Most SEO reports look impressive at first glance, but rankings and traffic alone don’t tell you whether search is bringing in business. A useful report shows which pages are gaining visibility, what searches are driving it, and what people do after they arrive. For a local business, 150 extra visitors who lead to eight new calls can be worth far more than 2,000 visitors who read a blog post and leave, so the report should connect traffic to calls, forms, bookings, or sales. It should also document the work the agency did and why, from rewriting a service page to updating a Google Business Profile. New data should then shape what happens next. If you can’t tell what the agency worked on or where the campaign is headed, ask.

source: https://www.seonational.com/the-seo-report-your-agency-should-be-sending-you/