SEO Dashboard Overview and Guide to Best Practices
A good SEO dashboard will supercharge content marketing teams, ensuring that they are taking advantage of every opportunity to perform well in search engines. Our customers are businesses that survive based on their performance in SEO and we’ve compiled this list of dashboard functionality and best practices into a single article you can share with your teammates.
The SEO Dashboard is an important part of any online marketer’s arsenal. SEO or search traffic is that is essentially a harvesting of existing customer demand for what you have to sell. Therefore, it is something that almost every business needs to do well. There are many factors that go into a successful SEO strategy. A good SEO dashboard will encapsulate many, if not most, of these concepts into a single source of information of your team.
What is an SEO dashboard? At a minimum, it will do the following:
- Tell you what your customers or potential customers are searching for online
- Spy on your competitors’ websites and content so you can outperform them
- Track your existing traffic across all traffic channels, such as organic search (SEO), paid ads, email, direct, social, and more
- Show you how you rank in the search engines and provide prioritization for improving your rankings on the keywords that matter most to your business.
- Show how many and what type of other websites link back to both your website and your competitor’s websites
- Help you forecast how much traffic you can drive to your site by creating targeted content for keywords that matter to you
- Reveal your best and worst performing content so you can make improvements and celebrate wins
There many more things that companies should pay attention to when building SEO campaigns but the above serves as a good list of minimum things that should exist in your SEO dashboard.
Now, let’s look at some specific examples that can be easily configured in GinzaMetrics to get you started.
Why use SEO-specific platforms such as GinzaMetrics? There are many options, of course, so you should do your research. If you’re just getting started, you should start understanding the data that can be found in Google Analytics and Google’s Search Console. These are two, great, free tools that you should use and understand in order to build up your insights. Once you have set up both of these tools, GinzaMetrics can easily pull in both Google Analytics and Search Console Data as data sources to help you build out your dashboard.
Your dashboard home page provides both high-level information for quick overviews, as well as deeper insights through interactive charts and tables. Your dashboard home page has filters that will allow you to customize your data to ensure you’re getting the views you need for your brand, team, or reporting.
For more analytics at the content, keyword / topic, competitor, and link areas, you can use the Insights drop-down in your main navigation. You’ll also find recommendations to improve your SEO and content marketing, as well as workflow options including tasks and reporting.
The traffic summary bar at the top of your dashboard home page provides basic traffic information to prevent you from having to toggle back and forth between an analytics platform and your GinzaMetrics dashboard. Included in the traffic summary:
- Visits – This is the total number of visits (including multiple visits from the same visitor) to your content during your selected date range
- Visitors – This is the total number of unique visitors to your content during the date range selected
- New Visits – This represents the number of unique new visits during the date range selected
- % of New Visitors – The percentage of new versus returning visits to your content during the time period selected
- Bounces – The total number of bounced visits (visits in which the person left your site from the entrance page without interacting with the page) during your date range
- Bounce Rate – The percentage of total traffic that bounced during your selected date range
- Pageviews – The total number of pageviews across all visits
- Pages per Visit – This represents the average number of pages a user will see on your site during a single visit
Marketing Channel Performance
This chart aggregates all possible elements driving traffic to your content into a single view. It is perfect for gaining an overview of the contributing factors to your marketing success.
Get more detailed information by hovering over bars on the graph to see information on the total number of visits that day, the total for that channel that day, and the percentage of that days traffic driven from that channel.
You can view marketing specific data by channels including:
- Paid search
- Mobile (Native)
- Comparison Shopping Engines
Clicking onto a segment of the traffic bar will reveal a comprehensive list of specific channels. For example, clicking in the social section of the graph brings up a list of all social channels that are contributing to traffic. You’ll also be able to see:
- % New Visits
- Bounce rate
We will distinguish between the desktop and mobile versions of channels, such as facebook.com versus m.facebook.com to give you the most specific information available.
Integrated Search Performance
All Organic Visits – This chart provides an overview of all unpaid organic visits, sorted by your selected search engines and/or devices. There is also an average rank line to highlight change position change over time. Here you can see how various search sites and devices are contributing to your content’s traffic.
Tracked Organic Visits – This data includes unpaid organic visits for the keywords / topics you are tracking. You will notice changes in tracked organic visits when you add, change, or delete keywords from your account. This is a good way to view the difference between what your known traffic driving topics are versus the total of all traffic to your content.
Keyword Ranking Distribution
Keyword Ranking Distribution (Top 3 Keywords) – A daily view of your tracked keywords and topics, visualized by their current ranking position. Rankings are sorted by the following positions:
- Position 1
- Postions 2-3
- Positions 4-10
- Positions 11-30
- Positions 31-50
- Positions 50+
Ranking & Findability Trends
Findability Score – Findability Score is a proprietary algorithm that analyzes your visibility across search engines for your tracked keywords. We also calculate this score for your competitors as well in a comparison view. Findability Score is a great way to understand how likely your target audience is to find your content versus your competitor’s content when searching for selected topics and keywords. Use the filters in your dashboard to view Findability Score by various keyword groups. Findability Score can also be seen at the individual keyword level.
Average Rank – This chart shows the average rank of your tracked keywords and topics across search engine selected as compared to your competitors. Use Average Rank to see how you’re appearing across search engines for all target keywords or a selected keyword / topic group.
Search Engine Performance Summary
This table provides important position information for your chosen search engines or devices. Information in the chart will show you average position, change over time, total visits, conversions and revenue broken out by search engine.
You can select new search engines specifically or by geography in your site settings tab.
- Position – This is your current position (rank) broken out by search engine. You can update your selected search engines in your site settings.
- Change – This column highlights the ranking position change over the time period selected. Positive rank changes are shown in green, while negative changes will be in red. (e.g. A green “7” means you have risen seven places over the time period selected.
- Visits – This is the total amount of traffic coming from the selected search engine.
- Conversions – Conversion data is set up in your analytics provider and will be shown based on your selections. You can set various conversion metrics such as page views, shopping cart fills, checkouts, purchases, etc.
- Revenue – We show you the total amount of revenue by search engine for the keywords you’re tracking versus total revenue.
Search & Content Recommendation Summary
GinzaMetrics provides search and content marketing recommendations to help ensure your marketing is optimized for findability by your target audience. To make using recommendations simple, we sort them into the following categories:
- Keywords and Content
- Page Structure
Each of these categories are given a score that represents how optimized they are currently. You can also see a total number of errors and an image that represents historically whether errors are increasing or decreasing.
Clicking into the error number will lead you to a complete list of all errors for your site, which are then sorted by importance, difficulty, and risk.
GinzaMetrics also provides recommendations at the individual content level in the Insights area of your dashboard.
Keyword / Topic Improvements for You & Your Competitors
One of the most important insights for your marketing efforts is in understanding where audiences are focused in terms of topics and keywords. The Keyword Improvements chart highlights the biggest gains and losses for your keywords, which can include things like products, features, campaign messaging, and other things of relevance to your audience.
Large gains for topics and keywords often point to increasing audience interest in an area and can be an opportunity to create content that will be highly trafficked. It can also mean that your current content is highly matched to audience needs and that additional promotion of this content on social, email, and paid marketing options will yield high conversion rates.
Not only is it important to note these changes for your content, but also for your competitors. Using the competitor tabs in chart, you can easily view areas where competitors are quickly gaining ground on the topics and keywords that you are targeting. This can often signify a new campaign or product focus for your competition that you should pay attention to or track.