Reports (Beta)

The Action plan picks a few actions to work on. Reports shows everything the analysis found, so you can dig further or export it.

Reports is in beta. The lists are useful, but expect some rough edges.

How the reports work

Reports are worked out after each import and again every morning. Each report looks at a fixed recent window ending on the "data through" date, so the period you choose in the filters does not change them.

With all sites selected, each site's results are listed one after another.

Top actions

The ten biggest opportunities across all the reports below, in one list. Each has a suggested action, such as "Improve title & meta description" or "Consolidate or differentiate pages".

CTR

Pages that rank well but get fewer clicks than they should.

• Finds: pages near the top of the results whose click-through rate is below what that position usually gets.
• Shows each page's impressions, clicks, CTR, the CTR we would expect at its position, and the extra clicks it could get.
• Sorted by the extra clicks you would get at the expected CTR.

The usual fix is a better title and meta description: one that matches what people searched for.

Striking distance

Queries where you are close to page one, or near the bottom of it.

• Finds: query and page pairs just short of the top results, with enough impressions to be worth the work.
• Sorted by the extra clicks a higher position would bring.

These often respond to better internal links and content that answers the query more fully.

Competing pages

Queries where two or more of your pages show up. This is often called keyword cannibalisation: the pages split Google's attention and neither ranks as well as one strong page would.

• Finds: queries that sent people to at least two of your pages.
• Shows each page's clicks, impressions and position for the query.
• Estimate: a rough figure for what merging the pages, or making each one clearly about something different, might add. Use it to sort the list, not as a forecast.

Not every case is a problem. A product page and a guide can both rank for a query and serve different intents.

Content decay

Pages that are losing clicks.

• Finds: pages getting clearly fewer clicks than they did, biggest losses first.
• Needs 56 days of history. See How long your data is kept.
• Pages that dropped out of search altogether are not listed.

Check the page against the annotations on its chart first: a Google update or a site change can explain a fall. Then refresh what has gone stale and check whether newer pages answer the search better.

Page health

A score out of 100 for each of your busiest pages, lowest first. It sums up how a page is doing in search: whether its traffic is growing, whether it earns the clicks its position should, and how widely it shows up. Scores are shown green, amber or red. The Action plan picks up the pages with low scores.

Content gaps

Searches you appear for, but too far down for anyone to click.

• Finds: query and page pairs well below page one, with plenty of impressions but almost no clicks.
• Shows the clicks you might get if the page climbed onto page one.

People already search for these and Google already connects them to your site. A page written for the query, or a much better section on the existing one, is the usual answer.

Topic insights

Notes on your Topics: topics on the edge of page one, topics that are new or stalling, topics where pages compete, and topic groups that lean on one topic.

Export

Export CSV downloads every report except Topic insights in one file, with the columns category, entity, action, estimated_impact, impressions, position, current_ctr_%, expected_ctr_% and detail.