SEO & Search

The SEO & Search report brings your organic search data into WISEPIM and connects it to your catalog. Use it to win clicks you already rank for, eliminate the structural problems that quietly cap your rankings, and stay ahead of what competitors are covering. The report starts with Google Search Console performance and layers on coverage, gaps, cannibalization, competitors, and internal links. Where to find it: in the top navigation, open Analytics and choose SEO, or pick SEO & Search under Performance in the Analytics sidebar. A freshness strip above the report shows when Search Console data was last synced. Data refreshes daily in the background; after 24 hours without a sync the strip flags the data as Stale and opening the report starts a refresh automatically. You can also sync manually at any time (rate-limited to once every 5 minutes). While the initial import runs, the report shows Importing initial Search Console data instead of empty charts, and a sync that finds no clicks or impressions in the selected range says so explicitly rather than rendering zero-lines.

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What good looks like

Use these benchmarks to orient yourself quickly. E-commerce CTR is typically lower than editorial sites because product SERPs are competitive and rich-snippet heavy. A position between 4 and 10 with a CTR well below 3% is the classic quick-win pattern: you rank but something in your title or meta description is not earning the click.

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Performance

The performance view shows impressions, clicks, CTR, and average position, with clicks and impressions charted over time. Choose a comparison mode (previous period or year-over-year) to surface:

• Top queries and pages: your highest-impression and highest-click terms and URLs.
• Countries and devices: where your search traffic comes from.
• Quick wins: high-impression, low-CTR queries where a better title or meta description captures traffic you already rank for.
• Topic clusters: related keywords grouped automatically so you can plan content by theme.

Reading the performance view: rising impressions with flat or falling clicks means Google is showing your pages more but shoppers are not choosing them, a title/meta problem. Falling impressions usually mean a ranking drop, often triggered by thin content or a recent site change. The year-over-year comparison is most useful for seasonal products where the previous-period view would just reflect normal seasonal variation. Next to the KPIs, a ranking count such as Top 10 for N queries tells you how many of the loaded queries rank at position 10 or better, and how many of those clear a minimum impression threshold. A top-10 ranking below that threshold has no measurable demand behind it.

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Google data change marker

Google removed the num=100 search parameter between 8 and 14 September 2025. Reported impressions fell for most sites and average position looked better without any real ranking change. The clicks and impressions chart marks that band as Google data change, and any comparison whose two periods sit on either side of it gets a warning: This comparison crosses Google’s September 2025 data change. Trends that cross the band measure Google, not your SEO, so treat the improvement as overstated.

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Rank history per query

Every query row has a View rank history for action. It opens Rank history: , a daily chart of clicks, impressions, CTR and position for that one term, with a Best position stat and the date it was reached on. Three things to keep in mind:

• Search Console keeps limited history, so the chart starts at the earliest date Google still holds.
• Position is each day’s impression-weighted average, not a rank snapshot.
• Days Google reported nothing for are left out, so the line skips them instead of dropping to zero.

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Explore the full dataset

Click Explore all on the queries or pages table to open the expanded explorer. Rows load in batches (Load next N rows, Load N more), so search, sorting, totals and CSV export cover the loaded rows only until you have loaded everything. Three view modes change what you are looking at: Filter chips Growing and Decaying keep only rows whose impressions rose or fell versus the comparison period. Three highlight tiles summarise the loaded rows: Traffic leader (most clicks), CTR opportunity (a strong position with a weak click-through rate) and Biggest visibility move (the largest impression change). Use Export N loaded or Export N matching to download the rows as CSV.

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Search Console data coverage

The Search Console data coverage panel shows the freshness and completeness of the stored Google datasets behind the report. Each of its four cards carries a status chip: Ready, Partial, Error, or Unavailable. Reading coverage status: the panel is the report’s honesty layer. When the latest refresh was incomplete or failed, the report keeps showing the last successfully stored data and the panel tells you to treat it as partial, not empty. Detailed query and product rows are top rows rather than exhaustive, because Google anonymizes low-volume queries.

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Sitemap coverage

Coverage cross-references your sitemaps against what Search Console has actually indexed, so you can spot pages that are declared but not indexed (or indexed but missing from your sitemap). Reading coverage: a coverage rate above 90% is healthy. Pages declared but not indexed usually signal thin content, noindex tags left in place, or crawl budget issues. Pages indexed but missing from your sitemap won’t get timely recrawls after updates.

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Sitemap gaps

Gaps lists products that should be discoverable but are missing from your sitemap, so search engines can find every product you sell. A product absent from the sitemap is only crawled if another page links to it, not a reliable path to indexation.

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Cannibalization

Cannibalization finds keywords where several of your own pages compete for the same query, splitting your ranking power, and recommends which page to consolidate around. Reading cannibalization: the symptom is two or more of your own pages trading positions for the same keyword without either consistently reaching the top 5. The fix is consolidation: pick the stronger page, redirect or canonical the weaker ones to it, and consolidate the best copy onto the winner.

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Competitors

Track competitors by their sitemap to see the products and categories they cover that you do not. A large gap is a prioritized content backlog, start with gaps in your highest-revenue categories. Add a competitor by its sitemap URL:

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Link audit

The link audit surfaces broken internal links, redirect chains, and under-linked or orphaned products, the structural issues that quietly suppress rankings. Broken links bleed crawl budget and signal poor site health; redirect chains dilute link equity with every extra hop.

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Link equity

Link equity maps how internal authority flows through your store, highlights orphan pages with no inbound links, and suggests links that would strengthen important products. Even a single link from a category or related product page can make an orphan crawlable.

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Act on what you find

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