Dashboard 41 – SEO dashboard for online retailers
This Google Analytics SEO dashboard is a must for
- Online retailers who want to measure and grow their profits from organic search traffic
- SEO consultants who want to document their worth to their customers
- Google Analytics must be installed, including e-commerce tracking
- Your Google AdWords and Google Analytics accounts must be linked
- You need to manually insert your own brand names after downloading the dashboard
Purpose of this SEO dashboard
Search engines like Google, Bing and Yahoo can deliver a steady flow of customers to your online store. However, as the competition is fierce and you're not the only one who is trying to attract visitors from the search engines it's crucial that you keep a close eye on how your website performs in the search engines and focus your SEO efforts towards the products and keywords that have the highest potential and require the lowest investment in terms of your time and/or money.
This SEO dashboard will help you understand:
- How much revenue that you get from organic searches
- Which search terms that drive most traffic and business your way
- Which keywords that have the highest conversion rate
- What keywords you should target
- Whether your current investment in search engine optimization yielding attractive returns
Contents of dashboard
This widget shows you the total amount of visits made by users who found you through the natural listings in the searches engines. All other types of visits, AdWords included, are filtered out.
Make sure to type your own brand name(s) in the widget filters. This also applies to the subsequent widgets.
This pie chart shows you which search engines that drive most traffic your way. It only shows you organic “free” visits as AdWords/CPC traffic been filtered out (Traffic type has been set to “organic”).
If the largest slice of the pie is not labelled Google, then your website and your audience is really special…
This widget shows you the top 10 keywords that your visitors typed in the search engine input field before clicking “search” and picking your listing in the search engine result page.
The “Visits” metric in the 2nd column should not be confused with “Visitors”. One visitor can pay several visits to your site.
The “Per visit value” tells you how much revenue that each visit for each of these search terms generated – on average.
See details about the widget settings below:
Total amount of transactions (orders) that were made by people who found you through the organic search results.
This is a table with the 10 keywords that gave you the highest product revenue for the selected period. If your Google Analytics e-commerce tracking has been set up properly then product revenue is your net revenue after you have deducted taxes and shipping.
In above example the third column with e-commerce conversion rate tells you that almost 9% of the visits via the search term “Adidas” ended up with the user placing an order.
Remember that that conversion rates in this table will nearly always be higher than average as this widget is sorted by product revenue in descending order.
This widget shows which search terms that – on average – give you the highest basket sizes. You however need a pretty large amount of data before this table has any kind of statistical significance.
This one is pretty important. It tells you whether or not your website is able to pull in revenue from the organic search results pages. This is the net product revenue excluding local taxes and shipping costs (provided that your Google Analytics e-commerce tracking is set up in the right manner).
Watch out – This table contains information about PAID / CPC revenue and conversion rates – Read further below why this SEO widget suddenly includes information about your PPC campaigns and keywords.
Provided that you have told Google Analytics to track the internal searches (i.e. people using the search function at your own website) this table will show you what people are searching while on your own site.
A lot of searches and a low amount of transactions for a specific keyword or phrase could maybe give you inspiration on where to expand your range of products on your virtual shelves.
You will nearly always rank well for search terms related to your own brand or your own product names. Make sure that these brand-related search terms do not screw up your figures by filtering them out. To remove brand-related searches you need to do the following.
- Click on the “Settings” icon on each of the first 7 widgets.
- Type your brand name into the field marked with a red circle below (add additional filter rows if your customers know you by several different names or spellings)
- Click “save”
Now your figures won't be inflated by high-performing brand-related search terms.
3 tips on how to translate the data into actions
Use “Widget 3 – Most popular search terms – Top 10” to spot the most profitable keywords.
A high amount of searches and visits is not a succes in itself.
You always need to figure in the “Per Visit Value” which is really a key metric in Google Analytics.
Do some additional research on all 10 keywords in this list.
Check your existing rankings in your most important search engines (remember to reset your search history or use “neutral” search tools such as the automated Ranktracker software (Click to download free trial) or a manual tool like Impersonal.me)
If you´re not already number 1 and the keyword has a high “Per Visit Value”, then check the webpages above you and try to assess the effort required to move into top spot (you might need an experienced SEO consultant to assist you with this assessment).
If you get 1,000 visits and attractive income while in 4th or 5th position, you might get 10 times as much in 1st position!
Enable the “Compare to” feature in the period selector in the upper right corner of Google Analytics.
The SEO dashboard will now give you a great overview of whether or not your SEO efforts have yielded the expected results.
Although you can't hire or fire SEO consultants based on this dashboard alone, but you can indeed use it the basis for performance discussion with the guy or girl who is handling your SEO activities.
Leaving Pandas and Penguins aside you will hopefully be able to see your widget stats pointing in the right direction.
Your PPC and SEO activities are really two sides of the same coin.
You can use high-converting keywords from this SEO dashboard to get inspiration on what keywords to add to your AdWords campaigns – and you can benefit from your AdWords statistics when trying to spot keywords that holds good organic search potential.
Take a look at “Widget 8 – Paid search terms with highest revenue” and check whether there are keywords from your PPC campaigns that are not yet showing up on “Widget 3 – Most popular search terms – Top 10”.
Although the competition might be fierce, you will often be able to spot 1 or 2 keywords from the AdWords top 10 widget that should go on your list of target keywords for your SEO campaign.
NB: Sorry! – This dashboard only works if you are using Google Analytics e-commerce tracking. If you are tracking goals (rather than e-commerce transactions) you will need our next SEO dashboard which will soon be launched. Sign up to our newsletter or join us on Google+ then we will keep you in the loop.
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