{"id":5442,"date":"2023-08-18T09:32:23","date_gmt":"2023-08-18T09:32:23","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/informes-seo-guia\/"},"modified":"2026-09-24T15:17:04","modified_gmt":"2026-09-24T13:17:04","slug":"seo-guide-reports","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/","title":{"rendered":"SEO Report: Metrics, Tools, and How to Interpret the Results"},"content":{"rendered":"<p class=\"wp-block-paragraph\">An SEO report provides insight into how a website's organic search rankings are evolving, but simply collecting data doesn't necessarily mean you understand what's happening. Clicks, impressions, traffic, rankings, visibility, authority, or conversions can <strong>help us evaluate a strategy<\/strong>, as long as we know how to put each metric into context.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, today it's relatively easy to gather much of this data in one place. Tools such as Google Search Console, Google Analytics 4, or third-party SEO platforms allow you to access a vast amount of information and <strong>Looker Studio makes it easy to create dashboards that update periodically<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The real work begins afterward: interpreting that data, connecting the dots, and understanding what is causing the changes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That's why a good <strong>SEO report<\/strong> It shouldn't just tell us how much we've grown or declined compared to the previous month. It should also help us understand <strong>Why did this happen, and what can we do from now on?<\/strong>.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#%C2%BFQue_metricas_debe_incluir_un_informe_SEO\" >What metrics should an SEO report include?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Trafico_organico\" >Organic traffic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Clics_impresiones_y_CTR\" >Clicks, Impressions, and CTR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Posiciones_y_palabras_clave\" >Positions and Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Visibilidad_SEO\" >SEO Visibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Autoridad_del_dominio_y_enlaces\" >Domain Authority and Links<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Conversiones_leads_e_ingresos\" >Conversions, Leads, and Revenue<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Un_dashboard_no_es_un_informe_SEO\" >A dashboard is not an SEO report<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#%C2%BFSigue_teniendo_sentido_un_informe_SEO_con_la_llegada_de_la_IA\" >Does an SEO report still make sense with the advent of AI?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#%C2%BFComo_saber_si_un_informe_SEO_es_realmente_bueno\" >How can you tell if an SEO report is really good?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/informes-seo-guia\/#Tengo_mi_informe_SEO_%C2%BFy_ahora_que\" >I have my SEO report\u2014now what?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_metricas_debe_incluir_un_informe_SEO\"><\/span>What metrics should an SEO report include?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>There is no one-size-fits-all template for all projects<\/strong>. The metrics that matter for an e-commerce business won't be exactly the same as those for a company whose goal is to generate leads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even so, there are several indicators that help us gain a fairly comprehensive view of how a strategy is performing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Trafico_organico\"><\/span>Organic traffic<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It's one of the first pieces of data we tend to look at, but focusing solely on the total number provides little insight.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to analyzing its evolution, it is interesting to know <strong>Which pages are generating that traffic, and what happens after the user arrives at the website?<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In an e-commerce site, for example, we can <strong>Separate traffic that comes directly to categories or product pages from traffic that comes through the blog<\/strong> or an informational guide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And we can take it a step further. If a guide is generating thousands of visits, we can analyze what those users do next: which pages they visit, whether they navigate to a product category, whether they view products, or whether they end up making a purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This provides a much better understanding of the role each type of content plays within the strategy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"291\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tipo-pagina-tienda-1024x291.png\" alt=\"\" class=\"wp-image-10557\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tipo-pagina-tienda-1024x291.png 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tipo-pagina-tienda-300x85.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tipo-pagina-tienda-768x218.png 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tipo-pagina-tienda-18x5.png 18w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tipo-pagina-tienda.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Clics_impresiones_y_CTR\"><\/span>Clicks, Impressions, and CTR<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google Search Console allows us to analyze <strong>How our website appears in search results<\/strong> and analyze metrics such as clicks, impressions, and CTR.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But, again, we have to connect them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An increase in impressions may indicate that we're appearing in more search results, but if clicks aren't following the same trend, we should investigate what's happening.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We may be gaining visibility in positions that are still too low, appearing for new search queries, having a low CTR for certain searches, or even seeing changes on the results page itself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why it is interesting to analyze this data both at a general level and <strong>by query, URL, device, or country<\/strong>, depending on the project.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Posiciones_y_palabras_clave\"><\/span>Positions and Keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Rankings remain useful for tracking the performance of certain strategic searches, especially when we monitor <strong>keywords directly related to the business's products or services<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, <strong>nor should they be interpreted in isolation<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Moving from position 8 to position 5 may be significant, but its impact will depend on search volume, user intent, the characteristics of the SERP, and, above all, whether that improvement ultimately generates traffic and business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Also <strong>It is best to separate brand searches from generic searches<\/strong>. Growth driven primarily by users who are already familiar with the company tells a different story than an increase in visibility among users who are not yet familiar with the brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Visibilidad_SEO\"><\/span>SEO Visibility<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">SEO tools allow you to calculate visibility metrics that help you track a domain's performance in search results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is a particularly useful metric for identifying trends, comparing time periods, or analyzing how we are performing relative to our competitors.