Independent guide
SEO reporting checklist for clients
Reporting should explain change, not bury it in screenshots and unexplained totals.
Updated 2026-09-10
Show the period and baseline
State the dates, comparison period, data sources and material tracking changes. Separate current figures from forecasts or third-party estimates.
Connect work to outcome
List completed changes and the pages affected, then show relevant search and business measures. Do not imply causation where several changes or external factors overlap.
End with decisions
Summarise findings, risks, proposed next work, owner and expected evidence. Keep access to raw reports so important claims can be checked.