Google Data Studio is a free online tool that allows you to make visual reports that combine data sources such as Google Analytics, BigQuery, Google Sheets, YouTube, and more.
With a new Guru (available for subscription from January 4, 2021) and Business subscription to Semrush, you can also add Semrush data into your reports in Google Data Studio. Along with the other 150 sources of data available in GDS, this connection can help you create custom reports and dashboards for your business.
Google Data Studio offers more flexibility than Google Analytics or Search Console alone, and empowers you to create your own dashboard and reports. It has a robust interface, featuring drag and drop widgets from all of your connections.
Alongside Google Analytics or Search Console reports that can display your website’s top performing search terms and pages, Semrush can offer trends of your target keyword via Position Tracking and the perspective of a competitor or prospect website via Domain Analytics.
Take a look at the example reports lower in this article to see how the visual style of Google Data Studio appeals to you.
There are 3 separate connection points from Semrush; One for pulling data from Domain Analytics, the second for Position Tracking, and third for Site Audit.
Domain Analytics lets you search statistics on any domain in the Semrush database, Position Tracking lets you track rankings for a custom set of target keywords, and Site Audit lets you audit any domain on the Internet and receive a report on the site’s main technical errors that hurt its health and visibility.
- Semrush Domain Analytics connector – to pull Domain Overview data. This report includes Semrush Rank, top organic and paid keywords (Google Ads), backlinks, and estimates of organic and paid traffic and traffic cost.
- Semrush Position Tracking connector – to pull Organic or Google Ads Visibility, organic or Google Ads Positions or an Organic Overview report from an existing Position Tracking campaign.
- Semrush Site Audit connector - to generate a Site Audit Overview report telling you how many technical errors, warnings and notices Semrush found on a website. This lets you judge the overall health of a website.
To configure the connection to Semrush, you need to authorize both your Google account and Semrush account to access data and add it to GDS.
Select “Authorize” and “Allow” in the subsequent windows to make the connection.
Once you’ve authorized both of these sources, you can proceed to choosing the parameters of your report. For the Domain Analytics connection, the parameters are as follows:
- Domain Overview - this will pull an overview of the Domain’s search positions in the selected database.
- Organic Search Positions - this will pull information from an Organic Positions report about the domain’s top 100 keyword positions in organic search results.
- Paid Search Positions - this will pull information from an Advertising Positions report such as the top 100 keywords used to advertise PPC ads on Google Ads.
- Backlinks: Top Referring Domains - this will tell you the top domains that are sending backlinks to a domain.
- Backlinks: History - this can show you the trend of a domain’s backlink count over the past 12 months.
- Backlinks: Overview - this will give you an Overview table with the options for measuring various metrics like Authority Score, amount of backlinks, referring domains/IPs, and distribution of link types and attributes.
The regional database where Semrush will look for the domain’s keyword positions.
The domain to analyze.
If you are adding one of the backlinks reports, this lets you choose if you want to analyze the backlinks of an entire domain, a root domain, or just a specific URL.
After completing these fields, select “Connect” and you will arrive at the next step where you can customize the arrangement of your columns.
Select “Create Report” and you will be redirected to the Data Studio report builder where you can manually create the report that you want. Your configured connection with Semrush will be available to add to your report as a Data Source.
Below is an example of what you could make with this connection. For help building your report, be sure to check out Google Data Studio's Help Center.
Here are the Parameters you’ll see for a Position Tracking connection:
- Organic positions - the domain’s positions in the organic search results of the target keywords
- Google Ads positions - the domain’s positions in the paid Google Ads search results of the target keywords
- Organic visibility - the domain’s visibility % among the organic search results of the target keywords
- Google Ads visibility - the domain’s visibility % among the paid Google Ads search results of the target keywords
- Organic overview - an overview of the domain’s rankings in the Google top 100. This includes new and lost keywords, search terms with improved or decreased rankings, and changes in its ranking over a selected period
- Rankings Evolution - this option allows you to measure the change in TOP rankings over a chosen period of time. The range of TOP positions you measure is configured by the “Position range” parameters directly below this field.
Position Tracking Campaign ID:
This is the unique code associated with your Position Tracking Campaign. You can find it in the address bar when you are viewing your campaign on Semrush as the numeric code following the /projects/ folder. In the example below, the ID is 1609569_54061.
Enter the name of the domain, subdomain, subfolder or URL you want to pull data for. This can be your main domain or a competitor’s. Please make sure to choose the correct domain type for the entered name as GDS will only show results for the selected scope.
Choose root domain, subdomain, subfolder, or exact URL.
Root domain type will show results for all parts of your domain including subdomains and subfolders - example.com
Subdomain is an area of a website within a root domain that has its own address defined by its name and a dot before the root domain. blog.example.com, www.example.com, shop.example.com are subdomains within the example.com root domain.
Subfolder is a section within a website defined by a slash “/” after the TLD and the folder's name. For instance, example.com/subfolder is a subfolder within the example.com domain.
URL is a web address of a page or document on the Internet. For example, https://www.example.com/subfolderfolder/GDS-how-it-works is a URL.
Enter your business name exactly the way it appears in the local pack. With this information, we can identify all of the keywords where your business has a ranking in a local pack results without links if you're tracking local keywords.
Filter by keyword:
Enter a keyword to filter the keyword list in your report.
Filter by tags:
Enter a tag to filter the keyword list in your report. Multiple tags are allowed (separated by commas).
The number of results to show in your report. The maximum is 5000 results.
After completing these fields, you will be able to choose your data source’s columns and add this data source to your new report.
To set up the Site Audit connection, you need to have an existing Site Audit Project in Semrush. Once you configure and run your Site Audit, you will see it in your drop down list here. Alternatively, you can enter the Project ID.
You can find the Project ID in the address bar when you are viewing your site audit campaign on Semrush as the numeric code following the /campaign/ folder. In the example below, the ID is 5051802.
Once you choose the Project you want to connect to Data Studio, you’ll have the ability to choose which details to include in your report.
The issues that Site Audit can present about a site will be broken down into five groups to make it easy to digest results quickly:
- Linking (internal and external)
- International SEO (use of hreflang)
- HTTPS (security)
Choose which ones you want to have available when you build your report and click “Create report” when you’re ready:
These Semrush Google Data Studio connectors are available only to users with a new Guru (available for subscription from January 4, 2021) and Business subscription plans. At this time, you can get historical data for the last 12 months on amount of organic/advertising keywords, traffic & traffic cost. Report length is limited to 5000 keywords per report.
The data that we pull into GDS technically comes from the Semrush API.
However, this does not mean your account will be charged API units nor do you even need the Semrush API to use the Google Data Studio connection. All you need is a new Guru (available for subscription from January 4, 2021) or Business subscription plans.
Each connection point comes from a unique API request (you can find details on all of these on the API documentation page):
- Domain Overview = domain_rank
- Organic Search Positions = domain_organic
- Paid Search Positions = domain_adwords
- Organic overview = tracking_overview_organic
- Organic visibility = tracking_visibility_organic
- Organic positions = tracking_position_organic
- Google Ads visibility = tracking_visibility_adwords
- Google Ads positions = tracking_overview_organic
The only difference in extracting data through the API and the GDS connector is that you cannot apply filters and sorting to your data source in GDS like you can using the Semrush API.
Google Data Studio is one of the most powerful marketing reporting tools. This is why we have developed Google Data Studio Template for SEO. It's a ready-to-use report which is designed to help you speed up the reporting process.