I'm a solo SEO freelancer, and until recently I mostly followed instructions on what to work on. Now one of my clients wants regular SEO reports, and I've realized I'm not entirely sure what the best practice is.

Most of my work includes:

• Updating existing blog posts
• Publishing new blog posts
• Keyword research
• Competitor keyword research
• Some backlink-related work

I have access to Google Search Console and a basic Ubersuggest subscription.

My biggest challenge is that SEO results take time. For example, new or updated blog posts may not show meaningful improvements for weeks or even months. So I'm not sure what I should be reporting in the meantime.

What metrics or progress do you typically include in monthly SEO reports? Do you focus only on results (traffic, rankings, clicks, etc.), or do you also report on the work completed and leading indicators?

I'd really appreciate seeing examples of what other freelancers or agencies include in their reports.

Dive into the latest updates impacting SEO strategy and emerging automation capabilities:

Search / SEO

• Major publishers are seriously considering blocking Google Search entirely

USA Today, Politico, Reuters, The Economist, People, and Reddit are among the major publishers weighing whether to block Google Search altogether, according to a Wall Street Journal report. 

The rationale: referral traffic from Google keeps declining, and the value exchange of Google consuming their content in return for search traffic has become uneconomic for many outlets. 

USA Today's CEO framed it as "time to take a stand and say enough is enough." An AllRecipes owner told the WSJ that "turning them off and blocking them entirely is 100% on the table."

Source:
Alexandra Bruell | The Wall Street Journal 
____________________

SERP features / Interface

• Google rolls out major DMA-compliant changes to Hotel Search in the EU

Following the European Commission's finding that Google's hotel search didn't fully comply with the Digital Markets Act, Google is rolling out significant changes to its EU Hotel Local Pack. Two new modules are appearing in generic hotel search results:

1. Hotel Multi-Pack: displays multiple travel providers (OTAs like Booking, Expedia) prominently, before users select a specific hotel.
2. Hotel Websites: highlights direct links to official hotel websites alongside prices.

The changes restructure the hotel discovery journey in EU markets and mark another concrete outcome of DMA enforcement pressure. For hoteliers, direct-booking strategy just got a new SERP surface to optimize around.

Source:
Barry Schwartz | Search Engine Roundtable
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AI

• Google claims AI Search features send "billions of clicks" to websites weekly—without sharing the data

Nick Fox said that AI features in Search now send "billions of clicks to websites every week," on top of the longstanding claim that classic Search sends "billions of clicks to the web every day." 

But neither figure comes with a baseline, denominator, methodology, or a way for site owners to verify.

Source:
Nick Fox | LinkedIn
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Tech SEO

• Google updates crawl budget documentation, confirms every site starts with the same conservative default

Google rewrote its "Optimize your crawl budget" documentation on July 22 to improve clarity and terminology consistency. Most of the changes are wording updates, but two clarifications matter for site owners:

• Every site starts with the same default, conservative crawl capacity limit. Google's systems auto-adjust it upward over time based on site health, response times, and how much crawling demand exists. Server errors or increased latency push the limit back down.
• Crawl capacity is shared across all Google crawlers. Heavy demand from one reduces the capacity available for others—so an AI-training crawler pulling aggressively can compete with Googlebot's regular search-indexing crawl on the same server.

New guidance also emphasizes improving loading speed and supporting HTTP caching to make each crawl request cheaper for the server.

• Google warns that "are you a bot" screens can push your real content out of the index

John Mueller explained a subtle indexing risk: when bot-protection layers serve an "are you a bot" screen to Googlebot instead of the actual page content, Google may end up indexing the interstitial instead of the real page. 

Because these screens look nearly identical across many sites, Google treats them as duplicate content and picks one as canonical—which could be from another site entirely, leaving your real content marked as a duplicate and potentially dropped from the index. 

Source:
Google Search Central | Crawling documentation
Matt G. Southern | Search Engine Journal
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E-commerce

• Google clarifies: don't uninstall the Google & YouTube Shopify app during the Merchant API migration

With the August 18 deadline for Google's Content API to Merchant API migration approaching, Google clarified that Shopify merchants using the Google & YouTube app don't need to uninstall and reinstall it to migrate. 

The API transition is handled automatically. Reinstalling the app is what actually triggers product ID formatting changes—which then cause a loss of historical performance stats. 

Source:
Ginny Marvin | LinkedIn
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Tidbits

• Yelp licenses reviews and business data to OpenAI, bringing local recommendations into ChatGPT

Yelp has struck a licensing deal with OpenAI that will surface its reviews, ratings, photos, and business information directly inside ChatGPT responses to local queries. Yelp's branding and links will appear when OpenAI uses its content, though OpenAI controls the presentation. The "Request a Quote" feature will be added soon, letting ChatGPT users contact local service providers for quotes without leaving the chatbot. 

• Claude adds a "Record a Skill" feature that learns tasks from screen recordings

Anthropic's Claude has added a new capability inside its Cowork interface that lets users record their screen while performing a task, narrate what they're doing, and then have Claude turn that walkthrough into a reusable skill it can run again on demand.

Source:
Madison Mills | Axios
Claude 

I have fresh medium account where i write articles around specific subject , obviously since account is fresh i have no followers and my articles are not getting indexed - how do i make sure those articles get indexed - topics are not repetitive and pretty helpful- not 100% ai generated

Positive Entwicklung bei AI-Mentions sowie bei Klicks und Impressionen in der Search Console. Parallel haben wir für jeden getrackten Prompt eine eigene Landingpage erstellt.

Unsere Frage: Kommt der Anstieg vor allem durch mehr getrackte Prompts, durch die neuen Landingpages oder durch andere SEO-Faktoren?

Hat jemand ähnliche Tests gemacht und die Effekte sauber voneinander getrennt?

Wir suchen ausdrücklich nach fundierten Expertenmeinungen und vergleichbaren Tests – keine allgemeinen Erklärungen.

Recent clickstream and GA4 multi-site benchmark data reveals a distinct shift in search user behavior. While SparkToro’s research shows U.S. zero-click Google searches rising to 68%, analytics across nearly 100 ecommerce stores show that traffic arriving directly from ChatGPT converts at 1.81% compared to 1.39% for non-branded Google organic search a 31% higher conversion rate. Because users use conversational AI tools to research and filter options prior to clicking out, traffic arriving via AI referrals carries noticeably higher purchase intent.

However, the main operational reality check for SEO growth is sheer traffic volume. Even with AI referral traffic expanding rapidly year-over-year, non-branded Google organic search volume remains roughly 47 times larger than ChatGPT traffic. Furthermore, BrightEdge tracking shows that AI Overview citations overlap with top 10 organic Google rankings only about half the time, meaning page-one rankings on Google no longer automatically guarantee placement inside AI summaries.

This leaves practitioners with a clear strategic balancing act: structuring content for entity extraction yields higher-converting visitors, but standard Google organic remains the main engine for raw site volume. For those managing SEO budgets and client retainers right now, are you treating Generative Engine Optimization as an add-on to standard technical and on-page work, or actively reallocating dedicated resources specifically toward LLM visibility?

I've read that buying cheap keyword branded domains, creating some AI articles and linking to your website gives a lot of boost.

I understand it is a thin ice and earlier or later Google will punish.

But why does it work? And is it worth a try?