A monthly SEO report template for home service businesses
A one-page monthly SEO report a roofer or plumber can read in five minutes: the six numbers, the order to put them in, and the two sentences every report should end with.
Most SEO reports are written to look busy. Twenty pages of charts, a list of keywords nobody searches, and no answer to the question the owner actually has: did more people call?
Here's the one-page template we use for home service clients. Copy it, or ask your agency for something that matches.
The six numbers, in this order
- Calls and forms from Google. Phone clicks, form submissions and booked estimates from organic search, from GA4. This is the number that pays the bills, so it goes first.
- Business Profile actions. Calls, website clicks and direction requests from your Google Business Profile's Performance tab.
- Clicks from Google search. From Search Console. Clicks are people who chose you from the results, which matters more than how often you appeared.
- Impressions. How often you showed up. Rising impressions with flat clicks usually means titles or positions need work.
- Positions for your money keywords. Five to ten searches that bring real jobs, such as "roof repair [town]," with this month's position and last year's.
- Pages published or fixed. What was actually done, listed plainly.
Compare to the same month last year
Home service demand moves with the seasons. Roofing jumps after storms, HVAC follows the weather, lawn care goes quiet in winter. Comparing January to December will look like a crash every year.
Put two columns next to each number: last month and the same month last year. Read the second one first.
The template
| This month | Last month | Same month last year | |
|---|---|---|---|
| Calls and forms from Google | |||
| Business Profile calls | |||
| Business Profile direction requests | |||
| Clicks from Google search | |||
| Impressions | |||
| Pages published or fixed |
Under the table, a short list of your money keywords and their positions, then the two sentences below.
End with two sentences
Every report should finish with:
- What we did this month and what it changed. "Published the Palm Bay roof repair page; it's already showing for 'roof repair palm bay' at position 18."
- What we're doing next month and why. "Fixing the contact form that failed on mobile, then two town pages."
If a report can't fill in those two sentences, nothing much happened.
Where the numbers come from
- GA4 for calls and forms, once call and form tracking is set up. Without it, the most important line is blank.
- Search Console for clicks, impressions and positions. Our Search Console guide for contractors shows where each one lives.
- Your Business Profile for profile calls and directions.
Three sources, fifteen minutes a month.
What to leave out
Domain authority scores, backlink counts with no context, "visibility" indexes from paid tools, and screenshots of rankings with no clicks behind them. None of them answer whether the phone rang. If you want the reasoning, read why rankings without tracking are a vanity metric.
Next step
Fill in the table for last month using your own accounts. If the first row is blank because nothing tracks calls, fix that before anything else. The monthly SEO report guide covers what a good agency report looks like, and the SEO plan on my pricing page comes with this one page every month, plus a short call to go through it.
Frequently asked questions
What should a monthly SEO report include?
Calls and forms from Google, clicks from Search Console, Business Profile calls and direction requests, the main keywords and where they rank, what was done this month, and what happens next month. Anything else belongs in an appendix.
How long should a monthly SEO report be?
One page for the numbers and decisions. If your agency sends twenty pages of charts, ask for the one page that says whether more people called.
Should I compare to last month or last year?
Both, but trust the year-on-year comparison more. Home service demand is seasonal, so a quiet January against a busy December looks like a drop that isn't.
