- A comprehensive SEO dashboard to monitor your SEO performance and help improve it.
- Designed in Google Sheets using data from our Google Sheets integrations:
- Data refreshes automatically and easily shared with team members
- Easy and efficient monitoring of core SEO metrics so you can drive improved SEO performance, and informed decision-making on your site
- Uses SyncWith Google Sheets add-on to sync data
- Google sheet can be easily modified and extended to suit whatever your SEO reporting needs - for example consider incorporating more data sources like Google Pagespeed, SEMRush, AHRefs or Moz data (all supported data sources)
This article and the dashboard have sample data from a crytpo coin website, so you’ll need to use your imagination to understand what the data will look like for your site (or try the dashboard and see for yourself)
First we’ll start off with site wide seo monitoring (we’ll jump into page specific seo reporting below)
If you believe that Google cares about users then it follows that user engagement drives SEO performance. The number of pages a user looks and the length of their session are both strong indicators of engagement. By monitoring pages per session and session duration for organic traffic across you’re entire site you’ll understand the same user engagement patterns that Google sees when sending traffic to your website, keep making changes to push these up over time.
Monitoring bounce rate is crucial for optimizing your website's SEO. Bounce rate refers to the percentage of visitors who leave your website after only viewing one page or without any interaction. A high bounce rate can indicate that your website is not providing a positive user experience, which can negatively impact your SEO performance.
By monitoring bounce rate, you can identify and address any issues, such as slow page load times, confusing navigation, or irrelevant content, which can lead to improved user engagement, longer session duration, and a lower bounce rate. This results in improved SEO performance and increased visibility in search engines
Monitoring your overall search engine rank is a critical aspect of SEO reporting. It provides valuable insight into your website's visibility and overall performance in search engines. By tracking your ranking, you can assess the impact of your SEO efforts and make informed decisions on whether you’re website's visibility is changing over time.
Monitoring average site-wide CTR is essential for SEO success. CTR measures clicks vs impressions and a high CTR shows relevancy and appeal to users in the search engines for your highest ranking keywords. Monitoring CTR helps assess title tags and meta descriptions of your site as a whole, helping you understand if you should refine content to improve relevance and SEO performance. Regular monitoring ensures you have an overall understanding of your content’s relevance to search engine users.
In the past, marketers may have struggled to keep track of their landing page SEO metrics, as they were scattered across different platforms and difficult to monitor in one place. This made it challenging to make data-driven decisions and optimize landing pages for conversions.
Here’s what we hoped to change with the dashboard:
- Marketers can easily see all their landing page analytics in a single spot, making it easier to identify key performance indicators and track progress. This saves time and effort and helps them make better decisions for their marketing campaigns.
- Avoiding the frustration of navigating a GA4's horrible interface, it's essential to utilize an easy-to-use landing page analytics platform to get the most out of your data. Let’s be honest Google has a lot of work to do with GA4
- Enable taking immediate action and identifying top-performing landing pages and SEO metrics so marketers can quickly identify where they need to focus their optimization efforts.
To this end our top landing page analysis provides:
- Top 20 landing pages - on most sites this will account for vast majority of your traffic and good place to start your SEO monitoring, on larger sites the google sheet and data connections can be modified to return more pages
- Search Engine Impressions by landing page - The number of search engine impressions gives you an idea of how many times your landing pages appeared in search engine results pages (SERPs). This metric can help you understand your online visibility and your potential for more traffic, some of your lower ranking pages might be getting many more impressions - perhaps they have poor CTR or need to rank higher.
- Average Position - The average position of the landing page is directionally helpful, think of it as a heart beat to know if things are above or below average relative to your other pages. If it’s below where your other content is ranking it may indicate that your content is not optimized for the right keywords. It could also mean that it is targeting keywords that are outside what your domain is capable of achieving. From here you can dig into specific keywords to understand what is driving a poor or strong position
- Top 10 KW Position - Looking at the average position of the top 10 keywords (ranked by clicks) will biased to higher rankings but it’s still instructive to understand how your best keywords are doing, these are the keywords Google is measuring to be most relevant and optimizing your page content, keywords, user experience, page title and meta description to your top keywords is something you should focus on. See Top 5 Keywords & Position by clicks - to understand what your top keywords are.
- Average CTR - Similarly to average position, the average CTR (click-through rate) provides a directional indication of how well your landing page is performing in the SERPs. CTR is a measure of how often users click on your landing page after it appears in search results, and a low CTR can indicate that your title and meta description tags may not be compelling enough to attract clicks. By analyzing the CTR of each landing page, you can identify opportunities to improve your meta tags and make them more appealing to users. You can also investigate specific keywords that have a low CTR and refine your content to make it more relevant and engaging to users. Overall, the average CTR can help you understand how effectively your landing pages are capturing users' attention and driving traffic to your site.
