In Analysis & Reporting


Monthly reports are generated at the start of the month for the previous month. For example, in the first week of March, you would create reports for February.

Once a report has been completed and sent to the client, it does not get changed at all, ever. If updates to the report are required, then a new version of the report for the next month is created and the changes will be made to that report.


  • A Google account with access to the site’s Google Analytics and Google Search Console
  • Administrator access to the WordPress back-end of the website
  • It must be at least the 4th day of the month before data can be obtained in Google Search Console for the previous month.


1. Access Google Resources

  • Log in to Google with the “” account
  • Open each of the following, each in it’s own browser tab

    Use the drop-down menu in the top-left corner to select the profile of the website you are reporting on.

        • Google Analytics Account selection
          1. Click the drop-down arrow
          2. Click into the search field
          3. type the first 5 or 6 letters of the website address
          4. press Enter
          5. click on the correct search result

    Use to date facility in the top-right hand corner to select the date range for the month being reported on.

        • Google Analytics date selection

          1. Click anywhere in the date area
          2. Click the ‘Date Range’ drop-down
          3. Select ‘Last month’
          4. Click Apply
      • Google Search Console
        • Google Search Console
          • Select the correct website by clicking its address in the list of websites
          • Once you have selected the correct website, in the left-hand menu click on Search Traffic > Search Analytics
          • When the page loads, select these view and filter options:

            1. Click to select the Impressions view
            2. Click to select CTR view
            3. Click to select Position view
            4. Click the countries drop-down and filter by Australia
              • Note that some clients have an international market in which case this filter should not be applied. You will know if this is the case as it will be noted at the top of the Search Analytics Overview table in the report, as per this example:
            5. Click the Dates drop-down menu > Set date range > Custom then select the first and last day of the month being reported on


When using Google Search Analytics and Google Search Console, ensure that you are looking at the correct account and have the correct dates set!

When you are entering data into the report, if data for the current month is noticeably different from previous months, the first thing to do is double check that you are getting data from the correct account and that you have the correct date range set.

2. Create report for current month

  1. Open Google Drive
  2. In Google Drive, go to My Drive > Clients-Active > ‘Client Name’
  3. Monthly reports have this name format: “YYYY-MM SEO Report – ‘Client Name'”
    e.g. ‘2018-02 SEO Report – Continuum Care’

    • Look to see if a report has already been created for the month being reported on. Sometimes reports will get created during the month as it may need to be updated with task information.
    • If it doesn’t yet exist, find the report for the previous month and right-click > ‘Make a copy’, then on the newly created copy right-click > Rename and update the name with the format above.
  4. Double-click the report to open it

3. Populating the report

    1. Update the report title with the current month.
    2. Add a new row to each of the tables (except the Search Analytics Detail table)
      • On the top row of data, right-click > Insert row above
      • In the empty month field, type the new month using this format: ‘MMM YYYY’ e.g. DEC 2017
      • To make it quicker to add the date to the rest of the tables, highlight the date you just entered then right-click > Copy it so that you can simply paste it in the new rows into the table below
    3. Repeat this for all tables in the report, except the Search Analytics Detail table which looks like this…
    4. Populate the data for the first 4 tables in the report, starting from the Audience Overview table and working upwards.The data for each one is obtained as follows:
        • Audience Overview table
          Obtain the data from Analytics > Audience > Overview

          Enter the data into the corresponding fields in the Audience Overview table
        • Traffic Source table
          Obtain the data from Analytics > Acquisition > Overview

          Enter the data into the corresponding fields in the Traffic Source table
        • Search Analytics table
          Obtain the data from Search Console > Search traffic > Search Analytics

          Enter the data into the corresponding fields in the Search Analytics table
        • Conversions table
          Data for each field is obtained from different sources

          • Total Visits fieldObtain from the Audience Overview table below in the ‘Sessions’ field
          • Online Enquiries field
            Obtain from Gravity Forms which is accessible from the clients website

            • Login to the clients website
            • Go to Forms > Entries
            • Ensure the correct Enquiry Form is selected from the drop-down menu at the top

