How to tailor SEO ranking reports for any type of client

Sending search engine ranking reports to clients is a fundamental part of being a professional SEO expert, and it’s also an important part of maintaining positive, healthy customer relationships. Informing your clients with regular SEO ranking reports shows your clients the progress that’s been made and that their trust and money are being well directed. Instead of being vague about the process like some SEO experts, you can keep them in the loop and demonstrate transparency. But every client is different, and they all have their own preferences as to what data they want to see and how much. So today, we’ll show you how you can customize a basic SERP ranking report to suit just about any client or colleague, regardless of their SEO skill level or knowledge, and then we’ll give you 3 PRT-staff suggestions on how to organize your data for those ranking reports.

Before you continue reading, make sure you’re familiar with PRT’s ranking data table. Get to know what each data column means and why each data element is important for rank tracking. To make it easy to catch up, check this link out because we included this in our previous blog post:

The SEO ranking data your SERP tracker must show you in 2018

The SEO ranking reports are generated from our data table, but the beauty of PRT’s data table is that you can customize the number of visible data columns, change their order, and choose how you want to sort the data (i.e. by highest to lowest rank).

This client is happy because he got the perfect type of report to suit his preferences. If this smile lasts more than a few minutes, please call an ambulance.

So, here are our 3 staff suggestions for possible table configurations to fit different clients, just by using our basic report, the Overview Report:

The “KIS” Level

Keep it simple with 5 data columns sorted by rank from highest to lowest with no stats box and no notes:

KIS level SERP ranking report

This SEO keyword ranking report is the simplest configuration you can have, showing just the keyword being promoted, the indexed page, its rank, on which search engine, and the search volume behind the keyword. You will encounter a lot of different and unique types of clients throughout your career, and not all of them will have the same level of SEO knowledge, so having a dynamic approach to reports is important. You don’t want to overwhelm an SEO layman client with data that’ll end up confusing him instead of helping him see progress. This data combo offers only the most essential information about a rank, so that even someone completely unfamiliar with SEO can comprehend this data after a quick explanation. If you have a client that isn’t keen on too much data and just wants to know the actual rank and nothing else, this configuration will be perfect for that situation, too.

While the search volume column is slightly more advanced than the others, its nuances can be explained—for example, search volume values are relative, so a targeted, high-quality long-tail keyword with a low search volume can have greater value than a generic keyword with a huge search volume. Regardless of what number is shown there, everyone can understand that if people are actively searching a certain keyword, it’s a good thing, and if there’s a high search volume to a good keyword, and you manage to rank it highly, then even better.

Optional column – Trend

KIS level SERP ranking report with optional Trend column


The graph is a neat and more visually appealing way to show progress, and virtually everyone can understand a graph. A rising graph is a universal sign of growth, and in most cases, it has positive meaning. Once the campaign begins to bear fruit and proves to be successful, including this small graph can add that secret sauce to a data-driven report. To learn more about the Trend feature and how it can be best used to supplement your SEO, check out our recent article on the topic:

 Introducing PRT’s new Quick Glance Trend feature

Now, an SEO-savvy client will probably want to know more about their ranks and progress and will find this type of SERP ranking report too minimalistic, which is why we have the next levels:

The Ideal Dose

8 columns with a stats box are our recommended pick for most clients:

The Ideal dose of SERP ranking report


This is the ideal report configuration for the majority of clients in our opinion. It shows the different rank types and has just enough data to be sufficiently informative, yet doesn’t overwhelm the recipient with ranking data. It has all the columns of the previous configuration, plus:

  • The ‘Stats Box’ – shows data with a quick summary even before we went over the data. It shows the total changes have made in the last 24 hours, since last week, and since last month. The pie chart shows the total distribution of ranks that are 1st, Top3, Top10, Top20 and Top100.
  • Title, which shows the way the search engine is showing the title. This is a very important column to show, since search engines tend to rewrite titles for certain search queries. Here’s our in-depth story about the Page Title and why you must be able to keep track of it:
    Why you should be keeping an eye on your page’s title in the SERP and why your CTR depends on it
  • Device, which differentiates ranks by device types: desktop, iPhone, iPad, Android phone, Android tablet, Windows phone, Windows tablet.
  • Location shows specific, targeted, location-based rank.

Optional column – Local

The Ideal dose of SERP ranking report with optional Local column


Local will provide the local search volume of the country being tracked. If the rank is showing for Google in France, the search volume will represent that location. This is a valuable option to include for specific clients who care about a precise localized search volume.

