Monthly Reporting

Total Keywords

Tracked portfolio ↓

Visibility Score

Coverage × Presence ↓

Week-over-Week

Net AIO change ↓

Avg AIO Position

When cited ↓

Organic Traffic

28-day clicks ↓

YoY Growth

vs last year ↓

Brand Share

of total clicks ↓

Page Diversity

pages drive 50% traffic ↓

AI Visibility

Track AI Overview presence across your tracked keywords and measure your citation rate

View in Sheets | Trend Analysis | Looker: Data_Keywords | Looker: Data_Trends

Visibility

Performance Trend (30 Days)

Clicks Impressions SEO Visibility

AI Visibility

AI Overview Trend (30 Days)

View in Sheets | Looker: Data_Trends

AIO Coverage Total Visibility

Visibility Share by Topic

Competitor Domains

View in Sheets | Looker: Data_Competitors

Showing domains by organic ranking appearances

Brand Search Trends

Monitor brand awareness through search impressions and click trends

View in Sheets | Looker Data

Brand Interest Over Time

Search Performance Context

Google Search Console metrics showing overall organic performance

View in Sheets | Looker: Data_GSC | Looker: Data_Queries

Total Clicks (28d)

Non-Brand Clicks

Click Distribution

Top Non-Brand Queries

Query	Clicks	vs YoY

Topic Distribution

Keywords grouped by topic with AIO coverage breakdown

View in Sheets | Group Analysis | Looker: Data_Topics

Ranking:

Click a topic to explore keywords

Traffic Concentration

Identify traffic dependency risks and high-value pages (current period vs YoY)

View in Sheets | Looker: Data_Pages

Total Pages

with organic clicks

Pages for 50%

pages drive half of traffic

Diversity Score

higher = more distributed

Top 10 Share

of total traffic

Traffic Distribution

Top 10% of pages = --% of traffic

High-Dependency Pages

Pages driving majority of traffic

Page	Clicks	% of Total

Click Trend

Competitor Visibility

See which domains and URLs appear in AI Overviews across all tracked keywords

Domain Dominance

Sheets

-- domains in AIO

Domain	Appearances	Unique KWs	Dominance

Top Competitor URLs

Sheets

URL	Appearances

Engagement Metrics

GA4 engagement data showing user behavior across page types

View in Sheets | Looker: Data_Pages

Brand Impressions

1.2M

+18.4% YoY

Organic CTR

4.2%

+0.3pp YoY

Engaged Sessions (GA4)

Engagement Rate (GA4)

Engagement Rate by Page Type

GA4 Engaged Sessions / Total Sessions

Traffic Distribution by Page Type

GA4 Sessions Share

Strategic Pages

Top performing pages with engagement and session data

View in Sheets | Looker: Data_Pages

Page	Type	Sessions	Engaged	Eng. Rate	Pageviews

Summary Metrics

Key GSC performance indicators with year-over-year comparison

Looker: Data_GSC | Looker: Data_Queries

Metric	Current	vs Previous (28d)	Previous Period	vs YoY	YoY
Clicks	329,199	+33.1%	247,232	+2.5%	321,074
Impressions	17,643,374	+30.8%	13,494,282	+13.2%	15,588,943

Brand vs Non-Brand Breakdown

Compare branded search traffic against generic discovery queries

View in Sheets | Looker: Data_Brand

Brand Clicks

84,960(25.81%)

+41.3% vs Prev +10.4% YoY

Non-Brand Clicks

138,018(41.93%)

+26.0% vs Prev -1.4% YoY

Brand Impressions

147,272(0.83%)

+39.1% vs Prev +11.1% YoY

Non-Brand Impressions

3,837,632(21.75%)

+22.3% vs Prev -19.2% YoY

Top Landing Pages

Highest-traffic pages from organic search with CTR and position data

View in Sheets | Looker: Data_Pages

View:

Page	Clicks	vs YoY	YoY Clicks	Impr	vs YoY	CTR	Pos

Top Queries

Top Non-Brand Queries

Query	Clicks	vs YoY	Impr	CTR

Top Brand Queries

Query	Clicks	vs YoY	Impr	CTR

Total Opportunities

Keywords to optimize

AIO Quick Wins

Rank <3 but not in AIO top 3

Competitive Gaps

Competitors cited, you're not

Week-over-Week

Net change

AIO Quick Wins

Keywords where you rank well organically but aren't cited in AI Overviews

View in Sheets | Looker: Data_Rankings

Keywords where you rank in top 3 organically but aren't in the top 3 AIO positions. These are your best opportunities to gain AIO visibility.

Keyword	Volume	SERP Rank	AIO Rank	Gap Score

Competitive Gaps

Keywords where competitors appear in AI Overviews but you don't

View in Sheets | Looker: Data_Opportunities

High-volume keywords where competitors are cited in AI Overviews but you're not.

Keyword	Volume	Your SERP Rank	Competitor Domains

Click Recovery Opportunities

Keywords with declining traffic that need attention

View in Sheets | Looker: Data_Opportunities

Keywords with YoY click decline and ranking outside top 3 positions.

Keyword	Volume	Rank	YoY Click Change	AIO Status	Priority

Week-over-Week Gains

Keywords where you gained AIO visibility this week

Looker: Data_WoW

Keywords newly cited in AIO this week

Keyword	Volume	Status

Week-over-Week Losses

Keywords where you lost AIO visibility this week

Looker: Data_WoW

Keywords that lost AIO presence this week

Keyword	Volume	Status

Your AIO Rankings

Complete ranking picture: both regular SERP positions AND AI Overview citations

View in Sheets | Looker: Data_Rankings

Keywords where you're cited in AI Overviews, showing SERP rank (Desktop/Mobile), SERP URL, AIO position (Desktop/Mobile), and AIO cited URL. Green = top 3, yellow = 4-10, red = 11+.

Filter by Property:

Keyword	Volume	Desktop	Mobile	SERP URL	AIO D	AIO M	AIO URL	Property

Content Performance Actions

Track performance by content section with actionable recommendations

Looker: Data_PageTypes

Blog & Advice

-- YoY ↓

Guides

-- YoY ↓

Masters Degrees

-- YoY ↓

Blog & Advice

Click Trend

Traffic Sources

Top Performing Pages

Page	Clicks	vs YoY	Sessions	CTR

Guides

Click Trend

Traffic Sources

Top Performing Pages

Page	Clicks	vs YoY	Sessions	CTR

Masters Degrees

Click Trend

Traffic Sources

Top Performing Pages

Page	Clicks	vs YoY	Sessions	CTR

Looker Studio Data Guide

Reference guide for connecting this dashboard data to Looker Studio visualizations

Data Sheets

Google Sheets

Open Sheet

Data_Keywords

Core keyword-level data with AI Overview presence, rankings, and search volume.

Column	Type	Description	Use For
date	DATE	Report date	Time filtering
keyword	TEXT	Search term	Dimension
volume	NUMBER	Monthly search volume	Metric, sorting
has_aio	BOOLEAN	AI Overview present	Filtering
aio_rank	NUMBER	Position in AI Overview (1-10)	Metric
organic_rank	NUMBER	Traditional SERP position	Metric
topic	TEXT	Keyword grouping	Dimension
competitors	TEXT	Domains in AI Overview	Analysis

Looker Charts: Keyword table, AIO coverage pie chart, Volume by topic bar chart

Data_Trends

Historical visibility metrics for time-series analysis. One row per date. Filter by date range in Looker.