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"351\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/indice-visibilidad-seo-1024x351.png\" alt=\"\" class=\"wp-image-9338\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/indice-visibilidad-seo-1024x351.png 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/indice-visibilidad-seo-300x103.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/indice-visibilidad-seo-768x263.png 768w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/indice-visibilidad-seo-18x6.png 18w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/indice-visibilidad-seo.png 1472w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But <strong>Greater visibility does not automatically translate to more traffic or more business<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Furthermore, when we look at the trends over the past three, six, or twelve months, we have to <strong>take into account what has happened in connection with the project<\/strong>. Demand may have changed, campaigns may have been run on other channels, there may be strong seasonality, or Google may have modified its search systems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That's why <strong>Visibility works especially well when analyzed alongside other metrics and within the context of the business<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Autoridad_del_dominio_y_enlaces\"><\/span>Domain Authority and Links<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Changes in domain authority can also help us understand how the project is growing and, in particular, the strength of its backlink profile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To analyze it, we can use metrics such as the <strong>Ahrefs Domain Rating (DR)<\/strong> or other similar indicators. The DR measures the relative strength of a domain's backlink profile on a scale of 0 to 100, taking into account factors such as the quantity and quality of the domains linking to it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, we should view this as a guideline rather than a standalone goal. <strong>Google does not use Ahrefs' DR as a ranking factor<\/strong>, although links and the authority they convey are indeed relevant to SEO.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also important to understand where this growth comes from. The growth in your backlink profile doesn\u2019t necessarily stem solely from SEO efforts: a press mention, a partnership, a public relations campaign, or increased brand awareness can all generate new mentions and links.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why, in addition to observing whether our authority increases or decreases, it is worth analyzing <strong>Which new domains are linking to us, which pages are receiving those links, and what their quality and relevance are<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conversiones_leads_e_ingresos\"><\/span>Conversions, Leads, and Revenue<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We can increase traffic and improve rankings and still not be getting any closer to our business goals. That's why an SEO report should, whenever possible, include metrics related to <strong>conversions<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In an e-commerce business, we can analyze purchases, revenue, or products sold through organic channels. In a service-based business, we can track submitted forms, calls, quote requests, or other relevant actions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But <strong>Not every page has to generate a direct conversion to add value to SEO and the business.<\/strong>. A guide can capture traffic during the initial search phase and then direct the user to a category, a product, or a service. That's why it's also important to analyze the role each piece of content plays in the user journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, we can analyze which pages users visit after arriving via a guide and see if that informational traffic eventually leads them to more commercial areas of the website.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Un_dashboard_no_es_un_informe_SEO\"><\/span>A dashboard is not an SEO report<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With tools like Data Studio, we can centralize data from different sources and build dashboards that update themselves almost automatically.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this is very useful. At a glance, we can see trends in organic traffic, Search Console clicks, conversions, the devices used, and the pages that are growing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We can even create much more specific views. For example, <strong>Determine how much traffic the transactional portion of an e-commerce site receives and how much goes to the blog<\/strong>, or analyze which users initially arrived via a guide and which pages they visited afterward.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tienda-blog-ejemplo-1024x538.png\" alt=\"\" class=\"wp-image-10556\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tienda-blog-ejemplo-1024x538.png 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tienda-blog-ejemplo-300x158.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tienda-blog-ejemplo-767x403.png 767w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tienda-blog-ejemplo-18x9.png 18w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/08\/trafico-tienda-blog-ejemplo.png 1190w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But a dashboard is still a representation of data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If we see that organic traffic has dropped by 20 %, the dashboard tells us <strong>What happened?<\/strong>. An SEO analysis should aim to explain <strong>why it happened<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Has the entire domain been affected, or just certain URLs? Have we lost rankings? Has demand decreased? Does the decline mainly affect informational searches? Has the competition changed? Does this coincide with a Google update?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That's exactly where the difference lies:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The data show what happened. The analysis attempts to explain why. And the strategy determines what we do next.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFSigue_teniendo_sentido_un_informe_SEO_con_la_llegada_de_la_IA\"><\/span>Does an SEO report still make sense with the advent of AI?