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Understanding Your SEO Report

Your SEO report gives an overview of how you are performing in the search engine results pages

Implementing a comprehensive SEO strategy across your site is step one. Step two is understanding your monthly SEO report when it comes through.

When you can understand your SEO report, you have a better understanding of the impact that your SEO strategy is having on your site.

Google Analytics Overview


This indicates the total number of visitors to your site over a given period of time, like a day or a week or a month. All forms of website traffic including screen views, event bookings and eCommerce purchases are associated with a session.

New sessions

This indicates the number of sessions by new users. So whenever someone new visits your site for the first time, you’ll know about it!


Also referred to as average page depth, this refers to the average number of pages viewed during a single session.

For example, the user might have clicked from the Landing page to your Home page, clicked through to your About page and then left your site, viewing three pages throughout their session.

Bounce rate

This refers to the percentage of visitors who navigate away from your site after viewing only one page. An average bounce rate could be as high as 60%.

If your bounce rate is higher than that, it might be a good idea to check your website pain points for places to improve on user engagement.

Average session duration

The average session duration refers to the period of time that a user is actively engaged with your website. From the moment that they first click through until they leave, their visit is timed and recorded. This allows you to see how long users tend to stick around.

Goal completions

Goal completions refer to the total number of conversions that come from your site. Depending on what your business offers, these conversions could be things like sales, event reservations or appointment bookings.

Google Search Console (GSC) Overview

Total clicks

The number of total clicks shows exactly how many times a user has clicked through to your site from the search engine results pages.

Some of these clicks could account for the same user clicking through more than once, while others will be from separate users visiting your site on one-off occasions.

Total impressions

Total impressions refer to the number of times that your website has been displayed in the search engine page results, even if they don’t click through to your site.

Average Clickthrough Rate (CTR)

The Clickthrough Rate (CTR) refers to the number of people that come across your link in their search engine page results and actually end up clicking through to your website.

The average CTR is calculated by the percentage of impressions – remember, an impression is when a link to your site appears on a user’s search engine page results – that resulted in a click.

Average position

This represents the average ranking that your page sits at in the search engine. It is based on the highest position that your site has appeared at in any given search.

For example, your site might appear as the first link on page 1 of Google (1) or the 10th link on the 10th page of Google (100).

You are now an expert at understanding an SEO report

With all of this new knowledge in your basket, understanding your SEO report will be a breeze. Whether you need to break down session times or analyse impressions and CTRs, you will now have the know-how to get it done.

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