SEO reporting
SEO reporting: what your monthly report should actually show
SEO reporting is showing what was done each month and what it brought in: calls, enquiries and the searches that sent them. At ADEL SEO, that means plain-English reports showing what was done and the calls and enquiries it brought. ADEL SEO helps local businesses get more enquiries from Google, Google Maps and AI search, with websites, SEO and Google Ads. Founded in Adelaide in 2014 by Wilson Tiong, who has been doing SEO since 2007.
Monthly SEO report
- Calls and enquiries23
- Non-brand clicks412
- Brand clicks186
- Pages in Google41 of 42
Calls and enquiries, last 6 months
Rankings up, phone quiet?
If your SEO report says rankings are up but the phone isn't ringing, the report is measuring the wrong things. A business owner needs three answers each month: what was done, did more of the right people find us, and did they call or enquire? Everything else in a report should support those three.
What a good SEO report includes
| Section | What it answers |
|---|---|
| Work completed | What was actually done this month, in plain words, not just "ongoing optimisation" |
| Calls and enquiries | How many came from Google's free results, counted once each |
| Organic clicks | How many people clicked through from Google, with brand searches shown separately |
| Searches and positions | Which searches you showed for and your average position, from Google's own data |
| Pages in Google | How many of your important pages Google has stored, and any that dropped out |
| Links | New links, and any that were lost |
| AI search | What AI tools say about your business, when it's part of your plan |
| Next month | What's planned, and why |
The numbers that matter, and the ones that don't
Matter:
Calls and enquiries from organic search. Conversion tracking means measuring the calls and enquiries that come from ads and the website, not just clicks. Without it, a report can't show what SEO brought in.
Non-brand clicks. People who searched your business name would probably have found you anyway. We split brand and non-brand clicks so you can see new customers finding you.
Pages in Google. A page Google hasn't stored can't rank, so we check your important pages are indexed.
Matter less than they look:
A single keyword at number one. One position, checked once, by a tool, from one place. Google's own average position across real searches is more honest.
Impressions on their own. Rank-checking tools create impressions too. We take them out where we can see them.
An "SEO score" out of 100. It measures what a tool can count, not whether customers call.
How ADEL SEO reports
Monthly, in plain English, from Wilson.
From Google's own data: Google Search Console, Google's free tool that shows which searches a website appears for and any problems Google finds, and Google Analytics for visits and enquiries.
Calls and enquiries first, then clicks, then searches.
Work completed shows the real work, including the data checks and fixes you'd never see on the website.
Every change we make is logged with what it looked like before and checked again about two weeks later, so the report can show what changed and what happened next.
You own the data. Your Google Analytics, Google Search Console and Google Business Profile stay in your name.
For Google Ads we also report cost per lead: what each real enquiry or call costs you in ad spend. See Google Ads management.
SEO analytics and reporting: what we set up first
Reports are only as good as the tracking behind them. When we start, we check that Google Search Console is set up and verified, that Google Analytics counts calls and form enquiries as key events, and that each enquiry is counted once. Broken or double-counted tracking is one of the most common things we find on websites we take over. See SEO audit.
Why work with ADEL SEO
5.0 from 29 Google reviews (Adelaide). Client reviews
- You work directly with Wilson, not a junior account manager. The person who writes your report is the person doing the work. Meet Wilson
- No lock-in contracts. Stay because it works.
- You own everything: your website, domain, Google Analytics, Google Ads account and Google Business Profile.
SEO reporting FAQs
What is SEO reporting?
SEO reporting is showing what was done each month and what it brought in: calls, enquiries and the searches that sent them. A good report is short, in plain English, and built from Google's own data.
What should an SEO report include?
Work completed, calls and enquiries from organic search, organic clicks with brand searches shown separately, searches and average positions, pages in Google, links, and what's planned next.
How often should I get an SEO report?
Monthly. SEO moves over weeks and months, so weekly reports mostly show noise.
What is the best tool for SEO reporting?
Google Search Console and Google Analytics are free and come from Google itself. Paid tools add rank tracking and link data. The tool matters less than whether the report shows calls and enquiries.
Why don't my rankings in the report match what I see on Google?
Google shows different results by location, device and past searches. That is why we report Google's own average position, not one screenshot.
My SEO report is 40 pages. Is that normal?
Length isn't the point. If you can't tell from page one what was done and what it brought in, ask your provider. See how to choose an SEO company.
Do you offer SEO reporting services on their own?
Reporting is part of our SEO plans, not a separate product. If you'd like a second opinion on reports you already get, start with a free SEO audit.
Want a report you can actually read?
Tell us about your business and what you get in your reports now.