An Australian SEO company should be reporting on data gathered from web analytics platforms like Google Analytics 4 (GA4) and search console tools, alongside data from dedicated SEO platforms such as Semrush, Ahrefs, or Moz Pro, to demonstrate performance against agreed-upon key performance indicators (KPIs). These reports function by collecting and aggregating data on website traffic, search rankings, and technical SEO health.
As of December 2025, GA4 is the standard for web analytics, providing insights into user behaviour, conversions, and traffic sources. SEO platforms utilise web crawlers to analyse websites and competitor sites, tracking keyword rankings across Google.com.au and other relevant search engines. Reporting now includes Core Web Vitals data – metrics measuring page experience – which Google prioritises in its ranking algorithms. These platforms also provide estimates of organic traffic volume, keyword difficulty, and backlink profiles. Australian businesses should note that data privacy compliance, including adherence to the Australian Privacy Principles (APPs), is a key consideration for data collection and reporting. In 2026, expect further integration of AI-powered insights within these platforms, offering more automated analysis. Semrush, for example, currently offers a ‘Site Audit’ feature that identifies technical SEO issues, and this is expected to become more sophisticated in 2027 with planned AI enhancements.
Ultimately, these reporting systems work by systematically collecting, analysing, and presenting data to illustrate a website’s visibility and performance in organic search results.
