A web ranking report shows where your website appears in search results for specific keywords. It helps you understand how visible your site is on search engines and how that visibility changes over time. Marketers also call this document a keyword ranking report or a SERP ranking report, and teams use it to check, track, and monitor the keyword positions that matter to the business.
We explain how web ranking works, how to pick keywords to track, and how to use tools to see your web ranking performance. You will also learn how to check your website ranking for free and how to monitor those rankings over time.
Infographic: click-through rate by ranking position from cited AWR data.
Infographic: anatomy of a web ranking report.
What is Web Ranking?
Web ranking is the position of a website in search engine results pages (SERPs) for specific keywords or queries. In the example image (top speed of different big cats), the veterinarian website ranks in position 1.
Search engines evaluate each page by content relevance, backlink quality, keyword usage, and user signals. Algorithms examine query words, page usefulness, source expertise, and user settings. Ranking factors receive different weights depending on the query type.
Web ranking determines how easily users find a page. Higher rankings attract more organic traffic. Users often click links on the first page of results. Businesses reach more audiences with better rankings. SEO strategies focus on improving these positions to gain visibility and outperform competitors.
Average click-through rate falls steeply as position drops. On Google US desktop results, the average organic listing earned a 20.02% CTR at position 1 in July 2026, 10.36% at position 2, and 3.89% at position 3 (Advanced Web Ranking, July 2026, “Google Organic CTR by Position: 2026 Study + AI Overviews”).
| Position (Google US desktop, July 2026) | Average organic CTR, all SERP types |
|---|---|
| Position 1 | 20.02% |
| Position 2 | 10.36% |
| Position 3 | 3.89% |
Position 1 earns a 20.02% CTR, more than positions 2 and 3 combined (14.25%).
Source: Advanced Web Ranking, July 2026, “Google Organic CTR by Position: 2026 Study + AI Overviews”.
How Many Clicks Would Positions 1 to 3 Bring for Your Keyword?
Try it
Estimate the clicks each position would bring
Enter the keyword’s monthly searches. Each row multiplies it by the average CTR for that position.
- Position 1 20.02% CTR
- Position 2 10.36% CTR
- Position 3 3.89% CTR
- Position 1 with an AI Overview 9.69% CTR
CTRs: Advanced Web Ranking, Google organic CTR study, July 2026, US desktop, all intents. Averages, not a forecast for one keyword.
To estimate clicks, multiply the keyword’s monthly searches by the average CTR for its position. A keyword with 1,000 monthly searches would bring about 200 clicks a month at position 1, 104 at position 2, and 39 at position 3. The same study found that an AI Overview on the results page cuts position 1 organic CTR from 20.02% to 9.69%, which lowers the position 1 estimate to about 97 clicks. These are averages across all queries, so a single keyword can land well above or below them.
What Is a Web Ranking Report?
A web ranking report, which teams also call a keyword ranking report, is a report which shows you how your pages are performing in the SERPs and how your rankings are changing.
You build web ranking reports with tools like Search Atlas Keyword Rank Tracker. A report can also be assembled for free from Google Search Console data, which we show later in this guide.
The Keyword Rank Tracker keeps track of position changes, changes in traffic, and visibility scores for keywords you chose to monitor. It compares your performance through daily, weekly, or monthly tracking. A beginner’s guide to SEO teaches you how to find the right keywords to target.
What Does a Web Ranking Report Include?
A web ranking report from the Search Atlas Keyword Rank Tracker presents clear, organized data about keyword performance. It includes the elements listed below.
| Report element | What it shows you |
|---|---|
| Starting and Current Position | Shows where a keyword ranked at the beginning and where it ranks now. Makes it easy to see if things have improved. |
| Ranking History Chart | Shows a simple graph of how keyword rankings changed over time. Helps spot patterns and progress. |
| SERP Features | Tells if a keyword shows up in special results like featured snippets, image carousels, or map listings. |
| Search Volume | Shows how many people search for each keyword every month. Helps focus on the ones people actually use. |
| Search Visibility | Gives a score that shows how visible the website is in search results based on all tracked keywords. |
| Location Tracking | Lets users choose a country, city, or region to see keyword rankings in that specific place. |
| Mobile and Desktop Rankings | Shows if rankings are different on phones compared to computers. |
| Keyword Summary | Lists how many keywords are tracked, how many rank on page one, and what the average ranking is. |
How to Pick What Keywords to Track
Checklist
Five rules for picking keywords to track
Tick off what you have done. Each item is explained in the sections below.
