Which reports show results against the period before?

Find them in Analyse → Reports, category SEO results, or search for them. Each one takes a period (last 30 days by default) and makes a PDF, CSV or Excel file, and a link for your client.

Executive summary

One page for the decision maker: clicks from Google, times shown, the average position (Search Console), visits (Google Analytics), tracked searches in the top 10, referring websites and the authority score, the health score, calls, website clicks and directions from the Business Profile and leads received, each against the period of the same length just before (the change, and whether it is better or worse; a lower position is better). Positions, links and health are as they stood at the end of each period. A line shows clicks and visits over the period. A figure whose source is not connected, or has no check yet, says so ("Google Analytics is not connected").

Keyword rankings and movers

Every tracked search at the start of the period (its newest check on or before the first day, else its first check in the period) against the end: how many are in the top 3, 10 and 20 now and at the start, how many moved up and down, the biggest climbs, the biggest drops (a search that dropped out of the results comes first), into and out of the top 10, a pie of where the searches rank now (1 to 3, 4 to 10, 11 to 20, 21 or lower, not found) and a line of the average position over the period. A search not found in the results is "Not found", never a position.

Backlinks gained and lost

Your website's own backlink profile: referring websites now and at the start, those gained and lost in the period (strongest first, by the dates the backlink checks recorded), links gained and lost, the authority score and flagged links, pies of follow and nofollow links and of anchor kinds, and a line of the profile at each check. Competitors' profiles are never mixed in.

Technical health trend

Every finished scan of the website in the period: its health score, failing checks, warnings and pages read (a line), the score of each area at the newest scan (bars), the checks by state (a pie) and the checks that got better or worse since the start (the newest scan before the period, else the first one in it). Making the report never starts a scan; without one in the period it says so.

Google Business Profile performance

Calls, website clicks, direction requests, conversations, bookings and views on Google Search and Google Maps, each against the period before, a line of actions and views per day, pies of how people found the profile (Search or Maps, phone or computer) and of the actions, and each location's figures. Locations entered by hand have no Google figures, and Google sends its figures a few days late.

Local visibility on the map grid

For each location and search on your map grid: the visibility (out of 100) at the newest scan up to the end of the period against the scan the period starts from, the average place and the points in the top 3; bars of visibility by search, a pie of the grid points by place (top 3, 4th or lower, not found, could not be checked) and a line over the period. Points the grid could not check are named, never counted as "not found". Making the report never starts a scan.

Content performance

Your pages in Google search (Search Console): clicks, times shown, the click rate and the average position of each page, against the period before; the pages that gained and lost the most clicks, bars of clicks by page and a line of clicks over the period. Without Search Console it says so.

AI visibility

The newest AI visibility check up to the end of the period against the one the period starts from: questions answered, the share of answers naming your business, answers citing your website and your average place when named; each question with who it names; a pie of the businesses the answers name, bars of the websites they cite and the share over the period. Failed answers are left out, and the report never names the AI assistant that answered.

Competitor comparison

Your website against the competitors you track: the share of clicks your positions would bring (by the click shares set for rank tracking) now and at the start as bars, average position, top 3 and top 10, a pie of who is ahead on each search, and you against the strongest competitor over the period.

Leads and conversions

Your leads in the Lead inbox against the period before (test leads left out), how many are won, lost and still open by their status now, the conversion rate and the value won, the key events Google Analytics counted and calls from the Business Profile; a pie of leads by source, bars by status and a line over the period. No name, e-mail or phone reaches the report.

Monthly client pack

One branded pack for your client, starting on last month: the executive page first, then rankings and movers, content, backlinks, website health, the Business Profile, the map grid, leads and AI answers, and the work done and next steps last. Only each part's key sections are ticked at first; tick more in Sections. A part whose tool is switched off, not in your plan or not open to you is left out and the pack says so.

Lists and settings

How long the lists are is set by the platform: 25 searches in each movers list, 25 pages in each content list, 50 referring websites gained or lost and up to 60 scans by default. Making a report never buys data or uses credits.