We’re all busy. It’s easy to overlook important things while being pressured by the tyranny of the urgent.
Have you ever:
Okay, that was a lie.
I’ve done all those things. That’s why I created this SEO dashboard. It forces me to take a look at every client’s website each week. From here I can quickly identify if there are any problems that I need to address.
You might not have clients- but this will help you maintain your own website, too.
If you said, “ranking,” you need to reconsider. You can rank for something that never brings you any visitors. What good is ranking if it doesn’t send you traffic? You might get traffic but who cares of that doesn’t generate more leads? So, really, you want leads from your SEO campaign.
Can you track leads in your Google Analytics account? If not, stop reading this article, drop everything and fix that.
Since you have your lead tracking setup in Google Analytics, pick a goal as the most important goal. Sure, you want to grow your email list while getting blog subscribers and phone calls- but which is the absolute most important? We’ll need to know this before we setup the campaign.
What good is creating a dashboard, if no one does anything with it? Make sure they receive a copy of the dashboard and take the necessary actions.
Be careful about sending a dashboard to high-level employees. Their job is about the big-picture. The dashboard is about specific actions. Some of the data in a dashboard might lead to overreactions when not understood correctly. It can also be infuriating when a high-level employee tries to micromanage someone based upon a snapshot. I’d create a different report for them.
When I worked in an agency, my entire team had dashboards for each of their clients. Each team member received a copy of this, every week. So did I, as their supervisor. At the same time, I didn’t send this dashboard to my boss or to the clients- it would only be confusing.
I’ve created a couple different SEO dashboards, over the years. Here’s the latest version.
To use this, click on the link and import this into every particular Google Analytics view to which you want to see this dashboard. From here, you’re going to have to change a couple things, to make it work for your site.
This is an SEO dashboard. If I was doing another type of marketing campaign, I’d have designed this in a different way. In this case I don’t just want to know how my campaign is going but if anything is going wrong.
I’ve also limited the SEO data, in the middle column, to “New Organic Search” data. I did this because I we no longer have access to keyword data- at least in Google Analytics. Normally I’d only want non-branded keywords to show up here. I’m resorting to new visits from organic search instead. I find this weeds-out branded searchers and gives me a good idea of how the SEO campaign is doing.
Sure, there are limits to the value of only looking at new visits from organic search. But this is just a dashboard. It’s not meant to be a comprehensive report on the success of this SEO campaign.
The most important question to ask of your dashboard data is, “why?”
Some of the data in the dashboard can help you understand why. For instance, The “Sessions by Medium” pie chart doesn’t mean much, by itself. It can help you understand why traffic from All Sources might have grown since last week.
The second most important question is, “does it matter?” Just because one of these metrics goes down, doesn’t mean anything’s wrong. Sure, you might have a little referral spam in your data but it might not make a significant impact. In fact, your time might be better spent writing a new blog post than chasing down a complicated issue.
Do you have a dashboard you like to use? Tell us about it! How would you improve this dashboard? Share your thoughts in the comments, below.
Reliable Acorn will help you create a custom digital marketing strategy that does just that.Ready to Talk?