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Artificial intelligence has made data processing much easier. We can work with large Search Console exports, group queries, compare time periods, or identify patterns much faster than we could a few years ago.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But that doesn't make the analysis any less necessary. In many cases, the exact opposite is true.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Search itself is changing. Google is integrating AI-powered experiences, and data from these surfaces can now be included in Search Console\u2019s overall metrics. This makes interpreting performance solely through the traditional framework of keywords, rankings, and clicks increasingly limiting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On our <a href=\"https:\/\/www.geotelecom.es\/en\/resources\/seo-impact-report\/\">Report on the Impact of AI on SEO<\/a> <strong>We analyzed more than 40 projects across various industries<\/strong> cross-referencing metrics such as CTR, average position, traffic, clicks, and impressions to understand how searches and the traditional funnel are changing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI can also help us<\/strong> to detect that a category has lost traffic or that a group of queries is behaving differently. However, correctly interpreting that change requires understanding what has happened in the project.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Certain products may be out of stock. A brand campaign may have ended, a transition may have taken place, demand may have shifted, or new competitors may have emerged.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI can dramatically reduce the time it takes to process information. Professional value increasingly lies in knowing which data points to correlate, what questions to ask, and how to turn the answers into decisions.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFComo_saber_si_un_informe_SEO_es_realmente_bueno\"><\/span>How can you tell if an SEO report is really good?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A report full of charts may seem comprehensive, yet offer very little insight.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There's a simple way to see how useful it is: <strong>Once you're done watching it, do you have a better understanding of what's going on with the project?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You shouldn't just point out that clicks have increased by 15 % or that we've moved up a few spots. You should provide context: where that growth has occurred, what might explain it, how it affects the project's goals, and what opportunities arise from that data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Also <strong>should reflect the work that has been done<\/strong>. Technical changes, content optimizations, internal linking improvements, new pages, actions related to authority, or any other relevant measures must be able to be linked to the project's progress at a later date.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And you should avoid looking for an SEO explanation for absolutely everything. Sometimes a drop is due to seasonality. Other times, an increase is the result of a branding campaign. <strong>Recognizing when a change cannot be directly attributed to SEO is also part of a good analysis.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tengo_mi_informe_SEO_%C2%BFy_ahora_que\"><\/span>I have my SEO report\u2014now what?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is probably the most important question.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let's imagine that a category has lost 30 % clicks over the past few months. Knowing this is helpful, but it still doesn't tell us what we should do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>First, we'll have to investigate.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If impressions have dropped, there may be a shift in demand or a loss of coverage for certain searches. If impressions remain steady but the CTR drops, we should analyze search positions and results. If we\u2019ve lost rankings, we\u2019ll need to investigate which URLs and search queries are behind that loss and what has changed compared to our competitors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other cases <strong>The problem may be related to content, internal linking, site architecture, crawling, indexing, or technical issues<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is why the report should be <strong>the starting point for making decisions, not the end of the process<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When the data reveals issues we can't explain or we need to review the project in greater depth, a <a href=\"https:\/\/www.geotelecom.es\/en\/seo-audits\/\">SEO audit<\/a> can help us identify what is limiting its growth. And when we need to decide which actions to prioritize and how to carry them out, that's where the work of <a href=\"https:\/\/www.geotelecom.es\/en\/seo-consulting\/\">SEO consulting<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, the goal of measuring isn't to have more charts. It's to have enough information to know <strong>where we are, why we're there, and what the next step should be<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>In this post we will explain you all about what aspects, data and reports you need to know in order to better understand the data about the positioning of your website.<\/p>","protected":false},"author":1,"featured_media":6451,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23],"tags":[],"class_list":["post-5442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posicionamiento-web"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Informe SEO: m\u00e9tricas clave y c\u00f3mo interpretarlas - Geotelecom<\/title>\n<meta name=\"description\" content=\"\u00bfQu\u00e9 debe incluir un informe SEO? Analizamos las m\u00e9tricas clave, c\u00f3mo interpretarlas y qu\u00e9 decisiones tomar para mejorar tu estrategia de posicionamiento.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/seo-guide-reports\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Informe SEO: m\u00e9tricas clave y c\u00f3mo interpretarlas - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"\u00bfQu\u00e9 debe incluir un informe SEO? Analizamos las m\u00e9tricas clave, c\u00f3mo interpretarlas y qu\u00e9 decisiones tomar para mejorar tu estrategia de posicionamiento.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/seo-guide-reports\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-18T09:32:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-24T13:17:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-62.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sonia Puente Rodr\u00edguez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonia Puente Rodr\u00edguez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"SEO Report: Key Metrics and How to Interpret Them - Geotelecom","description":"What Should an SEO Report Include? 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