A monthly SEO report should do more than display metrics — it should tell a story that connects activity to outcomes and guides strategic decisions. This SOP outlines how to assemble, frame, and present monthly SEO performance data in a way that is both actionable and accessible to stakeholders. Whether you are reporting to a client, a leadership team, or an internal marketing group, the same principles apply: clarity, context, and a forward-looking perspective.
Data Collection
Core Data Sources
Pull data from Google Search Console, GA4, Ahrefs or Semrush, and any rank-tracking tool in use. Each source provides a different lens on organic performance, and combining them gives the most complete picture. If you are using our GA4 configuration guide, verify that your conversion events are firing correctly before pulling report data.
Key metrics to collect include:
- Organic sessions and organic conversions (GA4)
- Total clicks, impressions, average CTR, and average position (Search Console)
- Keyword ranking distribution and movement (rank tracker)
- Referring domains acquired and backlink profile changes (Ahrefs/Semrush)
- Core Web Vitals and crawl error counts (Search Console)
Comparison Periods
Always pull data for the reporting month alongside at least two comparison periods: the previous month and the same month one year ago. Month-over-month data reveals short-term trends, while year-over-year data controls for seasonality. For newer campaigns without twelve months of history, use quarter-over-quarter comparisons instead.
Performance Summary
Open the report with a high-level performance summary that answers three questions: What happened? Why did it happen? What does it mean? This section should be no more than three to four sentences and should be understandable by someone who reads nothing else in the report.
Frame metrics in terms of business outcomes rather than raw numbers. Instead of stating that organic sessions increased by 12%, explain that organic traffic growth contributed an estimated 35 additional leads compared to the prior month. Connect activity to pipeline impact wherever possible. Our attribution guide covers how to trace organic touchpoints through the full conversion path.
Keyword and Ranking Analysis
Highlighting Movements That Matter
Highlight keyword movements that matter: new page-one rankings, significant rank improvements for high-volume terms, and any notable declines. Do not list every keyword — focus on the ones that represent real business value. Group keywords by topic cluster or service line to show thematic performance patterns.
For each notable movement, provide brief context. A keyword that jumped from position 18 to position 7 after a content refresh tells a story worth sharing. A keyword that declined after a competitor launched a new resource page signals an opportunity to respond. This level of analysis transforms a data table into strategic intelligence.
Keyword Gap Opportunities
Include a section on keyword gaps — terms where competitors rank but you do not. This keeps the report forward-looking and reinforces the value of ongoing SEO investment. Our keyword research guide provides the methodology for identifying these gaps systematically.
Content and Page Performance
Identify the top-performing pages by organic traffic and conversions, as well as pages that underperformed expectations. For top performers, note what is working — strong rankings, high CTR from compelling title tags, or effective internal linking. For underperformers, recommend specific actions such as content refreshes, schema additions, or technical fixes.
Track new content published during the month and its early performance signals. Even if a new page has not yet reached page one, note its initial indexing status, impressions trajectory, and any early ranking positions. This demonstrates the compounding nature of content investment. Refer to our content refresh strategy for guidance on when existing pages need attention.
Technical Health Update
Include a summary of any technical issues discovered or resolved during the month. This covers crawl errors, indexation changes, Core Web Vitals scores, and any site changes that affected SEO performance. Keep this section concise — stakeholders need to know the health status, not every technical detail.
Report on key technical metrics:
- Pages indexed versus submitted in sitemap
- Crawl errors and their resolution status
- Core Web Vitals pass rate (mobile and desktop)
- Any new structured data implementations or errors
- Site speed changes from the performance optimization work
For a deeper technical review, follow our Technical SEO Remediation Playbook to identify and prioritize fixes.
Backlink and Authority Progress
Report on new referring domains acquired, total backlink profile growth, and any high-authority links earned. Quality matters more than quantity — a single link from an authoritative industry publication is worth more than dozens of directory listings. Note the source and context of significant new links.
Include a competitive comparison showing how your domain authority or domain rating trends compare to key competitors. This contextualizes link building progress within the competitive landscape. Our link building guide covers current best practices for earning high-quality backlinks.
Next Month's Priorities
Close the report with a clear, prioritized list of next steps. These should flow directly from the data and analysis presented above. Each priority should include a brief rationale and expected impact.
- Content actions: Pages to publish, refresh, or optimize based on keyword and performance data
- Technical fixes: Outstanding issues ranked by SEO impact
- Link building targets: Specific outreach campaigns or content assets designed to earn links
- Strategic initiatives: Larger projects such as site migrations, new landing pages, or GEO optimization programs
End with a clear statement of the overall trajectory. Is the campaign on track, accelerating, or facing headwinds? Stakeholders should close the report with both a clear understanding of where things stand and confidence in the plan ahead.