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How To Perform A Detailed SEO Audit With Supermetrics


Conducting a high-quality SEO audit is essential: it provides you an insight into the areas which are performing well and shows where an improvement is needed. In order to perform an in-depth SEO analysis, you have to gather data from multiple sources to see the “big picture”.

In this blog post, we will explore the power of three Supermetrics SEO integrations: Google Search Console, MOZ and SEMRush Analytics. You will learn:

  • How to perform search queries, traffic to page and keyword analysis with Google Search Console data
  • How to create a domain overview MOZ dashboard
  • How to conduct competitor and backlink analysis with the metrics from SEMRush

What is Supermetrics, how does it work and why it is a helpful tool for SEO analytics

Supermetrics is a reporting automation product used by over 400,000 marketers worldwide for SEO, PPC, social and web analytics. It acts as a pipeline, which transfers the data from any marketing platform to the place where marketers want to analyze their data such as spreadsheets, data visualization tools, and data warehouses.

In practice it helps marketers effortlessly gather data from multiple sources like Google Analytics, Google Ads, Facebook Ads, and dozens of other platforms and pull the data to destinations like Google Sheets, Google Data Studio, Excel and BI tools.

This way, a marketer has a single source of truth for all their marketing data, which eliminates the need to copy/paste or manually export/import  from each marketing platform separately.

What this means for SEO marketers instead of manually copying data from SEMRush, MOZ and Google Search Console you can simply pull data from these platforms in a few clicks. After that, you can easily create SEO reports and analyses, and share them with your team. Below we will cover some scenarios of what data you can fetch from these SEO platforms and which insights you can gain.

How to conduct a keyword and traffic analysis using Google Search Console  

Analyzing branded vs. non-branded search queries

Branded and non-branded queries are a key part of any SEO analysis. They reflect what kind of intent the searches for your brand have. You can, for example, track the number of Impressions, Clicks and CTR for each query type.

After you see which queries are most popular and searched for, you can go through the SERP to see what kind of content featuring your brand appears in the search results. You might want to optimize your own posts’ or pages’ SEO snippets to rank better for relevant queries. In addition you can see what other websites write about you – is it the type of content you want to invest more into?  

In addition, it is always good to see what kind of content featuring your competitors appears on the result pages. You will need this information in order to create the pieces that will outrank the competition and drive more traffic to your website.

You can easily pull the search queries’ data with Supermetrics Google Search Console connector by selecting “branded vs non-branded” as a breakdown dimension together with the metric you want to see.

As a starting point, you can check your overall branded and non-branded queries’ CTR and SERP position to get an overview (see the picture below):


Analyzing traffic to pages by URL directory

Another report you can build with Supermetrics Search Console Connector is the landing page performance report. Group your website’s landing pages by hostname, directory level (e.g. /blog/) and many other different URL parameters. This way, you can compare the performance of two regional versions of your website or see the differences in traffic to the same article on two different language website versions.

If you have your own custom URL parameters (for specific user groups for example), you can extract and group pages based on those specific parameters. This way you can analyze a particular website section’s performance, track the amount of your affiliate traffic and get many more insights.

Long- and short-tail keyword analysis

With Supermetrics Search Console connector you can analyze long- and short- term search queries. In order to do this, use the “# of words in search query” dimension. This way, you can see what kind of traffic queries of different length have brought.

You can start by breaking down Clicks/CTR by the number of words in the query. First, you can check what is the average number of keywords searchers use when looking for your product or service. Is there a lot of traffic for the long-tail queries? If so, you might want to pull those and see what kind of specific questions the searchers are looking for an answer to.

After you find out what those specific questions are you might want to create pieces of content or perhaps even pages which focus on providing answers to those questions. Next, you need to continuously monitor whether the traffic to your pages increases to see whether you have provided an answer to the relevant queries. Not only will this analysis will help you improve your SEO, it will also greatly help you understand your customer better.  

Create a MOZ domain overview dashboard

MOZ is one of the most popular platforms to check page and domain authority, metrics which are very important in identifying good backlinks. The Supermetrics MOZ Data Studio reporting template is very useful for this kind of analysis as it immediately shows what you and your competitors rank for.

After you have identified your biggest competitors, you can go through their websites to see what kind of content they feature and what content assets they backlink to. This benchmarking will provide you insights on which content you could provide to get more traffic. You can also dig deeper and analyze the keywords your competitors rank high for, which we will cover further in this article.

MOZ dashboard

With this dashboard you will be able to easily track such important metrics as domain authority, page authority and MOZ own rank. You can get the template here and don’t forget to check out our Template Gallery for more free Supermetrics templates.

How to conduct advanced competitor comparison with SEMRush data

When it comes to the in-depth SEO domain analytics SEMRush is the go-to tool! Below we will discuss different scenarios in which Supermetrics can be useful for building reports with SEMRush data. One of the key advantages is that you can get all the data about the backlinks, competitor ranking and keywords you need into the same report, which will provide you a 360 overview of your how you are performing against competitors in terms of SEO.

Competitor analysis

You can easily track your competitors’ performance on different levels with SEMRush Domain Analytics. For example, you can see which keywords your competitors rank for well and discover the untapped keyword potential for your content.

SEMRush competitor analysis

Use SEMRush Analytics integration to easily pull competitors’ rankings for particular keywords. You can set up automatic refresh and email alerts every time your competitor’s ranking changes with Supermetrics for Google Sheets.

Backlinks report

With the help of Supermetrics you can pull all the SEMRush backlink data you need. For example, you can create a report which would show how many backlinks from well-ranking domains you have and what kind of backlinks your competitors have. You can also go deeper in your analysis and check the types of the backlinks by country, type, or even source URL and anchor text. This analysis will help you create a solid backlinking strategy, identify opportunities and see which links are good sources of traffic.


It is important to perform an SEO audit on a regular basis to get a full picture of your best-performing areas and identify the ones where improvements can be made. The more in-depth your keyword and competitor analysis is, the better: you can identify strategies and tactics to improve your performance.
In order to get a good overview of your SEO results you have to pull data from a number of different sources and combine them in a single report. This way, you do not have to switch between the platforms which helps you avoid errors and save hours of time.

Supermetrics makes SEO reporting easy: you can pull data from Google Search Console, SEMRush and MOZ and many other sources in a few clicks.

Start your Supermetrics free trial and build your first SEO Audit report today!

About the Author

Anna Shutko

Anna Shutko – LinkedIn,
(Guest contribution)
Anna is a Product Marketing Manager at Supermetrics. She is responsible for the new product and feature releases, partnerships and reporting template galleries.

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