What the monthly report contains.
Most SEO reports lead with impressions. Ours leads with enquiries and orders, and says plainly what we did and what happens next. You can read the structure here before you buy.
The numbers on these pages are invented to show the layout. They do not describe any client.
Anatomy of the report
Five sheets.
The report arrives as a PDF and a spreadsheet by the 5th business day of the month. Sheet by sheet:
Sheet 1 of 5
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Sheet 1 of 5
Summary
What happened this month, in five lines?
One page. What changed, what we did, what we need from you, and the one decision we recommend. Written in sentences, not charts.
Illustrative sample: Enquiries from search rose on the product pages we reworked. · Two technical tickets remain open and need your developers. · Decision needed: approve the new pricing-page headline.
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Sheet 2 of 5
Enquiries and orders
What did search bring in?
Form enquiries, calls and orders from organic search, month by month, with the pages they came from. This sheet always comes first after the summary, because it is the reason to do SEO.
Illustrative sample: Enquiries 31 · Calls 12 · Orders 18 · Revenue CHF 9’400
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Sheet 3 of 5
Visibility
Where do you appear, and for what?
Clicks and average position for your priority pages, new pages that began to rank, and AI answer citation rate if you buy a GEO package. Movement is shown against the previous month and the same month the year before when it exists.
Illustrative sample: Priority pages 12 · Average position 14.2 to 11.8 · Citation range 3 to 5 of 20 questions
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Sheet 4 of 5
Technical health
Can Google reach and read the site?
Indexed against wanted pages, crawl errors by type, Core Web Vitals field data and structured data validity. Anything that got worse is listed first.
Illustrative sample: Indexed 412 of 430 wanted · Crawl errors 6 · Open tickets 2
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Sheet 5 of 5
Work done and next month
What did we do, and what comes next?
Every deliverable in your package, ticked off against the month’s volume: pages, articles, links, tickets. Then next month’s plan, and anything we declined to do and why.
Illustrative sample: Pages 4 of 4 · Articles 2 of 2 · Links earned 3 of 4 target, one declined
What we track
The numbers that matter, and why.
| KPI | Why we track it | Sheet |
|---|---|---|
| Enquiries from organic search | The reason the site exists | Enquiries and orders |
| Orders and revenue from organic search (shops) | Shows value, not just visits | Enquiries and orders |
| Clicks and average position for priority pages | Shows movement where it counts | Visibility |
| Indexed pages vs. wanted pages | Pages that are not indexed cannot rank | Technical health |
| Core Web Vitals (field data) | Real visitors on real devices | Technical health |
| Work delivered vs. package | You see what you paid for | Work done and next month |
| Citation rate in AI answers (GEO packages) | Reported as a range | Visibility |
Defining success
Success is enquiries and orders.
Impressions rise when a page is shown more. Enquiries and orders rise when a page does its job. At kickoff we agree what counts as an enquiry on your site (a form, a call, a booking, an order) and make sure it is tracked. If it is not tracked, fixing that is the first task. We then report against that definition every month.
We also report what went wrong. A month with no movement gets a plain explanation, not a longer chart.
Tools we work in
Tools we work in. Not partners.
Google Search Console · Google Analytics 4 · Google Business Profile · Bing Webmaster Tools · a site crawler · Core Web Vitals field data
These are the tools we use for your data. We are not affiliated with, endorsed by or certified by any of them.