How to Write SEO Reports That Grab Your CMO’s Attention

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SEO is not just about rankings or traffic—it’s about real business results. To make your SEO reports stand out to your CMO, focus on outcomes that matter. Here’s how to do it:

1. Focus on Traffic Value, Not Volume

Rather than just reporting traffic increases, show how that traffic impacts revenue, customer acquisition, and ROI. Link growth to business outcomes.

Example:
Old Way: “Traffic increased by 15%.”
New Way: “SEO drove $250,000 in revenue, providing a 213% ROI.”

2. Tie Conversion Metrics to Business Goals

Frame conversion improvements in terms of reducing acquisition costs or increasing lifetime value. Demonstrate SEO’s role in business objectives.

Example:
Old Way: “Conversion rate increased by 0.7%.”
New Way: “SEO reduced customer acquisition costs by 28%, contributing $300,000 in annual revenue.”

3. Treat Content as Strategic Assets

Show how content drives revenue and brand growth. Highlight content ROI and identify opportunities for high-value topics.

Example:
Old Way: “This blog post had the most traffic.”
New Way: “Product comparison guides generated $150,000 in revenue, with a 5x ROI.”

4. Translate Technical SEO into Dollars

Explain technical improvements (like page speed) in terms of revenue gains. Link technical debt to potential losses.

Example:
Old Way: “Page speed improved.”
New Way: “Faster page speed increased conversions by 18%, adding $50,000 in quarterly revenue.”

5. Show Competitive Advantage

Highlight how you’re outperforming competitors in visibility, rankings, and AI-driven search results. Show market share growth and revenue opportunities.

Example:
Old Way: “We ranked higher than Competitor X.”
New Way: “Our search visibility increased by 5%, while Competitor X lost 10%.”

6. Use AI Insights to Stay Ahead

Track how AI and search features impact visibility. Include recommendations on adapting strategies for AI-driven search results.

Example:
Old Way: “Keyword rankings improved.”
New Way: “We increased visibility in AI-driven search results by 18%.”

7. Provide Actionable Recommendations

Give clear, actionable recommendations focused on ROI and business impact. Prioritize initiatives that drive the most revenue and include necessary resources.

Example:
Old Way: “Focus on more backlinks.”
New Way: “Target high-value topics to generate $100,000 in annual revenue, requiring 30 hours of content creation.”

Conclusion

CMOs care about results. By linking SEO efforts to real business outcomes—like revenue, cost savings, and competitive advantage—you’ll write reports that grab attention and drive action. Focus on ROI, conversions, and strategic recommendations to make your SEO reports truly impactful.

References:

Heitzman, A. (2025, April 7). How to write SEO reports that get attention from your CMO. Search Engine Journal. https://www.searchenginejournal.com/how-to-write-seo-reports-that-get-attention-from-cmo/539349/