SEO Audit Report Sample from a Real Agency: How We Do It

SEO Audit Report Sample from a Real Agency: How We Do It

Table of contents

Tadeu Rezend
Aug 15, 2023

Let's not beat around the bush: here's the link. That's an example of the type of SEO reports we typically deliver to clients here at Invalley. If you're looking to create your own reports — or just want more details into how our report works — stick around. I'll walk you through the main points of our report and why we chose to structure it this way.

The Goal: Create an Uncomplicated SEO Report

Uncomplicated SEO Report

Readability is the main reason we landed on the current version of our SEO Audit Report. We worked hard to find the right balance between providing as much useful information as possible and making the final report as readable and accessible as possible.

Why? Because we know that too much info can be overwhelming. We've seen plenty of Audit Reports that packed enough complexity to put a calculus textbook to shame. We didn't want that for our version.

Our solution to that was to narrow our reports down to 10 actionable suggestions for each client. That doesn't mean we only audit 10 data points — we look at every SEO-relevant aspect of a website. But rather than dumping that raw data on our clients, we manually conduct the audit, review the results, and break it down into 10 key problems, with suggestions on how to solve them.

The report also has some other bits of additional context to make it more readable. But that's enough discussion of the broad strokes, let's talk about the specifics.

SEO Audit Breakdown: What’s Included in Our Report

As mentioned, our SEO Audit Report is built by evaluating the client's entire website and comparing it to the competition. We place special focus on the client's chosen target URLs and Keywords. And each report comes with a minimum of 10 high-priority, actionable suggestions. Here's a breakdown of how we structure the report.

1 - Overall Optimization Score

Overall Optimization Score

As our report sample shows, each report starts with an overall optimization score to give clients an idea of how well their websites are doing. This is important for context and to set expectations. Obviously, sites with a lower overall score will have more critical issues that need to be solved. While sites with a high overall score will likely only have issues related to more advanced optimization strategies.

If we just gave the suggestions without an overall score, clients who aren't too familiar with SEO might start believing that their website is just terrible. The score should — hopefully — help the existing issues feel less overwhelming.

2 - Table of Contents

This section has a dual purpose of both making the report easier to navigate and giving clients a summary of all the 10 issues we found. I've seen plenty of SEO reports with massive Table of Contents that seem designed to say "Look at how much work we did!". It can be argued whether or not doing that is a good idea, but it certainly makes the report feel less approachable, so we opted not to do that.

3 - Issue Breakdown

SEO Issue Breakdown

Each priority item in the report starts with an image that showcases our findings and a breakdown of the problem. Again, our reports are meant to be beginner-friendly, so we keep this section simple. It's always just one paragraph that explains how we found the problem, and why it is a problem.

4 - How to fix the issue

After the breakdown, each item in our report has a "how to fix" section. This outlines exactly how we believe the problem can be addressed to boost the site's SEO. When applicable, this section may even recommend different tools or guides that can be used to fix the problem.

Empowering the client is the name of the game here. We do our best to make it possible for the client to fix that specific issue themselves. We promise our clients a "high actionable" report, and this section is how we deliver on that promise.

Thanks to that, sometimes the "how to fix" section is a lot longer than the issue breakdown. You can see the "Over Optimization" section of the sample audit for an example of this.

5 - Help offer

Help offer

Finally, every item in our audit report ends with a simple line: "Need help fixing this issue? Request a quote." Of course, we want our clients to feel capable of fixing the problem themselves after reading each item in the report. But some tasks are just too technical or too time-consuming to DIY, so we make sure clients know they can ask us for help if needed. After all, who better to fix an issue than the team who first identified it?

What else can be included in the Report?

What else can be included in the Report?

For each report, our team audits every aspect of a website, and then we deliver a list of 10 critical tasks that need to be addressed. As a result, the tasks mentioned will change from report to report.

If you're curious as to what elements we analyze for each report, here's the full list:

1 - Technical Analysis

  • Site speed and loading times
  • Mobile-friendliness and responsiveness
  • URL structure and site architecture
  • Indexing issues and crawlability
  • URL redirects and canonicalization

2 - User Experience Analysis

  • Navigation and site structure
  • Readability and accessibility
  • Conversion elements and calls-to-action
  • User engagement and bounce rates
  • Mobile user experience

3 - Content Analysis

  • Keyword optimization
  • Analyzing keyword density and placement
  • Content relevancy and quality
  • Duplicate content issues
  • Meta tags and descriptions
  • Internal and external linking
  • Title tag optimization
  • Evaluating meta description effectiveness
  • Assessing proper usage of H1, H2, H3, etc.

4 - Image Optimization

  • Examining alt tags, file names, and image compression

Report Customization Options

We can also consider different points based on a client's goals, preferences, and requests. For example, a client can ask for an eCommerce Optimization report to be included with their audit or a Forum Optimization report. We'll also deliver the report in the client's preferred format, whether it be PDF, DOC, or PPT.

For those looking for more hands-on support, we offer the option of video walk-throughs and call support to help explain every point of the audit. Finally, Clients can also ask for their audits to be translated into their language of choice.

Want more inspiration? Check these out

Report Template

If you don't think our report is a good template for your needs, or if you just want more inspiration, I've got you covered.

Plenty of other SEO experts have published examples of their reports online, and we looked at dozens of those before landing on our current template. Here are some of the best ones we found during our research: some of these have a very different design philosophy from ours.


If you were looking for inspiration to put together your own SEO audit reports, I hope this overview of our process helps! And if you'd like to order a report for your website or one of your clients, you can use this link. We offer white-label reports, bulk order discounts, fully managed SEO services and various other kinds of support for agencies and resellers.

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