SEO and GEO reporting in one dashboard: the tools we use for clients
How our agency builds SEO and GEO reporting in one dashboard: what the report should contain, where the data comes from, and the Promptwatch features we rely on.
A year ago our monthly client report had two halves: SEO on one side, "AI stuff" on the other, usually built from different tools and not talking to each other. Clients noticed. They wanted one story. This is how we put SEO and GEO reporting in one dashboard, and what we learned doing it.
The problem with two reports
SEO data and AI visibility data answer different questions, but the same pages sit under both. A page that earns organic clicks may also be the one ChatGPT cites. A page that ranks well may be blocked to AI crawlers by accident. When reports are separate, nobody sees those interactions, and the client gets contradictory messages: "traffic is flat" and "AI visibility is up", with no explanation for how they connect.
What goes in a unified report
We settled on a standard set.
- Organic performance: clicks and impressions from Google and Bing, by page.
- AI visibility: visibility score, share of voice and position in answer for the tracked prompt panel, by model and country.
- Citations: which of the client's pages are cited, which third-party sources are cited, and how citation rate changes.
- AI crawler activity: which bots reached which pages, and where they hit errors.
- AI-referred visits and conversions.
- Competitors: how rivals compare in AI answers.
- Actions: what we changed, what we plan next.
The tool should show these per page, not only in aggregate, since the page is the unit we can change.
How we build it on Promptwatch
We run client programs on Promptwatch, mostly because it already joins data we used to merge by hand.
360 Insights puts crawler logs, citation clicks and AI-referred visits side by side for each page. Search Insights, inside it, overlays Google Search Console and Bing Webmaster traffic, including Microsoft Copilot, on AI crawls and citations. That means a single page view shows organic clicks, AI crawls, citations and AI-referred visits. When something looks odd, such as a page with strong organic clicks and zero AI crawls, the cause is usually visible in the same place. Topic Insights adds where pages underdeliver for their topic.
The dashboards themselves are flexible. We build team and client dashboards from templates (competitor comparison, topic gaps, AI model breakdown, citations), use the heatmap to compare two dimensions such as countries against models, and use A/B period comparison for month-over-month. Anything exports as a PDF, reports can be scheduled, and Excel or CSV exports have a column picker. Custom reports and the Looker Studio (Data Studio) connector come with Professional and with every agency plan, which lets us place the AI numbers inside reporting the client already sees.
Agent Chat is the part that saves our analysts time. It answers questions over live data, renders charts, builds and edits dashboards, generates PDF reports and can deliver scheduled chats in-app or in Slack. We review whatever it produces before a client sees it.
On pricing, brand plans run from Essential $95/mo to Professional $245/mo and Business $579/mo, and agency plans from Kick-off $199/mo to Growth $399/mo and Scale $799/mo, with unlimited projects and 10 seats on agency plans. Custom reports and the connector start at Professional.
What it does not replace
Promptwatch is an AI visibility platform with Search Console and Bing data folded in. It is not a rank tracker with historic keyword positions, and it is not a backlink index. For those, many teams, including ours on some accounts, keep an SEO suite. The point of the unified dashboard is not to throw out every other tool, but to have one place where the AI and search data meet at the page level.
SEO suites such as Semrush, Ahrefs and SE Ranking have added AI tracking modules. They are convenient if the whole client reporting stack already lives there. In our experience the AI side is thinner than the SEO side, with prompt limits and fewer insights into crawler activity and conversions.
Reporting habits that help
Report on trends, not single numbers. AI answers vary run to run.
Tie visibility to outcomes. Citations and AI-referred conversions give the number a business meaning.
Name your caveats. Some models are tracked through APIs, not their consumer interface, and we say which.
Put actions in the report. A dashboard with no next step reads like a status page.
Do not promise rankings in AI answers. No tool can guarantee a recommendation.
If you are choosing yourself
List what you need to see per page. Check whether the tool joins AI crawls, citations, AI-referred visits and Search Console data, or leaves you exporting CSVs. Check how reporting works for your audience: PDF, scheduled, connector. Promptwatch's free Explore plan (10 prompts, ChatGPT only) lets you look at the dashboard side before you decide how far to go.