SEO Dashboard Template: 6 Panels, Free to Copy, With Revenue

A good SEO dashboard template fits on one screen and answers three questions in order: how much organic search produced this period (conversions and their value), why it changed (visibility, landing pages, queries), and what you will do next. Below is a free, six-panel template you can copy into Google Sheets or rebuild in Looker Studio, with the formula and data source for every metric.

Most templates that rank for this search are screenshots of traffic charts. This one adds what they leave out: a value column per landing page, a worked example filled in with numbers, the reasons your panels will never agree with each other, and how to keep AI assistant traffic separate from Google.

The SEO Dashboard Template (Copy It)

The template has six panels. Read it top to bottom: the scorecard gives the result, panels 2 to 5 explain it, and panel 6 records decisions. Each panel uses at most four or five numbers, so the whole thing stays readable in a two-minute check.

Copy the template into Google Sheets

Paste this block into cell A1 of a new sheet, then use Data > Split text to columns with a comma separator. Fill the two period columns each month and compute the change column as (this period − previous period) / previous period.

Panel,Metric,Formula or definition,Source,This period,Previous period,Change
1 Scorecard,Organic conversions,Key events from sessions in Organic Search,GA4,,,
1 Scorecard,Organic conversion value,Sum of (conversions x value per conversion),GA4 + value sheet,,,
1 Scorecard,Organic sessions,Sessions where default channel group = Organic Search,GA4,,,
1 Scorecard,Non-branded clicks,Clicks on queries that do not contain your brand,Search Console,,,
2 Visibility,Impressions,Times a link to your site was shown,Search Console,,,
2 Visibility,Clicks,Clicks from Google results to your site,Search Console,,,
2 Visibility,CTR,Clicks / impressions,Search Console,,,
2 Visibility,Average position,Average position of your topmost result,Search Console,,,
3 Landing pages,Sessions per page,Organic sessions by landing page,GA4,,,
3 Landing pages,Conversions per page,Key events by landing page,GA4,,,
3 Landing pages,Value per page,Conversions x value per conversion,GA4 + value sheet,,,
3 Landing pages,Value per 1000 sessions,Value / sessions x 1000,Calculated,,,
4 Queries,Branded clicks,Clicks on queries containing your brand,Search Console,,,
4 Queries,Non-branded clicks,All other itemized query clicks,Search Console,,,
4 Queries,Anonymized clicks,Chart total clicks - sum of query rows,Search Console,,,
5 AI assistants,AI Assistant sessions,Sessions where default channel group = AI Assistant,GA4,,,
5 AI assistants,AI Assistant conversions,Key events from AI Assistant sessions,GA4,,,
6 Notes,What changed,Releases / Google updates / tracking changes,Team,,,
6 Notes,Next actions,Owner + page + due date,Team,,,

The “value sheet” referenced in the source column is a second tab with one row per conversion type and its value in dollars. The section on revenue below shows how to fill it.

Pick the Audience Before the Metrics

The most common reason an SEO dashboard gets ignored is that it was built for nobody in particular. An executive wants one line of result, an SEO lead wants causes, and a client wants proof that the retainer pays off. Same template, different depth:

If you can only keep one thing, keep the scorecard plus the notes. A dashboard that shows four numbers and two decisions gets read. One with forty charts gets screenshot once and forgotten.

Which KPIs Belong on an SEO Dashboard

Every metric on the template has a precise definition. Use the ones from the source tool, so anyone can check a number by opening Search Console or GA4.

The CTR and position definitions come straight from Google’s Performance report documentation. For the brand split, our guide to branded vs non-branded traffic shows how to write the brand filter, including misspellings.

What to leave off

• Bounce rate and pages per session. Older templates still show them. In GA4, bounce rate is simply the inverse of engagement rate, and neither tells you whether organic visitors converted. Use conversion rate instead.
• Total keyword count and “keywords in the top 10”. These grow when you rank for irrelevant terms. Keep rank tracking in its own tool and show its effect through clicks and conversions here.
• Third-party authority scores. Useful for link prospecting, not for judging results. Put them in the optional links module if someone acts on them.
• Single-day numbers. Search data is noisy day to day. Weekly and monthly totals tell the story.

Turn the Dashboard Into Revenue: Value per Landing Page

Traffic dashboards answer “are we visible?” but not “is this worth paying for?”. The fix is one extra column. Give every conversion type a dollar value, then multiply:

Ecommerce sites already have the value: it is the order revenue GA4 records with the purchase. Lead generation sites have to estimate it from their own sales data:

A demo request that turns into a customer 15% of the time, for customers worth $4,000 in their first year, is worth 0.15 × $4,000 = $600 (illustrative numbers). Our guide on how to calculate conversion value covers calls, forms and sign-ups in detail. Then rank landing pages by what a visit is worth:

This number is what makes panel 3 useful. A blog post with 2,000 visits and almost no value tells you to add a path to a money page. A pricing page with few visits and high value tells you where more rankings would pay most. Our landing page conversion rate guide goes deeper on fixing the pages themselves.

Worked Example: One Month Filled In

Here is the template filled in for a fictional B2B software site. All numbers are illustrative. The site tracks two lead types: demo requests valued at $600 (the calculation above) and contact forms valued at $150 (5% become customers worth $3,000).

