Do you care about SEO reports? Do you track the progress that you or your clients make? Why are you doing this? Do you set goals? What are you going to achieve? What actions are you ready to take to achieve your weekly, quarterly, monthly or yearly goals? What’s your budget?

These are the fundamental questions you need to ask yourself to actually generate the best SEO ranking reports in order to be aware of what’s going on with your website.

What should an SEO report include?

There are plenty of metrics you should not be bothering yourself with, such as bounce rate, the number of backlinks, followers on social media, keywords density, traffic that doesn’t convert, etc.,

Keyword rankings

Instead, the best SEO ranking report should include only important data that actually matters for an SEO expert or digital marketer. The data that matters is the dynamic of changes of the keyword rankings, more exactly how the position of the keyword has changed and where a website is ranking for the keyword now. What actually makes sense for a report is the diagram of growth and the possibility to export that data.

One of the major points that should be taken into account is the search volume of the keywords that the website is already ranking for and also the potential keywords that a client can benefit from.

For example, the best way to get the most profitable and actionable keywords is to concentrate on choosing long-tail keywords and optimizing for voice search. A workable technique would be to use open questions that contain keywords to rank for because people tend to use more speech-like keyword phrases, especially with the increasing popularity of voice assistants use.

Competitor’s data analysis

A good SEO report contains the snapshot of the top 100 competitors that are ranked for the same keyword. This data will provide the insights of what’s going on the market and if the competitors are using the same keywords. If they do use them it will be necessary to find workarounds and ways to outrank them by relying on the search volume and the possible potential of other keywords. However, if they don’t use the same keywords and the search volume is pretty low an SEO expert might think about excluding these keywords and taking other necessary actions accordingly.

Another key point that a report should include is an exported file of the existing keywords intersections or, in other words, where a client’s and competitor’s keywords cross. It will help to get a broader picture of the dynamics of changes of both a client’s and competitor’s growth.


What plays the dominant role in building and analysing excellent SEO ranking reports is the relevancy of data. When you’re using Google Analytics to monitor and store the data about the dynamics of changes you probably already know that it can’t be deleted or changed. For this reason, it’s essential to make sure that the tracking code is installed correctly for each page and is not doubled. Otherwise, this data can’t be considered relevant and most likely will negatively affect the value and comprehensiveness of your reports.

The key here is that the gathered data should be consistent, relevant and complete. The more comprehensive the data is, the better will be an SEO ranking report.

The Obvious Things You Don’t Care About. SEO Ranking Reports
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