SEO AUDIT REPORT FORMAT

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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PORTFOLIO

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:

1) What format do you use for your recurrent SEO reports to non-technical clients/boss/decision makers?

I’ve seen many SEO reports from consultants, in-house teams, and agencies. I discussed them with experts from our Ahrefs Insider community. The conclusion? You can’t create an SEO report template that covers everything necessary without knowing a client, their business, and your responsibilities in the project.

Next up is the backlink profile— s howing the client what new, interesting coverage they got in the past month.

To wrap up, I want to thank everyone who shared their reporting insights with me over the years. I’m also grateful for Ahrefs Insider members, who proactively reached out with their knowledge and reports before I even started creating the template. And special thanks to Gyorgy Bolla, the search performance lead at Westpac, who introduced me to enterprise SEO reporting—the only area I wasn’t familiar with.

4. Ranking progress.

To get this data:

Add in the date/month of the report, your own logo, as well as your client’s website URL. Once those are completed, you are good to go.

If the client’s customers go through a complex buying process, you’ll also want to report assisted organic traffic conversions. You can find this in GA under Conversions > Multi-Channel Funnels > Assisted Conversions . These will complete the picture of the overall impact of SEO on the business.

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.

The reason for showing non-branded traffic here is to avoid attributing organic traffic changes to marketing activities unrelated to SEO. For example, if the marketing team launched a great PR campaign or started airing mass marketing campaigns, your organic traffic would naturally go up just from people looking up your brand more.

It’ll get pretty messy to present position changes of possibly hundreds of keywords in a deck. We should, therefore, satisfy the client by only reporting on the most important keywords for the business, aka “money keywords.” You can then include the rest by linking to the exported spreadsheet if the client wants to see it.

Your client may also get a significant amount of traffic from Google Discover or Google News. If that’s the case, it’s probably worth dedicating a separate slide to it.

Again, this doesn’t mean you shouldn’t report on more technical SEO metrics, etc. Some projects involve huge websites and complex, technical SEO tasks. In such situations, it’s likely the client will welcome crawling and indexing statistics, details about the most important issues, etc.

The overall search visibility KPI isn’t the only visibility metric that clients are interested in. They have certain product categories or topics on the blog that usually differ in relevancy and value to the business. That’s where measuring search visibility for keyword segments comes into play.

What should an SEO report contain?

Your work doesn’t end with just dumping a bunch of metrics into a document, though. You need to interpret them. Your SEO reports should convey the impact of your work in the most succinct and coherent way possible. That’s how we made the template as well.

And lastly, keep in mind the template contains mostly made-up data, insights, and scenarios. Don’t try to analyze the content of it. Rather, use its structure as a guide.

Search visibility is the SEO version of one of the most important marketing KPIs: share of voice (SOV). It’s basically keyword rankings on steroids.

Before we get into explaining the rationale behind each slide, let me emphasize a few things.

This slide is designed to let you go into further detail about your link building work done during the month.

Again, tag these keywords in the Rank Tracker. You can decide whether a keyword should be tagged like this based on its business relevancy and CPC. Or you can just go through the keyword list with the client.

Share this article.

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.

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.

A highlights page that summarizes the most important information of that month is a good intro.

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.

The number of times this article was shared on Twitter.

Let’s get started.

The first slide is the easiest part to create.

But that approach doesn’t work anymore.

The Digital Marketing Templates Library.

Get more organic search traffic with this in-depth SEO audit template. (Available in Word, Google Docs and as a PDF.) Use it to analyze and optimize clients’ websites — or your own.

Enter: this SEO audit template.

Here’s what’s included in this SEO audit template:

What’s Included.

This SEO audit template is designed to let you quickly see how well-optimized a website is. Spot opportunities for improvement. And make the critical adjustments that are most likely to increase its search traffic.

Open as Google Doc.

Voila! Just like that, you’d be on the first page of Google.

With so many possibilities, it’s hard to know where to start.

You could build a page with some basic content on it. Throw your target keyword on there a bunch of times. And then build a few dozen low-quality links in an afternoon.

SEO used to be really straightforward:

Google now uses 200+ ranking factors. Including advanced algorithms like RankBrain, which uses machine learning to understand how well different pages meet searchers’ needs.

All without getting too caught up in the minute details.

Download as Microsoft Word.

Why Use an SEO Audit Template?

Download the SEO Audit Template.

SEO Audit Template.

Download as PDF.

There are endless things you can do to increase your search traffic. But sometimes, you just want something FAST. Here’s a list of low-hanging fruit you can tackle quickly to help improve your rankings.

How to Use This Template.

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