A good report answers three questions in under five minutes: did we get more business from search, what did you actually do, and what is next. Everything else is decoration. Leads first, split by source, with how many became jobs if you can get that from the office. Then calls and form fills from organic and from the profile. Then the handful of keywords that genuinely drive revenue, tracked from the right location.
The work section is where you catch problems. It should be a list, not a narrative. Pages published, with links. Pages updated, with what changed. Technical items fixed. Content written. Profile posts, photos and questions answered. Reviews requested and received. Citations or links built, with the actual sites named. If an agency sends you a forty page automated PDF of charts and no list like this, the PDF is the product and the work is the afterthought.
Watch for the standard tricks. Impressions presented as if they were visits. Rankings for your own company name counted as wins. Keyword counts going up with no mention of which keywords. Comparisons against the weakest month instead of last month. Average position across hundreds of irrelevant terms. And a report that arrives three weeks late with no call attached, because the call is where you get to ask the follow up question the chart does not answer.
Send the site over. We will tell you what is broken, what you could rank for, and whether AI search knows you exist. No charge and no pitch deck.
