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SEO Analytics and Reporting

Project control system: KPI metrics, monthly reporting structure, meta-scanner monitoring, hypothesis building for traffic drops, and task management.

Project Setup

With Existing History

  1. Get access to: Yandex Metrika, Yandex Webmaster, Google Analytics, Google Search Console
  2. Extract queries with traffic from Webmaster and Metrika
  3. Add to position tracking (Rush Analytics or similar)

New Project

  1. Add to: Metrika, Webmaster, GA, GSC
  2. Collect or generate initial query list manually
  3. Add to position tracking

Daily Monitoring Routine

Every morning (5-10 minutes): 1. Open Yandex Metrika 2. Open Yandex Webmaster 3. Open Google Search Console 4. Check that all is OK

Core KPI Metrics

1. Traffic + Segments

  • Total organic traffic
  • By search engine (Yandex, Google)
  • By type (brand vs non-brand)
  • By region (city-level)
  • By conversion rates per segment

2. Indexation + Segments

Process: Crawl site -> segment by page type -> check indexation in Rush Analytics -> identify anomalies.

Track by page type: categories, tags, brands, pagination, product cards.

Note: Google index is usually ~30% larger than Yandex.

Track: total donor domains and pages, priority page metrics, competitor metrics, dynamics of changes.

4. Visibility

Definition: estimated % of traffic achievable given semantic core frequencies and current positions.

Setup: segment queries into projects, group segments, load into tracker, track competitor dynamics.

Schedule: all competitors every 3-6 months; deep audit of growing competitors every 6 months.

5. Positions + Segments

% of queries in TOP-3, TOP-5, TOP-10 per search engine. Less useful than visibility but helps spot patterns.

Meta-Scanner (Page Change Monitoring)

Purpose: catch page changes before they affect traffic.

Workflow: 1. Load current data as reference baseline 2. Service checks at intervals 3. Discrepancy -> push notification 4. Fix before traffic impact

What to monitor: Title, Description, H1, URL, Meta robots, Canonical, robots.txt, Text content.

Value: developer uploads broken robots.txt -> next day push notification -> fixed immediately -> traffic never dropped.

Monthly Report Structure

Build one master report per month:

  1. Position dynamics: top-10, top-3 counts, visibility trend
  2. Organic traffic: sessions vs previous month and YoY
  3. Goal conversions: leads, purchases from organic
  4. Technical health: new crawl errors, indexation changes
  5. Work performed: list all implemented changes
  6. Next month plan

Keep reports concise: 1-2 page summary with charts more effective than 10-page document.

Hypothesis Building for Traffic Drops

Segmented Analysis Approach

Sharp drop example: 1. Traffic dropped 2. Segment by page type 3. Brand pages dropped specifically 4. Investigate brand pages 5. Title template broke on brand pages 6. Fix with development team

Gradual decline example: 1. Traffic gradually declining 2. Check main metrics 3. Indexation declining 4. Segment indexation 5. Tag pages losing indexation 6. Developer accidentally closed them via meta robots 7. Fix

Position Drop Diagnosis

  1. Do not panic (first rule)
  2. Identify nature:
  3. Mass drop (all pages) -> technical problem (robots.txt, sitemap, server)
  4. Segmented drop (specific type) -> text or technical issue for that template
  5. Point drop (single page) -> text or link issue for that page

Task Management

First months (many briefs/tasks): - Identify 3-5 priority tasks - Constantly check status - Plan monthly, check plan vs actual at month end - Track stalled tasks

Repeat Audit Schedule

Project Size Technical Audit Competitor Visibility
Small No repeat Every 3-6 months
Medium Every 3-6 months Every 3-6 months
Large Monthly Every 3-6 months

Analytics Tools

Metric Primary Tool Alternative
Traffic Yandex Metrika + GA4 -
Positions Rush Analytics Serpstat, SE Ranking
Indexation Yandex Webmaster + GSC -
Leads/sales CRM (AmoCRM, TildaCRM) Google Sheets
Multi-channel Roistat, Utmstat -

Rush Analytics Position Tracking Setup

  1. Create project: name + full domain URL
  2. Add target engine + region (e.g., Yandex/Russia/Moscow)
  3. Add Google with same region
  4. Add both desktop and mobile (separate SERP)
  5. Set daily tracking (recommended)
  6. Import keyword list (minimum 20-50 queries)
  7. Run first check; configure recurring checks

Summary: Control System

Setup at start: connect all tools, configure meta-scanner, add queries to tracking, segment queries.

Monthly: traffic + indexation + links + visibility + positions (all segmented).

Operational: 3-5 priority tasks, track stalled tasks, daily morning check.

Periodic: technical audit per schedule, competitor visibility every 3-6 months.

Gotchas

  • Don't panic on traffic drops - segment first, diagnose second, act third
  • Google index is ~30% larger than Yandex - this is normal, not an error
  • Positions are less useful than visibility - positions fluctuate daily, visibility shows trends
  • Meta-scanner pays for itself on first catch - developer errors caught in 1 day vs 2-3 weeks
  • Brand vs non-brand traffic distinction is critical - brand traffic growth may mask non-brand decline
  • Monthly reports should be concise - clients read 2-page summaries, not 10-page documents

See Also