# SEO client report

> Editable template. Replace every [placeholder], remove instructions, and verify sources before sharing. No performance figures are prefilled. Missing data is not zero activity. Keep estimates distinct from recorded results.

Client and location(s): [Name and scope]
Prepared by: [Agency/contact]
Reporting period: [Start date to end date]
Comparison period: [Dates and reason]
Prepared on: [Date]
Version: [Version]

## 1. Executive review

This period's main observation: [A concise finding supported by a named source].
Why it matters: [Connection to the client's agreed objective].
Work completed: [Two or three specific deliverables].
Next priority: [One clear action and owner].
Client input needed: [Decision, fact or approval; or none].

[Explain the result in plain language. If the period is incomplete, tracking changed or records are missing, identify that before interpreting a difference. A ranking improvement is not by itself proof of increased sales or the effect of one specific task.]

## 2. Measurement definitions and scope

| Measure | Definition | Source | Included scope | Limitation |
| --- | --- | --- | --- | --- |
| Enquiries | [What counts] | [System] | [Locations/channels] | [Missing sources] |
| Qualified leads | [Qualification rule] | [System/owner] | [Period/basis] | [Unreviewed items] |
| Recorded revenue | [Sales basis and currency] | [System] | [Attribution/date basis] | [Incomplete records] |
| Organic visibility | [Metric/query set] | [Tracker/source] | [Location/settings] | [Sample scope] |
| Map visibility | [Coverage or position definition] | [Scan/source] | [Grid and surface] | [Coordinates are not customer counts] |

Scope changes this period: [New branch, query, tracking installation or other change; or none].
Comparability: [Explain whether periods/settings match and how differences affect interpretation].

## 3. Business outcome review

| Measure | Current period | Comparison period | Change | Evidence and interpretation |
| --- | --- | --- | --- | --- |
| [Defined enquiries] | [Value or unavailable] | [Value or unavailable] | [Only if comparable] | [Source and context] |
| [Defined qualified leads] | [Value or unavailable] | [Value or unavailable] | [Only if comparable] | [Source and context] |
| [Recorded sales/revenue] | [Value or unavailable] | [Value or unavailable] | [Only if comparable] | [Source and context] |

Record quality: [Who updated sales/lead stages; unresolved gaps].
Seasonal/business context: [Verified operating changes, capacity, closures or promotions].
Interpretation: [What the evidence supports and what remains uncertain].

Do not substitute ad-equivalent traffic value for revenue. If an opportunity estimate is discussed, put it in a separately labeled section with its assumptions.

## 4. Search and local visibility

Tracked domain/profile: [Identity].
Query set: [Exact terms or reference].
Location and result surface: [Organic, Maps or Local Finder as applicable].
Grid settings where used: [Center, spacing, shape, points, depth].
Observation dates: [Dates].

| Observation | Evidence/reference | Comparable baseline | Interpretation | Next check |
| --- | --- | --- | --- | --- |
| [Change or stable result] | [Report/scan] | [Date/settings] | [Bounded explanation] | [Action/date] |

[Explain relevant geography and individual observations alongside summaries. An unranked point means not found within the configured scan depth, not that nobody in the area can find the business. Do not diagnose a profile restriction or duplicate solely from map colors.]

## 5. Profile, reviews and website health

| Area | Observed issue or status | Source/date | Verified scope | Owner/next action |
| --- | --- | --- | --- | --- |
| Profile information | [Observation] | [Source/date] | [Location/fields] | [Name/action] |
| Reviews | [New feedback/reply status] | [Source/date] | [Profile/check period] | [Name/action] |
| Website | [Availability or functional check] | [Source/date] | [URLs/journey tested] | [Name/action] |
| Other agreed area | [Observation] | [Source/date] | [Scope] | [Name/action] |

A healthy availability check does not establish that a form or checkout completed successfully. State which journey was actually tested and what evidence confirms completion.

## 6. Work completed and verification

| Deliverable | Completed on | Owner | Evidence/URL | Verification | Follow-up |
| --- | --- | --- | --- | --- | --- |
| [Specific work] | [Date] | [Name] | [Reference] | [What was checked] | [None or next step] |

[Separate completed work from outcomes. Publishing an approved page is a deliverable; future visibility is an observation. Keep the timing of work available without claiming a before-and-after comparison proves causation.]

## 7. Uncertainty and dependencies

| Question or missing item | Effect on interpretation/work | Responsible person | Next step | Review date |
| --- | --- | --- | --- | --- |
| [Issue] | [Effect] | [Name] | [Specific request/check] | [Date] |

[Use unavailable where evidence is absent. Explain changed tracking or definitions. Do not fill gaps with estimated values unless explicitly labeled and appropriate to the purpose.]

## 8. Next period's action plan

| Priority | Action | Reason/evidence | Owner | Due | Client input | Completion check |
| --- | --- | --- | --- | --- | --- | --- |
| [Priority] | [Specific action] | [Reference] | [Name] | [Date] | [Needed or none] | [Verification] |

Carryovers from the previous report: [Completed, changed, blocked or deferred with reason].
Scope changes requiring agreement: [Item and decision needed; or none].

## 9. Client discussion and decisions

Meeting or review date: [Date].
Participants: [Names/roles].
Decisions: [Accepted actions and any changes].
Client requests: [Request and agreed handling].
Next reporting period: [Dates].
Report recipients/sharing method: [Confirm appropriate audience].

Before sharing, verify identity, dates, source links, definitions, estimates, unresolved placeholders and permissions for the material. Retain the final report and decisions in the client work record so the next review starts with the previous action plan.