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SEO Analyst Emily Christon of Ovative Group shares how her team makes keyword ranking simple and easy to understand for all stakeholders. Read on to see how you combine the power of STAT with Google Data Studio for streamlined reports that never fail to impress your clients.
Creating reports for your clients is a vital part of SEO. It is also one of the most daunting and time consuming tasks. Reports should contain all the necessary data, as well as have clear images and be easy to understand. At Ovative Group, we are strong advocates of reporting tools that save time and make data easy to understand. This is why we love Google Data Studio.
This reporting tool was created with the user in mind and allows for easy collaboration and sharing with teams. It’s free, too, and its reporting dashboard is designed to take the hassle and stress out of data visualization.
Don’t get us wrong. We still love our spreadsheets, but tools like Excel aren’t ideal for creating interactive dashboards. They also do not allow easy data extraction: data must be added manually, which can be time consuming.
Instead, Data Studio brings all of your data together in one place from multiple sources, like spreadsheets, Google Analytics accounts, and Adwords. Then you can customize the way all data is displayed so that you can display quick information.
Creating an actionable keyword report that is beneficial to both SEO and your stakeholders can be challenging. Data Studio makes things easier for us in Ovative in several ways:
Automated data integration
Our team uses the STAT API, which can be connected to Data Studio through a bit of technical magic and Google Big Query, to extract all of our raw data. You can select which data points you want collected from the API, including rank, base rank, competitors, search volume, local information, and more.
Once your data is collected and in Big Query, you can access it through the Data Studio interface. For more information on the STAT API, click here.
Does the current ranking matter to you? The ranking over time? Main drivers: the ones that changed more than 20 positions week to week? Or are you just looking for how many keywords you have in the first place?
All of this is doable, and easy, once you are comfortable with the Data Studio. You can easily customize your reports to match your goals.
Custom dashboards make reports and insights efficient and customer-oriented, transforming all that raw data into easy-to-understand metrics that tell a more compelling story.
There are a variety of ways to leverage Google Data Studio to get important information. These are just some of the features we use to help visualize our data.
This report gives you a snapshot of how many keywords you have in each ranking group and how they are trending. You can also scroll through your keyword list to see which queries are with the most traffic.
When it comes to ranking, one of the cool features of Google Data Studio is period-to-period comparison. For example, if you set the date range to the previous week, it will automatically change the ranking from week to week. If you set the date range to the previous month, you get a ranking change from month to month.
At Ovative, we do weekly, monthly and yearly keyword ranking change reports.
Keyword search tool
If you notice that traffic has dropped on a specific set of keywords, go to the keyword search tool to track ranking trends over time. This graph is extremely useful: it shows the progress or decrease of the range to help explain the variability of the traffic.
Campaign tracking or priority
To support recently launched pages or priority keywords, create a separate section for just these keywords. This makes it easy for you to quickly check the performance and trends of your chosen keyword sets.
Google Data Studio is as powerful as you make it.
The STAT API integration in Google Data Studio represents a page from our typical customer report studio; We made sure to add a page for top-level KPI trends, a page for Search Console keyword performance, and other relevant sources for ease of use for us and the customer.