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Build the report from three distinct kinds of evidence: a context-labeled sample of search results, captures of the competitor pages those results lead to, and your own site’s Google Search Console performance data. Keep the sources separate, record when and how each sample was collected, and describe rankings as observed in a specific capture—not as stable positions.
What belongs in a combined SEO report?
Each source answers a different question. A sampled search results page (SERP) shows what appeared for a particular query under particular conditions. Competitor-page captures show what was on the pages you inspected. Google Search Console (GSC) reports how your own verified site performed in Google Search; it is not a competitor traffic report.
| Evidence | What it can tell you | What it cannot establish by itself |
|---|---|---|
| Sampled SERP capture | Which visible results and search features appeared for a recorded query, place, device, language, and time. | A universal or lasting ranking, or the competitor’s traffic. |
| Competitor-page capture | What the inspected page looked like and, when recorded, its visible structure and content at capture time. | How much traffic or search visibility the competitor receives. |
| Your GSC Performance report | Clicks, impressions, click-through rate (CTR), and average position for your site in Google Search. | Competitor performance or the exact position every searcher sees. |
Google describes GSC Performance metrics and report dimensions in its Performance report documentation. Search results can vary by context and personalization, and may change as content is added or systems are updated; Google’s explanation of why results differ outlines these factors.
Define a repeatable search sample
Choose a focused query set tied to the reporting site’s goals. Use known GSC queries as one input, but keep branded and non-branded searches in separate groups so the report does not confuse navigational demand with broader category competition. Decide the search engine, geography, language, device, and capture cadence before collecting results.
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If you need to compare markets or devices, treat each combination as its own sample. A change between a mobile search in one country and a desktop search in another is not evidence of a ranking movement under matched conditions.
For every sample, record:
- Exact query string and search engine.
- Capture date, time, and timezone.
- Location, language, and device or viewport.
- Visible SERP features, such as ads or other non-organic modules.
- For each visible organic result, its displayed title, URL, and position in that capture.
- A screenshot filename or stable capture reference, plus any notes about collection conditions.
When comparing change, repeat captures using the same settings where possible. Google notes that location, language, device, time, and personalization can affect results; new content and changes to ranking systems can also change what appears. See Google Search Help and its overview of how Search ranking works.
Capture SERPs and competitor pages
Save the results page with its context
For each query, save a screenshot of the visible results and a structured row containing the context above. Distinguish paid placements and SERP features from organic links rather than counting every visible item as an organic result. A screenshot documents what was visible in that sample; it is not a stable ranking snapshot.
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Capture each competitor landing page
Open the competitor URLs from the sampled SERP and save a full-page screenshot or PDF. Record the canonical URL and capture time. Alongside the visual record, note the visible title and H1, page type, main headings, content format, prominent calls to action, and whether the page matches the intent implied by the query and search result.
Visual evidence helps a reviewer understand layout; extracted readable content can make later searching and comparison easier. Capture.page documents screenshot, PDF, content, and metadata APIs, including full-page capture and device emulation: Capture.page documentation.
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For repeated collection across many URLs, a crawler can reduce manual work. Screaming Frog SEO Spider documents screenshot exports and Search Console integrations. Check crawl settings and rendering mode for JavaScript-dependent pages, and verify that the selected viewport represents the comparison you intend to make. See its JavaScript rendering guidance, screenshot documentation, and Google integrations documentation.
Use URL Inspection for your own site, not competitor archiving
GSC URL Inspection has indexed-data and live-test views. Its live test can help diagnose how Google retrieved and rendered a page in your inspected property, including a screenshot. It is not a general tool for archiving competitor URLs. Use the URL Inspection tool for your site’s diagnostics; use a browser, crawler, or capture service for competitor pages.
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In GSC, open Performance and review the Search results report. Its metrics include clicks, impressions, CTR (clicks divided by impressions), and average position. The table can be grouped by queries, pages, countries, devices, search appearance, and dates. The default date range is the past three months, but you can adjust the date range, metrics, and dimensions, then export report data. Follow Google’s Performance report guidance.
