Modified: Mar 20, 2016 @ 9:17 pm

Having a web-based SEO portal available to your clients or managers is a great way to keep them informed of the progress of their campaign, without e-mailing or calling about every detail.

In this guide, I’ll take you through the steps involved in creating a “portal” or “client login area” for your own WordPress website.

You Will Learn:

  • The EXACT reports that I provide to my clients on a weekly or monthly basis
  • How to setup to the Web Portal Lite plugin to create client pages in WordPress
  • How to use SEO PowerSuite to schedule automated report publishing to the portal
  • How to embed StatCounter into your portal

What You Will Need

Bonus Content

Asa bonus, I am going to give you the exact introduction text that I use for each section of my portal page for my clients. You can literally just copy and paste what I have given you to create your own portal pages that will impress your clients and bosses.

Install StatCounter plugin

Google Analytics is wonderful, but sometimes it can be a little much. Because this Web Portal is targeted towards the manager who needs to identify trends, let’s install StatCounter, which does a great job of showing how much traffic you are getting, and where it is coming from.

Create an account at and add the website you are using for this portal. Under Settings, make your client or boss an additional Stat Viewer on the project.


Pro tip: if you upgrade your plan (starting at $5 per month) Statcounter will give you custom branding of your control panel.

Install the Statcounter plugin to your WordPress, test that your login is working and that your stats are being tracked.

Install the rest of the plugins

Web Portal Lite and Mmm Simple File List.

Choose what SEO Reports your client needs and decide on the schedule

SEO PowerSuite can produce any number of custom reports, so it’s important to keep it simple. As a base, I provide my clients with:

Rankings and Visibility Report (Rank Tracker) – I include a rankings summary, graph of overall visibility, quick chart of overall keyword movement (moved up vs. moved down), and the rankings for each keyword.


I like to keep track of up to 10 search engines per project, for me it is necessary to also include the individual keyword rankings according to search engine as well.


For most projects, I check rankings once per day (scheduled for 4am) and upload new Rankings and Visibility Reports each month (scheduled for the first Monday.)

Backlink Detail Report (SEO Spy Glass) – The backlink detail report shows a summary of the total backlinks and their properties and then a list of total backlinks.


I update the qualities of the backlinks and check for new backlinks once per month (scheduled for the first Monday.) I schedule to upload a new report directly after.

Competitor Backlink Report (SEO Spy Glass) – I provide my clients with the a list of backlinks to as many competitors as they wish. Competitor link reverse engineering is a great tactic for building new links and finding link opportunities.

As I mostly use the competitor links in the planning stage, I only update or publish new reports on occasion.

On-Page Analysis Report (Website Auditor) – Before I make any on-page modifications, I run an on-page analysis report to see where the website stands before we made any changes. Then after each round of on-page optimization is complete, I upload another report.

Looking at the on-page reports in conjunction with the rankings reports can show you how your on-page modifications affected your rankings.

Site Audit Report (Website Auditor) – Similar to the on-page report, the audit report looks at technical factors like page speed, rather than keyword placement. I update and upload this report as technical changes are made to the site.

It’s important to keep in mind that have a 100% perfect score on the Website Auditor reports is not practical in most cases.

Create a folder for each report type on your server

If your host has a cPanel this can also be done through the file manager. If you are using Core FTP, add a new site in the Site Manager, and put in your ftp login information:


Now find the “www” or “wwwroot” folder. This is your root folder and where you will place the sub-folders which will store the reports.


Hit the “new folder” button and create a sub-folder for your project.

Double click the newly created project sub-folder and hit the “new folder” button again to create each report folder – one folder for each type of report you will be uploading.

Create publishing profiles in SEO PowerSuite for each report

In Rank Tracker, SEO Spyglass, and Website Auditor go to ‘Settings’ –> ‘Publish Profiles’ and set the report type as html.


Set the “Delivery option” as publish to a website via FTP and provide the same FTP details as you used to login when creating the sub-folders to store the reports.

Set the “Remote directory” to the sub-folder of the particular report you are building the publish profile for.


When you edit the Report Naming Settings, make sure that you check off Append current date. This is how we will sort the reports later on.


Schedule automatic tasks to keep your data current

The last step before leaving SEO PowerSuite is using the ‘Scheduler’ settings to update the data behind your reports on a regular basis.

In Rank Tracker, you want to make sure that you have a scheduled task to check rankings for all projects at least once per week (I do daily), and a scheduler to update KEI stats and Google Analytics data at least once per year.


In SEO Spy Glass, make sure that you have a scheduled task to update backlink factors and check for new backlinks at least once per month.

In Website Auditor, you don’t need to schedule any tasks.

Schedule report publishing

Just like we scheduled the tasks to keep the data current, we use the same ‘Scheduler’ function to schedule to reports to be published.


Since we have already created the report templates and the publishing profiles, all we need to do is choose “publish reports” as the task type, select the project we are working on, choose the report template that we want, and then choose the publishing profile that we already made for this report.

Now, we have successfully set up SEO PowerSuite to create custom SEO reports and upload them to your server.

If you want, take a coffee break now, and come back for when we set up the Client Area on your own website.

Login to your WordPress admin panel and head to the Web Portal Lite dashboard

First click “Add Client” and add your client or boss as a client. This will automatically create a HUB Page for the client for them – which you will want to edit. In my case, I chose to include my own introduction and delete all of the headings except for “Portal Pages,” which I renamed to “SEO Reports.”

I kept the “Portal Pages” heading because I will use one portal page to list one report type each that the client receives.

Add your first portal page

The first portal page in my client portal is for StatCounter reports. For this, I create a new portal page and title it “Traffic and Visitor Data – Project Name.” Assign your client to the portal page, and go into edit the contents.

You can use a blank template, give a short introduction, provide the client’s StatCounter username and password for login – remember this is a secure webpage – and embed your project’s Statcounter page by using the following code:

<object data=”” width=”1000″ height=”500″> <embed src=”” width=”1000″ height=”500″> </embed></object>

Add the rest of your portal pages

The rest of the portal pages are going to display the custom SEO PowerSuite reports. For this, we will use the Mmm Simple File List plugin we installed earlier.

Create a new portal page again, name it “Organic Rankings Report – Project Name” and assign it to your client. Go into edit the page, give a short introduction, and use the following shortcode to list the html reports:

[MMFileList folder=”/../../../../project-name/rankings-subfolder” format=”table” types=”html” order=”desc”/]

This will list all of the reports published to date beginning with the most recent.

Do this for the remaining report types and your done. The only thing left is to distribute the HUB Page link and the login credentials to your client or manager.


One of the most important aspects of digital marketing is good analysis and setting up a reporting portal like this one will provide clear and easy to read data for your client or boss.

I didn’t mention that this method is much more cost effective then any monthly service you can find either, but it is.

Let me know if you run into any problems in the comments and I’ll help where I can!