SEO Report Template for Clients: What to Include and How to Lay It Out
An SEO report template for client reporting: the sections to include, in order, what each one is for and the mistakes to avoid, plus a way to automate it.
On this page
A client SEO report should answer three questions: is more of the right traffic finding the site, what changed since last time, and what happens next. This template lists the sections to include, in order, and what each one is for. If you would rather not build it every month, Marketing Monster puts an SEO section in every client report for you.
What a client SEO report needs
Clients rarely want every number. They want to know the work is moving things forward and that someone is in charge. A report that opens with a wall of metrics, or skips what you did, makes good work look like nothing. The structure below keeps it short and honest.
The sections, in order
- Summary. Two or three plain sentences on the result and what it means for the client's business.
- Search visibility. Clicks and impressions for the period, compared with the previous one.
- Audit result. The headline from your latest site audit and its date, so progress between audits is visible.
- Work completed. What you changed this period, in the client's words rather than SEO jargon.
- Next steps. The next two or three actions and why they matter.
A simple layout
| Section | What to put in it |
|---|---|
| Summary | Two or three sentences on the result in plain words. |
| Clicks and impressions | This period against the previous one. |
| Audit result | The headline from your latest audit and the date. |
| Work completed | What you changed and why it matters. |
| Next period | The next two or three actions. |
Who this template suits
It suits agencies and consultants who report SEO monthly to clients who are not SEO specialists, and who want a report that is quick to read and quick to produce.
Common mistakes
- Too many metrics, so the one that matters is lost.
- No comparison with the previous period, so a number means nothing.
- Jargon the client has to look up.
- No next steps, so the report looks like a record, not a plan.
Questions about seo report template
What should an SEO report for a client include?
A short summary, search visibility for the period against the previous one, the latest audit result, the work completed and the next steps.
How long should a client SEO report be?
As short as it can be while answering what changed, why it matters and what happens next. Most clients read the summary and one table.
How often should I send an SEO report?
Monthly is common, because search results move slowly. A short weekly line next to the ad results keeps the client informed in between.
Can I automate the SEO report?
Yes. Marketing Monster adds an SEO section with Search Console clicks and impressions and an SEO score to each client's report. See the SEO reporting tool.
Can SEO and ad results share one report?
Yes, and clients usually prefer it. See client reporting for agencies.
Skip the monthly rebuild
Join early access and let the SEO section build itself in every client report.
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