How to Create an SEO Report in Excel with ChatGPT

Building an SEO report in Excel is a familiar ritual for many marketers, but it can feel like a chore involving endless VLOOKUPs and pivot table wrestling. By pairing the structure of Excel with the conversational power of ChatGPT, you can transform this process from a manual slog into a streamlined analysis. This article will show you exactly how to use ChatGPT to generate formulas, summarize data, and uncover the insights that actually matter for your SEO report.

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Gathering Your Core SEO Data

Before you can analyze anything, you need a solid foundation of data. A comprehensive SEO report pulls information from several sources to paint a complete picture of your performance. The goal is to export raw data - typically as CSV files - that you'll then consolidate into a single Excel workbook.

1. Google Search Console (GSC)

GSC is your direct line to Google, providing invaluable data on how your site performs in search results. It answers questions like, "What keywords are people using to find us?" and "Which pages are getting the most visibility?"

• What to get: Performance data. Focus on metrics like Total Clicks, Total Impressions, Average CTR (Click-Through Rate), and Average Position.
• How to export: In your GSC dashboard, navigate to the Performance report. Select your desired date range (e.g., last 30 days, last quarter), then click "EXPORT" in the top-right corner to download it as a CSV. It's often helpful to export data for both "Queries" and "Pages."

2. Google Analytics

While GSC tells you what happens before the click, GA4 tells you what happens after. It measures user behavior on your site, helping you understand which content engages your audience and drives conversions.

• What to get: Landing page performance from organic search. Navigate to Reports > Engagement > Landing Page. Add a filter for "Session Default Channel Group" and set it to exactly match "Organic Search." You’ll want metrics like Sessions, Users, Engagement Rate, and Conversions.
• How to export: Once you have your filtered report, click the "Share this report" icon (a share symbol) in the top-right corner, then select "Download File" and choose "Download CSV."

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3. Your SEO Tool of Choice (Ahrefs, Semrush, Moz)

Specialized SEO platforms provide competitive and diagnostic data you can’t get elsewhere, such as keyword rankings and backlink profiles.

• What to get: Primarily, your keyword ranking data. You want a list of your target keywords along with their current ranking position, search volume, and the corresponding URL. Most tools also offer backlink and site audit exports, which can be useful for more detailed reports.
• How to export: Each tool works differently, but they all have prominent "Export" or "Download CSV" buttons within their reporting dashboards for Rank Tracking, Site Audit, or Backlink Analysis.

Once you've downloaded these files, create a new Excel workbook. Name each spreadsheet tab according to its data source (e.g., "GSC_Data," "GA4_Data," "Keyword_Rankings"). This keeps your raw data organized and separate from your final report, which we'll build next.

Using ChatGPT to Analyze Data and Build Your Report

This is where the magic happens. Instead of needing to remember complex formulas or pivot table configurations, you can simply ask ChatGPT for what you need in plain English.

Generating Excel Formulas Without the Headache

Let's say you want to combine your Google Search Console and Google Analytics data to see how many sessions each GSC-tracked page generated. Traditionally, this calls for a VLOOKUP or XLOOKUP formula, which can be tricky to get right.

Instead, just ask ChatGPT.

Example Prompt:

"I have an Excel workbook with two sheets. Sheet 'GSC_Data' has URLs in column A and clicks in column B. Sheet 'GA4_Data' has these same URLs in column A and 'sessions' in column C. Give me an Excel XLOOKUP formula I can use in the 'GSC_Data' sheet to pull the corresponding 'sessions' number from the 'GA4_Data' sheet for each URL."

ChatGPT will provide the exact formula you need:

=XLOOKUP(A2, GA4_Data!A:A, GA4_Data!C:C, "Not Found", 0)

It will also explain what each part of the formula does. All you need to do is copy, paste, and drag it down the column. This lets you quickly merge disparate datasets into one master view.

You can use this method for other tasks, too, like categorizing keywords.

Example Prompt:

“I have a list of keywords in Excel in column B. Give me a formula for column C that labels each keyword as ‘Branded’ if it contains my company name ‘Velocity’, and ‘Non-Branded’ if it doesn’t.”

ChatGPT will return a simple IF formula:

=IF(ISNUMBER(SEARCH("Velocity", B2)), "Branded", "Non-Branded")

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Creating Summaries with Pivot Tables

Pivot tables are one of Excel’s most powerful features for summarizing large datasets, but they aren't very intuitive. ChatGPT can serve as your setup guide.

