Create SEO Reports for Clients in 2025 [Downloadable Template]

Creating SEO reports for clients doesn’t have to feel like assembling a jigsaw puzzle with missing pieces.

Whether you’re an agency juggling multiple accounts or a freelancer reporting to a single client, a well-structured SEO report helps you clearly show what’s working, what’s not, and what’s next. It’s not just about data—it’s about presenting insights in a way clients understand and value.

To make your life easier, we’ve created a free downloadable SEO report template you can customize and reuse. It’s designed to be comprehensive, yet client-friendly. No more overwhelming spreadsheets or long-winded docs.

In this guide, we’ll walk you through:

• What an SEO report is
• What to include in one
• How to fill out each section of the template step-by-step

By the end of this article, you’ll be able to confidently deliver SEO reports for clients that don’t just inform — but impress.

What Is an SEO Report?

An SEO report is a document that summarizes the impact of your SEO strategy efforts over a specific period — typically monthly or quarterly. It provides data, insights, and context to help your clients understand how their website is performing in search engines and what’s been done to improve it.

A good SEO report does three things:

1. Shows progress toward business goals
   
2. Highlights wins and challenges
   
3. Outlines clear next steps
   

But more importantly, a great SEO report is easy to read. It focuses on the metrics that matter to the client—not just a bunch of SEO jargon.

That’s why we built this SEO report template with clients in mind. It removes fluff and focuses on what they care about: visibility, traffic, performance, and results.

This isn’t about impressing clients with complexity — it’s about helping them understand the value you’re delivering.

What Does an SEO Report Include?

A strong SEO report balances data with clarity. Our downloadable template includes 13 essential sections that show performance from every angle — without overwhelming your client.

Here’s what each part covers:

• Executive Summary – A high-level overview of wins, challenges, and results. Use Writesonic to simplify insights.
  
• Goals & KPIs – Track measurable objectives like traffic growth or rankings. Pull from GA4 or Search Console.
  
• Tasks Completed – Log key actions done, from audits to optimizations.
  
• Organic Traffic Overview – Show traffic trends with clear comparisons and summaries from SEO AI Agent.
  
• Keyword Performance – Report on rankings, impressions, and new opportunities.
  
• On-Page SEO Audit – Track improvements to content structure, meta tags, and more.
  
• Technical SEO Overview – Highlight critical issues like crawl errors or site speed using Google tools.
  
• Backlink Profile – Summarize link-building progress and new referring domains.
  
• Local SEO (if applicable) – Focus on map pack visibility and Google Business data.
  
• Content Performance – Spotlight high-performing or underperforming pages.
  
• Conversion Tracking – Connect SEO to real business outcomes.
  
• Competitor Analysis – Benchmark your progress against competitors.
  
• Recommendations & Next Steps – Finish with clear, actionable plans.

Step-by-Step Guide on How to Create SEO Reports for Clients [Download the Template]

Our SEO report template is designed to make client reporting straightforward and scalable. Whether you’re sending a monthly snapshot or a deep quarterly analysis, this template gives you a structured way to highlight your work, show results, and plan what’s next.

The report includes 13 pages—each covering a different area of SEO. Below, we’ll walk through how to complete each one with the help of tools like Google Analytics, Search Console, and your SEO AI Agent.

Now let’s go step by step through each one.

1. Executive Summary

This is the “TL;DR” of your entire report — a quick overview of what’s working, what’s not, and where things are headed. It’s the first thing your client sees, so it needs to be clear, focused, and tailored to their goals.

In the template, the Executive Summary includes a headline summary box, space for key highlights, and optional notes. It’s meant to answer the big question: “Is SEO moving us forward?”

You might mention traffic growth, ranking improvements, completed tasks, or early signs of conversions. If something didn’t go as planned, this is also where you show accountability — paired with a clear action plan.

It often makes sense to fill out this section last, once you’ve completed the rest of the report. That way, you’re working from the full picture and can confidently summarize the month’s performance.

