Creating an effective local SEO report in Looker Studio requires balancing clarity with actionable data. Clients need to understand how their business is performing in local search, and a well-designed report delivers this information in a concise, visually engaging format. Looker Studio (formerly Google Data Studio) offers the flexibility to compile data from multiple sources, making it the perfect tool for tracking local SEO efforts.
Defining the Goals of the Report
Before setting up a Looker Studio report, it’s important to understand what the client wants to achieve. Local SEO metrics focus on visibility, traffic, and engagement within specific geographic areas. Some clients may care most about Google Business Profile (GBP) performance, while others might prioritize website visits, phone calls, or local keyword rankings.
Clearly outlining these objectives ensures the report includes the most relevant metrics. For example, a restaurant chain might want to track Google Maps impressions and calls, while a service-based business might focus on local organic traffic and form submissions.
Connecting the Right Data Sources
Local SEO data comes from various platforms, and integrating these sources into Looker Studio ensures the report covers all necessary aspects.
Start with Google Business Profile, which provides key data points such as views, clicks for directions, and phone calls. Connect GBP data to Looker Studio using third-party connectors like Supermetrics or tools that offer direct integrations.
Google Analytics offers insight into local website traffic. Filter this data to show sessions, bounce rates, and conversions from geographic areas that align with the client’s target market.
Google Search Console adds keyword performance data. Highlight local search terms and queries that drive clicks and impressions. This is particularly useful for tracking progress on location-specific keywords.
For rankings, tools like SEMrush or BrightLocal can provide keyword tracking data. Exporting this data and importing it into Looker Studio via Google Sheets offers a way to visualize ranking trends.
Structuring the Report for Clarity
A clear layout ensures clients can quickly grasp the information. Start with a summary section highlighting key metrics such as total impressions, calls, or website visits for the reporting period. Use bold visualizations like scorecards or headline numbers to emphasize these figures.
Follow this with detailed sections for each data source. A section dedicated to Google Business Profile could display metrics like total searches, direction requests, and photo views using bar graphs or pie charts.
For website traffic, segment the data to focus on local audiences. A map visualization showing sessions by city or state helps the client see where traffic is coming from. Include a breakdown of key pages visited by local users to highlight which content resonates most.
Keyword performance can be visualized using tables or line graphs. A table with columns for keywords, search volume, clicks, and average position gives a straightforward snapshot of rankings.
Using Filters and Comparisons
Adding interactive elements like date range filters allows clients to explore the data independently. They can adjust the report to view performance over a custom period, such as a specific month or quarter.
Comparing data across time periods provides valuable context. Use year-over-year or month-over-month comparisons to show how metrics like GBP views or local keyword rankings have improved. Line graphs tracking performance trends over time make these comparisons easy to interpret.
Highlighting Key Takeaways
Including a section for commentary or recommendations ensures the report doesn’t just present data but also provides value. Highlight areas of success, such as increased GBP engagement or improved local rankings, and call out opportunities for growth.
For example, if a significant number of website visitors exit after landing on the homepage, recommend creating more location-specific landing pages. If mobile users make up a large portion of the traffic, emphasize optimizing for mobile UX.
Simplifying Client Access
Sharing the report with clients should be seamless. Looker Studio allows reports to be shared via a private link or exported as PDFs. Set up automatic email delivery for recurring reports to save time and ensure consistency.
Password-protecting the report or restricting access to specific email addresses helps maintain data security.
Testing and Iterating
Test the report with a small group of stakeholders before rolling it out fully. Feedback often reveals areas where the report could be improved, such as adding annotations or simplifying certain charts.
A Looker Studio report designed for local SEO delivers clear, actionable information that helps clients see the value of their campaigns. Focusing on relevant metrics and presenting them in an intuitive format ensures the report becomes an essential tool for building trust and demonstrating results.
