An SEO report template, section by section
A good seo report template answers three questions in the first minute: what happened, why, and what happens next. Below is the structure we use, section by section, with the metrics that belong in each. You can copy it into any tool. In AgentFabrica, the numbers that come from connected accounts, such as Search Console, Analytics and ad accounts, fill in every month; the explanation and the plan are still yours to write.
- Sessions
- Users
- Page views
- Conversions (key events)
- Clicks
- Impressions
- Click-through rate
- Average position
- Spend
- Clicks
- Conversions
- Cost per conversion
- Spend
- Clicks
- Conversions
- Cost per conversion
- Followers
- Reach
- Profile visits
- Engagement
- Followers
The seo report template, row by row
Use this table as the skeleton of every monthly report. The third column tells you where each number lives; the last column shows what an AgentFabrica report fills on its own.
| Section | Metric | Where it comes from | In AgentFabrica |
|---|---|---|---|
| 1. Summary | Clicks and impressions against the previous period | Search Console | Automatic, with previous period |
| 1. Summary | One sentence on what drove the change | You | Written by you |
| 2. Search performance | Clicks, impressions, click-through rate, average position | Search Console performance report | Automatic |
| 3. Website | Sessions, users, page views | GA4 | Automatic |
| 3. Website | Conversions (key events) | GA4 | Automatic, with previous period |
| 4. Queries and pages | Queries and landing pages that gained or lost clicks | Search Console, exported | Not in the report: add from Search Console |
| 5. Technical | Pages not indexed and why | Search Console page indexing report | Not in the report: add from Search Console |
| 6. Work done | Fixes and content shipped this month | Your task list | Written by you |
| 7. Plan | Next month's work and what needs client approval | You | Written by you |
Copy the table into any tool. The last column shows which rows an AgentFabrica report fills on its own.
Summary and search performance
Most clients read the first page and stop. Open with the goal for the period, the direction of clicks and impressions, and one sentence on why they moved. Everything below supports that paragraph.
- Show the trend against the previous period, not a single month in isolation.
- Average position is an average across all queries, so a site that starts ranking for new long-tail terms can see it fall while clicks rise.
- Use Search Console's own definitions so the client can check any number in their account.
Technical health, work done and next month
Technical issues explain drops that content cannot. Keep this part short: what was found, what was fixed and what is still open, each with the page it affects. End with the plan, so the next report has something to measure against.
- Pages not indexed, grouped by the reason in the page indexing report.
- Fixes shipped this month, separated from fixes planned.
- Open questions that need the client's approval.
How to send it every month without rebuilding it
- 11st of the month
The monthly report rebuilds from the connected accounts and lands in the archive.
- 2Write
Add the summary, the reasons behind the change and next month's plan.
- 3Send
The email goes out with a no-login link valid for 30 days.
- 4Review
Open last month's archived report to check the plan actually happened.
- A no-login link that stays valid for 30 days and can be revoked at any time.
- An automatic email every Monday for the weekly report and on the 1st for the monthly one; add your client or team as recipients.
- A print-ready page you save as a PDF from the browser, and a CSV export of the numbers.
- Every weekly and monthly report stays in the panel archive, so last quarter is one click away.
Automated reports are part of the reporting plans: $30 a month for one brand, $155 for up to 25 brands with your own branding. Full prices are on the pricing page.
Frequently asked questions
What should an SEO report include?
A summary with clicks and impressions against the previous period, search performance, website traffic and conversions, technical issues, the work done and next month's plan. The table above is a working outline.
Does the report show keyword rankings?
It shows average position from Search Console. There is no separate rank tracker, so query-level movement comes from a Search Console export.
How often should I send it?
Monthly is the usual rhythm. Fast-moving ad accounts often add a weekly report; AgentFabrica builds both, on Mondays and on the 1st.
Report or dashboard: what is the difference?
A dashboard shows live numbers. A report adds the explanation and the next step, which is what clients read.
Can I put my own branding on it?
Yes on the AgentFabrica agency plan, which applies your logo, colours and product name to the export, the link and the email.
Is this template free?
Yes, the outline on this page is free to copy into any tool. Automated reports are part of the paid reporting plans.
Sources
The official documentation behind the technical points on this page:
- [1]Search Console Help: Performance report
Definitions of clicks, impressions, click-through rate and average position.
- [2]Search Console Help: Page indexing report
The source for the technical section: which pages are not indexed and why.
- [3]Analytics Help: Dimensions and metrics
Definitions of the website metrics in section 3.