ visits
This gives them the big picture without going through the whole doc.
7. Suggest Clear Next Steps
I close every report with recommended actions. This shows the client what I’ll be doing next — and keeps them confident in the process.
Example:
- “Target ‘affordable running shoes’ keyword on homepage”
- “Fix image compression on blog pages”
- “Start internal linking from older blogs to new posts”
When I provide action steps, it proves I have a strategy — not just sending reports for the sake of it.
8. Deliver the Report Like a Pro
I always deliver my reports in either:
- PDF format (clean, branded)
- Google Slides with key highlights
- Google Looker Studio dashboard link
And for some clients, I record a quick Loom video walking them through the report. It helps build a more personal connection, especially with remote clients.
Final Thoughts
Creating a proper SEO report in 2025 isn’t about stuffing in as much data as possible. It’s about understanding the client’s goals, pulling the right metrics, and offering real insights that drive decision-making.
If you’re just getting started, don’t overcomplicate it. Start simple, stay consistent, and always focus on the “why” behind the numbers.
