Performance Reporter

When to Use This Skill

• Monthly/quarterly SEO reporting
• Executive stakeholder updates
• Client reporting for agencies
• Tracking campaign performance
• Combining multiple SEO metrics
• Creating GEO visibility reports
• Documenting ROI from SEO efforts

What This Skill Does

1. Data Aggregation: Combines multiple SEO data sources
2. Trend Analysis: Identifies patterns across metrics
3. Executive Summaries: Creates high-level overviews
4. Visual Reports: Presents data in clear formats
5. Benchmark Comparison: Tracks against goals and competitors
6. ROI Calculation: Measures SEO investment returns
7. Recommendations: Suggests actions based on data

How to Use

Generate Performance Report

Create an SEO performance report for [domain] for [time period]

Executive Summary

Generate an executive summary of SEO performance for [month/quarter]

Specific Report Types

Create a GEO visibility report for [domain]

Generate a content performance report

Data Sources

See CONNECTORS.md for tool category placeholders.

1. Analytics screenshots or traffic data export (sessions, users, conversions)
2. Search Console data (impressions, clicks, average position)
3. Keyword ranking data for the reporting period
4. Backlink metrics (referring domains, new/lost links)
5. Key performance indicators and goals for comparison
6. AI citation data if tracking GEO metrics

Instructions

1. Define Report Parameters
   markdown

   ## Report Configuration
   
   **Domain**: [domain]
   **Report Period**: [start date] to [end date]
   **Comparison Period**: [previous period for comparison]
   **Report Type**: [Monthly/Quarterly/Annual/Custom]
   **Audience**: [Executive/Technical/Client]
   **Focus Areas**: [Rankings/Traffic/Content/Backlinks/GEO]

2. Create Executive Summary
   markdown

   # SEO Performance Report
   
   **Domain**: [domain]
   **Period**: [date range]
   **Prepared**: [date]
   
   ---
   
   ## Executive Summary
   
   ### Overall Performance: [Excellent/Good/Needs Attention/Critical]
   
   **Key Highlights**:
   
   🟢 **Wins**:
   - [Win 1 - e.g., "Organic traffic increased 25%"]
   - [Win 2 - e.g., "3 new #1 rankings achieved"]
   - [Win 3 - e.g., "Conversion rate improved 15%"]
   
   🟡 **Watch Areas**:
   - [Area 1 - e.g., "Mobile rankings declining slightly"]
   - [Area 2 - e.g., "Competitor gaining ground on key terms"]
   
   🔴 **Action Required**:
   - [Issue 1 - e.g., "Technical SEO audit needed"]
   
   ### Key Metrics at a Glance
   
   | Metric | This Period | Last Period | Change | Target | Status |
   |--------|-------------|-------------|--------|--------|--------|
   | Organic Traffic | [X] | [Y] | [+/-Z%] | [T] | ✅/⚠️/❌ |
   | Keyword Rankings (Top 10) | [X] | [Y] | [+/-Z] | [T] | ✅/⚠️/❌ |
   | Organic Conversions | [X] | [Y] | [+/-Z%] | [T] | ✅/⚠️/❌ |
   | Domain Authority | [X] | [Y] | [+/-Z] | [T] | ✅/⚠️/❌ |
   | AI Citations | [X] | [Y] | [+/-Z%] | [T] | ✅/⚠️/❌ |
   
   ### SEO ROI
   
   **Investment**: $[X] (content, tools, effort)
   **Organic Revenue**: $[Y]
   **ROI**: [Z]%

3. Report Organic Traffic Performance
   markdown

   ## Organic Traffic Analysis
   
   ### Traffic Overview
   
   | Metric | This Period | vs Last Period | vs Last Year |
   |--------|-------------|----------------|--------------|
   | Sessions | [X] | [+/-Y%] | [+/-Z%] |
   | Users | [X] | [+/-Y%] | [+/-Z%] |
   | Pageviews | [X] | [+/-Y%] | [+/-Z%] |
   | Avg. Session Duration | [X] | [+/-Y%] | [+/-Z%] |
   | Bounce Rate | [X]% | [+/-Y%] | [+/-Z%] |
   | Pages per Session | [X] | [+/-Y] | [+/-Z] |
   
   ### Traffic Trend
   

   [Month 1] ████████████████████ [X] [Month 2] █████████████████████ [Y] [Month 3] ███████████████████████ [Z] [Current] ████████████████████████ [W]

   
   ### Traffic by Source
   
   | Channel | Sessions | % of Total | Change |
   |---------|----------|------------|--------|
   | Organic Search | [X] | [Y]% | [+/-Z%] |
   | Direct | [X] | [Y]% | [+/-Z%] |
   | Referral | [X] | [Y]% | [+/-Z%] |
   | Social | [X] | [Y]% | [+/-Z%] |
   