How to Fill This Section:
Writesonic’s SEO AI Agent can analyze your data and automatically generate a concise, impactful executive summary. Simply connect your Google Analytics accounts, and the AI will identify the most relevant highlights to include.

2. Goals & KPIs

This section links your SEO efforts to your client’s business goals, showing whether you’re on track.

In the template, you’ll list:

• Goals (e.g., “Increase organic traffic by 20%”)
• KPIs to measure success (e.g., “Sessions, conversions, keyword rankings”)

In our template’s Goals & KPIs page, include:

• Organic traffic growth charts
• Conversion metrics from organic search
• Year-over-year and month-over-month comparisons
• Progress toward specific objectives

How to Fill This Section:
Connect Google Analytics to Writesonic’s SEO AI Agent to automatically pull performance data. The tool can create custom visualizations that show progress against established goals.

3. Tasks Completed

This section outlines the SEO tasks you’ve completed, helping your client understand the work behind the results.

In the template, you’ll describe each task, its completion date, and the impact it had on performance. For example, you might note tasks like “Optimized homepage for target keywords” with the result being a 15% improvement in rankings.

To fill it out, track tasks through your project management tool or task log. Focus on high-impact activities, such as keyword optimizations, content updates, and technical improvements. Briefly explain the outcomes, whether it’s improved rankings, site speed, or content quality.

4. Organic Traffic Overview

The Organic Traffic Overview gives your client a clear snapshot of their website’s performance in search engines. It shows whether traffic is increasing or decreasing and provides context for any fluctuations.

In the template, you’ll find a chart or table displaying metrics like total sessions, new users, and traffic sources. You’ll also compare performance against previous periods to highlight trends.

How to Fill This Section:
Connect Google Analytics to the SEO AI Agent and export the relevant traffic data. Use it to interpret traffic patterns and explain fluctuations in an easy-to-understand way.

Always segment branded vs. non-branded traffic to show the true impact of your SEO efforts. Prompt the SEO AI Agent to filter it accordingly to show proper organic traffic growth.

5. Keyword Performance

The Keyword Performance section shows how your targeted keywords are performing in search rankings. This is where you highlight improvements, drops, or opportunities.

In the template, you’ll list the primary keywords, their current rankings, search volume, and any changes in their positions compared to the last report.

Once Google Search Console is connected, the SEO AI Agent can track keyword rankings over time. These tools show the position of each keyword, helping you identify trends and spot new opportunities or areas needing attention.

6. On-Page SEO Audit

The On-Page SEO Audit section examines the health of your website’s content and structure, highlighting areas where you’ve made improvements to boost search engine visibility.

In the template, you’ll assess elements like title tags, meta descriptions, header tags, image alt texts, and internal linking. You’ll also summarize the work completed, such as optimizing existing content or adding targeted keywords.

To fill it out, use this prompt in the SEO AI Agent:

“Audit the homepage and top 5 performing pages for SEO opportunities. Check title tags, meta descriptions, header tags, and internal linking. Provide suggestions for improvement.”

This will help you find content gaps or technical issues and ensure that pages are optimized according to SEO best practices.

7. Technical SEO Overview

The Technical SEO Overview highlights any backend issues that could affect your site’s search engine performance, such as crawl errors, site speed, or mobile-friendliness.

In the template, you’ll focus on key metrics like:

• Crawl errors
• Site speed performance
• Mobile usability
• Structured data implementation

To fill it out, you can use SEO AI Agent to scan for any potential technical issues. A prompt you can use is:

“Check the site for crawl errors, mobile usability issues, and page speed concerns. Provide a list of actionable recommendations to improve technical SEO.”

Pro Tip: Be sure to explain the impact of any identified issues. For example, mention how slow page speed can lead to higher bounce rates, affecting overall user experience and rankings.

8. Backlink Profile

The Backlink Profile section evaluates the quantity and quality of backlinks pointing to your site, which plays a major role in SEO performance.

