Get one weekly SEO report from Search Console and GA4

SKILL.md---
name: weekly-seo-report
description: "Every Monday: Google clicks and position from Search Console, organic sessions and key events from GA4, and the pages that moved, in a single card. Use when the user asks for this, or when it runs on a schedule."
---

# Weekly SEO report: Search Console and GA4

Every Monday: Google clicks and position from Search Console, organic sessions and key events from GA4, and the pages that moved, in a single card.

Search Console knows what happened before the click, and GA4 knows what happened after it. An SEO report built from only one of them either celebrates traffic that never converts or misses why sign-ups fell. Joining the two by hand means two exports and a lookup on URLs that never quite match.

The agent pulls both for the same seven days, matches Search Console pages to GA4 landing pages, and writes one update: clicks and position, organic sessions and key events, and the pages behind the change. It is the weekly SEO report for people who will never open either tool.

## Two ways to get the data

Use the API or MCP route when you have an MCP server, a CLI or an API token for the app. Otherwise, if you can drive a browser the user is signed in to (Claude in Chrome, a Playwright or Chrome DevTools MCP server), use the browser route. Say which one you used.

## Route A: API or MCP server

### What you need

- Read access to the Search Console property and Viewer access to the GA4 property for the same site.
- API access to both: Search Console and Google Analytics MCP servers or connectors, or one Google service account added to both properties with `GOOGLE_APPLICATION_CREDENTIALS` set.

If something is missing, say what and stop; do not invent numbers.

### Steps

1. **Pull Google clicks by page** (Google Search Console): Call `searchanalytics.query` with `dimensions: ["page"]` for the 7 days ending 2 days ago and the 7 before, keeping clicks, impressions, CTR and position, plus the property totals from a query with no dimension.
2. **Pull organic sessions for the same days** (Google Analytics): Call GA4 `runReport` for the same two date ranges with `landingPagePlusQueryString`, the metrics `sessions`, `engagementRate` and `keyEvents`, and a filter on `sessionDefaultChannelGroup` exactly `Organic Search`. Matching Search Console's dates keeps the two sources comparable.
3. **Match pages across the tools**: Strip scheme, host and query string from Search Console URLs and the query string from GA4 paths, lowercase both and drop trailing slashes, then join. Search Console counts Google only; Organic Search in GA4 includes Bing and the rest.
4. **Pick the movers**: Rank pages by the absolute change in clicks. Flag any page that lost clicks while carrying a large share of organic key events, since those cost the business most.
5. **Write the update**: Four numbers up top (Google clicks, organic sessions, organic key events, average position) with their change, then up to 5 movers and one line on what to do this week.

## Route B: the browser

### What you need

- Signed in to Google with at least Restricted access to the Search Console property and Viewer access to the GA4 property.

If something is missing, say what and stop; do not invent numbers.

### Steps

Start at https://search.google.com/search-console/performance/search-analytics. The user is signed in already; never type passwords or codes, and ask if a sign-in page appears.

1. **Set up the Search Console view**: Open `https://search.google.com/search-console/performance/search-analytics`, pick the property, keep Search type `Web`, and under Date choose `Compare`, `Last 7 days` against the previous period. Note the dates it uses: they end 2 days ago.
2. **Read totals and pages**: Read Total clicks, Total impressions and Average position for both periods from the tiles. Open the `Pages` tab, sort by the clicks `Difference` column, and keep the biggest gains and losses; use `Export` when the property has more than 1,000 pages.
3. **Open the GA4 landing page report**: In a new tab open `https://analytics.google.com/`, pick the property, go to Reports, Engagement, `Landing page`. Set the date picker to the same two 7-day ranges with `Compare` on.
4. **Filter to organic**: Click `Add filter`, dimension `Session default channel group`, match `exactly matches`, value `Organic Search`, and apply. Read Sessions, Engagement rate and Key events from the totals row and for the pages found in step 2.
5. **Join and write**: Match pages by path (drop host, query string and trailing slash). Give the four headline numbers with their change, the 5 movers with both sources side by side, any page losing clicks that carries many key events, and one priority for the week.