Column	Type	Description	Use For
date	DATE	Snapshot date	X-axis, date filter
client	TEXT	Client identifier	Multi-client filter
seo_visibility	NUMBER	SEOmonitor visibility score	Trend line
aio_coverage	NUMBER	% keywords with AI Overview	Trend line
presence	NUMBER	% of AIO where you appear	Trend line
total_visibility	NUMBER	Combined visibility score	KPI

Looker Charts: Line chart (date vs metrics), Scorecard (latest values), Comparison charts

Data_Topics

Aggregated metrics by topic/keyword group.

Column	Type	Description	Use For
topic	TEXT	Topic/group name	Dimension
keyword_count	NUMBER	Keywords in topic	Size metric
total_volume	NUMBER	Combined search volume	Priority sorting
aio_coverage_pct	NUMBER	% with AI Overview	Health indicator
avg_aio_rank	NUMBER	Average AIO position	Performance

Looker Charts: Bar chart (topic performance), Treemap, Bubble chart

Data_Brand

Brand health metrics from Google Trends and GSC brand queries.

Column	Type	Description	Use For
date	DATE	Data point date	X-axis
google_trends_index	NUMBER	Google Trends interest (0-100)	Brand awareness
gsc_brand_impressions	NUMBER	Brand query impressions	Visibility
gsc_brand_clicks	NUMBER	Brand query clicks	Engagement

Looker Charts: Dual-axis line chart (trends + clicks), Brand scorecard

Data_Pages

Page-level performance combining GSC and GA4 data. Requires GSC authentication.

Column	Type	Description	Use For
page	TEXT	Page URL path	Dimension
page_type	TEXT	Category (blog, product, etc)	Grouping
gsc_clicks	NUMBER	Organic clicks	Performance
gsc_impressions	NUMBER	Search impressions	Visibility
ga4_sessions	NUMBER	Page sessions	Engagement

Looker Charts: Top pages table, Page type pie chart, Engagement rate by type

Data_WoW (Week-over-Week)

Keywords that gained or lost AI Overview presence.

Column	Type	Description	Use For
date	DATE	Current snapshot date	Filtering
change_type	TEXT	"gained" or "lost"	Filtering
keyword	TEXT	Affected keyword	Detail
volume	NUMBER	Search volume	Priority
vs_date	DATE	Comparison date	Context

Looker Charts: Gained/Lost tables, Change summary scorecards

Data_Competitors

Competitor domain visibility in AI Overviews.

Column	Type	Description	Use For
date	DATE	Report date	Time filter
client	TEXT	Client identifier	Multi-client filter
domain	TEXT	Competitor domain	Dimension
appearances	NUMBER	Times in AI Overviews	Ranking
dominance_score	NUMBER	appearances × unique_keywords	Sorting
aio_citations	NUMBER	AIO citation count	Performance

Looker Charts: Horizontal bar chart, Market share pie, Competitor table

Data_GSC

GSC click and impression summaries with brand/non-brand breakdown.

Column	Type	Description	Use For
date	DATE	Report or metric date	Time filter
client	TEXT	Client identifier	Multi-client filter
metric_type	TEXT	total, brand, nonbrand, timeseries	Filtering
clicks	NUMBER	GSC clicks	KPI metric
impressions	NUMBER	GSC impressions	KPI metric
is_summary	BOOLEAN	TRUE for summary rows	Filtering
yoy_change_pct	NUMBER	Year-over-year change %	Comparison
pct_of_total	NUMBER	% of total clicks	Breakdown

Looker Charts: KPI scorecards (filter is_summary=TRUE), Brand vs Non-brand pie chart

Data_Queries

Top brand and non-brand search queries from GSC.

Column	Type	Description	Use For
date	DATE	Report date	Time filter
client	TEXT	Client identifier	Multi-client filter
query_type	TEXT	brand or nonbrand	Filtering
query	TEXT	Search query	Dimension
clicks	NUMBER	Query clicks	Ranking
impressions	NUMBER	Query impressions	Visibility
ctr	NUMBER	Click-through rate	Performance
position	NUMBER	Average position	Ranking

Looker Charts: Query tables (filter by query_type), Top queries bar chart

Data_Opportunities

Quick wins, competitive gaps, and click recovery opportunities.

