SEO Performance Report

About this template

Built for a monthly search report

Sixteen slides for one month of organic search performance: how impressions and clicks moved, which queries and pages drove it, and what is technically blocked. Full ranking tables belong in a spreadsheet; keep only the moves and their causes here.

Eight lines, eight screens

1. The agenda on slide 2 has eight lines: search impressions, keyword rankings, landing pages, indexing and speed, backlinks, search performance before and after the fixes, key metrics, trend analysis. The first five are covered by the five divider-and-body pairs on slides 3 to 12, in the same order.
2. The sixth line is the comparison slide 13, and the seventh and eighth are the metric cards on slide 14 and the trend chart on slide 15. Every agenda line has a screen, so leave the agenda alone.
3. What is missing is a screen for deciding what to fix first next month – the part a monthly meeting spends most of its time on. Duplicate a divider-and-body pair before the closing slide, add a line to the agenda, and put three prioritised items there: what to tackle first among the 138 unindexed pages and the 14 keywords that slipped.
4. Each body slide is a lead line plus three items. The defaults carry numbers only, so add an interpretation to each; bare numbers make the same question repeat every month.

The interpreting line to add

• 1.84 million impressions at a 3.7% click-through is roughly 68,000 clicks; if impressions grew while the rate held, you gained query coverage rather than better titles.
• The top ten pages carrying 63% of traffic means defending those ten is next month’s first job.
• 138 unindexed pages and 27 duplicate title tags: check the overlap before you size the work.
• A 52% exit rate on product pages next to 2 minutes 14 seconds on blog posts says informational traffic is not reaching the buying pages.

Matching the cards and the chart

The four cards on slide 14 – 1.84 million impressions, 3.7% click-through, average position 8.2, 138 unindexed pages – are all lifted from the body slides, so edit both together. A 3.7% rate at an average position of 8.2 usually means branded queries are mixed in, so split brand and non-brand in one line. The chart on slide 15 is four bars labelled every other month: 48 in January, 66 in March, 97 in May, 134 in July. Note the two-month interval in the caption, and rescale as value divided by the largest value times 100, or one bar dwarfs the rest. The bars are shapes, so heights need manual adjustment.

Mistakes that repeat every month

• Reporting brand and non-brand traffic as one number, which hides real search gains.
• Leaving slide 13 on the sample figures – 340 indexed pages, average position 18.4 and 21,000 sessions in January against 690 pages, position 8.2 and 58,000 sessions in June – instead of the before-and-after of a property you actually worked on. Filled in properly, this is the most persuasive slide in the deck.
• Switching between calendar months and rolling 30 days, which distorts growth.
• Listing work done, such as disavowing six spammy links, without saying what happened to rankings afterwards.