Top 5 Most Important KPIs to Track on Your Client's SEO Reporting Dashboard
Your client has many options for an SEO dashboard. If you have a top dashboard like aDash, you'll have a lot of data to review and analyze.
With so much SEO reporting available to you, where do you start analyzing your client's current weaknesses and measuring your success? If you're providing white label SEO services, you need to know which key performance indicators (KPIs) are the most important to track.
If you've been struggling with where to focus on your SEO reporting, you've found the solution. Below, we share the top 5 most important KPIs on your client's SEO dashboard, so you can analyze and report with confidence.
When considering the goals of search engine optimization efforts, many focus on the ranking aspect. Every detail of what a client puts on their website will affect how Google grades and ranks their pages. And considering all the updates this algorithm has gone through throughout Google's history, keeping up-to-date on the newest rules of optimization and optimizing the pages for search rankings is quite a task on its own.
However, there's no use in being at the top of the page of every related search if the site isn't converting.
Part of optimizing a site is making it engaging to visitors, making the sought-after information easily accessible, and calling readers to act effectively. When a visitor responds positively to your call to action, this is a conversion. Conversions may be anything from signing up for services to just joining a mailing list. Having a clear call to action is the best way to engage readers and boost conversions.
With calls to action in place, you should also have a goal. How many conversions are you looking to get in a month or a quarter? Compare the actual conversions to your goal. If SEO reporting shows that you're falling short, it's time to rework something.
Boosting conversions may include adapting your search engine optimization to target a different audience through different keywords, ranking higher, or simply strengthening your site engagement and improving calls to action. No matter what the site needs, this KPI will tell you.
2. YOY Traffic
One of the primary goals of anyone providing white label SEO is to improve site traffic. However, there are many ways to track this. You might take a look at daily quarterly, monthly, or even daily traffic patterns. All of these will show ebbs and flows, and this data will ultimately determine your perceived success. So, what do you look at?
Perhaps the most important KPI is actually YOY (year-over-year) traffic. This means you take the traffic from one year's month or quarter and compare it with another year's same period.
This KPI is far preferable for white label SEO reports because it gives a more accurate picture of how traffic is changing and whether it's on the right track. For example, if you're working with a seasonal business, comparing an in-season month to an off-season month would be a completely misleading metric. However, YOY traffic accounts for seasonal fluctuations or special events. By providing a bigger picture, the view is more honest.
3. GMB Actions
Because of the way Google's algorithm is set, Google services are more likely to rank higher than other pages. For example, you'll often see ads at the top and the “People also ask” section after the first couple of results. Similarly, Google My Business (GMB) is a feature that is always presented near the top or at the top right of a search results page.
Because of this high ranking, you want to ensure that the Google My Business profile associated with your client's site is optimized and that you're reviewing the actions users take on it. With the right SEO dashboard, you can review GMB actions as part of your services.
Because this profile ranks so highly, users are more likely to start their interactions with a business here before engaging with a site. By reviewing this KPI, you can ensure that the user's first impression is a good one. Ensure that the information is accurate and easily accessible. Integrate applications like appointment setting or restaurant menus, make the profile text engaging and accurate, and make it easy for users to contact the business or reach the site.
4. New Users
Not all traffic is equal. There are two types of visitors you want to differentiate between: new users and returning users.
Returning users are often clients' bread and butter. Conversion rates for returning users are higher, and they spend more time on the site.
However, to get returning users, you need new users. If your new user KPI is low, this doesn't bode well for getting more returning users. Review this KPI regularly, and review how you can direct more new visitors to your client with better rankings, meta descriptions, and keyword targeting.
Perhaps one of the top reasons any client reaches out to you for white label SEO services is page ranking. When users search for something related to a client's business, they want to be one of the top results on that search results page. This makes sense considering the first five results receive about two-thirds of the clicks from Google.
A page's ranking also affects every other KPI. For example, you won't reach your conversion goal if you're not directing enough traffic to the site through organic search traffic. And your YOY traffic? That depends on a strong ranking.
So before you jump into optimizing every call to action on the site, review the rankings for the pages belonging to the client. While you can't always secure the top spot (that often goes to ads anyway), review the keywords you can rank for, where your traditional rank currently stands, and start search engine optimization efforts.
Get the Most Out of Your SEO Dashboard
You or your client themselves are paying good money for a top-of-the-line SEO dashboard like aDash. Don't waste this resource by overwhelming yourself with interesting but ineffective KPIs. Focus on these five first and only add as needed. This will set you and your client on the best path to success.