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Dashboard for SEO Specialist

Each specialist in website promotion works with a set of tools, services and reports that are used daily. Viewing data is time-consuming, therefore it is useful to have a summary report that combines the most important parameters and indicators. Such a summary could well be the Dashboard Google Analytics.

Google Analytics dashboards are a convenient tool for viewing both a general overview of the main parameters and indicators in statics and dynamics, as well as detailed information for each of the widgets.

Thanks to this tool, you will not miss anything important, quickly identify the key problem, you can study it in detail and find the optimal solution. Earlier we talked about how to set up a dashboard for a marketer, now we will create a suitable view for SEO.

Read related material: Google Analytics dashboard for a marketer: all data on one sheet

Search engine promotion with transparent processes and CPA query scoring
Dashboard for SEO Specialist

What data does an SEO professional need daily?
Organics share in total traffic

For an adequate assessment of the importance of search traffic in total traffic, it is important to see how much organic matter has from the number of all visits.

Organic dynamics

Any indicators of the site must be watched in dynamics in order to be able to see the growth, fall or lateral trend on them and evaluate the effectiveness of the advertising campaign.

The main indicators of the site on the organic channel

They give a general idea of ​​the behavior of users on the site and the relevance of the content they offer. These data include the bounce rate, the average number of pages per visit, the average time spent on the page, and the number of unique users.

Popular keyword phrases

When analyzing the most frequent key phrases, it is important to exclude brand traffic and “not set”, “not provided”, because these data do not provide important information for promotion. Statistics on popular keyword phrases can serve as a foundation for compiling or updating the current semantic core of a site.

Read related material: Site Linking
Search Traffic Sources

When promoting a site in several search engines, it is important to track the popularity of sources and their indicators: micro-conversions, electronic commerce conversion rate and the share of traffic generated by search engines.

If an advertising campaign in Yandex.Direct is not marked with UTM tags, then CPC traffic will fall into the organic, i.e. noisy channel. For accuracy, use a segment with a filter of pages whose URL contains the entries “openstat” and “yclid”.
Geography of visits: from which cities users come

When promoting a site in a certain region, it often happens that the site receives visitors from other cities and countries.

High site traffic from non-target regions may indicate problems with ranking settings.

Popular landing pages

A landing page report helps evaluate the impact of promotion on site ranking. You can immediately see which pages receive the most traffic and their conversion rate. This allows you to understand how effective the traffic going to the page is.

So, during the audit of e-commerce sites, it is important to determine how the dynamics of the attendance of a section affects the dynamics of attendance of product cards. And, if the current result does not suit you, recompile the standard block of recommended products on the category page.

Dashboard for SEO Specialist

Creating widgets for dashboards
The main advantage of the dashboard interface is widgets that reflect the contents of the most important reports for you.

For the first widget, it’s better to select a pie chart. It clearly shows what proportion of the total traffic each channel occupies, including search traffic. As a metric, you need to take visits. To be able to drill down the report by channel, add a link to it.
Next, create a widget showing the dynamics of search traffic. To do this, use a widget type called Timeline.

In the metrics, select the number of visits. As an additional metric – a failure rate. Now you can see how user behavior changes depending on the growth or fall of traffic, as well as on days of the week, month, etc.

It’s important not to forget to set the filter on search traffic only and add a link to a detailed report in Google Analytics.
After we create 4 separate numeric widgets (widget type: metric) for the following indicators:

bounce rate

conversion rate

average visit time

pages / visit.

All widgets are formed according to one principle, only selected metrics will change. The filter will remain unchanged, leaving only organic traffic and a link to a detailed report.
We proceed to create several table widgets (Table).

First. Key phrases

As the metrics, choose sessions and profitability (or conversion rate, if it is not an online store). Add 2 filters: show only search traffic (this filter will be relevant for all the widgets below), exclude phrases.

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