The short answer
A monthly SEO report should show organic clicks, impressions, CTR and average position from Search Console; organic sessions and key events (leads or sales) from GA4; top-gaining and top-losing pages and queries; any new indexing or Core Web Vitals issues; the work done; and next month’s priorities. Compare with last month and the same month last year, and explain each change in one line.
Before you start
By the end of this SOP
A one-page SEO report, shared before a short monthly review call.
- Time
- 60–90 minutes a month
- You’ll need
- Search Console (SOP 206), GA4 with key events (SOP 009), and GA4 linked to Search Console (SOP 311).
- Who does this
- The SEO specialist or account manager.
About this SOP: why it matters, where and when
Why it matters: A clear report proves SEO is working (or catches problems early) and keeps the client investing long enough to see results.
Where: Google Search Console, GA4, Bing Webmaster Tools and a Google Doc or Looker Studio.
When: In the first week of every month.
Stage 1
Pull Search Console numbers
- 1
Performance → Search results, last month vs previous month, and vs the same month last year.
- 2
Note total clicks, impressions, average CTR and average position.
- 3
From the Queries and Pages tabs, note the top 5 gainers and top 5 losers by clicks.
- 4
Check Indexing → Pages and Experience → Core Web Vitals for new issues.
Stage 2
Pull GA4 and Bing numbers
- 1
In GA4, open Reports → Acquisition → Traffic acquisition, filter Session default channel group = Organic Search, and note sessions, engaged sessions and key events.
- 2
Open the Search Console → Google organic search traffic report to see which landing pages brought leads.
- 3
Optional: add Bing Webmaster Tools clicks, which also feed Copilot and other AI tools.
Stage 3
Write the one-page report
- 1
Use this order:
- 1. Headline: how organic search did this month, in one sentence.
- 2. Key numbers: clicks, impressions, organic leads, vs last month and last year.
- 3. Wins: pages or queries that grew, and why.
- 4. Watch: drops or issues, and what we’re doing about them.
- 5. Work done: pages published, refreshed, technical fixes, links earned.
- 6. Next month: 3–5 priorities.
- 2
Explain every number that changed by more than 20%: season, Google update, new pages, technical issue.
- 3
Put detailed tables in an appendix.
Stage 4
Review with the client
- 1
Send the report a day before a 15-minute call.
- 2
Ask about lead quality from organic search and any business changes (new services, prices, locations) that should shape next month’s content.
- 3
Confirm priorities in writing after the call.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Write a one-page monthly SEO report for a site you manage, using last month’s Search Console and GA4 numbers.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
What should a monthly SEO report include?
Search Console clicks, impressions, CTR and position; GA4 organic sessions and leads; top gaining and losing pages; technical issues; work done; and next month’s plan.
How long before SEO results show in reports?
Usually 3–6 months for new content to build impressions and clicks, faster for refreshes and technical fixes. Track leading signs like impressions early on.
Should I report keyword rankings?
A short list of priority keywords is useful, but clicks, impressions and leads matter more. Rankings vary by location and device.
Done. That’s a real skill, not a certificate.
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track