              NOTE: EVERY WEBSITE WILL BE DIFFERENT – use your common sense to work out which one is the Enquiry form
            • Count the number of Entries for the given month. Keep in mind not to count duplicates and anything that looks like spam
          • Visit/Enquiry Conversion RateThis is a calculation of the Online Enquiries field divided by the Total Visits field multiplied by 100Online Enquiries / Total Visits * 100 = Visit/Enquiry Conversion RateEnsure this field is displayed as a percentageNOTE: If there are any other columns, between the Total Visits column and the Visit/Enquiry Conversion Rate column, besides the Online Enquiries column, then the two columns need to be added together before being divided by the Total Visits column.e.g. if the Contact Page Hits column was positioned to the left of the Visit/Enquiry Conversion rate column, then the calculation would be:Online Enquiries + Contact Page Hits / Total Visits * 100 = Visit/Enquiry Conversion Rate
          • Contact Page HitsObtain from Analytics > Behaviour > Site Content > All Pages then search for the Contact Page in the list of Pages and obtain the number from the Page Views columnNOTE: If the Contact Page isn’t in the list of the first 10 Pages (which is the default display), you can use the ‘Show rows’ drop-down at the bottom of the table to show more results or you use the search field at the top of the table to search for “contact”.

Search Analytics Detail

Go back to the Google Search Console and ensure the settings are the same as when populating the Search Analytics Overview table above

Scroll to the bottom of the page

Click the Download button

In the Select Download Format box, choose Google Docs > OK

This will open the spreadsheet in a new tab, call it “ SearchAnalytics” and automatically save it into Google Drive > My Drive

Close the tab

Go to the Google Drive tab > My Drive

Find the spreadsheet, then right-click on it > Move to…

In the box that opens, browse to My Drive > Clients-Active > ‘Client Name’ then click MOVE HERE

Go to My Drive > Clients-Active > ‘Client Name’

Double-click the spreadsheet to open it

Make these formatting adjustments to the file

  • 1
  • 2
  • 3

Highlight and copy cells A2 – E31 by pressing Ctrl-C

Switch back to the report and highlight all the data cells in the Search Analytics Detail table and press Ctrl-V to paste


Task List

Go to the Jobs Database > Clients

Select the client from the drop-down list

Click the ‘Jobs – Closed’ button

Find the “… SEO Package …” job for the month pertaining to the month that the report is for > click the ‘Detail’ button

In the ‘Work Performed on Job’ section, copy the detail of each entry and paste it into a notepad document

Go through each entry and remove items that do not need to be included on the report. This includes any that relates to:

  • Producing the monthly report
  • Technical Maintenance, like updating a plugin or theme on the site
  • Checking or reviewing of another staff members work, however there are some exceptions:The aim of these exceptions is to boil down the information into specific tasks that were done from the clients point of view. For example, if there are two entries like this:
    • – Research, rewrite and optimise Reception Signage page
    • – Checked new Reception Signs page, made amendments and sent to Corey for approval

    For us, this is two separate tasks done by two separate people, but for the client it was one task. So, we remove the ineffectual parts and merge the two together as follows

    • – Research, rewrite and optimise Reception Signage page and sent to Corey for approval

    So the part about checking the page and making amendments was removed.

  • Any notes about things that need to be done

Ensure that each entry reads logically and makes sense.

Now that the information has been tidied up:

  1. compare the notes in the ‘Work Performed on Job’ entries to the ‘Task List > In Progress’ tasks to see if any work has been done on those jobs. If any task has been completed then move it to the ‘Task List > Recently Completed’ section using Cut & Paste
  2. compare the notes in the ‘Work Performed on Job’ entries to the ‘Task List > Not Yet Started’ tasks to see if any work has been done on those jobs. If so, then move it to the ‘Task List > In Progress’ or if the notes indicate the task has been completed then move it to the ‘Task List > Recently Completed’ section using Cut & Paste

Do not delete the notepad document, it is needed in the next section.

SEO Work Performed This Month

Copy the Work Performed list from the notepad document and paste it into the SEO Work Performed This Month list as follows:

  1. Highlight and copy the content from the notepad document
  2. Highlight all data from the bottom item up to the third item.
  3. Paste the content you copied from the notepad document
  4. Go to the start of each line you just pasted and press delete twice to remove the dash a space ‘- ‘ before each entry
  5. Ensure that each entry starts with a Capital letter

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