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Sample report

SEO report example: a weekly client report on sample data

This is a complete SEO report example, built by RankUpside from a fictional gutter company's Search Console data. It opens with one sentence on what moved, then shows clicks, impressions and position against the prior four weeks, why each change happened, the fixes in order and the searches that brought buyers. Switch the agency brand to see it white-labeled.

What it doesn't do: Sample data from a fictional business, not a real client's results. It's a search report, so it has no backlink, site-speed or ad-spend sections.

Updated · Data through · Sample data, fictional business

Oxbow & VaneSep 14, 2026 – Oct 11, 2026

Search report

Copperline Gutters

copperlinegutters.example

Copperline Gutters got 27 clicks from named buyer searches in the last 4 weeks (up 23% from the 4 weeks before). Google hides the search terms behind 84% of all 289 search clicks.

Rankings rose across the site this week: pages that steadily show up are up about 2.4 positions on average.

Clicks rose most on /blog/gutter-cleaning-fairview-cost (12 → 19) and fell most on /blog/best-gutter-guard-brands-comparison-fairview (21 → 11).

At ad prices, this search traffic would cost about $300 a month.

Pages that people found through search brought 3 won deals worth $5,390 over the last 13 weeks. The homepage brought the most: $4,200 from 1 deal.

The biggest fix: clicks down 48% on /blog/best-gutter-guard-brands-comparison-fairview.

Good news: fewer impressions on /services/gutter-repair, but buyer clicks held.

Search clicks14%
289

Last 4 weeks, every search. 253 the 4 weeks before.

Impressions13%
46,318

Times its pages showed in Google results, added up per page. 41,027 the 4 weeks before.

Average position1.7 better
21.7

Across all pages, weighted by impressions; lower is better. 23.4 the 4 weeks before.

Buyer clicks23%
27

Named searches from people looking to hire or buy. 22 the 4 weeks before.

Revenue from search
$5,390

3 won deals, last 13 weeks · 3 pages with won deals

Next up
4

Ranked by business value, confidence and effort

Search traffic valuead-equivalent

Search traffic worth ≈ $300/mo at ad prices

ad-equivalent, not revenue · CPC coverage 49% · Google Ads data

Buyer clicks per week

Last 13 weeks · peak 13

Last 4 weeksEarlier

Rankings rose this week (2.4 positions up on average across 65 stable pages; 6 down more than 2, 19 up more than 2).

Revenue

Pages that brought paying customers

Landing pageWonRevenueSearches behind it (share of revenue)
/104 search clicks1$4,200
  • copperline gutters$363
  • gutter guard installation$121
  • gutter covers installation$81
  • Searches Google doesn't show$3,635
/services/gutter-repair17 search clicks1$850
  • gutter repair fairview$150
  • fairview gutter repair$100
  • Searches Google doesn't show$600
/blog/gutter-cleaning-fairview-cost48 search clicks1$340
  • gutter cleaning fairview$85
  • gutter cleaning$21
  • Searches Google doesn't show$234
Progress

Work done and results

  • Looking good · week 6 of 8 · consistent with the change/blog/how-often-to-clean-gutters

    Title says “Fairview” but people search “how often to clean gutters”

    Average position 11.8 → 8.9. Page clicks up 56%; whole site up 28%.

    What changed

    Rewrote the title to lead with “how often to clean gutters” and moved the city out of it.

    Aug 26, 2026

Next steps

What to fix, in order

  1. 1Losing rank/blog/best-gutter-guard-brands-comparison-fairview

    Clicks down 48% on /blog/best-gutter-guard-brands-comparison-fairview

    Clicks 21 → 11 and buyer position 21.2 → 25.1, last 4 weeks vs the 4 before. Totals include searches Google hides.

    FixCompare the page with what now ranks above it, refresh prices and dates, and add internal links from your strongest pages.

  2. 2Map packSeen on Google Oct 8, 2026Map pack · you're not in itAI Overview · none/

    The results page shows a map pack for "gutter guard"

    1,496 impressions and 0 clicks in 4 weeks across 5 local searches. The results page shows a map pack on Oct 8, 2026: Summit Gutter Co., Rainline Exteriors, Eavecare Pros. This is consistent with low organic clicks.

    FixWork on the Google Business Profile for this service and city: category, services, photos, reviews. A title rewrite won't move these clicks.

  3. 3Title fix/blog/gutter-tiger-stripes-fairview

    Title says "Fairview" but people search "tiger striping on gutters"

    Page 1 (about #9.0) with 473 impressions and 2 clicks. None of its top 5 searches name a place, so the result looks local and gets skipped. Title: "Gutter Tiger Stripes Fairview | Remove Black Streaks".

    FixLead the title with what people searched plus a number from the page, and move the city to the end or drop it.