In order to really understand what’s happening in the SERPs we need to look at specific keywords by landing page. The SEO Dashboard provides two lists of keywords
Let's talk about your top 5 keywords for a given landing page. These are the keywords that are driving the most organic traffic to your page, and they can give you some really exciting insights into how users are finding and interacting with your content!
First things first, take a look at the top keywords and think about how you can optimize your content to better target them:
- What kind of information are users looking for when they search for those keywords?
- How can you make your content even more relevant and informative to them?
- Get creative and have fun with it - this is your chance to make your content really stand out in the search results!
Lets look at an example, here are the top 5 keywords for a page organic hair conditioner, with additional info provided
- organic hair conditioner - 5 (2829) - 9%
- organic hair conditioner recipe - 7 (131) - 4%
- organic hair conditioner pricing - 2 (107) - 19%
- organic hair conditioner ingredients - 2 (107) - 15%
- totally true organic hair conditioner - 4 (80) - 21%
Now we get some interesting insights:
- "organic hair conditioner pricing" has the highest rank with a click volume of 107 and an impressive CTR of 19%. This is a great insight that tells us that users are interested in purchasing organic hair conditioner and are clicking through to your page to check out your pricing. You want to make sure that pricing is apparent on your page and there is a strong call to action.
- We see that the broad keyword "organic hair conditioner" itself has a rank of 5 with a click volume of 2,829 and a CTR of 9%. This keyword has a lot of volume but is not as specific as the other keywords and is not driving as high a CTR as other keywords. You can use this insight to refine your content and make it more targeted to users searching for organic hair conditioner products specifically, this is still an excellent CTR for the 5th position
- We also see "totally true organic hair conditioner" with a rank of 4 and a CTR of 21%. This is a unique keyword that may be attracting users who are interested in authentic or all-natural hair care products, or likely looking for the brand totally true specifically. You can use this insight to optimize your content for this specific keyword, and even consider highlighting the authenticity, brand and natural ingredients of your product more prominently on your landing page. You can also see that users are skipping the top 3 rankings to click on your listing which is excellent.
While it’s great to look at your top keywords by click volume (where you’re currently getting traffic) what about all the keywords that are showing up the most to users in the search engine results. Maybe you have keyword terms that you’re ranking for but your CTR is very low.
Here we sort the keywords by impression volume so you can understand what terms have the most potential (but might need better titles, content and meta descriptions to really drive more clicks)
organic hair conditioner recipehas 3200 impressions but only 131 clicks, the CTR is 5X worse than your best terms, it’s hard for a page to be everything to everyone so if your current pages targets your branded product
totally true organic hair conditioneryou should probably consider creating another page that targets
organic hair conditioner recipeso that you can have a really targeted title and meta description.
Terms you don’t rank well on can be a jumping-off point for your keyword research. Look for related keywords and search queries that you can target to attract even more organic traffic to your page or with new pages. Think about the different ways that users might search for your content, and brainstorm some new keywords to target based on those insights. Understand what keywords a given page is going to target and which ones it isn’t.
As you're refining your content and expanding your keyword research, be sure to keep an eye out for any gaps in your content. Are there relevant keywords that aren't driving traffic to your page? If so, it may be time to optimize your meta tags and refine your content to better target those keywords.
You’ll want to keep track of your rankings over time to see how your optimizations are paying off. Are your rankings improving for those top-performing keywords? Are you starting to see more organic traffic to your page?
The dashboard provides 3 sparklines per landing page to help you track success:
- Sessions sparkline shows you weather your organic traffic is growing over time or shrinking - this is the baseline indicator for success
- Position sparkline shows you whether you’re ranking is decreasing or not (smaller is better) - we want to see a downward trend here showing that across all the relevant keywords our position is improving
- CTR sparkline shows us if our CTR is improving (bigger is better) - we want to see our CTR improving showing that our pages, titles and descriptions are well optimized towards users intentions, our ranks are improving and we’re driving more clicks.
Celebrate your successes and keep pushing forward with your optimizations - before you know it, you'll be dominating the search results and attracting even more traffic to your pages!
Great! Lets get started with how to make the dashboard yours
- The dashboard is of course free, you can access the following Google sheet to make a copy of it here: Get the Dashboard
- Create a copy of the template
- Instructions to customize are in the spreadsheet