   ### Top Performing Pages
   
   | Page | Sessions | Change | Conversions |
   |------|----------|--------|-------------|
   | [Page 1] | [X] | [+/-Y%] | [Z] |
   | [Page 2] | [X] | [+/-Y%] | [Z] |
   | [Page 3] | [X] | [+/-Y%] | [Z] |
   
   ### Traffic by Device
   
   | Device | Sessions | Change | Conv. Rate |
   |--------|----------|--------|------------|
   | Desktop | [X] ([Y]%) | [+/-Z%] | [%] |
   | Mobile | [X] ([Y]%) | [+/-Z%] | [%] |
   | Tablet | [X] ([Y]%) | [+/-Z%] | [%] |

4. Report Keyword Rankings
   markdown

   ## Keyword Ranking Performance
   
   ### Rankings Overview
   
   | Position Range | Keywords | Change | Traffic Impact |
   |----------------|----------|--------|----------------|
   | Position 1 | [X] | [+/-Y] | [Z] sessions |
   | Position 2-3 | [X] | [+/-Y] | [Z] sessions |
   | Position 4-10 | [X] | [+/-Y] | [Z] sessions |
   | Position 11-20 | [X] | [+/-Y] | [Z] sessions |
   | Position 21-50 | [X] | [+/-Y] | [Z] sessions |
   
   ### Ranking Distribution Change
   

   Last Period: ▓▓▓▓░░░░░░░░░░░░ This Period: ▓▓▓▓▓▓░░░░░░░░░░ ↑ More keywords in top positions

   
   ### Top Ranking Improvements
   
   | Keyword | Previous | Current | Change | Traffic |
   |---------|----------|---------|--------|---------|
   | [kw 1] | [X] | [Y] | +[Z] | [sessions] |
   | [kw 2] | [X] | [Y] | +[Z] | [sessions] |
   | [kw 3] | [X] | [Y] | +[Z] | [sessions] |
   
   ### Rankings That Declined
   
   | Keyword | Previous | Current | Change | Impact | Action |
   |---------|----------|---------|--------|--------|--------|
   | [kw 1] | [X] | [Y] | -[Z] | -[sessions] | [action] |
   
   ### SERP Feature Performance
   
   | Feature | Won | Lost | Opportunities |
   |---------|-----|------|---------------|
   | Featured Snippets | [X] | [Y] | [Z] |
   | People Also Ask | [X] | [Y] | [Z] |
   | Local Pack | [X] | [Y] | [Z] |

5. Report GEO/AI Performance
   markdown

   ## GEO (AI Visibility) Performance
   
   ### AI Citation Overview
   
   | Metric | This Period | Last Period | Change |
   |--------|-------------|-------------|--------|
   | Keywords with AI Overview | [X]/[Y] | [X]/[Y] | [+/-Z] |
   | Your AI Citations | [X] | [Y] | [+/-Z%] |
   | Citation Rate | [X]% | [Y]% | [+/-Z%] |
   | Avg Citation Position | [X] | [Y] | [+/-Z] |
   
   ### AI Citation by Topic
   
   | Topic Cluster | Opportunities | Citations | Rate |
   |---------------|---------------|-----------|------|
   | [Topic 1] | [X] | [Y] | [Z]% |
   | [Topic 2] | [X] | [Y] | [Z]% |
   | [Topic 3] | [X] | [Y] | [Z]% |
   
   ### GEO Wins This Period
   
   | Query | Citation Status | Source Page | Impact |
   |-------|-----------------|-------------|--------|
   | [query 1] | 🆕 New citation | [page] | High visibility |
   | [query 2] | ⬆️ Improved position | [page] | Better exposure |
   
   ### GEO Optimization Opportunities
   
   | Query | AI Overview | You Cited? | Gap | Action |
   |-------|-------------|------------|-----|--------|
   | [query] | Yes | No | [gap] | [action] |

6. Report Backlink Performance
   markdown

   ## Backlink Performance
   
   ### Link Profile Summary
   
   | Metric | This Period | Last Period | Change |
   |--------|-------------|-------------|--------|
   | Total Backlinks | [X] | [Y] | [+/-Z] |
   | Referring Domains | [X] | [Y] | [+/-Z] |
   | Domain Authority | [X] | [Y] | [+/-Z] |
   | Avg. Link DA | [X] | [Y] | [+/-Z] |
   
   ### Link Acquisition
   
   | Period | New Links | Lost Links | Net |
   |--------|-----------|------------|-----|
   | Week 1 | [X] | [Y] | [+/-Z] |
   | Week 2 | [X] | [Y] | [+/-Z] |
   | Week 3 | [X] | [Y] | [+/-Z] |
   | Week 4 | [X] | [Y] | [+/-Z] |
   | **Total** | **[X]** | **[Y]** | **[+/-Z]** |
   
   ### Notable New Links
   
   | Source | DA | Type | Value |
   |--------|-----|------|-------|
   | [domain 1] | [DA] | [type] | High |
   | [domain 2] | [DA] | [type] | High |
   
   ### Competitive Position
   
   Your referring domains rank #[X] of [Y] competitors.

