SEO Page Performance Analysis Report Template [Free Download]

In SEO optimization, data-driven decision-making is the key to success. According to statistics, 85% of website traffic loss comes from undiagnosed page issues (Source: HubSpot 2023). Relying on guesswork alone to guide optimization efforts often leads to wasted resources and stagnant rankings.

An SEO page traffic analysis report systematically organizes user behavior data (such as bounce rate, time on page, and traffic sources) to pinpoint weak content areas and technical issues. This helps professionals shift from “blind trial-and-error” to “precision targeting.”

Below, I break down 7 core components of an SEO traffic analysis report. A downloadable template is provided at the end of the article.

Title Page & Project Background

1. Title Page Design Elements

Key Information：

Main Title (Catchy and attention-grabbing):

Examples:

“[Client Brand Name] SEO Page Traffic Analysis Report (Q3 2023)”

“SEO Traffic Diagnosis & Optimization Strategy: An In-depth Look into the [Industry Name] Sector”

Pro Tip：

Add a subtitle (with target keywords), such as: “An SEO Page Traffic Report Template Based on Google Analytics & Search Console”

Basic Info (Set the scope clearly):

• Client Name / LOGO
• Report period (e.g., July–September 2023)
• Report version (e.g., V1.0 Final)
• Prepared by (If it’s a third-party agency, include company name and contact info)

Data Source Statement (Adds credibility):

Example:

“The data in this report is sourced from Google Analytics, Google Search Console, and SEMrush, covering all-site traffic behavior from January 1 to September 30, 2023.”

Confidentiality Notice (Optional):

Something like “Confidential: For internal use only by [Client Name]”

2. Project Background Writing Guide

Core Content (Bullet points, under 500 words):

Business Goal (Why):

Example:

“By analyzing organic search traffic and user behavior, we aim to identify the root causes behind the 12% quarter-over-quarter traffic drop for [Client Website] in Q3, and propose actionable SEO strategies to achieve a 20% traffic increase in Q4.”

What to Include：

Clearly define measurable goals (e.g., boost rankings, reduce bounce rate)

Align with broader business goals (e.g., “Supports 30% YoY eCommerce GMV growth”)

1. Industry Pain Points (Supported by industry data):

Example:

“According to SimilarWeb data, the average bounce rate in the [industry] is 58%, whereas [Client Website] recorded a 72% bounce rate in Q3 — 24% higher than the industry average. Key focus should be optimizing high-bounce pages to improve retention.”

What to Include：

• Cite reputable industry sources (eMarketer, Statista, etc.)
• Benchmark competitors (e.g., “Competitor A’s bounce rate is 55%”)

2. Brief on Current Issues (What):

Example:

“Internal checks revealed that product detail pages (which account for 35% of total traffic) load over 4 seconds on mobile — above Google’s recommended <2 seconds — causing an 81% mobile bounce rate.”

What to Include：

• Quantify the issue with data (e.g., “404 pages result in over 500 potential users lost monthly”)
• Focus on the key bottleneck (choose from tech, content, or UX)

3. Value of This Report (For What):

Example:

“This report delivers: ① Root cause analysis of traffic anomalies; ② A prioritized optimization checklist (with ROI estimates); ③ A reusable SEO analysis template to reduce future maintenance costs.”

3. Key Info the User Should Get

From this section, clients should clearly understand:

1. Report Credibility: Data sources, tools, and industry benchmarks;
2. Urgency of Issues: Show the gap between their data and industry averages to drive action;
3. Solution Path: A preview of how upcoming sections will address issues (e.g., “Chapter 2 analyzes root causes of traffic decline”);
4. Business Relevance: How SEO improvements directly impact revenue/conversions (e.g., “1% uplift in conversion rate = $500K annual revenue boost”).

4. Design Suggestions (To Look More Professional)

Visual Layout：

1. Use the client’s brand colors + black/white/gray as supporting tones
2. Add data icons/charts (e.g., a bar chart comparing industry vs. site bounce rate)

Glossary/Terminology Tips：

Add footnotes or sidebar tips for professional acronyms (e.g., “GA = Google Analytics”)

Risk Alert Box (Optional):

Example:

Urgent Alert: 3.2% of your site’s pages have indexing issues. Must be fixed within 48 hours.

Traffic Data Overview (Total Visits, Bounce Rate, Session Duration)

1. What to Include + Sample Data

① Total Traffic Volume

What to Include：

1. Total visits during the report period (e.g., “Q3 Total Visits: 125,300”)
2. Quarter-over-quarter / Year-over-year change (e.g., “QoQ down 12%, YoY up 8%”)
3. Key fluctuations explanation (e.g., “August visits dropped 20% due to an algorithm update impacting indexing”)

Sample Data：

- Organic Search Traffic: 78,200 visits (62%)  
- Direct Traffic: 25,060 visits (20%)  
- Referral Links: 22,040 visits (18%)  

② Bounce Rate​

​What to include：

• Average bounce rate for the whole site (e.g., “64%”)
• Top 3 pages with highest bounce rates (e.g., “/contact page bounce rate 92%”)
• Industry benchmark comparison (e.g., “B2B industry avg is 52%, we’re 24% higher”)

​Data Example：

- Mobile bounce rate: 71% | Desktop: 53%  
- Blog pages average bounce rate: 48% | Product pages: 82%  

③ Session Duration​

​What to include：

Average session duration across the site (e.g., “2 min 15 sec”)

Top 3 pages with the longest sessions (e.g., “Tutorial page avg 6 min 30 sec”)

How it ties into business goals (e.g., “Users with sessions over 3 minutes are 3x more likely to convert”)

​Data Example：

- Organic search users: 2 min 50 sec | Direct visitors: 1 min 10 sec  
- Sessions over 3 minutes: 18% of total visits  

2. Core Insights Users Should Understand

① Total Traffic

​What’s driving increases/drops：

• Increase: Is it due to more content, link building, or better rankings?
• Drop: Could it be algorithm penalties, tech issues, or seasonality?

​Signs of health：

• Organic traffic > 50%: SEO strategy is working
• Sudden spike in direct visits: Possibly brand campaigns paying off

② Bounce Rate

​Diagnosing issues：

• Bounce rate > 70%: Landing page likely mismatched with search intent (e.g., clickbait titles)
• Mobile bounce rate much higher than desktop: Could be poor responsive design or slow loading

​Special cases：

• High bounce rate on contact page is normal (users get info and leave)
• High bounce on product pages needs fixing fast (e.g., add trust elements, simplify checkout)

③ Session Duration

​Assessing content value：

• Too short (<1 min): Either thin content or user quickly found what they needed (context matters)
• Long sessions but low conversions: Content might be too long or lacks a clear call-to-action

​User behavior segments：

• Long sessions + low bounce rate: Engaged, high-quality visitors
• Short sessions + high bounce rate: Possibly bot traffic or poor traffic targeting

3. Data Comparison & Actionable Tips (Examples)​