In the template, you’ll include:

• Total number of backlinks
  
• Domain authority of referring sites
  
• New backlinks gained
  
• Lost backlinks
  

Consider using SEO AI Agent to get an overview of your backlink profile. You can use this prompt to gather insights:

“Analyze the backlink profile for the site. List new backlinks, lost backlinks, and the quality of referring domains. Provide suggestions for improving the backlink strategy.”

Make sure to highlight any significant changes, like new high-quality backlinks, as well as any lost links that may impact rankings.

9. Local SEO (if applicable)

The Local SEO section is crucial for businesses that rely on local search visibility. It focuses on optimizing for location-based queries, ensuring the business appears in relevant local search results, and in Google’s Local Pack.

In the template, you’ll cover:

• Google My Business (GMB) performance
• NAP (Name, Address, Phone Number) consistency across listings
• Local keyword rankings
• Local backlinks

To fill it out, pull data from Google My Business for key metrics like search visibility and engagement, as well as local keyword performance from Google Search Console.

Use this prompt in SEO AI Agent to further analyze local SEO:

“Analyze the site’s local SEO performance. Check Google My Business insights, NAP consistency, and local keyword rankings. Suggest actions to improve local visibility.”

10. Content Performance

The Content Performance section evaluates how well your website’s content is performing in search results and how it aligns with your client’s target audience.

In the template, you’ll focus on:

• Top-performing pages (based on traffic, engagement, or conversions)
  
• New content added
  
• Content gaps or opportunities

You can use SEO AI Agent with the following prompt:

“Analyze the performance of content across the site. Identify top-performing pages, new content, and any content gaps or opportunities for improvement.”

11. Conversion Tracking

The Conversion Tracking section focuses on how well your SEO efforts are driving meaningful actions on the website, like form submissions, purchases, or other conversions.

In the template, you’ll track:

• Conversion goals (e.g., form submissions, product purchases)
  
• Conversion rate
  
• Any improvements or declines in conversion performance
  

Use SEO AI Agent to analyze conversion trends. A prompt you can use is:

“Analyze the conversion performance of organic traffic. Identify conversion trends, and provide suggestions for improving the conversion rate from organic search.”

12. Competitor Analysis

The Competitor Analysis section provides insights into how your client’s website is performing compared to its competitors in search results. It helps identify areas where your client can improve and uncover new opportunities for growth.

In the template, you’ll compare:

• Your client’s rankings against key competitors
  
• Backlink profiles of top competitors
  
• Content gaps or keyword opportunities
  

To fill it out, use SEO AI Agent with the following prompt:

“Analyze the top 3 competitors in [industry/market] for keyword performance, backlink profiles, and content strategy. Provide a comparison with the client’s website and identify opportunities for improvement.”

13. Recommendations & Next Steps

This section ties everything together. Based on the data and insights from the report, you’ll outline what should happen next to keep improving the site’s SEO performance.

In the template, summarize:

• Key findings from the report
  
• Priority action items (e.g., fix technical issues, publish new content, build backlinks)
  
• Short-term and long-term SEO goals
  

To fill it out, use insights gathered through SEO AI Agent during the audit and analysis. You can prompt:

“Based on the current SEO performance, provide 3–5 prioritized action steps to improve organic rankings and traffic over the next 3 months.”

Final Thoughts: Create SEO Reports for Clients

Creating clear, insightful SEO reports for clients isn’t just about data—it’s about helping them understand how SEO is driving their business forward.

A well-structured report builds trust, showcases your expertise, and gives your clients the clarity they need to make informed decisions. With the help of tools like Writesonic and SEO AI Agent, you can automate the heavy lifting and spend more time on strategy and storytelling.

Use the downloadable SEO report template to streamline your reporting process and tailor each section to your client’s unique goals. Whether it’s tracking organic growth, fixing technical issues, or spotting keyword opportunities — your report should always lead to action.

Niyati Mahale

Niyati Mahale is a Content Writer @Writesonic. She specializes in artificial intelligence and B2B, with a flair for combining effective storytelling and SEO best practices to create impactful content.