# Monthly SEO Report: [Website]

**Instructions:** Replace bracketed fields with verified values. Use `Unavailable` for missing data. This document does not connect to analytics or calculate values automatically. Keep the supporting exports with your report.

## 1. Scope and data quality

| Setting | Value |
| --- | --- |
| Prepared by / extracted on | [Name / date] |
| Current period | [Start / end / number of days] |
| Comparison period | [Start / end / number of days] |
| Comparison reason | [Calendar month, equal 28 days, year over year, other] |
| GSC property / search type | [Exact property / Web or other] |
| GSC country / device | [Filters or all] |
| GSC page / query / appearance filters | [Exact expressions or none] |
| GA4 property / timezone | [Property / reporting timezone] |
| GA4 session acquisition filter | [Organic Search or exact source/medium] |
| GA4 geographic / landing-page filters | [Scope or none] |
| Outcome event / definition / validation | [Event, trigger, last checked] |
| Known limitations | [Preliminary data, omitted queries, consent, tracking changes, unequal periods] |
| Source exports | [Internal file references with access controls] |

## 2. Executive summary

- **Observed change:** [Verified result with scope and comparison.]
- **Supported interpretation:** [Evidence-based explanation.]
- **Unresolved question:** [What the data cannot establish.]
- **Next decision:** [Concrete action and owner.]

## 3. Search Console performance

| Metric | Previous | Current | Change | Interpretation |
| --- | ---: | ---: | --- | --- |
| Impressions | [Value] | [Value] | [Absolute / relative] | [Context] |
| Clicks | [Value] | [Value] | [Absolute / relative] | [Context] |
| CTR | [Value] | [Value] | [Percentage points] | [Query/position mix] |
| Average position | [Value] | [Value] | [Difference, cautiously] | [Not a fixed rank] |

Calculation notes: CTR = total clicks / total impressions × 100. Relative change = (current - previous) / previous × 100 when previous is nonzero. For a zero baseline, report the absolute change. Do not average row CTRs or sum overlapping query groups.

## 4. GA4 and business outcomes

| Metric | Previous | Current | Change | Definition / limitation |
| --- | ---: | ---: | --- | --- |
| Sessions, chosen acquisition scope | [Value] | [Value] | [Value] | [Exact filter] |
| Selected key event count | [Value] | [Value] | [Value] | [Event and trigger; not necessarily unique leads] |
| Validated business outcomes | [Value or unavailable] | [Value or unavailable] | [Value] | [CRM/order validation] |
| Revenue, if applicable | [Value or unavailable] | [Value or unavailable] | [Value] | [Currency and attribution scope] |

Keep GSC clicks and GA4 sessions separate. State tracking gaps; do not estimate missing leads without an explicit method.

## 5. Page and query opportunities

| Query/filter | Appearing URL | Audience | Comparison evidence | Intent assessment | Recommended action |
| --- | --- | --- | --- | --- | --- |
| [Exact filter] | [URL] | [Country/device] | [Both periods] | [Need] | [Specific change or investigation] |

## 6. Declines and technical context

| Observation | Evidence | Hypothesis | Next check | Confidence / limitation |
| --- | --- | --- | --- | --- |
| [Observed decline] | [Source] | [Possible explanation] | [Investigation] | [Limits] |

Release notes: [URLs changed, deployments, incidents, consent or event changes, promotions, seasonality. Dates alone do not prove cause.]

## 7. Prioritized action log

| Priority | URL or scope | Evidence | Action | Owner | Due date | Review date / method | Status / completion evidence |
| --- | --- | --- | --- | --- | --- | --- | --- |
| [Priority] | [URL] | [Finding] | [Concrete task] | [Name] | [Date] | [Same-segment comparison or technical check] | [Status] |

## 8. Review checklist

- [ ] Dates, filters and definitions are recorded and comparable.
- [ ] Latest data and known omissions are identified.
- [ ] CTR is calculated from matching totals; rate changes use percentage points.
- [ ] Clicks, sessions, key events and validated leads are labeled separately.
- [ ] Conclusions distinguish observations from causal hypotheses.
- [ ] Query exports are described as limited, not complete.
- [ ] Every action has an owner and review method.
- [ ] Sensitive exports remain in an appropriate private location.