SEO analyst Emily Christon of Ovative Group shares with us how her team makes the classification of keywords simple and easy to understand for all concerned. Read on to see how it combines the power of STAT with Google Data Studio for optimized reports that never fail to impress your customers.
Why Google Data Studio
Creating reports for your clients is a vital part of SEO. It is also one of the most daunting and slow tasks. The reports should contain all the necessary data, in addition to having clear images and be easy to understand. At Ovative Group, we are a great advocate for time-saving reporting tools that make it easier to understand data. That’s why we love Google Data Studio.
This tool for creating reports was created with the user in mind and allows collaboration and easy exchange with the teams. It is also free, and its reporting panel is designed to eliminate the complication and stress of data visualization.
Do not get us wrong. We still love our spreadsheets, but tools like Excel are not ideal for creating interactive dashboards. Nor do they allow easy data extraction: they must be added manually, which can be time-consuming.
Data Studio, on the other hand, gathers all your data in one place from multiple sources, such as spreadsheets, Google Analytics accounts and Adwords. Then, you can customize the way all data is displayed so you can display information quickly.
How does this relate to keyword reports?
Creating a report on actionable keywords that is beneficial to both SEO and its stakeholders can be a challenge. 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 our raw data. You can select which data points you want collected from the API, including range, base range, 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. If you want more information about the STAT API, click here.
Do you care about the current ranking? The ranking over time? Main engines: those who changed more than 20 positions week to week? Or are you just looking for how many keywords do you have in the first place?
All this is feasible, and easy, once you feel comfortable with the Data Studio. You can easily customize your reports to match your goals.
Custom panels make reports and perspectives efficient and client-oriented, transforming all that raw data into easy-to-understand metrics that tell a more compelling story.
How to build your custom Google Data Studio
There are a variety of ways to take advantage of Google Data Studio to get important information. These are just some of the features we use to help visualize our data.
Ranking of keywords
This report gives you a snapshot of how many keywords you have in each ranking group and how the trends are. You can also scroll through your list of keywords to see which are the most trafficked queries.
When it comes to ranking, one of the interesting features of Google Data Studio is the comparison of one period to another. For example, if you set the range of dates to the previous week, it will automatically change the ranking week by week. If you set the date range in the previous month, you get a month-to-month change in ranking.
At Ovative, we make weekly, monthly and annual reports on keyword ranking changes.
Keyword search tool
If you notice that traffic has decreased in 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 the decrease of the range to help explain the traffic variability.
Campaign tracking or priority
To support newly launched pages or priority keywords, create a separate section only for these keywords. This will make it easy for you to quickly check the performance and trends of the chosen keyword sets.
Google Data Studio is as powerful as you do it.
The STAT API integration in Google Data Studio represents a page from our typical customer reporting study; we made sure to add a page for top-level KPI trends, a keyword performance page for Search Console and other relevant sources to make it easier for us and the customer to use.