Local SEO Report 101: How to Read a Local SEO Report

Optimizing a website for local searches can drive traffic and increase online and walk-in lead conversion. One way to keep tabs on your search engine ranking position (SERP) presence is through a local SEO report. 

This type of report assesses the key areas that impact your local visibility. This includes linking authority to local listings, on-site SEO, social channels, and reputation management. You can find various local SEO reports, each targeting a unique set of metrics. This article is an overview of local SEO reporting covering what the local SEO reports contain and how to read them. Let’s get started!

What is a Local SEO Report?

A local SEO report is a special simplified report covering an assessment of how your business is currently performing online. The information is designed to help you identify areas that can be improved for better ranking in local search results. 

Learning how to read an SEO report allows you to make proactive changes and maintain or increase local visibility for your business. A typical SEO report features a report summary, a local SEO overview, and an in-depth metrics analysis. The report focuses on metrics that impact your online visibility among local audiences.

What’s Included in an SEO Report?

SEO reports are simple yet comprehensive reports of various factors about your online presence and performance. You’ll find hundreds of templates with dozens of metrics. However, most reports focus on traffic and conversion. 

The reports feature sections about local SEO audits, keyword rankings, backlinks summaries, and Google Business Profile insights. Each report is distinct, so you can find comprehensive coverage for different metrics. However, you only need the following coverage for local search engine optimization:

1. Links and Authority

Internal links, external links, and backlinks are essential for any SEO. Most tools provide link reports that show how your business compares to competitors. The report is broken down into link counts, Google index counts, linking domains, domain authority, website age, backlinks, and more. You can analyze this section to optimize internal linking and increase the number of backlinks from authority websites to rank higher.

2. Rank Checker

A rank checker tracks your website’s position on search engine result pages. Your pages will appear in different positions and can fall to lower pages where no one cares to look for them. The rank checker allows you to run keywords specific to your business and see how you rank on Google and Bing engines. If your company ranks outside pages 1-3 or the top 50 organic search results, you need drastic measures to improve your searchability.

3. Local Listings

Appearing in local listings and directories may help your customers find your business. The local listings part of your local SEO report examines your presence within the top directories. You can identify listings where your business profile is yet to be added and join them. The report may also show inconsistencies in the listings. It audits online directories, showing how your business information is represented across the different platforms.

4. Google Business Profile

The Google Business Profile, formerly known as Google My Business, is a powerful analytical tool you can use to compare your company with the top-ranked competitors. It offers an overview of direct searches featuring your business name and address versus discovery searches. You can see the number of searches, views, map views, click-through rates, directions, calls, reviews, average ratings, call tracking insights, and more.

5. On-site SEO

The on-site SEO section of your local SEO report provides insight into your website’s front-end and back-end components. You have full control of on-site SEO, which deals with content elements like title tags, headings, images, and links. It also covers site architecture elements like URL structure, navigation, and page hierarchy. On-site SEO also touches on HTML elements. You can modify these elements to improve your search ranking.

6. Google Analytics

Although Google Analytics is a free local SEO tool, viewing its reports in tandem with other SEO reports is always helpful. This section of your SEO audit provides an overview of the important Google Analytics metrics in one display. You can see the top keywords, number of organic sessions over time, pages per session, bounce rates, CTA clicks, goal completion, and more. The section can also indicate which pages get the most impressions on your website.

7. Reputation Management

The reputation management section explores your business reviews on Google Business Profile and other top platforms and bureaus. You can see which GBP reviews have received replies and respond to those yet to be addressed. Viewing your most recent reviews and average rating can help you determine how to go about negative reviews and publications. You may consider hiring a reputation management company to help clean your digital footprint.

8. Calls Tracking

Tracking calls in your local SEO campaign allows you to determine high-intent leads. A good SEO report should include call tracking to show the quality leads your campaigns are driving to your business. The sales team can answer these calls and return missed ones that have contact information. With modern call tracking tools, reporters can provide more detailed local phone calls with names, phone numbers, and sources.

9. Social Channels

Your social media accounts can drive new users to your websites besides providing a platform to promote your business and engage different markets. The social channels section of your report audits your social media account metrics, such as likes, visits, and shares. You can track how people engage your social media content and campaigns to identify opportunities for new customers or more views. You can also determine the need for repositioning.

Why Are Local SEO Reports Important?

Local SEO reporting is crucial for your online business as it shows how you perform compared to local companies. By analyzing regular reports, you can identify areas of improvement and slowly push your website up in search results. 

Reports can indicate everything from who’s on top this week to your recent trajectory in online local ranking factors. Some reports feature expert insights highlighting what you need to do to see improvements. Here are some of the reasons why local SEO reports are important and why you should analyze them frequently:

  • Make proactive changes to boost your local visibility.
  • Track changes and discern the forces behind specific movements.
  • Find out how you rank among other businesses.
  • See what your primary competitors are doing.
  • Get a quick summary for decision-making on the go.
  • Determine which efforts are working and which ones aren’t.
  • Find out what your customers/audience is interested in.
  • Break down your traffic sources and demographics.
  • Analyze engagement across multiple digital touchpoints.

5 Tips for Local SEO Reporting

Unlike national and global SEO, which focus on website traffic, local SEO aims to drive more foot traffic to the business. As such, the SEO reports focus on different sets of data that affect the outcome local businesses seek. 

Reports for local companies are simple and straight to the point, highlighting specific metrics that matter more in local SEO. Here are five tips for local SEO reporting, including what sales and marketing teams should focus on when reading the data:

  • Simplify the Report: Make the report clear and concise to show the performance of the marketing campaigns. 
  • Optimize the Metrics: Choose the right metrics for the report to avoid wasting time on metrics that don’t matter.
  • Report on Local Data: Optimize the reporting to focus on local keyword data for the specific locations you serve.
  • Granulize the Report: Break down the reports to analyze data from different locations and devices (mobile, desktop, tablet).
  • Track SERP Changes: Go further into local SERP results to identify the reasons behind search result positions and changes.
  • Review Actionable Insights: Research the report’s actionable insights to determine their feasibility.
  • Reports Regularly: Local SEO reports should be reviewed regularly since search results change daily.
  • Act Proactively: Make necessary changes and track their effectiveness to improve your visibility.
  • Involve Experts: If the SEO reports are too complex or intimidating, hire an experienced SEO specialist for help.

Local SEO Report Assistance

Taking the time to conduct local SEO reports is an effective way to understand your business needs. Make sure to leverage relevant local keywords, create engaging and quality content, experiment with social media channels, and monitor progress over time. 

All of these steps can help you get ahead of the competition in your local area. With a little bit of careful planning and local SEO strategy, you can thrive in today’s increasingly competitive online marketplace. So what are you waiting for? Start working on your local SEO reporting efforts today to see how it benefits your business!

Call us at 888-998-7020 to schedule a free consultation with one of our Summit Scout SEO experts today for more details about our SEO organic services!

Ansley Merrill

Ansley is the Content Marketing Manager at Summit Scout. Since graduating from Utah State University with two degrees in Communication Studies and Journalism: Public Relations, Ansley specializes in creating engaging and informative SEO content for readers, customers, and partners through different marketing channels. Along with creating new content, Ansley works to keep content organized and creates and executes new content strategies. When she’s not writing, she loves to travel, visit National Parks, and loves all things Disney.