SEO Reporting & Analytics

You pay for SEO work. You should be able to see what it did. Our reports show what changed, why it matters and what we will do next. They cover Google and AI answers. They are written in plain English.

Many reports are a wall of charts. They look busy. They do not answer the questions a business owner actually asks. Did more people find us? Did they get in touch? Is AI naming us? What happens next?

This service answers those four questions every month.

Want the thinking behind the metrics? Our SEO reporting guide explains what is worth measuring and why.

Why Reporting Had to Change

For years, an SEO report meant two things. Where you rank. How many people visit.

That is no longer enough. AI answers now sit above many search results. When someone asks a question, they often read the AI answer and stop. If you are not in that answer, you can be invisible even when you rank well.

The overlap between Google's top ten and the sources AI answers cite has fallen. It was around 75% in mid-2025. By early 2026 it was between 17% and 38% (VHS Digital).

In plain words: being number one in Google no longer means being named by AI. If we only report rankings, we are measuring half the picture.

What We Track

Rankings and local positions

Where you appear for the searches that matter. That includes normal search results and the local map. We track a short list of terms you choose with us, not every word in your industry.

Website visits

How many people came, and which pages they read. We use Google Analytics 4. It is a free tool from Google that counts visits. We show the trend, not just one month. One quiet month is not a crisis. Six quiet months is a pattern.

How Google sees your site

Google Search Console is Google's own report on your site. It is free. It shows how often your pages appeared in search, how many people clicked, and whether Google had trouble reading a page. It also flags speed and page problems. We check it every month, because it is the closest thing to Google's own view.

Enquiries and sales

Visits are not the goal. Enquiries are. We track form fills, phone calls and, where possible, sales and revenue. If we cannot track a sale, we say so. We would rather show a gap than invent a number.

AI visibility

We check whether AI answers name you. That means ChatGPT, Perplexity, Gemini and Google's AI answers. We check each engine on its own, because they choose different sources. We also compare your share of mentions with your main competitors over time.

Local performance

For local businesses, we add map positions, review growth, review reply rates and Google Business Profile insights. That is where most local enquiries start.

How We Report

Reporting is a routine, not a one-off PDF.

1. Agree the questions first. At the start, we ask what decisions the report needs to support. More enquiries? More visibility? A case for more budget? The report is built around those questions.
2. Connect the data. We link your Google Analytics 4 and Search Console, add rank tracking, and set up AI monitoring for your priority queries.
3. Write the monthly report. It has four parts. What we did. What changed. What it means. What we will do next.
4. Keep the dashboard live. You can open it any time between reports. It shows the core numbers without waiting for a meeting.
5. Hold a review call. We walk through the report together and agree the next actions. The call is as often as suits you.
6. Report more often when it matters. During a site move or a big campaign, we report more often than monthly. Monthly is the baseline, not the limit.

What a Good Report Looks Like

A good report takes about five minutes to read. It answers four questions.

• Did more people find us? Rankings, search clicks and visits.
• Did they do what we wanted? Enquiries, calls and sales.
• Is AI naming us? Mentions in AI answers, by engine.
• What next? A short list of actions, in order of impact.

There are no vanity metrics. No charts that only show the good months. No jargon you have to decode. A number that does not change a decision does not belong in the report.

How We Choose the Numbers

A report with forty metrics answers nothing. We start with three to five questions that matter to your business. For each one, we pick a main number. Then we show the numbers around it that explain the main one.

The set changes as the work changes. In the first months, we watch the foundations: pages Google can read, visits and enquiries. Later, we watch the things that grow: more enquiries from a town, more AI mentions, more searches you win. Once a quarter, we check that the numbers still match the questions.

The First Report

The first report is a baseline. It shows where you start, before we change anything. That is often the most useful report you will get. Every later month is measured against it, so progress is a fact rather than a feeling.

If we take over from another agency, we check their numbers against the tools before we trust them. Starting from a wrong baseline makes every later month wrong.

Your Data Stays Yours

This matters more than most agencies admit.

• You own the accounts. The Google Analytics 4 property and the Search Console property are yours. We work with access you give us.
• You can leave with everything. Reports are yours to keep and export. There is no lock-in.
• Every number has a source. We name the tool and the date. If a figure is an estimate, we say it is an estimate.
• We show the bad months too. A report that only goes up is a sales document, not a report.

What We Need From You

• Access. View access to your Google Analytics 4 and Search Console accounts is enough.
• Your goals. What counts as a good enquiry? Which services matter most?
• A little feedback. If a section is confusing, tell us. The report should be useful to you, not impressive to us.

Reporting Across the Work

Reporting is the thread through every service we run. It tracks the local work in Local SEO, the content in SEO Content Strategy, the fixes in Technical SEO and the AI visibility work in AEO & GEO. One report, one set of numbers, one story.

What You Get

• A monthly report you can read in five minutes.
• A live dashboard for the numbers in between.
• AI visibility tracked per engine, not lumped together.
• Local map and review data where it matters.
• A prioritised list of next actions with every report.
• Access to the same data we use, in tools you own.

Who This Is For

• Business owners paying for SEO. You want proof of what the money bought.
• In-house teams. You need a measurement layer for work delivered by others.
• Teams that report upward. You need numbers a director or finance lead will trust.
• Businesses in a competitive local market. You need to know if AI names you or a rival.

It may not fit if you want a dashboard and no conversation. The value is in the reading and the decisions, not the tool.

Reporting for Different Businesses

• Local businesses. Map positions, reviews, calls and profile views, with AI mentions by town.
• B2B and professional services. Search clicks, landing pages, enquiries and the quality of those enquiries.
• Online shops. Revenue, conversion rate and the product pages that earn it.
• In-house teams. A measurement layer you can hand to a director, with the working shown.

What It Costs

Reporting is included in our ongoing programmes. It also works as a standalone service for teams doing the delivery work themselves. Every price is published on the pricing page. The packages that include reporting are listed below this page.

If you only need a one-off check, start with the free SEO audit.

Start Here

Talk to us about reporting — or see where you stand in Google and AI answers with a free audit.

Sources: VHS Digital on AI answers and organic overlap; Unity SEO's SEO reporting guide and What Is GEO guide.