What to include in a small-business SEO report

Begin with the website, dates and decision the report supports

A report needs enough context for someone who did not prepare it. Name the business and website, state the reporting dates and describe the question being reviewed. If the report is a saved snapshot, include when it was prepared so it is not mistaken for a continuously refreshed dashboard.

Choose the reporting window deliberately. Seven complete days may help a routine review; a longer period can be more useful when counts are small. A different interval changes what the report can tell you. A larger set of numbers does not remove the need to explain coverage and measurement.

Separate visibility from measured website activity

Search Console clicks, impressions, CTR and average position describe Google search performance. Analytics users, sessions and events describe activity measured on the website. Put them alongside one another with clear labels, rather than combining them into one visitor or lead total.

If you compare landing pages, explain the Analytics source scope and matching rule. Matching hostname and path helps organise aggregate reports, but it does not identify the person behind a click or prove that a search caused a purchase. Missing-source rows should remain visible, not disappear from the report.

Show the important detail and disclose what is absent

A concise report can include the top relevant searches and pages, a useful comparison with the prior matching period, and a small set of opportunities to review. Explain whether these are all rows or the top rows returned within limits. Query privacy filtering means a visible table may not sum to a reported total.

Keep unavailable figures and failures visible. Missing Analytics is not zero visitors. An unset enquiry event is not zero enquiries. Revenue is meaningful only where the website and Analytics already measure it appropriately, and the property currency should be stated.

Identify the website and each data source.
Label the current and comparison periods.
Show key figures and relevant queries/pages.
Keep unavailable metrics distinct from measured zeros.
Include privacy, quota, row-limit or processing warnings where applicable.

End with a short action list that someone can carry out

An action should say what to check, on which page or measurement setup, and why the available evidence makes it worth reviewing. A low CTR might justify looking at search intent and page titles; it does not establish that a title rewrite will produce a particular number of clicks.

Give a task an owner in your normal business process, a sensible due date and a record of what was actually changed. A report is not implementation. If the software only reads data and recommends checks, it should not imply that it has fixed the website for you.

Share a private report with care

Search phrases and page addresses can reveal business priorities. An export can also include visitor or event figures you do not intend to make public. Review the file before emailing it and send it only to the intended recipients. A downloaded file cannot be made private again just by deleting its original dashboard snapshot.

In AAA Signal, Report studio saves up to 20 private snapshots per business. Download HTML for browser printing to PDF, or JSON for your own review. The current workflow does not include public report hosting, revocable client access links or a claim that Google indexes private dashboard reports.

Prepare a report and keep the next work organised

Report studio combines available Google figures, built-in guidance and bounded opportunity findings. Use the SEO workboard for selected actions, and keep snapshots only as long as you need them.

Explore this AAA Signal feature · View pricing from A$19/month

Keep reading

Google’s Page indexing report documentation · Google Analytics reporting documentation