Search engine optimisation (SEO) can feel like deciphering a secret code. Algorithms evolve and metrics fluctuate, while clients get restless for results.
But here’s the truth: Clients do not crave every line in an SEO report. They crave clarity and want proof. They need to see that your strategies work. And above all, they yearn for simplicity.
So, this article breaks down the SEO KPIs that truly matter to clients. It also explains how to present them without sending your client into a spreadsheet-induced coma.
1. Organic Traffic – The Lifeline
Organic traffic is the golden goose. It is the clearest signal that your content is working. It shows how many people are discovering your website through search engines.
That is why clients care about this number. It represents real humans visiting their site. Not bots. Not paid clicks. Just authentic, relevant traffic.
To present this KPI, avoid jargon. Say it straight. “This month, your website drew in 4,500 visitors through Google alone.” Create a simple graph. Plot the past three months. Use a green arrow when numbers climb. Use a red one when they dip.
Simple. Effective. Memorable.
2. Keyword Rankings – The Digital Turf War
Clients love keywords. They treat them like treasure. If their business ranks first for “best Italian restaurant in Sydney,” they feel victorious. But not every keyword is worth the battle.
- Focus on high-intent, high-volume keywords.
- Choose the ones that match their services or products.
- Show them a snapshot.
- Pick five to ten important keywords, and show their current rank. Avoid showing 300 keywords.
- Compare with the previous month.
If one keyword jumps from position 10 to 3, highlight it. Add a note. “This keyword jumped seven spots. It’s now on page one.”
3. Conversions – The Ultimate Proof
Website visits are nice. Keyword rankings are exciting. But conversions are the crown jewel.
Clients want to see results. Did someone book a consultation? Make a purchase? Fill in a form? Track these goals in Google Analytics or similar platforms. Define what a conversion means for each client. For a dentist, it could be appointment bookings. For an online store, it’s completed checkouts.
Use cold, hard numbers. “This month, your site generated 80 appointment requests. That’s a 30% increase from last month.” Boom. That speaks louder than bounce rate any day.
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4. Bounce Rate – The Ice-Cold Reality
A high bounce rate is like guests leaving a party after one sip of champagne. Not ideal. Clients need to know how sticky their site is.
Keep the explanation simple. “Bounce rate shows how many people leave after viewing only one page.” Then give the percentage. Is it above 70%? Flag it. Offer insights—Maybe the content is confusing, or the site loads slower than expected.
Use colour codes. Green for good. Yellow for okay. Red for problematic. Clients love visual cues.
5. Average Session Duration – The Attention Span Test
If visitors are sticking around, that’s a great sign. This metric shows how long users stay on the site. A high average session duration suggests the content is interesting, relevant, and useful.
Clients may not understand what “2:43 minutes” means in context. So explain. “Visitors stayed nearly three minutes per visit. That means your blog post is engaging.” Give examples. Use anecdotes, like maybe the FAQ page kept them reading.
6. Pages per Session – The Curiosity Meter
How many pages does the average visitor explore? One? Two? Five?
Clients love knowing how far users dig into their website. If the number is rising, it suggests interest. It signals good internal linking. Strong call-to-actions.
Present this stat with a little flair. You can try creating a funnel diagram. Show a typical user journey. “Most users land on the homepage, then head to the pricing page, then read the blog. That’s three pages per session.”
7. Backlinks – The Digital Endorsements
Each backlink is a digital pat on the back. When another website links to your client’s page, it signals trust, authority, and relevance.
Clients may not understand the technical side of this, but they do understand reputation. So, call them “endorsements” or “referrals.” Make it relatable.
- Show them the top five new backlinks.
- Mention which sites are linked to them.
- Highlight any major names.
“Your business was mentioned on so-and-so website – a high-authority site with 100,000 monthly visitors.” That impresses.
8. Click-Through Rate (CTR) – The First Impression Score
CTR measures how many people clicked on the website after seeing it in search results. A low CTR suggests the meta title or description is failing. This is a valuable KPI for improvement. Clients like seeing where tweaks can lead to gains.
Say it like this: “Out of 1,000 people who saw your page on Google, only 20 clicked. That’s a 2% CTR. Let’s rewrite your title to make it more compelling.”
Simple diagnosis. Simple remedy.
9. Local Pack Visibility – The Neighbourhood Fame
For businesses with a physical location, this is gold. Being featured in the Google local pack brings massive exposure.
So, show screenshots. Did the client appear on the map? How often? For what keywords? Present real search examples. “Here’s how your business looks for the keyword ‘plumber near me.’” Clients love real-world visibility.
10. Mobile Performance – The Pocket-Sized Experience
Most users now browse on mobile. If the client’s site looks like a jigsaw puzzle on a phone screen, it’s a problem. So, track and show mobile traffic. Compare it with a desktop. If the bounce rate is higher on mobile, raise the alarm.
Plus, present a mobile preview. Use a side-by-side view. Desktop versus mobile. Ask, “Would you stay on this page if you saw it on your phone?” Visuals speak louder than analytics reports.
How to Present KPIs Without Inducing Naps
Now, let’s talk about presentation. Even the best data loses its power when buried in charts and spreadsheets. So, try these tips.
✦ Use Plain Language
✦ Tell a Story
✦ Visualise Everything
✦ Include Highlights and Action Steps
✦ Summarise with a Scorecard
Closing Thoughts
Clients pay for results, not reports. They want to see progress and feel confident. Most of all, they want you to care as much as they do.
Your job is not just to optimise their website. It’s to translate the digital language of SEO into plain English. It’s to show growth without overwhelming them. So, whether you are an SEO expert or a client working with one, try the above tips.
For experienced SEO in Melbourne, contact Make My Website (MMW).