Panel 1: scorecard

The value: 41 × $600 = $24,600 from demos plus 63 × $150 = $9,450 from contact forms, so $34,050. August was $29,950, so the change is ($34,050 − $29,950) / $29,950 = +13.7%. The conversion rate is 104 / 8,150 = 1.28%.

Panel 2: search visibility

Search Console shows 412,000 impressions and 9,064 clicks, so CTR is 9,064 / 412,000 = 2.2%. Clicks were 8,420 in August, a 7.6% increase. Value grew faster than clicks (13.7% vs 7.6%), which means the new clicks landed on pages that convert better. Panel 3 shows which.

Panel 3: landing pages

Check one row: /pricing earned 17 × $600 + 9 × $150 = $11,550 from 610 sessions, so $11,550 / 610 × 1,000 = $18,934 per 1,000 sessions. The reporting guide gets almost four times the traffic of /pricing but earns about a tenth as much per visit. The action for panel 6 writes itself: link the guide to /features/reporting and add a demo call to action, rather than chasing more blog traffic.

Panels 4 and 5: queries and AI assistants

The query table lists 7,310 clicks: 1,950 branded and 5,360 non-branded. That is 1,754 fewer than the 9,064 total, because clicks from anonymized queries appear in the total but in no row (explained in the next section). Non-branded is 5,360 / 7,310 = 73% of itemized clicks. In GA4, the AI Assistant channel shows 214 sessions with 2 demos and 3 contact forms: 2 × $600 + 3 × $150 = $1,650, reported next to organic search rather than inside it.

Panel 6: notes and actions

• What changed: new comparison table on /pricing shipped September 4. No tracking changes.
• Action 1: add a demo call to action and a link to /features/reporting in /blog/reporting-guide. Owner: content lead. Due: October 15.
• Action 2: rewrite the title on /blog/kpi-checklist, which has the lowest value per visit. Owner: SEO lead. Due: October 22.

Why Your SEO Dashboard Numbers Never Match

Every SEO dashboard that mixes Search Console and GA4 shows numbers that disagree. That is expected. Put a short note on the dashboard so nobody loses a meeting to it:

The row and privacy limits are documented by Google in its deep dive on Search Console data filtering and limits. Search engines also hide the query behind each visit from your analytics tool, which is why panel 3 is built on landing pages rather than keywords. Our article on not provided keywords explains the workarounds.

Keep AI Assistants Next to Organic Search, Not Inside It

GA4 now splits AI traffic in two. According to Google’s default channel group definitions, the Organic Search channel includes clicks from Google’s AI Overviews and AI Mode. Visits from ChatGPT, Gemini, Copilot and similar tools go to a separate AI Assistant channel. When an assistant sends no referrer, the visit lands in Direct and no dashboard can attribute it.

That is why the template gives AI assistants their own panel. Mixing them into organic search hides a trend you want to see, and leaving them out undercounts what your content produces. For the setup and what the referrers look like, see our AI conversion tracking guide.

Which Format to Build It In

The template works in any tool. Pick the format by who updates it and who reads it:

A common setup is a Looker Studio dashboard for the team and a monthly PDF export of panels 1, 3 and 6 for clients or executives, with the notes written by hand.

How to Build the Template in Looker Studio (6 Steps)

1. Connect Search Console. Add your Search Console property as a data source. It feeds panel 2 (visibility) and panel 4 (queries).
2. Connect GA4 and filter to Organic Search. Add your GA4 property as a second data source. Create a filter where Session default channel group equals Organic Search, and apply it to panel 1 and panel 3. Make a copy of that filter for AI Assistant and apply it to panel 5.
3. Add a value sheet. Create a Google Sheet with two columns, event name and value in dollars, one row per key event. Blend it with GA4 on the event name and add a calculated field: key events × value. Ecommerce sites can use purchase revenue directly.
4. Split branded and non-branded queries. In the Search Console source, add a calculated field that returns “Branded” when the query contains your brand names or misspellings (a regular expression works well) and “Non-branded” otherwise.
5. Turn on period comparison. Set the default date range to the last full month and enable a comparison period on every scorecard and chart. Add a year-over-year version for executives.
6. Add the notes panel and share. Add a text box or an embedded sheet for “what changed” and “next actions”, then share the report or schedule a PDF delivery to the people who need it.

Before trusting the numbers, check that your key events actually fire. A dashboard built on missing conversions looks fine and is wrong. Our SEO conversion tracking guide covers that setup end to end.

Optional Modules: Technical, Links and Local

Many templates add these sections. Include one only when someone on the team acts on it every month, and put it below panel 6 so it does not crowd the result.

• Technical health. Indexed pages, crawl errors and Core Web Vitals pass rates for mobile and desktop. Useful during a migration or a site rebuild.
• Links. New and lost referring domains per month. Show it if you run outreach; a falling count is worth a weekly look.
• Local. Google Business Profile calls, website clicks, direction requests and review count by location. Essential for multi-location businesses, where these actions are often the main conversion.
• Content groups. Panel 3 rolled up by folder or topic cluster (/blog/, /features/, /integrations/) so a large site stays readable.

FAQ