Use this Looker Studio template to trace search engine optimisation efficiency


For so long as I’ve been in search engine optimisation, I’ve envied my paid media colleagues’ agility and efficiency monitoring.

SEOs sometimes have needed to train endurance and plenty of guide constructing to get actionable efficiency knowledge.

Impressed by a Looker Studio dashboard constructed by our paid media crew, I rolled up my sleeves and constructed one for search engine optimisation. 

The Looker Studio dashboard has been a game-changer for my crew, and I’d like to show others methods to construct their very own.

This text will deal with the most important insights and advantages of the report, together with the step-by-step course of for constructing the dashboard.

The Looker Studio report’s greatest insights

Basically, the report supplies a transparent dwell view of search engine optimisation site visitors over time, with the power to section knowledge (for example, model vs. non-brand).

You may examine date ranges like month over month and 12 months over 12 months, construct separate stories by geo (e.g., U.S. vs. worldwide), and many others.

The largest insights come from connecting search engine optimisation properties (channels, pages, and many others.) to acquisition.

  • What pages and content material have been helpful?
  • The place did site visitors positive factors/drops occur?
  • What was the most typical entry level for sign-ups? 

It’s also possible to do a breakout taking a look at how search engine optimisation is in comparison with different advertising channels (paid and direct, however you may as well cut up out issues like PR if it lives individually). 

It’s an effective way to evaluate the place your site visitors and conversions are coming from – and, with sufficient knowledge,  to judge the place to dig deeper into optimizations and the place you’re primed to take a position extra. 

The largest advantages of the report

It’s no information to SEOs that monitoring the efficiency and impression of their efforts can produce a pretty murky narrative

The self-discipline depends extra on the scientific methodology – hypothesize, take a look at, measure, tweak – than different channels with tighter enter/output cycles. 

In search engine optimisation, no one is aware of what occurs aside from what the information and testing present you. That’s why it’s so essential to have entry to the fitting knowledge. 

This report allows you to use and current knowledge closest to the supply of reality, which is extremely helpful in presenting to inner stakeholders and shoppers, checking as a touchpoint along with your morning espresso, and serving to dictate a longer-term technique.

One other advantage of utilizing Looker as an alternative of third-party instruments is connecting instantly with Google Analytics and Search Console knowledge.

I’m not making an attempt to shill for Google, however as a direct descendant from Google Information Studio, Looker performs very properly with our Google knowledge. It comes with a few massive bonuses, too: 

  • It’s free.
  • It’s very straightforward to share with shoppers and teammates with none massive log-in workarounds. 

This implies it’s additionally straightforward to solicit suggestions from search engine optimisation stakeholders – and act on it rapidly. 

And having a shared level of reference allows richer discussions and provides shoppers consciousness and perception into what you’re doing (which is usually cited as a problem in search engine optimisation).

Possibly the most important profit: as soon as the report is about up, routinely updating, and desires little greater than occasional tweaks and optimizations, you and your shoppers could have extra time to speak about technique and concepts.

Assuming you’re satisfied you must have your personal model, let’s discover ways to set it up.

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Learn how to construct the report

First, open Looker Studio and create a clean report.

Join Search Console knowledge:

Connect to Search Console data

Discover your website below Websites, and click on URL impression > Net to attach that knowledge.

To get an image of site visitors over time, click on Add a chart > Time sequence.

Add a chart - time series

Underneath Chart > Setup, go to Dimensions and choose Date (12 months/Month). Go to Metrics and choose URL clicks.

Setup dimensions

Underneath Default knowledge vary, choose Customized and hit this down arrow:

Custom date range

When a side-by-side month-to-month calendar pops up, hit this arrow and scroll to the underside of the listing to pick Superior.

Advanced date range

Regulate your ranges by choice. As an illustration, to check the final two months:

  • Choose in the present day, then minus, and 2 months for a begin date.
  • Choose in the present day, then minus, then 1 Month for an finish date. 

(Take into account that Looker Studio means that you can set customized date ranges – each begin and finish – so mess around and discover out your favourite look-back home windows.)

Subsequent, add a desk beneath your graph to layer extra nuance into your reporting.

Chart table

Go to Chart > Setup, and drag each Question and Touchdown Web page from the Information column into Dimensions.

