In episode 295 of Semantic Mastery's weekly Hump Day Hangouts, one participant asked how to show the progress of your SEO efforts to the client.
The exact question was:
Hey guys, how would I show the progress I made for a client? My current car dealer client referred another dealer to me, and I want to make a case study. What would be a good way to show the changes I effected? I have the Webmaster Tools graph and GMB insights so far. Would anything else work?”