Guide · Websites & tracking
Roofing SEO Monthly Report: A Sample Owners Can Use
A report layout you can ask any SEO provider to fill in. Every field is blank on purpose.
By the Lead Engine Sales and Marketing team · Updated
Quick answer
Read this first
How to use this template
Illustrative template — not client data. Every figure below is a blank field (—). No numbers on this page come from a real customer, and this is not a live dashboard.
Fill it in from your own accounts or ask your provider to. The measures connect to the framework in measuring roofing SEO.
Section 1
Report header: source, period, comparison
| Field | Example entry | Notes |
|---|---|---|
| Reporting period | — | Exact dates, e.g. first to last day of the month |
| Comparison period | — | Previous period of equal length, or same month last year for seasonal work; say which |
| Data sources | — | Search Console, analytics, Business Profile performance, call tracking, CRM; name each |
| Baseline date | — | When the starting point was recorded |
Section 2
Visibility and traffic
| Measure | This period | Comparison | Source and limits |
|---|---|---|---|
| Indexed priority URLs | — | — | Search Console page indexing; count only pages on the agreed priority list |
| Non-brand search clicks | — | — | Search Console queries excluding your company name; small numbers may be hidden for privacy |
| Non-brand impressions | — | — | Same filter; impressions are not visits |
| Organic landing sessions | — | — | Analytics sessions from organic search; consent settings can undercount |
| Business Profile interactions | — | — | Calls, website clicks, direction requests as Google reports them; not the same people as website sessions |
Section 3
Inquiries and business outcomes
| Measure | This period | Comparison | Source and limits |
|---|---|---|---|
| Qualified inquiries (organic) | — | — | Calls and forms that match an agreed definition (service, area, real buyer); state who qualified them |
| Estimates booked | — | — | Only if your CRM or office records the source |
| Jobs won | — | — | Only where measured; leave blank rather than estimate |
| AI citations | — | — | From a dated question log or Bing Webmaster Tools AI Performance; a citation is not a visit |
| AI referral visits | — | — | Analytics sessions referred by AI products; reported apart from citations and organic search |
Formulas
Simple formulas, with their limits
- Qualified website inquiry rate = qualified inquiries attributed to organic website sessions ÷ organic website sessions, for the same reporting window. Exclude calls made directly from the Business Profile from both the numerator and the denominator; report those separately.
- Estimate rate = estimates booked from qualified organic website inquiries ÷ those same qualified inquiries. Only meaningful when the office records the source of each estimate.
- Cohort close rate = jobs won ÷ estimates, both from the same tracked estimate cohort, measured after allowing time for outcomes. If you divide this period's won jobs by this period's estimates instead, label it a same-period operational ratio, not a cohort close rate.
- Change vs comparison = (this period − comparison) ÷ comparison. Undefined when the comparison is zero; state the raw numbers instead.
Any rate with a zero or missing denominator is reported as “not available”, never as 0%.
Don't add analytics sessions, Business Profile calls and call-tracking calls into one “total leads” number. The same person can appear in two or three of them.
Section 4
Work completed, next actions, limitations
| Completed work | Evidence URL | Why it was prioritized |
|---|---|---|
| — | — | — |
| — | — | — |
| Next action | Owner | Due date |
|---|---|---|
| — | — | — |
| — | — | — |
- Known limitations listed, e.g. consent-based analytics undercounting, call tracking gaps, profile data delays
- Anything that changed in tracking during the period is noted
- Outcomes not measured are left blank, not estimated
Ask for this layout before you sign; see how to choose a roofing SEO company. Call-level setup is covered in call tracking and SEO, and AI measurement in measuring AI visibility.
Sources
Official references
Platform rules change. These are the primary sources this guide relies on; check them for current details.
Related reading
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