Chart Setup Dimensions

Underneath Chart > Setup > Metrics, return to Information and drag URL Clicks, Common Place, Impressions, and CTR:

Chart setup dimensions

From there, you may alter issues like rows per web page (below Chart > Setup) or footer pagination (below Chart > Fashion), and many others.

You may manually drag the chart to broaden and contract it horizontally and vertically – every part is versatile.

Now we will make issues actually fascinating: let’s take a look at model vs. non-brand metrics.

Go to Setup > Filter and Add a filter.

Add chart filter

Title your filter “NB filter” and choose Exclude, Incorporates, and no matter works along with your model identify (in our case, “jordan” of Jordan Digital Advertising). Make sure that to save lots of.

Non-brand filter

From right here, you may apply the non-brand filter to any metric you want – site visitors, clicks, occasions – to see efficiency over time.

To see all site visitors, merely click on out of the non-brand filter. (Be aware that including a model filter is a good concept as nicely to see the results of your branding efforts.)

You may create dashboards for model, non-brand, blended, side-by-side comparisons, and many others. 

Now let’s add an essential management – date vary.

Date range control

Click on in your desk, and go to Setup > Comparability date vary:

Comparison date range

Add no matter date ranges you want, and the information will embrace a delta displaying efficiency over time.

If there’s knowledge you would like to focus on for a sure date vary, you may pin these to the highest of your report by clicking on Add a Chart > Scorecard:

Add scorecard

Click on no matter field you want, and drag it to the highest of your chart.

Be aware: Everytime you open your report, your scorecard quantity will auto-fill for the date vary you’ve got chosen as a management (though you may alter that everytime you like).

If you choose customized date ranges, these are solely good for the working session, whereas controls are the default view for everybody upon login.

Pin scorecards for various metrics and choose year-over-year comparability ranges, month-over-month, and many others. Add non-brand filters to research non-brand tendencies for those who choose. The interface is superbly versatile.

I would like to incorporate one other step: including signups (or no matter you are naming your key occasions) to your reporting.

To do that, add Google Analytics as a knowledge supply by going to Add knowledge > Google Analytics (assuming you seize signup knowledge in GA):

Add GA signups

Be aware: Since everybody wants to call their very own occasions in GA (in our case, we’re utilizing “generate_lead”), you may must cross-reference GA knowledge to make sure you embrace the fitting metric in your report. It is a customized identify, not an out-of-the-box metric like clicks or impressions.

Discover your customized metric in GA4 and write down what you named it.

Return to your report, and click on Information > Occasion depend to pop a metric into your report:

Event count

Now it’s worthwhile to inform Looker what precise occasion you are monitoring.

Add a filter by clicking Chart > Setup > Add a filter > Create a filter (blue field on the backside of the column). This specifies the customized occasion you simply appeared up on GA and can auto-populate GA as the information supply to your new filter.

Select Embody  >  Occasion identify  >  Equal to (=), and sort in your customized occasion identify.

Custom filter

Return to your report, and you must see a subject with the precise variety of occasions mirrored for a similar date vary in GA4. (If not, double-check your occasion identify.)

Add one other date vary management with comparability ranges if you would like to check occasion efficiency over time.

Now let’s try the supply of all of those occasions. Click on on Add a chart > Pie:

Pie chart

Underneath Setup, choose Occasion depend for metric and Session default channel grouping

This could offer you a pie chart displaying a supply breakdown for all occasions:

Session default grouping

Apply the customized occasion filter you created a few steps above, and your pie chart ought to present the customized occasions pushed by every channel.

From there, you may create an everyday chart and add dimensions like web page path to see journeys to conversion. As an illustration, it will present how many individuals visiting your weblog ultimately convert for a given time vary.

By now, you must have the concept: you may slice and cube, examine date ranges, add layers of nuance, section by model and non-brand, and many others. And every particular person on the account can do the identical factor – and work together with the reporting as they need.

What I have not proven is one thing I am joyful to go away as much as you and your model: methods to gussy up the visuals of the report utilizing colours, labels, and many others. I like our report’s seems to be, however I will not presume you are right here for my design expertise.

My remaining recommendation: get in, get acquainted, mess around, and workshop your output with different stakeholders to see what different insights you may provide you with. Glad reporting!

Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Workers authors are listed here.

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