Free SEO Report Templates

What a good SEO report actually contains

A search console report built from what teams actually check has a small, consistent shape: query-level performance, page-level performance, a cannibalization check, the branded-versus-nonbranded split, and whether the data is even safe to compare yet. Here’s each section, the fields behind it, and why it’s there.

Query-level performance

The base of every report: query, clicks, impressions, ctr, and position. The one rule worth stating plainly: position should be read per query, weighted by impressions, never as a page’s single averaged position across every query it ranks for, that average is diluted by long-tail queries the page barely competes on and hides real movement on the queries that matter.

Page-level performance and directory roll-ups

page, pagepath, and the pathlevel1 through pathlevel4 fields let you roll performance up by URL directory instead of reading one page at a time, useful for spotting which section of a site is gaining or losing visibility as a whole.

Cannibalization

Two pages competing for the same queries show up as one page drawing the majority of its own impressions from queries the other page already outranks it on. Windsor’s SEO Director uses this exact check on windsor.ai’s own Search Console data:

Which of our page pairs have one page drawing 80%+ of its own impressions from non-branded queries it shares with another page, each query with a minimum of 30 impressions over the last 30 days?

Before redirecting or merging anything found this way, check GA4 engagement on both pages, not just Search Console:

Pull GA4 engagement rate, average engagement time, and sessions for [url] and [url]. Flag it if either is ahead on both engagement metrics.

See How I Catch Keyword Cannibalization with Search Console and Claude for the full method and the real pair it was built on.

Branded versus nonbranded

branded_vs_nonbranded is one of the most-requested fields on the connector, more attention than the Search Console UI’s own filtering gives the split. It separates queries that already know your brand name from queries where you’re winning on the content itself, the second group is the one that shows whether SEO is actually bringing in new demand.

Is the data even safe to compare yet

A before/after comparison on a page you just edited is only valid once Google has recrawled it, otherwise you’re comparing old rankings to old rankings and calling it a result. Ask before you conclude anything:

Has Google recrawled [url] since I last edited it? If not, don't compare before/after numbers yet, tell me when it's safe to check.

The one-prompt version

Once query-level, page-level, and cannibalization data are connected, the whole check above collapses into one ask:

Give me our top 10 cannibalized page pairs, ranked by overlap percentage. For each, show how much traffic each page gets, last crawl date, publish date, and engagement metrics for both.

Windsor.ai helps your organization put this same skeleton into an auto-refreshing dashboard, no exports, no reconciling three separate logins by hand. Get started for free today!