HOW TO CREATE SEO AUDIT REPORT

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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If a certain page on a competitor’s site is attracting a high number of links, maybe you could create something similar for your client.

The best way to illustrate conversion rate to a client is through goal tracking.

While other metrics can be important, it really depends on the company you’re working with.

If increasing organic traffic to your client’s website is their key goal, then put traffic at the beginning of your SEO report.

Pay attention to what sites you are monitoring for bounce rate and time on site, though. For example, if you see that users leave your landing page after 10 seconds, but that landing page has many outbound links, then you probably don’t need to worry about time on site and bounce rate for that page.

7. Future Recommendations & Execution Plan.

One image or video can slow a site down drastically. In some cases, this tool may reveal critical technical issues that may be harming their SEO performance.

This is the report that will help you find trends and see what people are actually clicking on that is bringing you traffic.

Get There: Acquisition > All Traffic > Channels.

Creating SEO reports for clients can be a daunting task.

While this metric may not have been overly important in the past, SEO success today requires a great user experience.

You’ll also want to use the Source/Medium section of the traffic report. It will give you more specifics about where the traffic is coming from, thus helping you conclude where you should spend your time and money.

If someone came from a Google organic search, that’s great – but if you know they landed on your most recent blog post, that’s even better.

The conclusions are endless.

Creating SEO reports for clients can be a daunting task. Here are seven essentials you need to include to make perfect SEO reports for your clients.

Get There: Conversions > Goals > Overview.

3. Page Level Traffic.

The best thing you can do for your clients or upper management is to have a “recommendation” section at the end of every section of your report discussed above.

Once you know the conversion rate, it will help you better explain the rest of the report as to, again, why it is what it is.

Here’s a screenshot of what the source/medium report would look like:

But SEO reports are vital. You need to let your clients, upper management, and other stakeholders know how your SEO campaigns are performing.

Using ranking data as the de facto performance indicator is unwise.

Now it’s time to leave Google Analytics for another great Google tool: Page Speed Insights.

Get There: Visit Page Speed Insights Tool.

2. Conversion Rate & Goal Completion.

In terms of links, there are tons of tools that can help you monitor the links you’re gaining or losing,

This probably isn’t something you would normally think of when you’re buried in data and reports, but including a section that shows you thought about what to do next is important. This is what will allow you to move forward.

Here are seven essentials you need to include to make SEO reports for your clients.

Google shows different results based on a variety of factors, including history, personalization, and where the user is searching from.

Every client or business has different goals. In many cases, your reports must be both elementary and robust – depending on who is receiving the report.

You may know where your visitors are coming from at this point, but it’s important to know where they go.

While there is still some value in tracking keyword positions, it should be part of the overall performance reporting – not a be-all, end-all metric.

If you want to keep your report shorter, this is the report to pull.

It’s the main resource for your clients, managers, or bosses that tracks the progress of your work and its impact. After all, these stakeholders want to see that their money is well spent on you.

What type of things can you include here?

Go to Ahrefs’ Site Audit, set up a project for the client’s website if you haven’t done so already, and let the tool crawl the website. Depending on your crawl settings, Site Audit can recrawl the website periodically, providing you with all the current and historical technical SEO data.

Subscribe for weekly updates.

If you are responsible for backlink profile growth, go to Ahrefs’ Site Explorer, check the Referring domains report, and filter for new referring domains in the past 30 days (as you can see in the slide).

To show a more accurate overview of organic traffic progress, simply apply a query filter in Google Search Console (GSC):

Be careful here. GSC only provides 28-day views and comparisons by default. Thus, you need to select custom dates to compare whole months. Remember to compare the same number of days. Let’s look at a scenario where a month has 31 days (e.g., in such a case, start the comparison on the last day of August to account for only 30 days in September).

First of all, feel free to tailor the slides to suit your client’s needs, as well as your service offerings. We’ve made this report to cover all SEO areas for monthly reporting.

If you engage in outreach activities and see a new referring domain gained from that, you can highlight it in the screenshot so that the client can differentiate earned and acquired links.

If this is your first time crawling the website, use this Health Score as a starting point. You can start referencing monthly comparisons in your second report.

3. SEO KPIs overview.

Look at their SEO reports.

Shows how many different websites are linking to this piece of content. As a general rule, the more websites link to you, the higher you rank in Google.

You can get this data by creating more tags in your Ahrefs’ Rank Tracker project. Scroll down to your keywords in the overview, check those that you want to tag, and assign the tag to them or create a new one:

We show the highlights of the newly acquired referring domains sorted by Domain Rating (DR) score because it’s a solid and easy-to-understand proxy for improving backlink profile growth.

9. Technical SEO health overview.

What and how you report on your SEO efforts depend on how you set up expectations with your client. While SEO reports are dependant on a client’s business type, this is what everyone generally wants to see:

But what I have for you here will get you as close as possible to a perfect SEO report. That is the main reason why I started discussing SEO reporting with experts in the first place.

To get this done from start to finish, you’ll need the following tools:

Second, the type of business you’re doing SEO for should also be reflected in the report adjustments.

Let’s get started.

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