An AI SEO report should help you understand what changed and what to do next. A long list of tool scores or generated articles does not tell you whether the work is reaching relevant customers.
Ask for a report that distinguishes implementation, visibility and business outcomes. Those categories answer different questions.
Show completed work with evidence
A useful implementation section identifies the page, the change and the verification. For example: a service page received a new description, the public page was checked, and an old cached copy was cleared.
That is evidence that work was completed. It should not be presented as proof that Google improved the page’s position or that customers converted more often.
Connect visibility to relevant pages
Review search impressions, clicks and click-through rate for the landing pages and queries that matter to your offer. Separate searches for your brand from broader service searches when the available data permits it.
Use a consistent comparison period. Note site changes, seasonality and tracking gaps so a single percentage does not become the whole story.
Include qualified inquiries
A business report should explain what happens after a visit where measurement is available. Count useful inquiries using an agreed definition, and distinguish them from test submissions or spam.
If call or form attribution is not configured, say so. Do not fill a missing measurement with an estimate that looks like an observed result.
Use a simple monthly template
Create five sections: work completed; pages and queries observed; inquiry outcomes; unresolved issues; and next actions with owners. Add links to the relevant pages and explain the source of each metric.
For AI-related work, ask which tasks used AI and how claims were checked. No tool should turn uncertain evidence into a confident performance claim. A good report may show progress, a problem or insufficient data; all three can support a sensible next decision.
Explore JLG’s SEO services or request a website review to discuss priorities for your business.
