Key takeaways
- An SEO report shows in figures what previous measures have achieved and reveals starting points for the next ones.
- We report in a Looker Studio dashboard with daily data from Google Search Console.
- Besides rankings and traffic, your own goals are included, such as contact enquiries, downloads or sample orders.
- We measure AI visibility with a fixed set of customer questions in the SISTRIX AI Tracker and with the generative AI report in Search Console.
- Every report includes a record of the hours worked.
What SEO reporting delivers
A report is a data analysis that shows the progress of previous measures in figures: visitors to your website, positions in the search results and the metrics that matter for your project. It answers whether the measures work, whether the strategy needs adjusting and how much they have contributed to your goals.
Good reporting does not only look back. It also shows where the next levers are. This requires interpreting the figures correctly, which is why every report comes with a conversation in which we explain the development.
The report in Looker Studio
We use Looker Studio because it displays large amounts of data clearly and up to date and can be filtered flexibly. What sets the report apart:
- Tailored to your project, with your own goals as metrics
- Daily data from Google Search Console
- Filters by period, pages and keywords
- Documentation and interpretation of changes
- A breakdown of the hours worked
Which metrics we report
| Metric | Data source | What it shows |
|---|---|---|
| Traffic | Google Search Console, web analytics | Development of visitors, for the whole website or individual sections |
| Rankings | Google Search Console, SISTRIX | Positions of the keywords from the keyword map and all other terms |
| Conversions | Web analytics | Enquiries, lead magnet downloads or sample orders |
| AI mentions | SISTRIX AI Tracker | Whether and how often your company is mentioned for fixed customer questions |
| Cited sources | SISTRIX AI Tracker | Which of your own pages and which third-party sources AI systems use |
| AI Overviews and AI Mode | Search Console, generative AI report | Google's own data on performance in AI features |
| Visits from AI systems | Web analytics | Referrals from chatgpt.com, perplexity.ai and others |
How we measure AI visibility
Answers from AI systems vary from query to query, so a single screenshot says little. What is meaningful is the development over weeks and months for a consistent set of questions.
To build this set, we start from your most important pages and identify which questions real customers ask about them and into which sub-questions ChatGPT and Gemini break them down. We enter the final questions into the SISTRIX AI Tracker, which queries them regularly. Before tracking starts, we agree the set with you. This way we measure exactly the situations in which your customers prepare a purchase decision.
Hours worked and review calls
The report shows how many hours we spend on your project. At the end of each month you receive a record of hours worked, so you can see exactly how your budget is used and what effort stands behind the results.
Figures alone can be confusing, especially for large websites. In regular calls we summarise the findings clearly, explain spikes and show where we see room for optimisation.
“Tom has the ability to explain the complicated topic of SEO in a way anyone can understand, and works in a very structured and fast way.”
Tom is responsible for strategy, content and technical SEO at Tokato Media and has worked in search engine optimisation since 2017. Together with Katharina Frenzel he supports companies ranging from regional SMEs to online shops with an international audience.
More about the team