This article will explain how to set up a simple SEO report in Google Data Studio. This one page report will give you a quick overview of some of your SEO data from Google analytics.
Section 1: Google Data Studio
What is Google Data Studio?
Google data studio is a free tool from Google. It helps you to create visual reports using data from a variety of sources including Google analytics and Google search console. These reports can be more user friendly than the tools like Google analytics. They only display the information you want to see so they can feel a lot less overwhelming.
How to get started with Google Data Studio?
You need a google account to use the Google tools. If you have Google analytics, Google search console or Google drive then you have access to Google data studio.
Go to Google Data Studio by following this link here -> Go to Google Data Studio.
Immediately you will see several templates along the top.
Select the template that says ‘Search Console Report’.
This template will now load into your workspace.
Click on the button that says ‘Use Template’. It is in the top right corner of your screen. This will copy the template to your Google drive.
Section 2: How to use your own data in the Google Data Studio report
The data in the search console report is just dummy data. It uses two data sources for its sample data. One source of data is for the ‘URL’ data and one is for the ‘site’ data. These come from a dummy Google search console account.
In this section you will replace the dummy data with your own data. There are 7 steps in this section.
Step 1: Select original data source you want to replace
Click on ‘Use template’. You will be prompted to add your own data source. For this report you are going to use data from your Google search console account.
When you click ‘Use Template’ you will see this pop up appear.
You can see the original data source on the left. You need to add your data source where is says ‘New data source’ on the right.
Click on the top new data source, source 1.
Step 2: Select an existing data source or create a new one
A new pop up will appear listing all the data sources your Google Data Studio account has access to. If this is your first time using Data Studio your search console data will not be found in the list. In this situation you need to click on ‘Create new data source’.
If you have set up the data source before then select it from the list and jump to …….
The rest of these step assume you have not set up a data source before.
Step 3 – Find and select Google Search Console as your data source
In the next window type in the search ‘Google search console’. This will filter out all the possible data connections and leave you with just the search console.
In this window you can also give your data connection a name. I use the following naming scheme.
Bizname GSC URL
Biz name – shorten your biz name so you know it’s your businesses data.
GSC is short for Google Search Console. This will help distinguish it from other data source such as GA – Google Analytics.
URL – this just separates the type of data available in GSC. You can have URL data or site data. You will create two data connections, the URL data will be the first one.
After you have names your data source click on the search console connector (3rd red box in the diagram below).
Step 4: Select your site
You will now see a list of properties associated with your Google account. Find and select your site.
Step 5: Select the connector type, site or Url
Once you have selected your site from the list you will be presented with the data tables you can access.
Select URL impressions.
Then click on ‘Connect’.
When you repeat for the second data source, you will select Site impressions.
Step 6: Add the data to the Google Data Studio report
Once you have selected the data table (URLS) the next screen will show you all of the data that you can access.
Click on ‘Add to report’ to add this data to your report.
Your report can now display this data.
Step 7: Select the second data source
Once the data has been added to the report you will be shown the screen that you saw in step 1.
Go back to step 1 selecting the second data source and selecting ‘Site impressions’ instead of URL.
Give your data source a name with Site at the end instead of URL, i.e. Bizname GSC Site.
When you have successfully added the ‘Site’ data to your report you will again see the screen in step 1, but this time it will have your data connected to it instead of the dummy data.
Click ‘Copy Report’ to finally copy the SEO report to your Google Data Studio account.
Section 3: The Google Data Studio One Page SEO Report
What SEO data the report contains
When all of the data connectors are correctly connected this is what you will see in your report.
- A report title. You can change the title by clicking on it.
- A date range. You can change this range by clicking on it and selecting new dates from the calendar.
- Filters. You can filter the data so it only shows certain data for a specific device or country.
- Impressions. In this section you can see the impressions for your site for the last 28 days. (Impressions is how many times your page was served to a user).
- Clicks. You can see how many clicks to your site were generated
- CTR. You can see what the click through rate was.
- Impressions trend. This is where you can see how your impressions have changed over the last 28 days.
- Clicks trend. This is where you can see how your clicks have changed over the last 28 days.
- Impressions and CTR per country. Here you can see what countries are finding you and whether your content is relevant to them.
- Impressions and CTR per device. Here you can see what devices people are using to find you. this data will tell you if you have technicals problems and if you need to improve how your website performs on different devices.
- Landing page stats. Here you can see your best performing pages
- Search query stats. Here you can see what search queries you are ranking for.
What to do if your report data is missing
When you open your report for the first time you may need to reconnect some of the data sources. If your data needs reconnecting you will see a box looking something like this.
These are the steps you need to take to fix this problem.
Step 1: Open up the template report in another window
To find your template just go back to the main Google Data Studio screen and you will see the templates along the top. Look for the Search Console template and click on it. (Don’t click on ‘Use Template’)
Step 2: Identify the missing data
Pick a block (data, graph or table) that is missing and identify the corresponding block in the template. E.g. In my report I can see that 12. Search query stats is missing its data.
Click on the block in your report.
In the column on the right a list of settings will appear. You are interested in the Dimensions and Metrics.
You are looking for the missing data. You see, only one piece of data has to not connect for you to see the errors in your report.
I can see in the metrics section something that says ‘Invalid metric’. This is the problem you need to fix. First you need to identify the name of this missing metric.
Look at the corresponding block containing the dummy data and make a note of the data it contains.
E.g for 12. Search query data we have;
- Site CTR (Tip: If you hover your mouse over the headings you will see the whole name)
- Average position
If I compare the dummy data to what I see in my metrics list I can see that Site CTR is the missing data.
Step 3: Reconnect the missing data to your report in Data Studio
Click on ‘Invalid metric’ in the data settings in your report. This will open up all the data that is available to you.
Find ‘Site CTR’, click on it to connect it to your report.
The table should now populate and you should see your data.
At the time of writing this the SEO template was missing the URL CTR and the SITE CTR data.
It is still a good idea for you to go through the process of identifying missing data incase you use any other templates and find they to are missing data.
Section 4: Using your report
Viewing your data
Once your report is set up yo can exit the edit mode by clicking on ‘View’ in the top right hand corner.
Your report is now interactive and yo can see your data.
Sending yourself the report via email
If you don’t want to log into your account to view your data you can have the report emailed to you.
Step 1: Enter edit mode
Click on ‘Edit’ in the top right corner. If this says ‘View’ then you are already in edit mode.
Step 2: Open the schedule settings
Click on the clock icon in the menu. If you hover your mouse over the clock icon it will say ‘Schedule email delivery’.
Step 3: Modify the schedule settings
Add the email address where you want the report to be sent. Add the time at which you want the report to be sent and the frequency of delivery.
Your report will now be scheduled.
Note: The date range will auto update so the end or range date is the day before the report is sent.
You should now have a a simple SEO report set up and arriving in your inbox when required.
This is only a simple report and in reality each business is different and has different reporting needs.
If you need some help setting up a report that is more tailored for your unique business needs then please take a look at my SEO SERVICES page. You can also email me to request a quote if the SEO services do not cover your needs.