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How to Report on SEO

Ok, so this is a bit of a brief overview of the techniques I use to report search marketing.

First, go into analytics select the client from the drop-down. Then click on the date and select the Compare to Past option. 

Some clients can be compared month on month. A client has a more seasonal traffic trend. It should be compared year on year.  Select the dates – remember to select the exact start and end days in the month or a year prior. 

The traffic trends will be balanced, whereas if you choose different days, the trends won’t marry.  The data will be inaccurate (so if the month is Monday to Monday, then the previous data set should also be Monday to Monday – even if this means the data range falls into another month). 

Note down the date ranges you’ve selected. Under the graph, you will now see comparisons of the previous data.

Note down the following:


This gives you an idea of how the campaign is performing overall.

Bounce rate

This gives you an idea of how the site is working – this should be roughly the same.

New visits

Laptop with a website showing on the screen.

This gives you an idea of how the campaign is performing. 

Increases in New Visitors could indicate that the site has increased its position for specific keywords. Conversely, a drop in the number of New Visitors could suggest that a keyword has dropped off. 

It could also indicate a general problem with brand visibility/perception. Now got to Traffic Sources on the left-hand menu. Select keywords. Turn off the compare to past option. Under the graph, you will see the number of searches sent to the site via the number of keywords. 

Note down the number of keywords sending traffic. Now change the date range to the date range you’re comparing to (the month before or the year before). Again note down the number of keywords driving traffic to the site.

Work out the percentages up and down. The above data is the foundation of the report. Work out why the rates are up or down. If there is a discrepancy, compare the past again using the same date ranges as above. 

In the table in the keywords section, you will see how the keywords are performing – is there anything that has dropped off or that has come in. This should then be referenced back to the keyword ranking report – does the change correlate roughly to the changes in the ranking report. 

If it does, then you know which keywords to target. If it doesn’t, then there may be something else going on. Work out the issue, then create a strategy of what to change.

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