Lesson 6 · 17 min
The monthly report is what the client sees of your work. If they can't understand it in two minutes, it doesn't matter what you did. One page: the non-branded number, the indexing of the key URLs, the target queries, the question set across the AIs, and one decision you ask of them. And when the number is zero, you say it's zero.
Start the lesson
Goal: build the one-page monthly report with non-branded, indexing, target queries, AI citations and a decision asked of the client.
Tap each block.
Four sources, one page and one decision request.
Tap each step.
Every week the script (or the spreadsheet, by hand) gathers the non-branded export, the key URL inspection and the target queries into one file.
The monthly report only reads those files; it doesn't run anything new the day before.
Non-branded for the month and the previous month, indexed URLs, the 3 target queries that moved the most, the question set result.
Each line with the number and the comparison. No adjectives.
A zero doesn't get hidden in a total chart. Say the number, what it means, and what comes before the click.
Non-branded impressions going up with clicks at zero means new people are seeing the site and aren't clicking yet: the next step is position and title.
Week of Oct 5 to 11: inema.club with 0 non-branded clicks and 157 non-branded impressions (it was 8 four weeks earlier). On inema.pro, the first 2 non-branded clicks, from searches like "curso jev".
End with a question only the client can answer: approve the content plan, review 3 pages, decide the language.
A report that asks for nothing becomes a file nobody opens.
The script comes from INEMA's working repository (not public); the format works as a template. Without credentials, the same table can be made by hand from the dashboard.
# inputs: data/urls-chave.txt and data/consultas-alvo.txt (one per line) python3 scripts/gsc_relatorio_semanal.py --sem-api # outputs: data/gsc/indexacao.csv (append only) and reports/semana-<fim>.md
REPORT — <client> — <month> THE NUMBERS (vs previous month) 1. Searches without your brand: <clicks> clicks / <impressions> impressions (<before>) 2. Different non-branded queries: <n> (<before>) 3. Key URLs indexed: <x> of <y> (<before>) 4-6. Target queries that changed the most: <query> position <p> (<before>) 7. Questions in the AIs (question set v1, by hand): appeared in <x> of <y> (<before>) 8. Bing AI Performance: <citations or "no data"> 9. What we published: <pages, with date> 10. What got stuck: <one line> WHAT THIS MEANS (3 sentences, no adjectives) DECISION I NEED FROM YOU BY <date> - <approve the content plan | review 3 pages | decide the language> Attachment: weekly reports and the question set spreadsheet.
| site | total | branded | non-branded | non-branded queries |
|---|---|---|---|---|
| inema.club | 114/702 | 87/238 | 0/157 | 51 |
| inema.pro | 11/761 | 5/116 | 2/293 | 52 |
Clicks/impressions. Generated on 10/13/2026 by gsc_relatorio_semanal.py.
| URL | status |
|---|---|
| / | indexed |
| /aprender-inteligencia-artificial/ | indexed |
| /es/aprender-inteligencia-artificial/ | indexed |
| /eventos/ | unknown to Google |
Indexed: 13 of 14.
| query | position | impr. | clicks |
|---|---|---|---|
| aprender ia | 34.5 | 10 | 0 |
| aprender inteligencia artificial desde cero | 33.2 | 10 | 0 |
| cómo aprender ia | 46.1 | 8 | 0 |
All from the Spanish page, indexed on 10/03.
Use your own site as client zero.
After 4 weeks of exports (course 3, or by hand), fill in the one-page template with the month's numbers and the question set.
Done when: the report fits on one page, all 10 lines have a number and a comparison, and one decision is requested with a date.
Pick the worst number of the month and write how you'd tell it to the client: the number, what it means and the next step.
Done when: the sentence has the exact number (even if it's 0), an explanation with no adjectives and an action with a deadline.
The explanation appears after your answer.
Question 1 of 4
The client's site got 0 non-branded clicks this month, but non-branded impressions went up. How do you tell them?skill
Question 2 of 4
What is the decision requested at the end of the report for?
Question 3 of 4
Where do the monthly numbers come from?
Question 4 of 4
A key URL shows up as "unknown to Google". What goes in the report?
Choose an option. The explanation appears after your attempt.