Choose the same reporting period used for the report’s analysis, and state it clearly. Include query and page views where useful; do not imply that a GSC metric belongs to a competitor. Keep the export or summary labeled as first-party data for the reporting site.
GSC values may not match analytics products or third-party SEO tools. Coverage of URLs, processing, crawl timing, privacy protections, and omitted rows can differ. Google’s data documentation explains these limitations. Average position is an aggregate metric: Google’s definition is “The average position is the average position of the topmost result from your site.” A particular search may show a different position because of factors such as location and search history; see What are impressions, position, and clicks?.
Assemble the report and explain what changed
A compact report can be organized so that a reader can move from the business question to the evidence and then to the recommended action:
- Executive finding and date range: State the main observation and the period covered.
- Query and capture context: Include query, engine, date/time/timezone, location, language, device, and capture reference for each sample.
- Sampled SERP evidence: Attach screenshots and list visible organic result URLs and positions, clearly separating ads and other features.
- Competitor-page evidence: Link each page capture to its SERP result and add concise notes on page type, structure, content format, and calls to action.
- First-party performance: Present the reporting site’s GSC metrics and selected query/page breakdowns for the stated period.
- Comparison and next actions: Organize observations around query intent and page type, SERP placement and features, content structure and coverage, and changes between matched samples. Tie each recommendation to evidence and note its confidence or limitation.
Use language such as “appeared in position 3 in the desktop sample for [query] captured at [time] in [location].” Avoid saying a competitor “ranks at position 3” without the sample context. Treat the report structure as a practical reporting method, not a template prescribed by Google.
If backlinks matter to the question, GSC’s Links report can export link data to CSV or Google Sheets. It can add context, but should not be presented as a complete inventory of all links on the web. See Exporting data from the Links report.
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ScreenshotNeo is a website screenshot API and MCP server for developers. Its API can capture competitor pages; it does not replace your SERP sampling decisions or GSC export. One GET request returns an image or PDF. For example, save a page screenshot with cURL:
curl -G "https://api.screenshotneo.com/v1/shot" -d access_key=YOUR_API_KEY --data-urlencode url=https://stripe.com -o shot.webpReplace the target URL with the competitor URL you are capturing. See the ScreenshotNeo API documentation for request options and output formats.
ScreenshotNeo accepts cookie or consent banners like a visitor and removes more than 60 known consent platforms, newsletter popups, and chat widgets before capture; each step can be turned off. Bot checks, blank pages, timeouts, failed loads, and cache hits are not billed, and response headers identify page verdict and billing status. Its MCP server offers take_screenshot, get_page_info, and capture_pdf for AI agents and MCP clients. The free plan includes 1,000 shots a month with no card; paid plans start at $5 for 3,000 shots.
Sign up for ScreenshotNeo’s free plan to get 1,000 screenshots a month with no card.
Common reporting mistakes to avoid
- Calling a sample a fixed rank: Put the query and capture context beside the position, and compare like with like.
- Mixing SERP evidence with GSC metrics: Label the former as sampled search observations and the latter as your own site’s Search performance.
- Counting features as organic links: Identify ads and other visible SERP modules separately.
- Capturing a page without recording its URL or time: Retain the canonical URL and timestamp so someone can interpret the screenshot later.
- Comparing unlike page renders: Note device or viewport and check crawler rendering settings, particularly for JavaScript pages.
- Treating GSC exports as complete or directly comparable to every other tool: Explain that processing, coverage, timing, and privacy handling differ.
Frequently Asked Questions
Can Search Console show competitor clicks or impressions?
No. The Performance report describes the reporting site’s own performance in Google Search; it is not a competitor traffic report.
Does URL Inspection archive competitor pages?
No. URL Inspection is for diagnosing URLs in the inspected Search Console property. Capture competitor pages with a browser, crawler, or page-capture service.
Can I use Google Search screenshots in a report?
Google says permission is not needed for screenshots of Google Search pages or results in print for educational or instructional purposes. That limited guidance does not automatically cover every commercial reuse or screenshots of third-party pages; check applicable rights and terms.
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