Note: Search Console's Last 7 days ends 2 days ago, so set GA4 to those exact dates rather than its own Last 7 days. GA4 standard reports may apply thresholds on small properties, and its Organic Search includes every search engine while Search Console is Google only.

## The report

- **Google clicks**, **organic sessions**, **organic key events** and **average position**, each with the change on the week before.
- **Top movers by page**: clicks and change from Search Console next to sessions and key events from GA4.
- **At-risk pages**: pages losing clicks that carry many organic key events.
- One line on this week's priority.

## Post it to Briefkin

When `BRIEFKIN_TOKEN` is set, or `~/.config/briefkin/env` exists (the installer from https://briefkin.dev/docs writes it), also send the result to the user's Briefkin board as one card. Keep the `item_key` the same on every run so the card updates in place, use a new `event_id` per run, and put today's real numbers in place of the example ones. If the request fails, say so once and carry on.

```bash
[ -n "${BRIEFKIN_TOKEN:-}" ] || . ~/.config/briefkin/env
curl -sS -X POST "${BRIEFKIN_URL:-https://briefkin.dev}/v1/events" \
  -H "authorization: Bearer $BRIEFKIN_TOKEN" \
  -H "content-type: application/json" \
  -d @- <<'JSON'
{
  "v": 1,
  "event_id": "weekly-seo-report/<date of this run, e.g. 2026-10-16>",
  "item_key": "weekly-seo-report",
  "project": "example.com",
  "source": "Weekly SEO report: Search Console and GA4 skill",
  "kind": "update",
  "title": "Organic clicks up 6%, but /pricing is slipping",
  "summary": "Google clicks **4,960** (+6%), organic sessions **6,120** (+4%), organic key events **188** (+9%). The gain came from a how-to guide and two templates; /pricing lost 19% of its clicks, and it carries 51 of the 188 key events.",
  "widget": [
    {
      "type": "Grid",
      "props": {
        "columns": 4
      },
      "children": [
        {
          "type": "Stat",
          "props": {
            "label": "Google clicks",
            "value": 4960,
            "delta": 6
          }
        },
        {
          "type": "Stat",
          "props": {
            "label": "Organic sessions",
            "value": 6120,
            "delta": 4
          }
        },
        {
          "type": "Stat",
          "props": {
            "label": "Organic key events",
            "value": 188,
            "delta": 9,
            "better": "higher"
          }
        },
        {
          "type": "Stat",
          "props": {
            "label": "Avg position",
            "value": 11.2,
            "delta": -3,
            "better": "lower"
          }
        }
      ]
    },
    {
      "type": "Table",
      "props": {
        "columns": [
          "Page",
          "Clicks",
          "Change",
          "Sessions",
          "Key events"
        ],
        "align": [
          "left",
          "right",
          "right",
          "right",
          "right"
        ],
        "rows": [
          [
            "/blog/how-to-write-an-invoice",
            620,
            "+38%",
            760,
            9
          ],
          [
            "/templates/invoice-pdf",
            1310,
            "+14%",
            1540,
            22
          ],
          [
            "/templates/receipt",
            190,
            "+212%",
            230,
            4
          ],
          [
            "/blog/best-invoicing-software",
            240,
            "-31%",
            300,
            14
          ],
          [
            "/pricing",
            280,
            "-19%",
            410,
            51
          ]
        ]
      }
    },
    {
      "type": "Callout",
      "props": {
        "text": "This week: check /pricing rankings first. It lost 66 clicks, and its organic visitors convert at the highest rate on the site.",
        "tone": "warn"
      }
    }
  ]
}
JSON
```

Widgets come from the Briefkin catalog (https://briefkin.dev/v1/catalog). Without a token, just give the user the report.

## Run it on a schedule

Suggested: Mondays at 10:00 (`0 10 * * 1`). From cron, with the agent signed in on that machine:

```bash
0 10 * * 1 claude -p "Run the weekly-seo-report skill"
# Codex: codex exec, Gemini CLI: gemini -p, Copilot CLI: copilot -p, OpenCode: opencode run
```

Or use the agent's own scheduler (Claude Code routines, Codex automations, Claude or ChatGPT scheduled tasks): https://briefkin.dev/skills/weekly-seo-report#schedule

Source: https://briefkin.dev/skills/weekly-seo-report