  4. 4Close to the top/blog/gutter-cleaning-fairview-cost

    #6.0 for "gutter cleaning fairview", close to the top 3

    495 impressions and 5 clicks in 4 weeks. Reaching #3 would mean about 2 more clicks a month (estimate).

    FixPut "gutter cleaning fairview" in the title and H1, answer it in its own section, and link to this page from related pages.

Context

Worth knowing

  1. WatchAI answer/blog/french-drain-vs-catch-basin-pop-up-emitter-fairview

    An AI answer is likely taking the clicks on "catch basin vs pop up emitter"

    372 impressions across 9 how-to or comparison searches at about #7.9, 0 clicks (0.0% CTR). Google answers this kind of search on the results page.

    FixMake this page the source the AI answer cites (direct answer first, real numbers, FAQ markup), or aim it at buyer searches. Another title rewrite won't help.

  2. HealthyHealthy drop/services/gutter-repair

    Fewer impressions on /services/gutter-repair, but buyer clicks held

    Impressions 11,902 → 6,748 while buyer clicks went 2 → 2. The searches that dropped weren't sending buyers.

    ActionNothing to fix.

Demand

Searches that brought buyers

SearchClicksImpressionsPositionPage
gutter cleaning fairview54956.0/blog/gutter-cleaning-fairview-cost
gutter installation fairview32105.4/services/gutter-installation
gutter cleaning near me251211.3/services/gutter-cleaning
seamless gutters near me23889.7/services/seamless-gutters
gutter cleaning13478.9/blog/gutter-cleaning-fairview-cost
gutter repair fairview11368.2/services/gutter-repair
gutter guard installation1921.9/
fairview gutter repair1588.4/services/gutter-repair
downspout repair fairview1446.1/services/downspouts
gutter covers installation1171.5/
Prepared by Oxbow & Vane. Search data from Google Search Console, Jul 13, 2026 – Oct 11, 2026. Buyer clicks count searches that mention a service, price, place or intent to hire or buy. Revenue is split across a page's searches by their share of its clicks. Google hides some searches for privacy, so that share is listed separately. Click estimates use your site’s click rates where enough data is available, with pooled rates for sparse positions.

Sample dataCopperline Gutters and the three agencies are fictional. The numbers follow a real local service business's Search Console patterns. Page links point at the fictional site and don't open.

How to read this report.

Each section answers one question a client asks. Here is where its numbers come from and what it shows for Copperline Gutters.

  1. Summary

    What changed, in a sentence?

    Copperline Gutters got 27 clicks from named buyer searches in the last 4 weeks (up 23% from the 4 weeks before). Google hides the search terms behind 84% of all 289 search clicks.

    Search Console, the last 4 weeks against the 4 before, rebuilt every Wednesday.

    How causes are named

  2. Key figures

    Did search grow?

    289 clicks ▲ 14% · 27 buyer clicks ▲ 23%

    Search Console. Impressions and position are added up per page, so they run a little higher than Search Console's site total.

    What a buyer click is

  3. 13-week trend

    Is this a blip or a trend?

    Peak 13 buyer clicks in a week. Rankings up 2.4 positions across 65 stable pages.

    13 weeks of Search Console history, loaded the day a client is connected.

    How the weekly sync works

  4. Search traffic value

    What would these clicks cost as ads?

    ≈ $300/mo at ad prices · 49% of clicks priced

    Clicks priced at Google Ads cost per click, refreshed monthly. An estimate, never added to revenue.

    Market data

  5. Work done and results

    Did last month's fixes work?

    Looking good · week 6 of 8 · consistent with the change. Average position 11.8 → 8.9. Page clicks up 56%; whole site up 28%.

    Each fix marked done is tracked for 8 weeks against the whole site's trend.

    Fix tracking

  6. What to fix, in order

    What are you doing next, and why?

    #1 Clicks down 48% on /blog/best-gutter-guard-brands-comparison-fairview

    Nine rule-based causes, ranked by what's at stake. A weekly live Google check marks a cause observed.

    Ranked fixes

  7. Worth knowing

    What's happening that needs no fix yet?

    An AI answer is likely taking the clicks on "catch basin vs pop up emitter"

    Findings to watch, such as an AI answer on how-to searches, and good news such as a healthy drop.

    AI Overview tracking

  8. Searches that brought buyers

    Which searches bring customers?

    "gutter cleaning fairview": 5 clicks at #6.0

    Search Console searches that ask for a price, a service or a provider, last 4 weeks.

    SEO client report template

  9. Optional

    Pages that brought paying customers

    Did search bring revenue?

    $5,390 from 3 won deals (sample)

    Optional. Won deals from your CRM by CSV, webhook or form snippet, split across a page's searches by 13-week click share.

    Revenue by search

Start free trialStarts with one read-only Google sign-in. No card.

What an SEO report should include.

