what counts as seo report?

We build ours in Looker Studio pulling straight from Search Console and GA4, so the numbers fill themselves in and the monthly job is just writing the summary. Also note anything outside your control in the report - a Google core update, the site being down for a day, a big sale that skewed traffic. Saves you explaining a dip three weeks after it happened.

Anything that tells the client how organic search is doing and what you did about it. The ones that get read usually have: - clicks and impressions from Search Console, compared to last month and the same month last year - organic traffic and conversions from analytics, because that's what the client actually cares about - movement on the handful of keywords that matter to them - what was done this month and what's planned next - any issues found, like pages dropping out of the index Keep the top short. A one-paragraph summary up front saves you a lot of "so is it good or bad?" emails.