Monthly SEO Report Template
This monthly SEO report template lists the core metrics most sites should track, where to find each one in Google Search Console or GA4, and space for this month, last month, the change and your notes. It suits in-house marketers, freelancers and agency trainees who report to a manager or client. Copy the numbers in at the start of each month, then write short commentary that explains the change and the next action.
How to use this spreadsheet
- Download the template. Open the CSV in Excel or Google Sheets and keep the metric list as it is for consistency.
- Pull Search Console data. Use the Performance, Pages and Core Web Vitals reports for the last full month and the month before.
- Pull GA4 and backlink data. Add organic sessions and key events from GA4, and new referring domains from your backlink tool.
- Calculate the change. Work out the percentage change for totals and the simple difference for averages such as CTR and position.
- Write notes and actions. For each meaningful change, explain the likely cause and the next action, then add a short summary at the top.
Columns in this spreadsheet
| Column | What to enter |
|---|---|
| Metric | The KPI being reported. Keep the same list every month so reports are comparable. |
| Source | Where the number comes from, including the report name, so anyone can repeat it. |
| This month | The value for the full calendar month just ended. |
| Last month | The value for the previous calendar month, taken from the same report with the same filters. |
| Change | Percentage change: (This month − Last month) ÷ Last month × 100. For averages such as CTR and position, show the difference instead. |
| Notes/actions | One line on why it changed and what you will do next. |
Example rows
Illustrative entries showing how to fill the sheet in. Replace them with your own data.
| Metric | Source | This month | Last month | Change | Notes/actions |
|---|---|---|---|---|---|
| Clicks | Search Console > Performance > Search results | (enter from Search Console) | (enter from Search Console) | (calculate) | Example: dip matches a seasonal drop in demand; compare with the same month last year. |
| Impressions | Search Console > Performance > Search results | (enter from Search Console) | (enter from Search Console) | (calculate) | Example: rise came from new blog posts appearing for more queries. |
| Average CTR | Search Console > Performance > Search results | (enter from Search Console) | (enter from Search Console) | (difference in percentage points) | Example: rewrite titles on high-impression pages with low CTR. |
| Average position | Search Console > Performance > Search results | (enter from Search Console) | (enter from Search Console) | (difference) | Example: averaged across all queries, so read it alongside clicks. |
| Organic sessions | GA4 > Reports > Acquisition > Traffic acquisition (Organic Search) | (enter from GA4) | (enter from GA4) | (calculate) | Example: check landing pages if this moves differently from clicks. |
| Key events (conversions) | GA4 key events report, filtered to Organic Search | (enter from GA4) | (enter from GA4) | (calculate) | Example: enquiry form submissions from organic visitors. |
| Indexed pages | Search Console > Indexing > Pages | (enter from Search Console) | (enter from Search Console) | (calculate) | Example: review "Not indexed" reasons if this falls unexpectedly. |
| Core Web Vitals pass | Search Console > Core Web Vitals (mobile and desktop) | (good URLs, from Search Console) | (good URLs, from Search Console) | (difference) | Example: fix the URL group flagged for INP on mobile. |
| New referring domains | Backlink tool (Search Console > Links lists linking sites but not when they were found) | (enter from your backlink tool) | (enter from your backlink tool) | (difference) | Example: two links from local food blogs after the bread guide outreach. |
Collecting the numbers
- Use full calendar months Partial months distort the comparison. Search Console data is usually a few days behind, so pull it after the first week.
- Keep filters identical every month Same property, country, device and channel filters; otherwise changes may come from the filter, not the site.
- Compare with the same month last year too Many niches are seasonal. Search Console keeps 16 months of data, enough for a year-on-year check.
- Note tracking changes If GA4 tags, key events or site structure changed, record it so later readers understand jumps in the data.
Writing the commentary
- Lead with a three-line summary What went up, what went down and the single most important action for next month.
- Explain the cause, not just the number Link each change to something real: new pages, a fix, seasonality, a Google update or a tracking issue.
- Separate facts from guesses Say "likely" when a cause is a hypothesis, and say how you will confirm it.
- End every note with an action Each metric that moved meaningfully should have a next step with an owner.
- Show business results before visibility metrics Managers and clients care most about enquiries and sales; clicks and impressions explain how you got there.
Frequently asked questions
Why do Search Console clicks and GA4 organic sessions not match?
They measure different things. Search Console counts clicks from Google Search results, while GA4 counts sessions from all organic search engines and can miss visitors who decline cookies or block scripts.
What does average position mean?
It is the average of your highest position across all queries and impressions in the period. Because it mixes many queries, it can fall when you start appearing for new, lower-ranking terms.
What are key events in GA4?
Key events are the GA4 events you mark as important, such as form submissions or purchases. Google renamed GA4 conversions to key events in 2024.
How often should I report on SEO?
Monthly suits most sites, because SEO changes slowly. Check for sudden technical problems more often, for example weekly in Search Console.
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