An SEO ranking report is a performance snapshot that outlines how well a website ranks in search engines for targeted queries. It highlights search term positions, ranking trends, and indexing progress, offering insights into how visible your content is in Google search results. By pulling data from performance dashboards, analytics platforms, and keyword monitoring tools, these reports help assess search demand, track ranking improvements, and identify visibility gaps. For UK marketers and businesses, understanding how to create and utilise these reports is crucial for demonstrating value and optimising online presence. This article explores the key components of effective SEO ranking reports, examines available templates and tools, and outlines best practices for presenting data to clients or stakeholders.
What is an SEO Ranking Report?
An SEO ranking report communicates the performance of your website through keyword rankings and search metrics. It organises your ranking data into a clear format that explains how your pages appear and perform across search engine result pages (SERPs). Using reliable reporting tools and tracking tools, you can present key insights like rank position, CTR (Click-Through Rate), and visibility score. Including data on SERP features such as featured snippets, the Answer Box, and video carousel helps highlight your presence in the most competitive areas of real estate on the SERP.
Factors like pixel height, scroll depth, and mobile versus desktop rankings provide added context about how users view and interact with your content. A strong report also reflects user behaviour, ranking fluctuations, algorithmic changes, and shifts in search patterns. With attention to on-page SEO, metadata, schema markup, and different listing types, your SEO ranking report becomes a complete summary of your search visibility.
The Advantages of Presenting SEO Ranking Reports to Clients
Providing structured SEO ranking reports offers several key advantages for agencies and in-house teams. Firstly, reports create transparency, allowing clients to see tangible progress and understand the impact of SEO efforts. They help align expectations by showing both wins and areas needing improvement. Secondly, reports facilitate data-driven decision-making. By presenting clear metrics, stakeholders can prioritise resources and strategies effectively. Finally, consistent reporting builds trust and demonstrates professionalism, reinforcing the value of ongoing SEO investment.
21 Best Ways to Prepare SEO Ranking Reports
The following sections detail 21 effective methods for preparing SEO ranking reports, as derived from the provided source material. Each method includes guidance on how to prepare the report and what data to include.
1. Keyword Ranking Overview Report
This report provides a foundational view of how targeted keywords are performing. It typically includes the keyword, its current position, and any position changes over a specified period. It helps identify which keywords are driving traffic and which need further optimisation.
2. Competitor Ranking Comparison Report
This report compares your website’s keyword rankings against key competitors. It highlights gaps and opportunities, showing where competitors are outperforming you and where you hold an advantage.
3. SERP Feature Ownership Report
This report tracks your website's presence in special SERP features like featured snippets, knowledge panels, and local packs. It measures ownership and visibility in these high-impact areas.
4. Search Visibility Score Report
A search visibility score aggregates your rankings across a set of keywords into a single metric, providing a high-level view of overall search performance and trends over time.
5. Organic Traffic Attribution Report
This report links keyword rankings to actual organic traffic and, if tracked, conversions or revenue. It helps connect SEO efforts to business outcomes, moving beyond mere ranking positions.
6. Ranking Movement Timeline
A visual timeline that maps significant ranking changes against specific dates. This is useful for correlating performance shifts with SEO activities, algorithm updates, or external events.
7. Branded vs Non-Branded Keyword Report
This report segments performance by branded keywords (e.g., your company name) versus non-branded keywords (e.g., industry terms). It helps assess brand strength and the effectiveness of broader reach strategies.
8. Mobile vs Desktop Rankings Report
This report distinguishes keyword rankings across devices to detect mobile indexing issues, mobile SERP competition, and user experience bottlenecks. To prepare this, enable device-specific tracking in tools like SEMrush or Ahrefs and segment Google Search Console (GSC) performance reports by device. It should include keyword, rank on mobile, rank on desktop, CTR and bounce rate per device, mobile usability issues (like Cumulative Layout Shift (CLS) and Largest Contentful Paint (LCP)), and AMP status or mobile-first issues.
9. Local SEO Ranking Report
Local SEO reports focus on how well a business appears in map packs and localised search results, which is critical for businesses with physical locations. Preparation involves using tools like BrightLocal, Whitespark, or Local Falcon to track keyword visibility at the zip code, city, or proximity level.
10. Ranking by Topic Cluster Report
This report organises keyword rankings by content topic clusters, showing how well your site performs for overarching themes rather than just individual keywords. It helps evaluate the authority of your content pillars.
11. CTR Report by Ranking Position
This report analyses the click-through rate (CTR) for keywords based on their ranking position. It helps identify if your snippets are compelling enough to generate clicks from their current rank.
