How to Track your Website's SEO Performance in Airtable

Feb 27, 2023Andy Cloke

By using Airtable to track your website's SEO performance, you can easily identify areas that need improvement and make data-driven decisions to optimize your strategy. You can also link your content marketing pipeline to its SEO performance and manage everything from one place.

In this guide, we'll first set up Google Search Console to track our website's organic SEO performance. Then we'll import Google Search Console data to Airtable. Finally, we'll create graphs of this data to track our website's search engine performance over time.

What is Google Search Console?

Google Search Console (formerly known as Google Webmaster Tools) is a free tool provided by Google that allows website owners to monitor, analyze, and optimize their website's presence in Google search results. It provides valuable insights into how Google crawls and indexes your website, as well as information about any errors or issues that may be affecting your site's performance.

You can add Google Search Console to your website by following this guide.

Once you've added it to your domain or website, you'll see a dashboard that looks something like this:

google search console dashboard.png

Import SEO Metrics to Airtable

We can use the free Data Fetcher Airtable extension to import SEO metrics from Google Search Console to Airtable.

First, add the Data Fetcher extension to your base from the Airtable extension marketplace and sign up for a free account.

Group 1Data Fetcher Sign Up .png

Click the 'Create your first request' button.

click-create-your-first-request.png

Under Application, select 'Google Search Console'.

application-google-search-console-selected.png

Under Authorization, click 'New Google Search Console Connection'. A new tab/ window will open where you can authorize Data Fetcher to read your Google Search Console data.

google-search-console-oauth.png

Back in Data Fetcher, give your request a name like 'Import SEO metrics'. Then click 'Save & Continue'.

import seo metrics save and continue.png

Under Site, select your website or domain name. If it's your entire domain, it will be prefixed with sc-domain:.

Screenshot 2022-02-08 at 09.12.19.png

Select the Site you want to import data for. These correspond to the properties you see in Google Search Console. Domain properties will be prefixed with sc-domain:.

Screenshot 2022-02-08 at 09.12.19.png

Under Date range, select the period you want to import SEO data to Airtable for.

Screenshot 2022-02-08 at 09.12.36.png

Under Split by select 'Date'. This means we will get a different record in Airtable for each date, and we can create charts of our SEO performance vs time in Airtable.

Screenshot 2022-02-08 at 09.13.29.png

Select the Output Table & View you want to import SEO metrics into.

output-table-1.png

Click 'Save & Run'.

The request will run and the Response field mapping modal will open. This is where you set how the fields should map to fields in the output table. For each available field, you can either import or filter it out. For an imported field, you can set whether to map them to an existing field or create a new field.

We will simply create new fields for all fields. Click 'Save & Run'.

google-search-console-response-field-mapping.png

Data Fetcher will create the new fields in the output table, then import the SEO perfomance data to Airtable:

google-search-console-imported-data.png

Track SEO Performance in Airtable

Now let's visualize these SEO metrics in Airtable. Add the free Charts & Reports extension to your base.

Once the Charts & Reports extension loads, click 'Add Chart'.

charts & reports click add chart.png

In the chart settings on the right-hand side, change the chart type to 'Line'.

select line chart type.png

In the X-axis section, select 'Date' for the Field.

select date x axis field.png

In the Y-axis section, add the 'Clicks' field as a Series.

select clicks y axis field.png

The chart uses a default Y-axis range based on the data. You can make the Y-axis start at 0 by entering '0' in the Range input in the Y-axis section.

y axis section range set to 0.png

Our line graph now shoes the SEO performance of our website over time!

clicks seo performance vs time.png

We can a second SEO performance field to the same chart by adding another Series in the Y-axis section.

clicks and impressions y axis series .png

It is a little hard to see clicks line now because it's plotted on the same Y-axis as the impressions line.

clicks and impressions same y axis.png

We can fixed this by adding a second Y-axis label for impressions with a different range.

On the Customize tab, turn on 'Show 2nd Y-axis'.

turn on 2nd y axis.png

For the 2nd Y-axis Series, select 'Impressions' and set the Range to start at 0 again.

2nd y axis impressions and range starting at 0.png

Finally, let's give our Y-axis some labels so we know which one corresponds to which. In the Labels section, enter 'Clicks' for the Y-axis and 'Impressions' for the 2nd Y-axis.

y axis labels.png

We are now tracking our website's SEO performance in Airtable!

clicks and seo vs date line chart.png

You can use the same approach of importing data with Data Fetcher and visualizing it with Charts & Reports to track all your marketing metrics in Airtable.

For example, you can import data from Google Analytics, Facebook Ads or YouTube Analytics to Airtable. Check out the full list of Airtable integrations here.

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