Search Console Country & Continent reporting

Google Search Console by default allows you to report on SEO metrics by Country. But what if you wanted to build a report using Continents, or other more custom Country grouping?

Step 1 - get Search Console data outside of the platform

In order to build a report with Continents or other custom Country grouping, you need to first get your Search Console data out of the interface, as you would not be able to do it within the interface itself. You can get the data out of the platform in one of the following ways:

• Google Data Studio (free)

• Search Analytics Google Sheet add-in (free)

• Excel add-in (SEO Tools for Excel or Analytics Edge - both paid)

• API (free, however may require some technical knowledge)

Step 2 - build custom Country groups

Once you have your Search Console available outside of the platform, you can group countries in one of the following ways:

a) Calculated field (see the Regex example below)

b) Lookup table

Example

2a - use Calculated Field to group countries

Let’s assume that you are using Google Data Studio. You would add a Calculated Field, which would look something like:

CASE   WHEN REGEXP_MATCH(country, "(United States|Canada|Mexico)") THEN "North America"   WHEN REGEXP_MATCH(country, "(England|France|United Kingdom|Germany)" ) THEN "Europe"

   ELSE "Other"

END

How you will group countries would depend on your particular target audience of course, and the Calculated Field gives you the option to group them in whatever way works for you.

If you wish to use Calculated Field to group countries into Continents, then you could simply use the formula below:

CASE
   WHEN REGEXP_MATCH(Country, "(Afghanistan|Bahrain|Bangladesh|Bhutan|Brunei|Cambodia|China|Hong Kong|India|Indonesia|Iran|Iraq|Israel|Japan|Jordan|Kosovo|Kuwait|Kyrgyzstan|Laos|Lebanon|Macau|Malaysia|Maldives|Mongolia|Myanmar (Burma)|Nepal|Oman|Pakistan|Palestine|Philippines|Qatar|Saudi Arabia|Singapore|South Korea|Sri Lanka|St. Vincent & Grenadines|Syria|Taiwan|Tajikistan|Thailand|Timor-Leste|Turkmenistan|United Arab Emirates|Uzbekistan|Vietnam|Yemen)") THEN "Asia"
   WHEN REGEXP_MATCH(Country, "(Åland Islands|Albania|Andorra|Armenia|Austria|Azerbaijan|Belarus|Belgium|Bosnia & Herzegovina|Bulgaria|Croatia|Cyprus|Czechia|Denmark|Estonia|Faroe Islands|Finland|France|Georgia|Germany|Gibraltar|Greece|Guernsey|Hungary|Iceland|Ireland|Isle of Man|Italy|Jersey|Kazakhstan|Latvia|Liechtenstein|Lithuania|Luxembourg|Macedonia|Malta|Moldova|Monaco|Montenegro|Norway|Poland|Portugal|Romania|Russia|San Marino|Serbia|Slovakia|Slovenia|Spain|Sweden|Switzerland|Turkey|Ukraine|United Kingdom)" ) THEN "Europe"
   WHEN REGEXP_MATCH(Country, "(Algeria|Angola|Benin|Botswana|Burkina Faso|Burundi|Cameroon|Cape Verde|Chad|Comoros|Congo - Brazzaville|Congo - Kinshasa|Côte d’Ivoire|Djibouti|Egypt|Equatorial Guinea|Ethiopia|Gabon|Gambia|Ghana|Guinea|Guinea-Bissau|Kenya|Lesotho|Liberia|Libya|Madagascar|Malawi|Mali|Mauritania|Mauritius|Mayotte|Morocco|Mozambique|Namibia|Niger|Nigeria|Réunion|Rwanda|São Tomé & Príncipe|Senegal|Seychelles|Sierra Leone|Somalia|South Africa|South Sudan|Sudan|Swaziland|Tanzania|Togo|Tunisia|Uganda|Western Sahara|Zambia|Zimbabwe)" ) THEN "Africa" 
   WHEN REGEXP_MATCH(Country, "(Anguilla|Antigua & Barbuda|Aruba|Bahamas|Barbados|Belize|Bermuda|British Virgin Islands|Canada|Cayman Islands|Costa Rica|Cuba|Curaçao|Dominica|Dominican Republic|El Salvador|Greenland|Grenada|Guadeloupe|Guatemala|Haiti|Honduras|Jamaica|Martinique|Mexico|Montserrat|Netherlands|Nicaragua|Panama|Puerto Rico|St. Lucia|Trinidad & Tobago|United States|US Virgin Islands)") THEN "North America"
   WHEN REGEXP_MATCH(Country, "(Argentina|Bolivia|Brazil|Caribbean Netherlands|Chile|Colombia|Ecuador|French Guiana|Guyana|Paraguay|Peru|St. Barthélemy|Suriname|Uruguay|Venezuela)") THEN "South America"
   WHEN REGEXP_MATCH(Country, "(American Samoa|Australia|Cook Islands|Fiji|French Polynesia|Guam|Kiribati|Marshall Islands|Micronesia|Nauru|New Caledonia|New Zealand|Northern Mariana Islands|Palau|Papua New Guinea|Samoa|Sint Maarten|Solomon Islands|St. Kitts & Nevis|St. Martin|Tonga|Turks & Caicos Islands|Vanuatu)") THEN "Oceania"
  ELSE "Other"
END

2b - use a lookup table to group countries

This method requires you to have some sort of a table which would consist of two columns (Country, Country Group). Feel free to download the full list of countries and continents using the download link below.

Download CSV

If you are using Google Data Studio to build your Search Console report, you can then use this Lookup table as a data source, and Blend it with your Search Console data. Make sure to use Country field to create a join. This would look something like: