Automate SEO reports: a weekly GA4 and Search Console review

First write down what the report should answer: for example, whether search traffic to guides is growing, which explanations are insufficient or whether a page edited last week has changed. Choose questions connected to a next action.

Run the first report manually from start to finish. Querying the sources, checking the table and choosing articles reveals what can repeat and what needs human judgment. Scheduling an erroneous report just reproduces the same error.

Save the property ID, site scope, time zone, dates, channel and URL filters. Even for “last 28 days,” put the actual start and end dates in the report. Indicate if a period is still being collected.

Search Console clicks and impressions and GA4 sessions are different metrics. Keep separate columns; do not combine them into one number. When joining URLs, check encoding and tracking parameters, but do not merge pages with different meanings.

List sources and query conditions first, then show current and previous values, absolute changes and percentage changes by page. If the previous value is zero, mark the percentage change as not calculable; if data is unavailable, mark retrieval failure or not collected.

In the final table include the URL to edit, observed issue, hypothesis to check, task, owner and next review date. Use the people and dates the team actually chose. Do not let AI arbitrarily assign work or confirm deadlines.

Separate the AI’s explanation into observed changes, causal hypotheses and further checks. “Organic search sessions increased” can be checked in the source; “the new table of contents caused it” needs more evidence.

Check declining pages and missing URLs as well as top rows. Look for failed queries that produced an empty table presented as a successful report, or incorrect totals. If there is an error, record the last successful retrieval date and failure reason.

Google Analytics MCP can query accounts, properties and Analytics reports. Search Console requires a separate connection or exported data. First make sure all required data is available.

Set a schedule only after collection and draft generation run reliably. Treat publishing, sending mail and modifying the site as separate actions from report generation. Check whether automation needs those permissions and specify that it may act only on actually authorized targets and operations.

Try: “Compare these two periods of GA4 and Search Console data by page. Put sources and filters first and do not invent missing values. For each changed URL, distinguish observed facts, hypotheses and questions to inspect in the article.”

First compare the resulting report with the source screens. Schedule repeat runs only once conditions match and errors are distinguishable. Include the previous edit record in the next report so it does more than list new ideas each time.