How do you make a persuasive technical SEO audit report?

1 Define the scope and goals

Before you dive into the data, you need to establish the scope and goals of your audit. What are the main objectives and expectations of your client or stakeholder? What are the key performance indicators (KPIs) and benchmarks that you will use to measure the results? How will you prioritize the issues and opportunities that you find? By defining the scope and goals upfront, you can set the tone and direction of your report and align it with your audience's needs and interests.

2 Use a clear and logical structure

A technical SEO audit report should have a clear and logical structure that guides your audience through the process and the outcome of your analysis. An effective outline for the report would include an executive summary, which provides a brief overview of the main findings, recommendations, and expected impact; a methodology section which describes the tools, techniques, and criteria used for the audit; a findings section that contains a detailed breakdown of any issues or opportunities found during the audit; a recommendations section with actionable steps to resolve issues and capitalize on opportunities; and finally, a next steps section to summarize takeaways and propose further implementation or monitoring of the recommendations.

3 Provide evidence and context

A technical SEO audit report should not only state what the problems are, but also why they matter and how they affect your audience's goals. You need to provide evidence and context to support your claims and persuade your audience to take action. You can use data, screenshots, examples, comparisons, and best practices to illustrate your points and show the impact of your recommendations. For example, you can use Google Analytics, Google Search Console, or other tools to show how site speed affects bounce rate, conversions, or rankings. You can also use tools like Lighthouse, PageSpeed Insights, or Screaming Frog to show how your website compares to your competitors or industry standards.

4 Highlight the benefits and urgency

A technical SEO audit report should not only explain what needs to be done, but also what can be gained by doing it. You need to highlight the benefits and urgency of your recommendations and show how they align with your audience's goals and KPIs. You can use metrics, projections, or scenarios to demonstrate the potential outcomes and returns of your suggestions. For example, you can use tools like SEMrush, Moz, or Ahrefs to estimate how much traffic, revenue, or leads you can generate by improving your rankings, visibility, or click-through rate. You can also use tools like Google Trends, Keyword Planner, or AnswerThePublic to show how your recommendations can help you capture new or emerging opportunities in your niche or market.

5 Make it easy to read and follow

Creating a technical SEO audit report that is informative, convincing, and easy to read and follow is essential. To ensure your report is clear, concise, and consistent in its format, style, and tone, use headings, subheadings, bullet points, and tables to organize your information. Visualize data with charts, graphs, images, and icons. Emphasize key points and recommendations with colors, fonts, and highlights. Utilize a numbering or labeling system to link findings and recommendations for easy reference. Lastly, include a table of contents, a glossary, and an appendix for additional information and resources. By following these tips you can craft a persuasive technical SEO audit report that demonstrates your expertise while delivering value and driving action.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?