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How exactly to Automate Keyword Ranking with STAT and Google Data Studio

SEO SEO Tools Guide

How exactly to Automate Keyword Ranking with STAT and Google Data Studio


We asked SEO Analyst, Emily Christon of Ovative Group, to share how her team makes keyword rank reporting easy and digestible for all stakeholders. Read to observe how she combines the ability of STAT with Google Data Studio for streamlined reporting that never fails to impress her clients.

Why Google Data Studio
Creating reports for the clients is an important element of SEO. It is also one of the very most daunting and time-consuming tasks. Your reports need certainly to contain all the necessary data, while also having clear visuals, providing quick wins, and being an easy task to understand.

At Ovative Group, we’re big advocates for reporting tools that save time and make data simpler to understand. This is the reason we love Google Data Studio.

This reporting tool was created with the consumer in mind and allows for quick collaboration and sharing with teams. It is also free, and its reporting dashboard was created to take the complexity and stress out of visualizing data.

Don’t get us wrong. We still love our spreadsheets, but tools like Excel aren’t ideal for building interactive dashboards. They also don’t allow for quick data pulls — you have to manually add your data, which can eat up lots of time and cause lots of feelings.

Data Studio, however, pulls all your data into one place from multiple sources, like spreadsheets, Google Analytics accounts, and Adwords. Then you’re able to customize how all that data is viewed so you can surface quick insights.

How can this relate solely to keyword reporting?
Creating an actionable keyword report that’s good for both SEO and your stakeholders can be quite a challenge. Data Studio makes things a little easier for people at Ovative in a number of ways:

Automated data integration
Our team uses the STAT API — which is often connected to Data Studio via a little technical magic and Google Big Query — to pull in most our raw data. You can make what data points you want to be collected from the API, including rank, base rank, competitors, search volume, local information, and more.

Once your data is collected and living in Big Query, you can access it through the Data Studio interface. If you want to find out more about STAT’s API, go here.

Would you value current rank? Rank with time? Major movers – the ones that changed +20 positions week over week? Or are you soon after how many keywords you have ranking number 1?

This is doable — and easy — once you’re comfortable in Data Studio. It is possible to customize your reports to fit your goals.

“Our team uses the STAT API — which is often connected to Data Studio via a little technical magic and Google Big Query — to pull in most our raw data.” — Emily Christon, SEO Analyst at Ovative Group
Custom dashboards make reporting and insights efficient and client-facing, transforming all that raw data into easy-to-understand metrics, which tell a more compelling story.

How to create your custom Google Data Studio
There are a myriad of ways to leverage Google Data Studio for major insights. Listed below are just a couple features we use to simply help visualize our data.

Keyword rank
This report offers you a snapshot of how many keywords you have in each ranking group and how things are trending. You can even scroll during your list of keywords to see what the traffic-driving queries are.

One cool feature of Data Studio as it pertains to rank is period over period comparisons. For instance, if you place the date range to the last week, it’ll automatically pull week over week rank change. If you place the date range to the last month, it pulls a month over month rank change.

At Ovative, we do weekly, monthly, and yearly keyword rank change reporting.

Keyword look-up tool
If you notice that traffic has declined in a specific keyword set, pop right down to the keyword look-up tool to track rank trends over time. This view is extremely helpful — it shows the progress or decline of rank to simply help explain traffic variability.

Campaign or priority tracker
To support newly launched pages or priority keywords, produce a separate section simply for these keywords. This will allow it to be easy for you really to quickly check the performance and trends of chosen keyword

What’s next?

Google Data Studio is only as powerful as you make it.

The STAT API integration in Google Data Studio represents one page of our typical client’s reporting studio; we ensure that you include a typical page for top-level KPI trends, a typical page for Search Console keyword performance, and other relevant sources for ease of use for ourselves and the client.

Want more?
Wish to dive deeper into STAT? Got questions about our API? You can book a demo around and get yourself a personalized walk through.

You can even chat with our rad team at MozCon this July 15–17 to see how you can go seriously deep along with your data. Ask about our specialty API — two additional services to offer everything a 100-result SERP has to offer, and perfect if you’ve built your own connector.

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