Manually checking Google Search Console and GA4 every week is inefficient and makes it easy to miss important trends. Google Looker Studio lets you build automated, visually rich dashboards that pull live data from Search Console, GA4, and other sources into a single view. This lesson walks you through building a complete SEO dashboard tailored to your Wix site that updates automatically and can be emailed to stakeholders on a schedule, covering everything from data source connections to advanced calculated fields and conditional formatting.
Getting Started with Looker Studio
Looker Studio is a free tool from Google that connects to dozens of data sources and lets you create interactive reports and dashboards. Unlike static spreadsheets, Looker Studio dashboards pull live data, meaning they are always current without manual updates. For SEO, this means you can build a dashboard once and have it automatically reflect your latest search performance data every time you open it.
To access Looker Studio, navigate to lookerstudio.google.com and sign in with the same Google account that has access to your Search Console and GA4 properties. You will see a template gallery and the option to create blank reports. While templates can be useful starting points, this lesson teaches you to build a custom dashboard from scratch so you understand every component and can customise it to your specific needs.
Connecting Data Sources
Setting up Looker Studio and connecting data sources
- 1Navigate to lookerstudio.google.com and sign in with the Google account connected to your Search Console and GA4
- 2Click Create and select Report to start a new blank dashboard
- 3When prompted to add a data source, search for Google Search Console and select your verified Wix site property
- 4Choose Site Impression as the data type for your first connection, which provides query-level search data
- 5Click Add to Report to confirm the Search Console connection
- 6Add a second data source by clicking Resource > Manage Added Data Sources > Add a Data Source and select Google Analytics (GA4)
- 7Select your GA4 property for your Wix site and click Add to Report
- 8Add a third data source: Search Console with URL Impression type for page-level data
Data Source Types
Google Search Console offers two data connection types in Looker Studio: Site Impression and URL Impression. Site Impression aggregates data at the query level (one row per keyword), while URL Impression provides page-level data (one row per keyword per URL). Add both as separate data sources because you will need each for different dashboard components.
Building the Organic Traffic Overview Page
Your first dashboard page should provide a high-level overview of your Wix site organic search performance. This page answers the most fundamental question: is organic traffic growing, stable, or declining? Include scorecards for total clicks, impressions, average CTR, and average position from Search Console, alongside organic session data from GA4.
Creating Scorecards with Comparison Metrics
Start by adding scorecards for the four core Search Console metrics. Select Insert > Scorecard and configure each one with the appropriate metric. Set the default date range to the last 28 days and enable the comparison date range for the previous 28 days. This gives you an instant visual indicator showing the direction of each metric. Arrange these four scorecards across the top of your dashboard as your headline performance indicators.
Creating the organic traffic trend chart
- 1Insert a Time Series chart from the Insert menu and resize it to span the full width of your dashboard
- 2Set the data source to Google Search Console (Site Impression)
- 3Configure the date range dimension and add Clicks as the primary metric
- 4Add Impressions as a secondary metric on the right Y-axis for dual-axis comparison
- 5Set the default date range to Last 12 Months to show a full annual trend
- 6Apply a style with distinct colours for clicks and impressions with appropriate line thickness
- 7Add a date range control above the chart so dashboard viewers can adjust the time period
Keyword Performance Tables
A keyword performance table is the core analytical component of any SEO dashboard. This table shows which search queries drive traffic to your Wix site, how they are trending, and where the biggest opportunities lie. Build a table that displays the query, clicks, impressions, CTR, and average position for your top keywords. Enable sorting so you can quickly switch between highest-traffic keywords, highest-impression keywords, and best-CTR keywords.
Adding Conditional Formatting for Quick Visual Scanning
Add conditional formatting to make the data actionable at a glance. Apply a colour scale to the position column so keywords ranking one to three are green, four to ten are yellow, and beyond ten are red. Apply a similar colour scale to CTR where above-average CTR is green and below-average is red. These visual cues instantly draw attention to keywords that are underperforming and may need content optimisation.
- Insert a table chart and set the data source to Search Console (Site Impression)
- Add Query as the dimension and Clicks, Impressions, CTR, and Average Position as metrics
- Sort by Clicks descending as the default view to show highest-traffic keywords first
- Enable pagination and set to 25 rows per page for manageable viewing
- Add a search filter above the table so you can quickly look up specific keywords
- Create a duplicate table on a separate page sorted by Position ascending to identify keywords closest to page one
Page Performance Breakdown
While keyword tables tell you what people search for, page performance breakdowns tell you which pages on your Wix site are delivering results. Switch to the URL Impression data source to build a table showing your top-performing URLs alongside their aggregate clicks, impressions, CTR, and average position. This view is essential for identifying your highest-value pages, underperforming pages that need attention, and cannibalisation issues where multiple pages compete for the same keywords.
Top Pages Bar Chart
Complement the page table with a bar chart showing the top 20 pages by organic clicks. This visual representation makes it immediately obvious which content is carrying your search performance and how concentrated or distributed your traffic is across your site. If most traffic comes from just two or three pages, your strategy should focus on diversifying. If traffic is spread across many pages, your strategy should focus on scaling what works.