7. Report Content Performance
   markdown

   ## Content Performance
   
   ### Content Publishing Summary
   
   | Metric | This Period | Last Period | Target |
   |--------|-------------|-------------|--------|
   | New articles published | [X] | [Y] | [Z] |
   | Content updates | [X] | [Y] | [Z] |
   | Total word count | [X] | [Y] | - |
   
   ### Top Performing Content
   
   | Content | Traffic | Rankings | Conversions | Status |
   |---------|---------|----------|-------------|--------|
   | [Title 1] | [X] | [Y] keywords | [Z] | ⭐ Top performer |
   | [Title 2] | [X] | [Y] keywords | [Z] | 📈 Growing |
   | [Title 3] | [X] | [Y] keywords | [Z] | ✅ Stable |
   
   ### Content Needing Attention
   
   | Content | Issue | Traffic Change | Action |
   |---------|-------|----------------|--------|
   | [Title] | [issue] | -[X]% | [action] |
   
   ### Content ROI
   
   | Content Piece | Investment | Traffic Value | ROI |
   |---------------|------------|---------------|-----|
   | [Title 1] | $[X] | $[Y] | [Z]% |
   | [Title 2] | $[X] | $[Y] | [Z]% |

8. Generate Recommendations
   markdown

   ## Recommendations & Next Steps
   
   ### Immediate Actions (This Week)
   
   | Priority | Action | Expected Impact | Owner |
   |----------|--------|-----------------|-------|
   | 🔴 High | [Action 1] | [Impact] | [Owner] |
   | 🔴 High | [Action 2] | [Impact] | [Owner] |
   
   ### Short-term (This Month)
   
   | Priority | Action | Expected Impact | Owner |
   |----------|--------|-----------------|-------|
   | 🟡 Medium | [Action 1] | [Impact] | [Owner] |
   | 🟡 Medium | [Action 2] | [Impact] | [Owner] |
   
   ### Long-term (This Quarter)
   
   | Priority | Action | Expected Impact | Owner |
   |----------|--------|-----------------|-------|
   | 🟢 Planned | [Action 1] | [Impact] | [Owner] |
   
   ### Goals for Next Period
   
   | Metric | Current | Target | Action to Achieve |
   |--------|---------|--------|-------------------|
   | Organic Traffic | [X] | [Y] | [action] |
   | Keywords Top 10 | [X] | [Y] | [action] |
   | AI Citations | [X] | [Y] | [action] |
   | Referring Domains | [X] | [Y] | [action] |

9. Compile Full Report
   markdown

   # [Company] SEO & GEO Performance Report
   
   ## [Month/Quarter] [Year]
   
   ---
   
   ### Table of Contents
   
   1. Executive Summary
   2. Organic Traffic Performance
   3. Keyword Rankings
   4. GEO/AI Visibility
   5. Backlink Analysis
   6. Content Performance
   7. Technical Health
   8. Competitive Landscape
   9. Recommendations
   10. Appendix
   
   ---
   
   [Include all sections from above]
   
   ---
   
   ## Appendix
   
   ### Data Sources
   - ~~analytics (traffic and conversion data)
   - ~~search console (search performance)
   - ~~SEO tool (rankings and backlinks)
   - ~~AI monitor (GEO metrics)
   
   ### Methodology
   [Explain how metrics were calculated]
   
   ### Glossary
   - **GEO**: Generative Engine Optimization
   - **DA**: Domain Authority
   - [Additional terms]

Validation Checkpoints

Input Validation

• Reporting period clearly defined with comparison period
• All required data sources available or alternatives noted
• Target audience identified (executive/technical/client)
• Performance goals and KPIs established for benchmarking

Output Validation

• Every metric cites its data source and collection date
• Trends include period-over-period comparisons
• Recommendations are specific, prioritized, and actionable
• Source of each data point clearly stated (~~analytics data, ~~search console data, ~~SEO tool data, user-provided, or estimated)

Example

Report Templates by Audience

Executive Report (1 page)

Marketing Team Report (3-5 pages)

Technical SEO Report (5-10 pages)

Client Report (2-3 pages)

Tips for Success

1. Lead with insights - Start with what matters, not raw data
2. Visualize data - Charts and graphs improve comprehension
3. Compare periods - Context makes data meaningful
4. Include actions - Every report should drive decisions
5. Customize for audience - Executives need different info than technical teams
6. Track GEO metrics - AI visibility is increasingly important

Related Skills

• rank-tracker - Detailed ranking data
• backlink-analyzer - Link profile data
• alert-manager - Set up report triggers
• serp-analysis - SERP composition data
• memory-management - Archive reports in project memory