To understand website performance in search engines, track the right keywords from the start. Use simple and relevant terms that reflect what the business offers and what people search. Choose keywords based on real data, local relevance, and user intent. Follow these steps below.
Start with Simple Keywords
Pick clear and direct keywords that match your business, product, or service. Use terms that real people type into Google. For example, a bakery owner in Austin would start with “Austin bakery” or “best cupcakes Austin.”
These phrases match local intent and describe exactly what the business offers. Begin with phrases that make sense to someone unfamiliar with the brand.
Check Keywords from Your Website
Use Google Search Console (GSC) to find the actual search terms that brought visitors to the website. Look inside the “Performance” report to find them. Copy these terms and add them to the tracking list.
Use real data from search results to avoid guessing. This step helps you focus on phrases that already match your content.
Think Like Your Customers
Use phrases that a customer says out loud. Track specific questions or problems. Use examples like “how to frost a cake” or “gluten-free desserts near me.” These longer phrases often bring more targeted traffic.
Use natural language that reflects how people search online.
Focus on Relevant and Local Terms
Add city or neighborhood names to your keywords when the business serves one area. Choose terms like “wedding cakes in Austin” or “East Austin cookie shop.” Local keywords match search intent for people nearby.
Use these terms to show up for local buyers and drive nearby traffic.
Limit the List
Start with 10 to 20 keywords. Pick the ones that match the business goals. Choose keywords that support traffic growth, lead generation, or local visits. Avoid tracking hundreds of random terms.
Focus the list to keep it clear and easy to manage. Expand later after seeing what performs well.
How to Track Your Website Rankings
Website owners and marketers usually track website rankings in tools like Search Atlas and Google Search Console. We explain both in more detail below. The same two routes cover one-off checks and scheduled monitoring, so you can check your rankings once or watch them over time.
How to Track Your Website Rankings in Search Atlas
Choose if you want to track your rankings on a daily, weekly, or monthly basis. This enables data-driven decisions and refine your SEO approach with precise and detailed ranking information. Here is how to use keyword rank tracking tools.
| Rank tracker component | What you get |
|---|---|
| Input Values | Enter your website’s domain or target page and select the location for precise tracking. |
| Output Values | After setup, you access detailed insights, including tracked keywords, starting and current positions, SERP features, search volume, and location details. The tool provides historical charts showing ranking changes over time. |
| Mobile and Desktop Tracking | Track both desktop and mobile rankings for each keyword to get a complete view of your keyword performance across devices. |
| Competitor Insights | Monitor competitor performance, view their current positions, keywords in the top 10, and search visibility scores. |
| CSV Export and Sharing | Export keyword ranking data into CSV files for further analysis or share the project’s dashboard link for team collaboration. |
How to Track Your Website Rankings in Google Search Console
Step by step
Check your rankings in Search Console in five steps
Step through the setup here. The list below has the same steps.
Visit search.google.com/search-console and sign in with your Google account.
Via Capterra
- Sign In to Google Search Console. Visit search.google.com/search-console and sign in with your Google account.
- Add Your Website. Click “Add Property” and enter your website’s full URL. Verify ownership by following the instructions (Google gives simple options like adding a small code or using your domain provider).
- Go to the Performance Report. Click on your website, then go to “Performance” in the left menu.
- See Keyword Rankings. You’ll see the exact search terms (called queries) that brought visitors to your site, along with your average position for each one.
- Filter by Pages or Devices. Use filters to check rankings by specific pages, countries, or device types like mobile and desktop.
How Does Search Console Calculate Average Position?
Try it
Work out the average position Search Console reports
Enter the positions your site appears at for each query. Search Console counts only the topmost one per query, then averages across queries.
