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SEO Reporting in 2024
SEO Reporting in 2024
by Munene Mumbi
How to Track, Measure and Communicate SEO Results to Your Clients
How to Track, Measure and Communicate SEO Results to Your Clients
Munene Mumbi
SEO & Innovation Manager at
WordLift
Co-founder of
SearchSavannah
SEO, PPC & Data nerd for
8 years
Yap,
that’s me
What to wear
B
A
Let's put it to a poll
SEO Metrics
Organic
Traffic
Engagement Indexing &
Crawlability
Link
Building
Rankings
Performance
(Core Web
Vitals)
Impressions
Number of times people saw your page on SERPs
SEO Metrics: Organic Traffic - GSC
Clicks
Number of times people actually visited your page
SEO Metrics: Organic Traffic - GSC
Click-through rate
Out of those who saw the link to your page, how many actually clicked on it
SEO Metrics: Organic Traffic - GSC
Impressions
Clicks
x 100
Sessions - number of times your people visited your page
Similar to GSC clicks but tracked differently
Do not compare apples to mangoes
SEO Metrics: Organic Traffic - GA4
Users
Number of people that visited your page
SEO Metrics: Organic Traffic - GA4
Remember to select only organic traffic
SEO Metrics: Organic Traffic - GA4
SEO Metrics: Rankings
Average position
At what position is your content when people search for you or your products and services?
SEO Metrics: Rankings (Semrush)
Position (Semrush)
At what position is your content when people search for you or your products and services?
SEO Metrics: Rankings (Semrush)
Average Position (GSC)
Established brand? Use query filter to exclude branded queries
SEO Metrics: GSC Tip
Monitor indexed vs not indexed pages
SEO Metrics: Indexing
Fix issues on not
indexed pages
SEO Metrics: Indexing
Always prioritize based on effort vs impact.
Top priority = actions that need the least effort
but will have the biggest impact.
Link to Aleyda Solis resource
SEO Metrics: Indexing
To check:
Number of links
New vs lost
Nofollow vs dofollow
Referring domains
Quality of backlinks - DA/DR
SEO Metrics: Link Building
New vs Returning users
SEO Metrics: Engagement
Events
Key events
Revenue
SEO Metrics: Engagement
SEO Metrics: Engagement
Revenue will always be the north star!
SEO Metrics: User Experience
Run speed test on Page Speed Insights
Or use Chrome>Inspect>Lighthouse
Preferrably in incognito mode
SEO Metrics: User Experience
Work with your developer to fix issues.
Remember to prioritize
VANITY
METRICS
Bounce rate
Average session
duration/time
on page
Pages per session Daily Fluctuations
READ THE DATA
GSC
GA4
BigQuery
Semrush, Ahrefs
Screaming Frog, Sitebulb
SEO
REPORTING
TOOLS
TRACK DATA
ANALYZE/PRESENT THE DATA
Google Tag Manager
Looker Studio
PowerBi
Causal Impact
SEO Metrics: Looker Studio
Don’t just create reports.
Derive actionable insights.
COMMUNICATE
SEO TO
STAKEHOLDERS
Execs
CEO
CMO
COO
CFO
Managers
Head of SEO
SEO Director
SEO Manager
Marketing Manager
Paid Media Manager
Specialists
Marketing executive
SEO Specialist
SEO Consultant
Outreach specialist
Content Specialist
Marketing Analyst
COMMON SEO STAKEHOLDERS
THANK
YOU!
THANK
YOU!

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How to Track, Measure & Communicate SEO Results