Nine sections, in the order a client reads them. The first two answer most questions; the rest back them up.

The sections of an SEO client report, the question each answers, and what it shows in this example
SectionQuestion it answersIn this example
SummaryWhat moved, and why?Copperline Gutters got 27 clicks from named buyer searches in the last 4 weeks (up 23% from the 4 weeks before). Google hides the search terms behind 84% of all 289 search clicks.
Key figuresIs search growing?289 clicks, 27 from buyer searches, against 253 and 22
TrendIs it a blip or a trend?13 weeks of buyer clicks, last 4 highlighted
Why clicks movedWhat caused the change?Map pack, AI answer, city in the title, a real slide, a healthy drop
Fixes in orderWhat happens next?4 fixes, ranked by what's at stake
Work done and resultsDid the last fix work?A title fix: looking good · week 6 of 8 · consistent with the change
Searches that brought buyersWhich searches bring customers?10 buyer searches with clicks
Search traffic valueWhat is the traffic worth?≈ $300 a month at ad prices (estimate)
Revenue (optional)Did search bring paying customers?$5,390 from 3 won deals, by landing page (sample)

Copy the outline from the SEO client report template, or the local SEO report template for map-pack clients.

Why some searches are missing.

Google withholds the search terms behind part of every site's clicks. The report shows that share rather than spreading those clicks over the searches it can see. More on hidden queries.

Clicks with and without a search term

Copperline Gutters, last 4 weeks

Sample data
Search term shown
45
Hidden by Google
244 (84%)
“To protect user privacy, Search Analytics doesn't show all data.”

46.77%

of Search Console traffic came from anonymized queries, across 887,534 properties.

Source: Ahrefs, Patrick Stox, published Feb 11, 2026. Data through .

Weekly or monthly?

Use both. The weekly link shows you're on it; the monthly meeting is where decisions get made. The weekly report email and the monthly SEO report template cover each.

A weekly report link compared with a monthly meeting report
Weekly linkMonthly meeting
What it isA private link that rebuilds every Wednesday after the Search Console syncA PDF or deck you walk through together
WindowThe last 4 weeks against the 4 before, rollingThe month against last month, with dates printed
Best forShowing progress between meetingsDecisions, budget and next month's plan
In RankUpsideThe same link, always currentDownload PDF the day before the meeting

Make this report for your clients.

Sign in with Google, tick the client sites and share the link. The first report builds from 13 weeks of Search Console history. Starts with one read-only Google sign-in. No card.

Start free trial

Add clients

Search Console properties on your Google account

  • sc-domain:copperlinegutters.example
  • sc-domain:larkspurroofing.example
  • sc-domain:brightwaterplumbing.example
  • https://oakandironfencing.example/

Google scope: view Search Console data for your verified sites. RankUpside can't change anything in Google.

Questions about this report.

What should an SEO report include?
A summary of what moved, the main figures against the prior period, a trend chart, the cause behind each change, the fixes in order, the work done since the last report, and the searches that brought buyers. Revenue is worth adding when won deals can be matched to landing pages.
Is this real client data?
No. Copperline Gutters is a fictional business on a reserved .example domain. The numbers follow the patterns of a real local service business in Search Console, and every dollar figure is marked Sample.
How often should an agency send an SEO report?
Weekly works for a live link, because RankUpside rebuilds each report every Wednesday after the Search Console sync. Monthly suits a client meeting. The same link always shows the latest four weeks against the four before.
Can I put my agency's logo on this report?
Yes. Add your agency name, logo and one accent color. RankUpside checks the color for contrast in light and dark mode, and the client sees only your agency's name.
Can I download the report as a PDF?
Yes. Every report has a Download PDF button. The PDF carries your agency's color as a letterhead band on each page, with the client's name and the report period.
Where do the numbers come from?
Clicks, impressions, position and searches come from Google Search Console. Rank, map pack and AI Overview status come from a weekly check of live Google results. Search volume and cost per click are monthly estimates. Each figure carries its source label.
Why does the report say most clicks have no search term?
Google withholds the search terms behind part of every site's clicks. In this example that's 84% of clicks. The report shows the share instead of hiding it, so no single search gets credit for clicks Google didn't name.

Connect a client and see their first report.

The first report builds from 13 weeks of Search Console history as soon as you connect. Start with 3 client sites.

Start free trialSee pricing
What your client sees each weekSample data
Oxbow & Vane

Weekly search report · Copperline Gutters

Sep 14 – Oct 11, 2026 vs the 4 weeks before

Copperline Gutters got 27 clicks from named buyer searches in the last 4 weeks, up 23% from the 4 weeks before. Google hides the search terms behind 84% of all 289 search clicks. Rankings rose across the site: pages that steadily show up are up about 2.4 positions.

Buyer clicks23%
27from 22
All search clicks14%
289from 253