If you're managing a business website or running marketing for clients, understanding how to create an SEO report for clients or stakeholders is a critical skill. A great SEO report doesn't just track rankings and traffic—it tells a story, highlights wins, and uncovers areas for improvement. Whether you're delivering monthly updates or pitching strategy to stakeholders, presenting clear, actionable data is what separates a good digital marketer from a great one.
For businesses operating in competitive markets like the UAE, transparent and consistent reporting plays an even bigger role. It’s why more companies are investing in SEO Metrics & Reporting UAE to stay ahead. Let’s dive into how you can build your own bulletproof SEO report that stakeholders will actually care about.
Know Your Audience First
Before opening up Google Analytics or your favorite SEO tool, stop and ask yourself: who am I creating this report for?
- Clients and business owners: They often care most about ROI, conversions, traffic growth, and business metrics.
- Marketing managers: They're interested in tactical performance—what channels are working, where leads are dropping off, and which campaigns to scale.
- Developers or designers: These folks prefer technical SEO data, like crawl errors, page speeds, or site structure fixes.
Your report structure, detail level, and language all change depending on who’s reading it. Tailor the content for clarity to make your audience feel informed—not overwhelmed.
Key Elements of an SEO Report
Here’s where we break down exactly what should be in your SEO report. Every section should flow intuitively and reflect movement since the previous update.
1. Executive Summary
Busy stakeholders love a quick snapshot. This section should cover:
- Top takeaways this month—wins, losses, and trends
- What actions were taken and their impact
- Next steps or recommendations
Think of it as the TL;DR version of your report. Keep it digestible but valuable.
2. Organic Traffic Overview
This is your bread and butter. Use Google Analytics or GA4 for tracking:
- Total organic sessions compared to the previous period
- User behavior (bounce rate, session time, pages per session)
- New vs. returning visitors from organic channels
Visuals go a long way here. Add screenshots of performance graphs and annotate the wins clearly.
3. Keyword Performance
Head to tools like Google Search Console, Ahrefs, or SEMrush for this section.
- Top-performing keywords this period
- Keyword rankings gains/losses compared to last period
- Opportunities (keywords on page 2 or those climbing upward)
Highlight branded vs. non-branded search terms—it helps clarify where the growth is coming from.
4. Backlink Profile
Backlinks still matter—and clients want to see them growing.
- New backlinks acquired (authority score, referring domains)
- Lost or toxic links identified and disavowed
- Anchor text distribution (to spot over-optimization)
If you’ve done link building outreach, showcase the results here with screenshots or URLs for credibility.
5. Technical SEO Insights
This is where you show you've done your homework under the hood. Use tools like Screaming Frog, Sitebulb, and PageSpeed Insights.
- Site health score or crawl issues fixed
- Mobile-friendliness and Core Web Vitals status
- Page speed improvements or suggestions
- Structured data and indexation checks
Use plain language when presenting technical data—say “We fixed broken pages and improved site speed,” not “HTTP response status 404 improved by 6%.”
6. Content Performance
Not all SEO wins come from new content—sometimes it’s old content killing it.
- Top landing pages (organic sessions, dwell time, conversions)
- High bounce pages (suggest refresh or update)
- New content published and initial performance
Highlight content that’s climbing fast or outperforming others. Use it to justify expanding topics based on what works.
7. Goal Completions and Conversions
At the end of the day, SEO is about moving the needle on business objectives.
- Organic goal completions like form fills, purchases, or lead magnet downloads
- Conversion rates for organic traffic
- Attribution insights—how organic fits into the greater funnel
Show how SEO contributes to real business results, not just impressions and clicks.
Use Visuals & Commentary to Tell the Story
Data without context means nothing. Add charts and graphs, but use plain commentary right below them to explain what’s happening and why it matters.
- Line graphs: Use for long-term organic growth trends
- Bar charts: Good for comparing keyword or content performance
- Heatmaps: When showcasing behavioral data or user navigation
Every chart should have a “So what?” answer. Don’t be afraid to say, “Traffic dipped 10% on these pages because Google updated its algorithm targeting review content.”
Keep it Action-Oriented, Not Just Informative
Don’t leave your clients or management teams guessing what to do next. End your report with clear recommendations like:
- “Double down on content related to [category] since it’s outperforming others.”
- “Remove or repurpose underperforming blog posts to improve crawl efficiency.”
- “Target these three new keywords in next month’s content calendar.”
Strategic guidance backed by data is what elevates your value.
Delivering the SEO Report
Your format depends on how your stakeholders prefer to consume information. You’ve got a few solid options:
- Google Slides/PowerPoint: Combines visuals and commentary for live presentations
- Google Docs: Great for collaborative notes and discussions
- Dashboards (Looker Studio, Databox): Real-time, interactive reports for long-term tracking
If it’s a recurring monthly report, store them in a shared drive so clients can track progress over time.
Conclusion: Reporting Isn't Just a Box to Check
Knowing how to create an SEO report for clients or stakeholders isn’t about throwing numbers at a page. It’s about translating data into insight, then insight into action. A well-built SEO report builds trust, accountability, and strategy. It keeps everyone aligned without requiring them to be SEO-savvy.
If your business is scaling and looking for regular updates on marketing impact, it’s time to explore customized SEO Metrics & Reporting UAE. These insights can power better decisions and give you—and your stakeholders—the confidence to scale your search strategy smartly.
