Client Report Writer
Overview
Transforms raw GSC and GA4 data into a structured client-ready report. The report tells a clear story: what happened, why it happened, and what to do next. Works with live data or pasted exports.
Inputs
- Current period GSC data (clicks, impressions, CTR, avg position by page and query)
- Prior period GSC data for comparison
- Optional: GA4 data (sessions, users, conversions, landing pages)
- Optional: goals or KPIs the client tracks
- Optional: previous report for trend continuity
- Client name or brand voice preferences
Workflow
- Collect metrics for current and prior periods.
- Calculate period-over-period changes for all key metrics.
- Identify:
- Top-level trend (up, down, flat with magnitude).
- Pages that drove the change (top gainers, top decliners).
- Queries that drove the change.
- Technical issues detected (indexing drops, coverage changes).
- Categorize changes as:
- Expected (seasonal, planned launches, known ranking shifts).
- Actionable (fixable issues with clear ROI).
- Monitoring (needs observation before action).
- Write the report in professional narrative form.
- Add a recommendations section with prioritized actions.
Output Format
## SEO Performance Report
**Client:** [Name] | **Period:** [Range] | **Date:** [Date]
### Executive Summary
[3-5 sentence narrative of overall performance]
### Key Metrics
| Metric | Current | Prior | Change |
|---|---|---|---|
### What Changed
[Explanation of the main movements]
### Pages Driving Performance
#### Top Gainers
[Table with page, metric change, probable cause]
#### Top Decliners
[Table with page, metric change, probable cause]
### Query Trends
[Notable query movements, new opportunities, declining terms]
### Technical Health
[Index status, coverage issues, crawl stats if available]
### Recommendations
1. [Priority action with expected impact]
2. [Secondary action]
3. [Monitoring item]
### Appendix
Data sources, date ranges, methodology notes.
Style Guidance
- Use professional, direct language. Avoid jargon where possible.
- Frame negative movements as situations with clear next actions, not failures.
- Include both absolute numbers and percentages.
- Call out what the client should be excited about and what needs attention.
- Keep the executive summary to 3-5 sentences — senior stakeholders should get the full picture from it.
- Separate signal from noise: if a 5% drop is normal fluctuation, say so.
Related Skills
traffic-decay-detector — feeds declining page data into the report.proposal-builder — for converting prospect data into a proposal (consulting version of this).marketingskills/seo/skills/live-search-console-data — live GSC/GA4 data bridge.
1---2name: client-report-writer3description: Turn GSC/GA4 performance data into a client-ready weekly or monthly narrative. Use when Codex needs to produce a professional SEO performance report with executive summary, metrics breakdown, trend analysis, and action recommendations.4---56# Client Report Writer78## Overview910Transforms raw GSC and GA4 data into a structured client-ready report. The report tells a clear story: what happened, why it happened, and what to do next. Works with live data or pasted exports.1112## Inputs1314- Current period GSC data (clicks, impressions, CTR, avg position by page and query)15- Prior period GSC data for comparison16- Optional: GA4 data (sessions, users, conversions, landing pages)17- Optional: goals or KPIs the client tracks18- Optional: previous report for trend continuity19- Client name or brand voice preferences2021## Workflow22231. Collect metrics for current and prior periods.242. Calculate period-over-period changes for all key metrics.253. Identify:26 - Top-level trend (up, down, flat with magnitude).27 - Pages that drove the change (top gainers, top decliners).28 - Queries that drove the change.29 - Technical issues detected (indexing drops, coverage changes).304. Categorize changes as:31 - Expected (seasonal, planned launches, known ranking shifts).32 - Actionable (fixable issues with clear ROI).33 - Monitoring (needs observation before action).345. Write the report in professional narrative form.356. Add a recommendations section with prioritized actions.3637## Output Format3839```markdown40## SEO Performance Report41**Client:** [Name] | **Period:** [Range] | **Date:** [Date]4243### Executive Summary44[3-5 sentence narrative of overall performance]4546### Key Metrics47| Metric | Current | Prior | Change |48|---|---|---|---|4950### What Changed51[Explanation of the main movements]5253### Pages Driving Performance54#### Top Gainers55[Table with page, metric change, probable cause]5657#### Top Decliners58[Table with page, metric change, probable cause]5960### Query Trends61[Notable query movements, new opportunities, declining terms]6263### Technical Health64[Index status, coverage issues, crawl stats if available]6566### Recommendations671. [Priority action with expected impact]682. [Secondary action]693. [Monitoring item]7071### Appendix72Data sources, date ranges, methodology notes.73```7475## Style Guidance7677- Use professional, direct language. Avoid jargon where possible.78- Frame negative movements as situations with clear next actions, not failures.79- Include both absolute numbers and percentages.80- Call out what the client should be excited about and what needs attention.81- Keep the executive summary to 3-5 sentences — senior stakeholders should get the full picture from it.82- Separate signal from noise: if a 5% drop is normal fluctuation, say so.8384## Related Skills8586- `traffic-decay-detector` — feeds declining page data into the report.87- `proposal-builder` — for converting prospect data into a proposal (consulting version of this).88- `marketingskills/seo/skills/live-search-console-data` — live GSC/GA4 data bridge.
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