First, you want to make sure the content on your site is optimized for your target keywords. Every page of content should have one primary keyphrase, or focus keyword, that is a good match for searchers’ online queries. Ranking reports will help you find out if your site is coming up in Google for your chosen keywords, and how many people are actually searching and finding your site with each keyword.

The second thing most people use search engine ranking reports for is to track results and progress over time. This is how you know if your SEO efforts are having a positive effect. As you make changes to your website and optimize your content, you’ll want to see how those changes affect your search rankings. Improving your webpages’ rank in Google search results is the best way to get more organic traffic to your website.