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Monthly reports across a dozen clients, each assembled by hand from three tools, is a week of unbillable time every month — and it is the first thing to slip when a month is busy.
When it slips, the client's next email asks what is happening, which costs more than the report would have.
Rankings and impressions are what agencies report because they are easy to export. Clients care about enquiries and revenue.
A report showing that a page produced eleven enquiries and two customers ends the value conversation. One showing position improvements invites it.
In enquiries and revenue rather than positions. It ends the conversation rather than starting it.
Very little visibly. Say so in advance — expectation set early is the whole difference.
Hand-assembled reporting. It is the first thing to slip and the thing clients notice.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.