Combining GA4 Data for Engagement and Conversion Tracking
Search Console tells you what happens in Google. GA4 tells you what happens after users click through to your Wix site. The most valuable SEO dashboards combine both data sources to connect search visibility with actual business outcomes. On a new dashboard page, build a table using GA4 data that shows landing page, organic sessions, engagement rate, average engagement time, and key events for organic traffic specifically.
Filtering GA4 Data to Organic Traffic Only
Create a filter at the data source level or use a dashboard filter to restrict GA4 data to only organic traffic. In GA4 terms, this means filtering by Session Default Channel Group equals Organic Search. This ensures every metric on this dashboard page reflects organic search performance rather than all traffic sources combined, giving you a true picture of how your SEO efforts translate into on-site engagement and conversions.
Calculated Fields and Custom Metrics
Looker Studio allows you to create calculated fields that derive new metrics from existing data. For SEO dashboards, useful calculated fields include: estimated organic revenue (organic conversions multiplied by average conversion value), conversion rate from organic (organic conversions divided by organic sessions), and keyword opportunity score (impressions multiplied by the inverse of CTR to find high-impression, low-CTR keywords).
Scheduled Email Reports and Sharing
Looker Studio allows you to schedule automated email delivery of your dashboard as a PDF attachment. This is invaluable for keeping stakeholders informed without requiring them to log in. Configure a weekly email that delivers your SEO dashboard every Monday morning, providing a consistent performance review cadence.
Setting up scheduled email delivery
- 1Open your completed dashboard and click the Share dropdown in the top-right corner
- 2Select Schedule Email Delivery from the dropdown options
- 3Enter the email addresses of all recipients who should receive the automated report
- 4Set the frequency to Weekly and choose Monday as the delivery day
- 5Configure the date range to show the previous seven days of data
- 6Customise the email subject line to include your brand name for easy inbox filtering
- 7Click Schedule to activate and send a test email to verify the formatting
Complete How-To Guide: Building a Wix SEO Dashboard in Looker Studio
This guide walks you through creating a complete automated SEO dashboard for your Wix site from scratch in Google Looker Studio.
How to build an automated SEO dashboard for your Wix site in Looker Studio
- 1Step 1: Go to lookerstudio.google.com and sign in with the Google account that has access to your Wix site Search Console and GA4 properties. Click Create > Report to start a blank dashboard.
- 2Step 2: Add your first data source. Search for Google Search Console, select your Wix site property, and choose Site Impression as the data type. Click Add to Report.
- 3Step 3: Add a second data source. Click Resource > Manage Added Data Sources > Add a Data Source, select Google Analytics, choose your GA4 property, and click Add to Report.
- 4Step 4: Add a third data source: Search Console with URL Impression type. This provides page-level search data complementing the query-level Site Impression data.
- 5Step 5: Build the header section. Add a text box with your business name and SEO Performance Dashboard as the title. Add a date range control so viewers can adjust the reporting period.
- 6Step 6: Create four scorecards across the top using Search Console data: Total Clicks, Total Impressions, Average CTR and Average Position. Enable comparison to the previous period to show trend arrows.
- 7Step 7: Below the scorecards, insert a Time Series chart spanning the full width. Set Clicks as the primary metric and Impressions as the secondary metric on the right Y-axis. Set the default date range to Last 12 Months.
- 8Step 8: Add a keyword performance table. Insert a Table chart with Search Console Site Impression data. Set Query as the dimension and add Clicks, Impressions, CTR and Position as metrics. Sort by Clicks descending.
- 9Step 9: Add conditional formatting to the position column: green for positions 1-3, yellow for 4-10, red for above 10. Add CTR conditional formatting with green for above 3% and red for below 1%.
- 10Step 10: Create a second page for landing page analysis. Add a table using URL Impression data showing URL, Clicks, Impressions, CTR and Position for your top Wix pages.
- 11Step 11: Add a bar chart on the landing page showing top 20 pages by clicks. This provides an instant visual of which content drives your organic performance.
- 12Step 12: Create a third page for GA4 engagement data. Build a table using your GA4 data source showing Landing Page, Sessions, Engagement Rate, Average Engagement Time and Key Events, filtered to organic traffic only.
- 13Step 13: Create a calculated field for estimated organic revenue. Go to Resource > Manage Added Data Sources > Edit your GA4 source > Add a Field. Formula: Key Events multiplied by your average conversion value.
- 14Step 14: Set up scheduled email delivery. Click Share > Schedule Email Delivery, enter recipient email addresses, set frequency to Weekly on Monday mornings, and configure the date range to show the previous 7 days.
- 15Step 15: Share the dashboard with stakeholders. Click Share and add email addresses for anyone who needs view access. Set permissions to Can view for clients and team members to prevent accidental edits.
Dashboard Evolution
Start simple and add complexity over time. A dashboard with three clear pages is more useful than one with ten pages that nobody reads. Add new components only when you find yourself repeatedly checking the same data manually.
