Every month, we send an “SEO report” to our clients.
We went through
dozens of tools before we decided to build our own reporting template using Google Data Studio.
Data Studio for a 3 simple reasons:
1. Connection to Google properties
Built in pulls from all of the data sources you need to build a proper report. Simply build the visual dashboard for how you want it to look and pull through key data.
2. Connection to non-Google properties
You can export data from other tools in Google Sheets (i.e.
keyword rank tracking, project management info, CRM data, etc) and push into Data Studio. In other words, you can pull data from everywhere and format it into a branded, automated SEO reporting template.
3. It’s 100% free to use
You can read more about that
This post will walk you through the exact monthly reporting template we built, including:
The key data, KPIs and metrics to include in your SEO reports Page by page run down of our custom built report A link to download the report NOTE:
If you aren’t familiar with the platform,
watch this video from MeasureSchool to give you context. GET THE REPORT 1. Summary page Why include this page? An intro page is a good way to summarize and communication key items in the campaign. What’s measured on this page? Major deliverables completed that reporting period. Open action items that require attention. Summary of increases (or decreases) in organic traffic. Upcoming meetings, tasks, etc.
This is a great page to add data from your
project management tool. Pull down data into Google Sheets and pull through your updated project plan. More resources
2. Overall marketing performance report Why include this page? The rest of the report focuses specifically on SEO, this page pulls through data from all traffic sources. Drop down menus let you select traffic source to see how it impacts sessions, conversions and on-site engagement. Quickly understand your top traffic sources, mobile performance and conversation rates. What’s measured on this page? How many people are coming to your site from each traffic source (i.e. social, paid, referral). Trends on how traffic source is impacting your website’s conversions. The top pages on your site by traffic source. More resources GET THE REPORT
3. Organic traffic summary (via Google Analytics) Why include this page? A high-level traffic summary allows you to see organic traffic trends over time. Metrics such as bounce rate and pages per session allow you to determine the amount of organic engagement with your content. Understand the location (country) and device type of organic traffic. What’s measured on this page? Organic sessions during the reporting period Organic page views during the reporting period Two-year trend of organic sessions Organic average time on page Organic bounce rate Percentage of new organic traffic Organic pages per session More resources
4. Organic traffic detail (via Google Search Console) Why include this page? Google Search Console provides unique insights that Google Analytics can’t. “Impressions” and “Clicks” reporting looks at how many times your website showed up in Google searches and was clicked on over the last 90 days. Data Studio allows you to filter reports – we built 2 charts that filter out “branded” queries. This gives you an idea of keyword growth that are coming from non-branded searches. What’s measured on this page? Unique clicks from Google searches (last 90 days). How many Impressions (or times your website showed up) in Google searches (last 90 days). Non-branded queries clicks from Google (last 90 days). Non-branded queries impressions from Google (last 90 days). More resources GET THE REPORT
5. eCommerce conversion and revenue analysis (via Google Analytics) Why include this page? A deep dive into how organic traffic is impacting the sales on your website (assuming you are Ecommerce). A head to head comparison of organic traffic vs non organic traffic and how they affect various aspects of your sales. Quickly calculate metrics like average order value and revenue per page. What’s measured on this page? Overall Goal conversion rate (organic vs non organic traffic). Overall eCommerce conversion rate (organic vs non organic traffic). Revenue from organic search (this month, last month and last year). Transactions (aka purchases) from organic search (this month, last month and last year). Average order value (AOV) from organic search (this month, last month and last year). The top organic landing pages on your site by sessions and conversion rate (compared to the previous reporting period). More resources:
6. eCommerce product performance Why include this page? The previous page was an Ecommerce overview. This page takes a deeper look at specific products on your website and how they’re performing from organic traffic. Segment out the non-product (or category) pages on your website for a deep understanding of how your online store is performing. You can also use this page to build product specific reports (i.e. looking at ONE product or product groupings). What’s measured on this page? A chart with organic traffic to product pages over time vs. conversion rate. Bounce rate for the given set of pages. Average time on page for the given set of pages. Pages/session for the given set of pages. Transactions for the given set of pages. Average order quantity for the given set of pages. Revenue generated from products. Organic revenue vs. average order value. More resources: GET THE REPORT
7. Lead generation and conversion analysis Why include this page? If you run a lead generation website (or one whose conversions are based on goals, not Ecommerce sales), this page focuses specifically on goal conversions from organic search. Get a deep understanding of the pages that are driving the goal conversions on your website. What’s measured on this page? Goal conversion rate (organic traffic vs. non organic traffic). Total number of goal conversions (organic traffic vs. non organic traffic). Top organic landing pages by sessions and goal conversions (compared to previous reporting period). More resources:
8. Local SEO reporting breakdown Why include this page? For businesses with a physical location (verified in Google My Business), this page gives you insights into performance in your local market. Insight into how your local specific pages and views / clicks in Google’s local “Maps” pack. What’s measured on this page? Organic traffic by location. Bounce rate for your local pages. Average time on page for your local pages. Pages/session for your local pages. Goal conversion rate for your local pages. Organic views in Google Maps and Google Search. More resources: GET THE REPORT
9. List of organic queries and CTR (via GSC) Why include this page? The exact search queries (i.e. keywords) that are driving traffic to your website. This data is not available anywhere else – it’s the only way to know what keywords people are using to access your website organically. What’s measured on this page? The search queries visitors are using to find your website. The number impressions that query received. The number of clicks that query received. The average position (ranking) of that keyword. The Click Through Rate (CTR) of that keyword. More resources:
10. Keyword rankings report Why include this page? Get a full picture of “search visibility”, aka the total number of keywords your website is indexed and ranking for (using either SEM Rush or Ahrefs). Even if your traffic is not going up, this can tell you that you are in the right (or wrong) direction by how your website is trending. What’s measured on this page? Total number of ranking keywords (using SEM Rush or Ahrefs). Amount of organic traffic generated by those keywords The amount that traffic would cost to generate through advertising. More resources: GET THE REPORT
11. Key page analysis Why include this page? Not every page on your website matters (in regards to SEO) – some need to be tracked more closely than others. This page pulls through key pages (defined by you) that require deeper analysis (i.e. key landing pages, resources, products, etc). What’s measured on this page? Keyword rankings and organic traffic of target pages month-over-month. Keyword rankings and organic traffic of target pages year-over-year.
12. Links and content published Why include this page? Link building and content generation are a key part of SEO growth. We built in a custom page that displays how many links and pieces of content were published during that reporting period. This page is optional and since Data Studio is so easy to customize, you can alter based on how you report / build links and content. What’s measured on this page? Links landed this month. Links landed to date. Articles published this month. Articles published to date. GET THE REPORT
Wrapping it up
Did we miss anything? What else would like to see out of our reporting template?