12. High-Potential Keyword Report
This report identifies keywords with significant search volume and ranking potential, often focusing on those currently on page two or just outside the top ten. It highlights "low-hanging fruit" for quick wins.
13. New and Lost Keywords Report
This report tracks keywords that have recently started ranking (new) or have dropped out of the top results (lost). It helps monitor the stability of your ranking footprint and the impact of content changes.
14. Landing Page SEO Performance Report
This report evaluates the performance of specific landing pages. To prepare it, include the landing page URL, target keyword(s), average rank, organic sessions, bounce rate, conversions or goal completions, and optimisation suggestions. A sample table might include columns for URL, keywords, average rank, sessions, bounce rate, conversion rate, and optimisation ideas.
15. Algorithm Impact Report
This report tracks performance shifts before and after major Google algorithm updates (Core, Helpful Content, Spam, etc.). To prepare it, overlay algorithm update dates on keyword trend graphs, use tools like SEMrush Sensor or MozCast for volatility, and annotate SEO changes made within the same timeframe. It should include keyword or page, performance before update, performance after update, update type, recovery actions taken, pages affected, and risk score or volatility. A sample table might include columns for keyword, update type, before position, after position, page, recovery action, and volatility score.
16. International SEO Ranking Report
This report tracks rankings across different countries and languages, essential for businesses targeting multiple international markets. It involves monitoring geo-specific search results and localised SERP features.
17. Voice Search Ranking Potential Report
This report assesses visibility for voice search queries, which often differ from traditional text searches. It focuses on natural language phrases, featured snippet ownership, and question-based keywords.
18. Pixel Height and Scroll Depth Report
This report measures how far users scroll on a page and the pixel height of content viewed, providing insights into user engagement and content consumption patterns. It helps identify if key content is being seen.
19. Conversion-Focused Keyword Report
This report prioritises keywords that directly lead to conversions, whether that's a sale, lead, or other desired action. It includes data on keyword, clicks, impressions, CTR, average position, conversion rate, and revenue. A sample table might include columns for keyword, type (branded or non-branded), clicks, impressions, CTR, average position, conversion rate, and revenue.
20. Schema Markup and Rich Result Performance Report
This report measures the impact of structured data on rankings and click-through rates. It tracks schema errors, rich result appearance, and validation. Preparation involves running structured data tests using Google Rich Results Test or Screaming Frog and cross-referencing with GSC enhancement reports. It should include page URL, schema type, validation status, rich result visibility, CTR improvement, and errors or warnings. A sample table might include columns for URL, schema type, valid status, rich result status, CTR before, CTR after, and errors.
21. Summary Dashboard Report
This is an executive-level dashboard that consolidates major SEO metrics into one visual summary, ideal for monthly or quarterly reviews. Preparation involves using platforms like Looker Studio, Tableau, or Power BI and pulling API feeds from GSC, Google Analytics 4, and your rank tracker.
Tools and Templates for SEO Reporting
Several tools and templates are available to assist with creating these reports. For example, a free SEO ranking report template is available that helps present updates clearly and keep clients aligned. Created by SEO professionals, such a template is designed to be clear and structured, client-friendly, fast, and adaptable for monthly updates, one-off audits, or ongoing campaign tracking. Features often include a keyword ranking overview with position changes, top-performing pages and target keywords, visibility trends over time, mobile versus desktop rankings comparison, competitor keyword tracking, SERP feature tracking, keyword opportunities, and branded versus non-branded keyword breakdown.
Regarding specific tools, SEMrush is a popular platform for tracking rankings and generating reports. Its free tier supports 10 keyword searches daily, analyses up to 10 domains per day, tracks 10 keywords, crawls up to 100 URLs, and monitors local listings. Paid plans (Pro, Guru, Business) offer increased limits, more projects, and advanced features like historical data and API access. Some reviewers note that the 100-keyword analysis limit can be restrictive for larger campaigns, and the interface may be overwhelming for beginners.
Platforms like Search Atlas aim to simplify the reporting process by consolidating data from various tools into a single dashboard, reducing noise and helping to focus on what matters most.
Conclusion
SEO ranking reports are indispensable tools for measuring, communicating, and improving search visibility. By selecting the appropriate report type—from a basic keyword overview to a detailed algorithm impact analysis—marketers can provide clear, actionable insights. Utilising reliable tools and structured templates ensures consistency and professionalism. For UK-based businesses and agencies, mastering these reporting techniques is key to demonstrating SEO value and driving informed strategic decisions.