An SEO report should let the person paying for the work see what changed, what effect it had and what happens next. Google's documentation cannot tell you what a report must contain, but it does define the figures that most reports are built from and explains how Search Console shows them. This guide uses those definitions as a checklist for reading a report, or for building one.
What a clear SEO report shows its client
Why clients should question a report
Reports go wrong when figures are not defined, when missing data quietly becomes zero, or when the wrong people can see the data. Google documents how the Performance report counts clicks and impressions, how newer data can still change, how unavailable values behave when exported, and which Search Console roles can see what. Knowing this lets you question a report sensibly. See the Performance report help.
What you need to read an SEO report as a client
- A recent SEO report you have received or are writing
- Access to Google Search Console for the site, even as a restricted user
- A note of which pieces of work were done in the period covered
Read an SEO report as a client, step by step
- 1
Check each figure is defined
Google defines the main Search Console figures this way: clicks are the times a user clicked through to your site from Search results; impressions are how many times your site appeared; click-through rate is clicks divided by impressions; average position is the average position of the topmost result from your site. For every figure in the report, find where it comes from and which of these it is.
You will know it worked when Every figure in the report has a stated source and meaning, matching these definitions where it comes from Search Console.
- 2
Confirm the period and the comparison
Check the report states its date range. The Performance report defaults to the past three months, so a different range should be stated. Open Performance in Search Console, set the same range, and compare the numbers. Google notes that chart and table totals can differ because of how they are aggregated, so small differences are not automatically an error.
You will know it worked when You can reproduce the headline figures in Search Console for the stated period, or you understand why they differ.
- 3
Look at how unavailable data is shown
Google says values shown as ~ or - in the report are not available or not a number, and that they become zeros in exported data. Newest data can also be preliminary, shown as a dotted line, and can change within hours. So a report built from an export should say when a figure is missing rather than show zero, and should not rely on the very latest days.
You will know it worked when Any missing figure is labelled as missing, and the last days of the period are not treated as final.
- 4
Read position and rankings with care
Google says search results are specific to the time, place, device and recent history of the person searching, so a query in your report may not show your site when you search for it yourself. Google's traffic-drop guide also says not to focus too much on absolute position, and that impressions and clicks are ultimately the measure of success. See that guide.
You will know it worked when The report gives clicks and impressions as well as position, and does not rest its case on position alone.
- 5
Match results to the work done
Take your list of work done in the period and check the report links each piece to a measured effect. Google says changes can take days or months to show, so the report should say when an effect is expected and not claim one too early. Where traffic moved, the report should have considered other causes Google lists, such as seasonality, technical issues and reporting glitches.
You will know it worked when Each piece of work in the report has a stated measure, period and any other possible cause considered.
- 6
Check who can see the data
In Search Console, open Settings then Users and permissions. Google describes four kinds of access: owners with full control, full users who can view all data and take some actions, restricted users with simple view rights, and associates who cannot open the account directly. Only owners can grant permissions. Give each person the least access they need. See Managing owners, users, and permissions.
You will know it worked when The user list shows each person with the access level you intended, and at least one verified owner.
- 7
Share a view without sharing the account
In the Performance report, use the Share button to create a link. Google says the link gives access only to the current view of the report; it does not give access to other pages or let the person act on the property. Use it when you want someone to see exactly the view the report describes.
You will know it worked when Opening the link in a private window shows the same view, with no other parts of Search Console available.
Common mistakes when you read an SEO report as a client
- Accepting figures with no stated source, period or definition.
- Showing unavailable data as zero. Google says exported data turns ~ and - into zeros.
- Treating the newest, preliminary days as final.
- Comparing your own search results with the report and assuming something is wrong; results vary by person, place and time.
- Giving everyone owner access when a restricted or full user role would do.
- Putting in every task done rather than the effect measured.
Terms used when you read an SEO report as a client
- Clicks
- The number of times a user clicked through to your site from Google Search results.
- Impressions
- How many times your site appeared in Google Search results.
- CTR (click-through rate)
- Clicks divided by impressions.
- Average position
- The average position of the topmost result from your site in Google Search.
- Preliminary data
- The newest Search Console data, which may still change in the next few hours.
- Owner, full user, restricted user
- Search Console access levels, from full control down to simple view rights on most data.