What elements does a perfect SEO report consist of?


What elements does a perfect SEO report consist of?

Let me sum up the article we wrote on that subject (14 SEO metrics you should track with a real SEO reporting tool):

Keywords performance

No, average position is not a meaningful metric. It’s a vanity metric at best. But since it always changes depending on a ton of factors, we believe visitor intent is more relevant. Intent can be analyzed by looking at top landing pages and top search queries, among other things.


In my dream business world, all our traffic would come from referrers as this usually represents a solid social proof, which is way better than a 1st position on Google or any Adwords ad. Tracking them and what results they bring is paramount.

Organic traffic

The idea here is to observe the trends in your organic traffic and how it performs compared to other channels, such as direct, PPC, social and referrals. Obviously, you’ll take action if the trend has been looking bad for the past few months.

Pages per visitor, returning users, etc

Very interesting to see how engaged is your organic traffic versus other channels. Is it performing better or not?

Technical metrics

Page load, 404, index statuses, etc. They all matter when it’s time to evaluate your organic performance as we all know technical issues have a significant impact nowadays.


Last but not least, the name of the game is to converting your traffic in prospects and ultimately, paying customers. You could have a ton of organic traffic, but if it’s low quality, it won’t convert. You should aim at high-quality traffic in absolute numbers AND a high conversion rate. Both mixed together are the blast you every SEO marketer is looking for!

I hope this helps!

p.s.: DashThis is the tool you need to make perfect SEO reports to your clients!

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

Want to be a guest writer on the DashThis blog? Drop us a line at marketing@dashthis.com!
View his LinkedIn profile or email Stephane: stephane@dashthis.com

Category: Client Reporting, Digital Marketing and KPIs, Marketing Dashboards | Tags: , Comment »


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