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    SEO Reports - Up&More

    Wondering why your website is not on the first page of Google results? The key may be what’s hidden in a well-executed SEO report. In our latest article, we take a closer look at what an effective SEO report should contain to truly support your site’s growth.

    What is an SEO report?

    SEO reports are an integral part of any website positioning campaign They are a key part of monitoring the progress and effectiveness of SEO efforts. For many companies and marketing agencies, regular SEO reporting is the key to success in the quest for higher search engine rankings and increased online visibility. In this article, we’ll take a look at what a good SEO report should be and what tools are necessary to create one.

    Elements of an SEO report

    An SEO report is a document containing information about the results and progress of a website’s SEO efforts. Typically, these reports include the following elements:

    Key phrase positions

    In this segment of the report, we present a list of selected keywords along with their current search engine positions. We highlight changes in the positions of these words compared to the previous month, allowing you to assess the effectiveness of your SEO efforts.

    Organic traffic

    We analyze the total number of organic visits, comparing them to previous periods, such as a month or a quarter. We study traffic sources in detail to understand where our users are coming from and which channels are most effective.

    User engagement metrics

    We focus on key metrics such as bounce rate, average time spent on the site, and number of pages viewed per session. These metrics help understand how users are interacting with the site.


    We report the number of conversions generated from organic traffic, comparing them with previous periods. If measurable, we also provide the value of these conversions, which is crucial for evaluating the ROI of SEO efforts.

    Content and page analysis

    We assess which pages or articles are performing best and worst, and make recommendations for content optimization. This allows us to identify areas for improvement and further development.

    Link Building

    We carefully analyze the number of new and lost backlinks, assessing the quality and authority of the links gained. Analyzing your link profile is important for understanding how your site is perceived on the web.

    Technical issues

    In this section of the report, we detect and document any technical errors, such as indexing problems or 404 errors, and monitor progress in resolving previously identified issues.

    Recommendations and strategies

    We give specifically worded recommendations for next month’s activities, and discuss long-term SEO optimization strategies that should guide future efforts.

    What are the characteristics of a good SEO report?

    A good SEO report should meet several important criteria:


    A key feature of an effective SEO report is its personalization. This means that the report must be tailored to the client’s individual needs and goals. There is no one-size-fits-all scheme – every business has its own unique goals, target markets and challenges. Therefore, the SEO report should focus on the metrics and data that are most relevant to the client’s specific business strategy and goals. A personalized report not only provides information on the overall progress of an SEO campaign, but also highlights specific areas that need attention or improvement in the context of unique business goals.

    Transparent and easy to understand

    The second important feature is readability and understandability. An SEO report should be accessible even to people who are not SEO experts. This means avoiding excessive technical jargon and explaining complex concepts in simple terms. Using visuals such as charts, graphics and infographics can make complex data and trends much easier to understand. Visual representations make data more accessible and allow you to quickly grasp key information and trends.


    The third important feature is the regularity of report generation. Ideally, SEO reports should be generated at a set frequency, such as monthly. Regular reporting allows you to continuously monitor the progress and effectiveness of your SEO efforts. This allows you to quickly detect and respond to changes in search trends, search engine algorithms and user behavior. Regular reporting also allows you to compare data from previous periods, which is essential for assessing the progress and effectiveness of your SEO efforts over the long term.

    Specific recommendations

    The last key feature of a good SEO report is to include specific recommendations and suggestions for further action. The report should not only indicate what is working well or badly, but also provide practical tips on how to improve SEO performance. It should include recommendations for content optimization, link building, technical fixes or keyword strategies. Specific, data-driven actions help you make informed decisions and plan future SEO efforts more effectively.

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    What tools do you use to create an SEO report?

    Creating SEO reports requires using the right tools to help collect and analyze SEO-related data. Popular tools include:

    • Google Analytics – for monitoring website traffic.
    • Google Search Console – for analyzing organic results on Google.
    • Ahrefs, Moz, SEMrush – for link and keyword analysis.
    • Tools for monitoring a site’s visibility in search results, such as Senuto.
    • Google Data Studio (Looker) – for creating comprehensive reports.

    Advanced versus basic SEO report – what should it contain?

    A basic SEO report should include key information on search engine result positions and organic traffic. An advanced report may include additional data, such as competitor analysis, link research or on-page content assessment. The choice of the type of report depends on the client’s specific needs and the scope of SEO activities.

    Reporting SEO activities – how often can a client require documentation of the results of the SEO process from an agency?

    The frequency of SEO reports can vary depending on the client and the scope of SEO work. Typically, reports are created monthly to monitor progress and provide the client with up-to-date information on the effectiveness of efforts. However, some clients may require reports on a quarterly or semiannual basis, especially if the SEO campaign is long-standing and the results are only visible after a long period of time.

    Choose SEO specialists from Up&More

    In summary, SEO reports are an integral tool in monitoring the effectiveness of SEO efforts. A good report should be personalized, easy to read and contain specific recommendations. Tools for creating reports are available on the market, and the frequency of reports depends on the individual client’s needs. With properly prepared reports, both SEO agencies and their clients can effectively track progress and achieve better SEO results. Therefore, contact us!

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    Kamila Dębska
    Kamila Dębska