7 Key Performance Indicators to Expect in an Effective SEO Report

Sep 15, 2020 | Agency Blog, Content Marketing, Digital Media

SEO activities can support a variety of growth goals within an organization,

from simply earning higher positions on SERPs (Search Engine Results Pages) to increasing conversion rates. Based on your objectives, your team will identify KPIs (Key Performance Indicators) that will help you monitor and understand your success.

Aside from your specific KPIs, there are some standard elements that you might expect to be included in your SEO report. We’ve included a listing with brief descriptions of what we’ve found to be most beneficial for our team and our clients.

Most of our SEO reports are provided on a monthly or quarterly basis. It’s important for us to include an activity summary for our clients of what has been done to move us closer toward our goals and achieve our objectives. Typically, an activity summary includes:



How many times we’ve touched the website since the last report. Search engines like websites that are updated regularly. We recommend a minimum of one update per month with a goal of getting as close to daily updates as possible with the budget and resources available you have available.



A blog is almost always a favorite tool for an SEO specialist. Not only do the search engines require new content, but how else are you going to integrate each keyword variation into your website content?



This section tends to be a running chart of items that need to be addressed by priority, such as 404 errors, 301 errors, missing meta descriptions, missing alt tags for images and other minor edits. All these little changes, when they work together, can make a big difference.


Keyword Rankings

The next section of our report transitions the conversation from completed assignments to results. One of the first results to report on in an SEO report is keyword rankings. We will typically compile a chart of each of the keywords included in the strategy. The chart will indicate the keywords that are currently implemented within the site, their SERP ranking, and any changes since the last reporting period. It may look something like this:

This chart establishes which keywords are generating the most impressions for our client and which ones are either moving in the right direction or need a little more work.

The next section of the SEO report will cover the results of those keywords. This area starts to get into the goals and objectives and has more room for customization, analytics storytelling and actionable suggestions. It also includes some metrics that will be pretty standard in any SEO report.



Identifying the keywords that are resulting in higher:

  • Clicks
  • Time on page
  • Pageviews
  • Conversions

This information will help us better understand our customers and their needs. It also allows us to be responsive in our plans to maximize results.



In this metric we’re looking for increases month over month. We want to validate that search is working for our client. If there are leaps and bounds made in this arena, we’d like to be able to refer to the earlier sections of the SEO report to discuss the successful implementation. Our goal would be to continue to test and repeat that activity.



Increasing search is a great first step, but we want to verify that we’re driving potential customers to the website. To demonstrate that our intentional actions are reaching the right audience, we will most likely include the following in our SEO report:

  • Conversions from search
  • Pageviews from search
  • Time on site from search

Based on the results from this section, we may recommend tweaks to the strategy or adjustments to the implemented keywords. Ideally this section of an SEO report might also inform your paid search marketing (SEM).


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