The Monthly SEO Report Clients Want to See

Clients don’t want data dumps. They want answers. They want to know their SEO investment is moving the needle, without getting lost in rank trackers or confusing metrics.

The right SEO report builds trust, secures long-term contracts, and opens the door for upsells. The wrong one? It leads to confusion, silence, and churn.

Here’s how to deliver an SEO report that clients actually want to open—and share.

1. Lead With Tangible Wins

Open your report with a bold, no-fluff summary of what improved this month. It should feel like a highlight reel, not a technical briefing.

Examples:

• “Organic traffic up by 37% from last month.”
• “8 new keywords entered page one”
• “Lead form conversions increased by 22% from organic traffic.”

Keep this section short and bullet-based. It immediately shows your value without needing explanation.

2. Focus on Keyword Movement (With Relevance)

Keyword rankings are one of the most visible signs of SEO progress, but raw data isn’t enough. Clients need to see movement that actually matters to their business.

Include:

• Top 10 keywords gained or improved
• New keyword entries in the top 50
• Keywords that dropped (with notes on next steps)

Context is key:

“This keyword jumped from #14 to #6. It leads to your contact page and has a 1,600 monthly search volume.”

That’s the kind of insight clients remember.

3. Break Down Organic Traffic by Source, Device, and Page

Traffic volume means nothing if clients can’t see where it’s coming from or which pages are driving it. Visual breakdowns make the growth feel real and easy to understand.

Include:

• Monthly traffic trend (organic only)
• Desktop vs. mobile split
• Top 5 pages by organic traffic
• Year-over-year comparison if available

Use simple bar or line graphs here. Make it visual, not technical.

4. Attribute Leads or Sales to Organic Search

Clients don’t want traffic, they want results. The moment you tie SEO to actual leads or sales, you move from “service provider” to “growth partner.”

Include (if possible):

• Goal completions (form submissions, calls, purchases) from organic traffic
• Lead source summaries via Google Analytics or CRM
• Call tracking reports or quote requests linked to search queries

Even if tracking is limited, show evidence that traffic is turning into leads.

5. Translate Technical Fixes Into Business Impact

Technical SEO sounds like background noise to most clients, unless you connect it to something they care about: speed, rankings, and conversions. Always explain the “why” behind the fix.

Examples:

• “Fixed 14 broken links affecting service pages.”
• “Improved mobile speed score from 58 to 89—bounce rate dropped 12%”
• “Submitted updated XML sitemap to Google after adding 4 blog posts.”

Explain what was done, why it mattered, and how it helps their site win.

6. Summarize Backlink Growth and Authority

Clients won’t ask for a backlink audit, but they want to know they’re gaining authority over their competitors. Keep it simple, high-level, and tied to growth.

Include:

• Number of new referring domains
• Highlights of high-quality links (DA 50+, industry-relevant)
• Domain Authority or Domain Rating growth

Tie it to authority:

“Your site is now outperforming 3 of your top 5 competitors in backlink quality.”

7. Include Priority Actions for Next Month

Your clients want to know there’s a clear plan, not just a report of what’s already done. Ending with a forward-looking action list reinforces momentum and keeps them engaged.

Add a section like:

Next Steps (Month Ahead):
 – Publish 3 SEO blog articles targeting low-hanging keywords
– Begin local citation cleanup
– Build 2 niche-relevant backlinks
– Run a technical audit on staging site updates

Clients want to know there’s a plan. Show them you’re thinking ahead.

8. Use Visuals, Not Just Numbers

Numbers alone can overwhelm clients, especially those who aren’t familiar with SEO. The right visuals help turn data into insights they can quickly grasp and act on.

Tips:

• Use line graphs for traffic and rankings
• Use arrows and color coding (↑/↓) for keyword movement
• Add pie charts for device or traffic source splits
• Bold all key takeaways

Use tools like Looker Studio, AgencyAnalytics, or even Canva to format reports that look as valuable as the results inside.

9. Keep It Short, Branded, and Client-Focused

Clients want clarity, not clutter. The best SEO reports are brief, easy to digest, and focused on results that tie directly to business goals.

Best practices:

• Add your agency’s branding on every page
• Use simple language: “leads,” “growth,” “traffic,” “visibility”
• Highlight your contact info + next steps
• Include a short Loom video walkthrough for premium clients

Final Thoughts

The monthly SEO report isn’t just a summary; it’s a sales tool. It reinforces your value, justifies the retainer, and keeps clients excited about what’s next. Skip the jargon. Show results. Speak in wins.

At Workroom, we help agencies and businesses deliver results-driven SEO, paired with professional, branded monthly reports your clients can actually understand. No jargon. No fluff. Just clear wins, visual insights, and next-step strategies that build trust and retention.

Whether you’re managing your own clients or need white-label support, we’ve got your reporting and results covered.