Data visualization platforms have become an important tool to illustrate the success of a number of works. It is still important to have a clear picture of your SEO efforts, regardless of whether you are reporting to clients or internal stakeholders in your own company. More and more SEOs are turning to data visualization tools – they pull data from multiple SEO tools, mix this data in a unique way, and help to leave the secret of SEO behind.

Platforms like Tableau and Google Data Studio are being used more and more in the SEO community as we look for better ways to communicate with our teams. We have heard from a number of people in the Moz community that a central dashboard for displaying data has streamlined their own reporting processes. This makes information easier for colleagues and customers to digest because they can see everything they need in one place.

Thanks to the helpful feedback from many, many STAT customers, we worked intensively on the creation of six Google Data Studio Community Connectors to retrieve STAT data in Data Studio. Strengthened by beta tests and your thoughtful input, we look forward to starting the six connectors today: historical keyword rankings (site and tag level), language percentage (site and tag level) and ranking distributions (site and tag Level).

If you are already using STAT, read our documentation in the Knowledge Base to get all the details about the connectors. If you are not yet a STAT customer, you can chat with a friendly Mozzer to learn more.

See STAT in action

Would you like to learn more about the connectors and their implementation? Let's go!

Historical keyword rankings

Tracking daily keyword positions over time is a key part of STAT and the long-term success of your website. The historical keyword ranking connectors send historical data with the highest rank for each keyword that you are currently tracking on a website or in a day to Data Studio.

You can start with a simple table: if you have a group of keywords in a dynamic day, you may want to create a table with your top keywords on page 1 or your top keywords in positions 1 to 3.

Turn this table into a line chart to understand the average rank for the entire website or day and spot trends:

Here you will find the connector for historical keyword rankings at the site level and here the connector for historical keyword rankings at the tag level.

Share of votes

In STAT, the language portion measures the visibility of a group of keywords on Google. This keyword set can consist of keywords that are combined into a tag, a data view, or a site. The language percentage is calculated by assigning a click-through rate (CTR) to each ranking and then multiplying it by the search volume of the keyword.

It is important to remember that the proportion of the vote is based on the concept that higher ranks and a higher search volume give you more participation in the vote.

The default chart type shows a donut chart for the current language portion, and a line graph shows the language portion over time:

Here you will find the Site Level Share of Voice Connector and here the Tag Level Share of Voice Connector.

Rank distribution

The ranking distribution, which is available in the "Daily Snapshot" and "Ranking Trends" views in the STAT app, shows how your keyword rankings are distributed among the 119 best Google results.

Show your top ranking positions as a bar chart to see how your rankings are distributed, where shifts take place and where there is clear room for improvement.

Here you will find the connector for Site Level Ranking Distributions and here the connector for Tag Level Ranking Distributions.

First steps with the connections

Regardless of whether you're a Google Data Studio pro or a little new to the tool, setting up the connectors shouldn't be too tedious. First visit the page for the connector of your choice. Authorize the connector by clicking the Authorize button. (Tip: Each connection must be authorized separately.)

Once you have authorized the connector, a parameter table like the following is displayed:

Fill in the fields with the correct information associated with your STAT account:

  • STAT subdomain: Complete this field with the subdomain of your STAT login URL. This field ensures that the GDS connector forwards its request to the correct STAT subdomain.
  • STAT API key: Find your API key in STAT by going to Options> Account management> Account settings> API key.
  • STAT Site / Tag ID: Get IDs via the API. Visit our documentation to make sure you're using the right API calls.
  • Allow "STAT Site / Tag ID" to be changed in reports: Select this check box to be able to edit the site or Tag ID from the report without reconfiguring the connector.
  • Include keyword tags: Check this box to add a column to your report that is filled with the tags the keyword belongs to (applies only to connectors for site and tag historical keyword rankings).
  • Allow "Include Keyword Tags?" Change in reports: Select this check box to toggle the inclusion of the Keyword Tags column in the report without reconfiguring the connector (applies only to connectors for site and tag historical keyword rankings) .

When you have completed the table, click on "Connect" in the top right corner.

Confirm which columns you want to include in the report. Check the columns and click Generate Report.

Once you've created a report, the exciting part begins! Whether you're retrieving your STAT data for a new report, inserting it into a report with other data, or using Data Studio's data blend function to create compelling views of your search presence – there are so many ways to cut and dice them .

Ready to put the connectors into production? We can't wait to hear how your Google Data Studio reports are strengthened by adding your STAT data. Let us know how the comments go.

Not a STAT user yet, but curious about how it fits into your SEO toolkit? Take a tour of the product from your friendly neighborhood Mozzer:

Find out more about STAT

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