How to build an SEO dashboard in Google Data Studio

How to build an SEO dashboard in Google Data Studio

In this post I’ll show you how to build an SEO dashboard in Google Data Studio.

I call it an “SEO (Search Engine Optimization) dashboard” as it focuses only on organic search traffic to a website. So hopefully you can use the information in the report to see what pages and search terms are bringing in traffic from search engine results pages.

It combines data from Google Analytics and Google Search Console.

Below is the dashboard, and I’ll go into detail about the various charts later on.

Adding Data Sources to the SEO Dashboard

To create this report you’ll need to add two data sources to the report. These will be Google Analytics and Google Search Console. If you’re using these for the first time you’ll need to authorize them to connect with Data Studio.

Once you’ve added them you can start building the report.

Adding Google Analytics data to the Report

We’ll start by creating a the Google Analytics half of the report.

In this dashboard I’ve added a time series chart, scorecards, two tables and a pie chart.

I’ve chosen to focus on Users and Pageviews. In the time series line chart, I’ve added both Users and Pageviews on seperate left and right axes.

Creating a time series chart in Data Studio to show organic traffic only
Above: Showing how to setup the data and style tabs for the time series line chart showing Users and Pageviews over time.

An important feature for the Google Analytics section is to only include Organic Traffic in the charts and tables.

To do this, we can add a System Segment to the charts.

To include only organic search traffic in a chart, choose ‘Organic Traffic’ from the System Segments. Click on ‘Google Analytics Segment’ in the data tab to filter by segment.

Adding the Organic Traffic system segment to a chart in the report
Above: How to select ‘Organic Traffic’ from the System Segments.

Adding Search Console Data to the Report

The next thing to do is to add Search Console data to the report.

There are two different options for adding Search Console Data, Site Impression and URL Impression.

In this example we’re using Site Impression which gives us the following data to look at in Data Studio.

The data available for Google Search Console Site Impression.
Above: We have four metrics and five dimensions to work with.

We will set up our Search Console section of the report fairly similar to our Organic Traffic Google Analytics section.

The main metrics for Search Console are;

  • Clicks – how many times a user clicked through to your site
  • Impressions – how many times a user saw a link to your site in the search results
  • Site CTR – the percentage of impressions that resulted in a click
  • Average Position – the average position among search results for your site

So instead of using Users and Pageviews for our time series chart, we will use Impressions and Clicks.

Part of the SEO dashboard in Google Data Studio

I’ve also added in two small line charts showing the Click Through Rate and Average Position on the SERP over time.

Two charts in the SEO dashboard in Google Data Studio

One thing to remember for the Average Position chart is that the lower the number the better it is for your website, because in a perfect world you’d be the number one search result on Google.

Reversing the direction of the Y-axis as part of creating an SEO dashboard in Google Data Studio
Above: Reverse the Y-axis direction so you can see your average position improve as it gets closer to one.

I’ve also added a table showing each individual Query and the number of impressions, clicks, click-through-rate and average position on the SERP it received.

In order filter using this table you need to make sure “Apply Filter” is enabled.

Make sure Apply filter is selected in Google Data Studio.

Then you can filter the charts by clicking on each individual query.

SEO dashboard in Google Data Studio
Above: Clicking on each search Query filters the three charts using Search Console data.

Hoped you found this article about creating an SEO Dashboard in Google Data Studio useful!

If you liked this article you might like my other blog posts.

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Author Michael

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