Either when a new SEO campaign is started, or when you have a monthly analysis of the optimisation, a SEO Report will be involved. There is only so much that can be talked about or measured by simply looking at the SERPs or seeing the online content being organised for better navigation. The majority of results that are important in SEO Reports are measurables and variables that are presented in the form of facts and figures.

So what should a good SEO Report include? Well there are a number of basics that are required and we will look at those below. An SEO Report should not be charged for in the vast number of cases, only if it is a larger e-commerce style website where 1000’s of keywords are involved should the costs be considered. Because they can be quite technical, a SEO Report has to be concise in the main data and analysis, but it will also offer supplemental information that can be dissected later.

Introduction
A brief description of what is in the contents of the report, again this needs to be concise.

Work Log
If this is a report for an existing project then there needs to be a log of the main areas of effort

Keyword Performance Analysis
For a new effort then this will be the keyword research for the market sector / industry

Traffic Analysis
Either what other websites seem to be achieving and the potential volume of searches, or the monthly reporting of visitors to the site (organic unique, page views and ppc)

Visitor Information
Where the traffic originates from in terms of location

Bounce Rates
How many people you managed to keep on the website for a genuine session

Site Navigation
Where the person went after arriving at the page, and which page they landed on

Traffic Sources
Which engines or directory, blog or article sent the user to you

Month on Month Data
How the current months statistics compared to the previous months

Exposure Information
Reports on the number of places that boast your URL, how many back links you have and the number of directory listings and profiles you have (where you can be found and contacted as well as for SEO)

External Branding (For SEM Campaigns)
In Search Engine Marketing SEO the information on how the brand awareness has been approached and tackled

Tags: Back Links, Keyword Research, SERPS