Column	Type	Description	Use For
date	DATE	Report date	Time filter
client	TEXT	Client identifier	Multi-client filter
opportunity_type	TEXT	quick_win, competitive_gap, click_loss	Filtering
keyword	TEXT	Target keyword	Dimension
volume	NUMBER	Monthly search volume	Priority
serp_rank	NUMBER	Current SERP position	Context
aio_rank	NUMBER	AIO position (0 if not in)	Gap indicator
gap_score	NUMBER	Opportunity score	Sorting
competitors	TEXT	Competing domains	Analysis

Looker Charts: Opportunity tables (filter by opportunity_type), Priority scatter plot

Data_Rankings

Your AIO citations - keywords where you appear in AI Overviews.

Column	Type	Description	Use For
date	DATE	Report date	Time filter
client	TEXT	Client identifier	Multi-client filter
keyword	TEXT	Keyword where you rank	Dimension
volume	NUMBER	Monthly search volume	Priority
aio_rank	NUMBER	Your position in AIO (1-10)	Performance
url	TEXT	Your cited URL	Content analysis
property_type	TEXT	blog, main, youtube, etc	Segmentation

Looker Charts: Rankings table, Position distribution chart, Property breakdown pie

Data_PageTypes

VS Actions page type performance with traffic trends and sources.

Column	Type	Description	Use For
date	DATE	Report or traffic date	Time filter
client	TEXT	Client identifier	Multi-client filter
page_type	TEXT	Page category (Blog Advice, etc)	Dimension
row_type	TEXT	summary, timeseries, traffic_source, top_page	Filtering
sessions	NUMBER	Total sessions (summary)	KPI
daily_sessions	NUMBER	Daily sessions (timeseries)	Trend line
source_type	TEXT	Traffic source (traffic_source rows)	Breakdown
page_url	TEXT	Page URL (top_page rows)	Detail
page_clicks	NUMBER	Page clicks (top_page rows)	Ranking

Looker Charts: KPIs (row_type=summary), Trend lines (row_type=timeseries), Source pie (row_type=traffic_source)

Data_LandingPages

Top landing pages by organic traffic with YoY comparison.

Column	Type	Description	Use For
date	DATE	Report date	Time filter
client	TEXT	Client identifier	Multi-client filter
page	TEXT	Landing page URL	Dimension
clicks	NUMBER	Organic clicks	Ranking
impressions	NUMBER	Search impressions	Visibility
ctr	NUMBER	Click-through rate	Performance
position	NUMBER	Average position	Ranking
yoy_change_pct	NUMBER	Year-over-year click change	Trend

Looker Charts: Top pages table, YoY winners/losers, CTR scatter plot

Data_TrafficConcentration

Traffic diversity metrics - how concentrated is traffic across pages. Historical: Accumulates over time for trend analysis.

Column	Type	Description	Use For
date	DATE	Report date	Time filter
client	TEXT	Client identifier	Multi-client filter
row_type	TEXT	summary or page_traffic	Filtering
metric_name	TEXT	Metric name (summary rows)	KPI label
metric_value	NUMBER	Metric value (summary rows)	KPI value
page_rank	NUMBER	Page rank by traffic	X-axis
cumulative_pct	NUMBER	Cumulative traffic %	Y-axis

Looker Charts: Concentration scorecards (row_type=summary), Cumulative area chart (row_type=page_traffic)

Quick Start: Connect to Looker Studio

Open Looker Studio and create a new report
Click "Add Data" → "Google Sheets"
Select the spreadsheet linked in Google Sheets config
Choose the sheet tab (e.g., Data_Trends, Data_Keywords)
Use the column reference above to build your charts
Pro tip: Add a date range filter using the date column to let users explore historical data