From Excel Sheets to SEO Rank Tracker

As an SEO, I’ve struggled for years to present my findings, during staff/client meetings, without becoming too granular. I love numbers and always thought my clients wanted to know how each keyword and page performed.

I’ve had corporate clients getting angry at me for wasting valuable time with all kinds of reporting they didn’t understand. While some data made sense to me, they needed a birds-eye view on their online marketing, not a crash-course in Search Engine Optimization.

After presenting a similar report to the one above, I had customers who requested to see a more KPI oriented report. As you can guess, I first googled to see what Key Performance Indicators actually are, as I don’t speak Corporatese.

Started using Ahrefs and Semrush more, since they were providing a more friendly overall view, but the clients would complain that their actual search traffic was either way lower or higher than this data. Of course, these SEO tools show an ESTIMATE, so I stuck to my GSC reporting.

And started to show these beauties …

If you think I won any popularity contests, think again.

The next request: month-by-month data, proper growth charts, “top 10 keywords“, “top 10 pages” type of reporting. When you deal with investors or clients from outside the online marketing world, what makes sense for a geek such as myself, clearly won’t cut it.

After having a particular customer belittle me for not knowing how to properly present a traffic and ranking report, which would be later submitted during their stakeholders meeting, it dawned on me that at least for some people a proper report should show, with a click, exactly how their SEO is working (or not).

I spent the entire month of December 2024 learning how to use Looker Studio to present ranking and traffic data in a friendlier manner.

A super sexy Looker Studio dashboard … It was perfect for a while, I personally connected my customers’ data and they seemed to like it.

Until the connectors broke, some started giving “no data” errors and the stats looked hectic again. To add insult to the injury, during client meetings. While scrambling to repair connections and present some of the insights, I received the reply I came to hate the most “I don’t understand“.

With the idea of my Looker Studio dashboard lingering in my head, I pursued to build a Python app that would read ranking data and, more importantly, would allow me to assign and track pages and keywords together.

After days of development, and getting stuck with my Windows system refusing to install the 5th time whatever dependency it needed to connect to GSC, I scratched all my work and turned my focus to a web based app.

For months I worked to build its core platform, connectors, plan new features and add as many useful insights for my users as possible. Quickly built a small team with 2 of my besties in the online world (and one also in the real life).

Adriana, an SEO herself, who has done agency work for almost a decade, has helped me perfect the product, requested features she needs in her work and worked on handing bug reports and errors.

Kris is one of the best marketing and branding experts alive, with an extensive career that stretches almost 3 decades and one of the most impressive client portfolios in the industry.

Together we are working to build an SEO tool that would allow you to save more time with your reporting, have less angry clients and be able to better prioritize your optimization schedules.