Example Prompt:

"I have a sheet in Excel called 'GA4_Data' with these columns: 'Date', 'Landing Page', 'Sessions', and 'Conversions'. Explain step-by-step how I can create a pivot table on a new sheet that shows the total Sessions and total Conversions for my top 10 Landing Pages."

ChatGPT will walk you through the entire process:

1. Click anywhere inside your data range on the 'GA4_Data' sheet.
2. Go to the 'Insert' tab in the Excel ribbon and click 'PivotTable'. Confirm the data range and choose 'New Worksheet' for the location.
3. In the 'PivotTable Fields' panel on the right, drag 'Landing Page' to the 'Rows' area.
4. Drag 'Sessions' to the 'Values' area. Make sure it is set to 'Sum of Sessions'.
5. Drag 'Conversions' to the 'Values' area as well.
6. To filter for the top 10, click the dropdown arrow next to 'Row Labels', go to 'Value Filters', and select 'Top 10'. Then, make sure it is set to show the Top 10 items by 'Sum of Sessions' and click OK.

Suddenly, a complex task becomes a simple, guided process. You've now aggregated thousands of rows of data into a clean, understandable summary table.

Applying Qualitative Analysis for Insights and Recommendations

A good report is more than just numbers and charts, it tells a story, provides context, and suggests next steps. This is another area where ChatGPT excels, helping you interpret the data you've just organized.

Generating Summaries from Your Data

Once you have a summary table (like the pivot table from the previous step), you can copy and paste the information directly into ChatGPT and ask for an analysis.

Example Prompt:

"Analyze the following performance data for a B2B SaaS company's blog. Identify the key takeaways and summarize the performance in a few bullet points suitable for a monthly report."

[Paste your pivot table data here, e.g.,]

Landing Page | Sessions | Conversions /blog/complete-guide-to-seo | 12,500 | 110 /blog/roi-of-content-marketing | 8,200 | 250 /blog/what-is-machine-learning | 7,100 | 5 /blog/top-10-alternatives-to-x | 5,500 | 150 /blog/pricing-page | 2,100 | 450

ChatGPT's Potential Output:

• Top Funnel Success: The '/blog/complete-guide-to-seo' post is a major traffic driver, attracting over 12,500 sessions. However, its conversion rate is relatively low, indicating it primarily serves an awareness function.
• High Commercial Intent: The '/blog/roi-of-content-marketing' and 'pricing-page' articles show strong performance, converting a high percentage of their visitors. These are high-value pages attracting users closer to making a purchase decision.
• Content Gap Opportunity: The '/blog/what-is-machine-learning' article draws significant traffic but generates almost no conversions. This suggests a mismatch between the content and the user's intent, or a lack of a clear call-to-action on the page.

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Creating Actionable Recommendations

Armed with that summary, you can ask ChatGPT for the next logical step: developing a strategy.

Example Prompt:

“Based on the analysis you just provided, give me three actionable SEO recommendations to improve performance next month. For each one, explain the 'why' behind it."

ChatGPT's Potential Output:

1. Recommendation: Optimize CTAs on the 'Complete Guide to SEO' post. Why: This page gets the most eyeballs but isn't converting. By adding more relevant calls-to-action (e.g., offering a downloadable SEO checklist, a free SEO audit tool, or stronger internal links to our product pages), we can better capitalize on its high traffic.
2. Recommendation: Build internal links to the 'ROI of Content Marketing' post. Why: This page is a conversion machine but gets less traffic than our top posts. By adding internal links from high-traffic pages (like the SEO guide), we can pass authority and channel more relevant users to this high-performing asset.
3. Recommendation: Revise or redirect the 'What is Machine Learning' post. Why: The topic is attracting an audience that isn't interested in our solution. We should either revise the post to better connect the topic to our product's use cases or consider a 301 redirect to a more commercially relevant article to avoid wasting organic traffic.

In minutes, you've moved from raw data to a strategic action plan without having to deliberate over every number yourself.

Final Thoughts

By blending the familiar grid of Excel with the language-based power of ChatGPT, you can build meaningful SEO reports faster and with greater clarity. This approach automates tedious work like writing formulas and helps you bridge the gap between raw numbers and genuine insights, allowing you to focus on strategy instead of spreadsheets.

As powerful as this combination is, the process of manually downloading CSVs, cleaning them, and pasting outputs between tools still consumes valuable time. We built Graphed to solve exactly that problem. Imagine securely connecting your Google Analytics, Search Console, and other data sources once, and then simply asking, "Create a dashboard showing our top landing pages by traffic and conversions last month." Graphed generates a live, interactive report for you in seconds, no CSVs or copy-pasting required, letting you get straight to the insights.