Rule and starting example: Google Search Console Help, checked September 25, 2026.
Search Console calculates average position from the topmost position your site held for each query, averaged across all queries. In Google’s own example, one query returns a site at positions 2, 4, and 6, so it counts as 2. A second query returns it at positions 3, 5, and 9, so it counts as 3. The average position is 2.5 (Google Search Console Help, “Performance report (Search results): Overview and basic setup”, checked September 25, 2026).
Search Console reports an average position, not your best position.
A site that ranks 3 and 8 for variations of a query shows a position between them (Google Search Console Help).
Search Atlas is easier than Google Search Console because it provides a simple, visual interface that shows trending keywords and their rankings without the need for complex data interpretation. Google Search Console requires more setup and offers less visual clarity.
How to Build a Web Ranking Report
Here is how to create a visual ranking report in GSC and in Search Atlas.
GSC
Google Search Console connects directly to Looker Studio, a free tool from Google that helps you turn data into visual reports and charts. The official connector offers two data views, site impressions and URL impressions, and each Looker Studio data source uses one of the two (Google, accessed September 23, 2026, “Connect to Search Console”).
To connect the two, you open Looker Studio and choose Google Search Console as the data source. You then select your website. Looker Studio pulls in the data automatically.
After that, choose what to display (keywords, clicks, positions). The result is a custom report that shows how your website ranks in Google.
Users filter results by country, page, device, or search type. They organize metrics into scorecards, graphs, or tables. This setup turns raw performance data into a readable and shareable ranking report.
Search Atlas
Open the Search Atlas Keyword Rank Tracker from your dashboard. View your tracked keywords, positions, and ranking history. Click the export button to download the data as a CSV file.
To share your report, copy the project URL and send it to your team. This gives others instant access to live ranking data without setup or extra tools.
Keyword Ranking Report FAQs
What is a keyword ranking report?
A keyword ranking report is a document that shows the positions your website holds in search results for a defined set of target keywords and how those positions change over time. It is also called a web ranking report or a SERP ranking report, and it includes data such as starting and current positions, ranking history, search volume, and visibility scores.
How do I check my website ranking on Google for free?
Google Search Console is the free way to check your website ranking on Google. Its Performance report lists the queries that trigger your pages and the average position for each one, with filters for page, country, and device. Connecting Search Console to Looker Studio turns the same data into a free, shareable visual report.
What should a keyword ranking report include?
A keyword ranking report should include starting and current positions, a ranking history chart, SERP features, search volume, search visibility, location tracking, mobile versus desktop rankings, and a keyword summary of how many terms rank on page one. These eight elements show both what changed and where the site stands.
How do I create a keyword ranking report from Google Search Console?
Open the Performance report in Google Search Console, then connect Search Console to Looker Studio and select it as the data source. Add clicks, impressions, and average position to scorecards and tables, filter by page, device, or country, and share the link with your team.
How often should I check keyword rankings?
Weekly is the standard cadence for checking keyword rankings, while most tracking tools record positions daily. Check monthly for stable, low-competition terms, and check daily around content changes or Google algorithm updates, when movement is most likely.
Can I track keyword rankings by location and device?
Yes. Rank tracking tools let you set a country, city, or region per project so rankings reflect local results, and they report mobile and desktop positions separately. Google Search Console also supports country and device filters, but it reports an average position rather than location-specific rankings.
Is a ranking report the same as rank tracking?
No. A ranking report is a document or dashboard that summarizes keyword positions for a point in time, while rank tracking is the ongoing process of recording those positions and monitoring changes daily. For choosing the software that handles the tracking side, see our guide to rank tracking tools.
Understand Your Ranking Data Easily With Search Atlas
Building and understanding a web ranking report is essential for tracking your website’s performance and making informed SEO decisions.
Staying on top of your rankings helps you improve your visibility and grow your business.
The key to efficiency lies in automation. By automating your ranking reports, you save time, reduce errors, and focus more on strategies that drive results.
Ready to simplify your web marketing? Sign up for a free trial with Search Atlas today. No commitment required!
