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SEO Reporting Templates

Search engine optimization (SEO) is a core function of successful digital marketing. SEO is the language of search engines like Google. An SEO strategy is focused on making your web pages rank higher in search engines through a variety of strategies. Unlike paid search advertising where you bid for keywords and place an ad atop a search page, SEO involves writing great content, answering search questions and intent, structuring the data of your page and site, and more. SEO analysis is critical to understanding your search marketing performance over time. Our dashboard templates provide you with a full suite of valuable data points that allow you to identify top pages, click and impression trends, and keyword ranking.

SEO Reporting Templates

Search engine optimization (SEO) is a core function of successful digital marketing. SEO is the language of search engines like Google. An SEO strategy is focused on making your web pages rank higher in search engines through a variety of strategies. Unlike paid search advertising where you bid for keywords and place an ad atop a search page, SEO involves writing great content, answering search questions and intent, structuring the data of your page and site, and more. SEO analysis is critical to understanding your search marketing performance over time. Our dashboard templates provide you with a full suite of valuable data points that allow you to identify top pages, click and impression trends, and keyword ranking.

Updated July 9, 2021  |  Chris Hamlin
SEO Dashboards

What Should an SEO Report Include?

An SEO template should include metrics that help you track the organic traffic to your site. More in-depth reports may include data about search position rankings and the queries used to find your page. Additionally, a good SEO template will show historical data, especially regarding rank, impressions, and clicks. An SEO report should help inform your content marketing with stats about how many people are seeing the page, how many people are clicking from the search engine to your page, and how long they’re staying once they arrive.

Where do you get Data for SEO Reporting?

SEO data comes from a variety of tools, some free, some paid. Google provides several free tools that most companies use for their SEO reporting. Google is the most popular search engine and as such, their tools like Google Analytics and Search Console contain valuable metrics about pageviews, the queries users searched to find your site, how many people clicked to your page, and how your pages rank. There are also a number of other tools outside of Search Engines like SEM Rush and AhRefs. These tools provide data on keyword opportunities, competitor data, backlinks, and technical SEO improvements. Companies like Supermetrics and PMA provide connectors to those platforms that let you pull data into Data Studio. Note that those connectors often cost a monthly fee.
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What are the Pros and Cons of using Data Studio for SEO Reports?

What are the most important metrics to include in an SEO Report?

For SEO, think of the three S’s: Search, Site, and Speed. The most important metrics tell you something about each of those. For search, these metrics include your rank, how many impressions each page receives, how many people click to your site, and which queries they’re using to find your page. For site, you want to know which pages are getting the most views, how valuable your organic traffic is with data like conversions, time on page, and bounce rate. And for speed, your dashboard should tell you how your site is performing. Is it slow? Or does it load quickly and display the answer to your visitors immediately?
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What are the best SEO reports for beginners?

This Organic Traffic Dashboard covers all the basics including queries, ranking, site speed, and more. It keeps the display simple and clean for easy access and sharing. 

 

If you’re starting to do more keyword research (which is really the next stage of SEO beyond reporting), you need to check out this Premium Keyword Research Dashboard. It will help you identify new keyword opportunities that you can build pages or blogs for to capture more traffic. 


For those using SEO to boost an eCommerce site, this SEO Data Studio Report for Ecommerce uses your SEO data to show how organic traffic influenced sales.

Key factors when selecting an SEO report

These key factors will help you select the best SEO report.

  • Analysis vs. Research
    Some reports are better for analysis, others for keyword research. Make sure you know your goals before you purchase a template. Before you start keyword research, you should familiarize yourself with SEO and the current performance of your site. Only after you have that foundation should you start researching new keywords.
  • Connection Type
    As far as SEO goes, Google Analytics and Search Console are the gold standard for free reporting. And they connect seamlessly with Data Studio. If a template asks you to pay for a connector or requires a tool like Supermetrics or PMA, don’t rush to purchase before you’ve determined it’s necessary. Most templates should get by connecting to Google Analytics and Search Console.
  • Conversion Rates
    What is the ultimate goal of someone coming to your site? LIkely to convert to something, perhaps giving you their email or purchasing a product. It’s nice to know site traffic, but if conversions are your end-game, you need a site that’s readily configured and a template that can show you conversion metrics and assign attribution.
  • Historical Trends
    As mentioned briefly already, historical data is critical for good SEO reporting. If you don’t know where you ranked last month and how many clicks a query earned you, then you won’t know what to think about your data this month. Historical trends inform your progress and help you gauge the success of your efforts.

SEO Reporting FAQs

While Excel is certainly a powerhouse, especially when it comes to formulas, Data Studio has the upperhand with data exploration. It allows you to dig deeper into data points and set filters to isolate data. Plus, it makes for a better presentation than Excel.

SEO is important to every business because it allows you to capitalize on user’s search intent. And, while not free after the investment of time and team members, its a long term play that can pay dividends long after the page or article is written.

Some SEO experts will look at their data daily or weekly to see what’s ranking, how pages are performing, and researching new opportunities for their team. Analyzing your data monthly should be sufficient. Remember to always compare to historical data so you can see whether your rankings, impressions, and clicks are trending in the right direction.

There are a dozen or more great SEO tools on the market, each with a specific strength. Some offer better insight into competitors or technical SEO needs. Others focus on research and rankings. Data Studio sits in a sweet spot between great design and flexibility. You can make the report appear how you’d like while also connecting it to a variety of third-party platforms.

Google Search Console is free, and users can signup on the Search Console website. After you punch in your website, you have to verify that you own the site either with a Google Tag, a root file, or most common, the Google Analytics Tracking ID.

Many SEO teams like to target specific keywords and develop pages that rank for those keyword queries. As such, common KPIs include, average rank, impressions, clicks, click-thru-rate, etc.

Yes you can, though you’ll have to connect to a platform that reports on that data like SEM Rush or AhRefs. While Google Search Console has some backlink data, it’s not robust nor available in Data Studio.