Trend (graph) can also be included if there is progress to show. While this type of data arrangement will be ideal for many users, some will still prefer a more advanced layout with more details. In addition, you and your colleagues might also require reports and will most likely want to see the full scope of data available, which is why we have the next level:

The Pro Layout

10 columns with a stats box, this SERP ranking report configuration will fit the SEO-advanced type of client. It’s the recommended configuration for colleagues, and, of course, to send to yourself:

The Pro layout SERP ranking report


This includes all the data of the previous two configurations, with some new additions:

  • The Term Combination column feature. This feature was designed mainly to save space and represent 4 columns in a single one: Engine, Location, Device and Language. It takes into account that the person receiving the report knows about the different types of ranks. You don’t have to use it, of course, and you might choose to present the data in 4 separate columns. Our recommendation for most use cases is to keep the Term Combination column active, as it saves table space and combines 4 key elements of data. On the other hand, having 4 separate columns instead of a combined one will allow you to fine-tune your SERP ranking report and sort or show the data according to singular elements.
  • Day, Week and Month. See what the rank was yesterday, a week ago and one month ago. Once enough time passes, these will become good indicators of progress

This configuration features a lot of data, which is perfect for the data enthusiasts. They will find this kind of layout more impressive than just a one-two-punch style of report.

Those were our 3 recommendations for configuring our basic (and most-used) Overview Report. It’s just one of our ranking report solutions. Diving even deeper, you can discover our more advanced reporting solutions, such as:

  • Daily Progress Reports. These SEO ranking reports can be fun, since they’re somewhat like tracking stocks on the stock market or bitcoin. They show the historic daily progress that specific ranks have made over a given period of time for a specific URL via a logarithmic chart:
    PRT Daily Progress Report
  • Comparison reports. These reports compare ranks between URLs or search engines.
  • Notification reports. This SEO report type can be a very powerful tactical tool if used the right way. You can set triggers that will alert you of any important changes to your ranks. Here is our in-depth post about how you can utilize its powers:
    PRT’s tactical Notifications Tool: Level up your SEO strategy

Optional attachment – Notes

Notes can be attached to any term that you track by date (each date can have its own note). Notes can be used in many ways to help you keep a solid track of all your terms.

Optional attachment on SEO ranking reports ProRankTracker notes


Adding notes to the SEO ranking reports that you send your clients can provide some extra value and spice up a report with insight and relevant information. Here is more on that subject:

Manage your SEO campaigns like never before with PRT’s Flash Notes feature

Shared reports feature – from Beginners to Advanced.

This is an exclusive PRT feature and a great way to impress your clients. The Overview Reports mentioned above can be generated on a URL that can be parked on your domain and the URL can be customized to feature your logo! Anyone with the URL will be able to view the reports and you can even encrypt it with a password and set an expiration date. The shared report is also updated automatically so your client will always be able to see their fresh and updated ranking data. The shared report can also include a Daily Progress Report and Notes.

Optional column – Tags (only available in a shared report)

Take a look! The password is “pikachu”.

A tag is an organizational feature you can attach to any rank. By clicking a tag, every piece of data that the tag is marked with will be shown. If shown on the data table, it can serve as an identifying markup to distinguish between different SEO campaigns and projects. For example, a “Chuck Norris” tag could be used to signify that the data corresponds to the SEO campaign to resurrect this old meme, or that possibly Chuck Norris hired you to optimize his website showcasing his roundhouse kicks.

Resurrecting dead memes is taboo and you should never try this.

If the report is for colleagues and others who have access to the account, the tags can be for various inner categories, and more. Basically, this can work for whatever organizational indicator you might require.

Overall, Pro Rank Tracker has more than 11 types of SEO ranking reports! All of which can be 100% white label and feature your company’s brand and details. Here’s the full breakdown of our reporting solutions and how to best use them to advance your SEO business:

The 11 types of SEO ranking reports you absolutely must know (+special premium features)

Tailoring the right SERP ranking report to a client can really increase their overall satisfaction with the process, and it’s those little touches that can sometimes make a difference, turning an “A” experience into an “A+”. You can use our recommendations or come up own configurations and templates for upgrading SEO metrics. It’s all up to you, so start sending those sweet reports!

PRT is an industry standard rank tracker that has the highest rank-tracking resolution on the market, with the ability to differentiate between tens of thousands of Google location-based ranks. With us, not only will you be able to send beautiful, white-labeled reports customized to fit each client or colleague, but you will always rest assured these reports will be 100% accurate. Give us a try—you can even generate reports from our free account!

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