The 15th Beacon Spotlight – Building Smarter Dashboards

Jeff Riddall Beacon Spotlight Leave a Comment

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It’s no secret many marketers are flooded with mountains of analytics data from a myriad of sources on a daily basis. As an SEO platform vendor, gShift alone offers up data and reporting on keyword positions and research, on-site and off-site content performance, website traffic and conversion analytics, social engagement, backlink research, influencer identification, audience development and competitive analysis; all of which can and should be considered within the context of maintaining and optimizing a web presence.

In fact, one of the primary challenges gShift was designed to solve the amount of time it takes marketers to simply gather all of the data related to a web presence. And with the proliferation of social media and the explosion of what we call the Dark Funnel, the data universe continues to expand.  Marketers are charged with the unenviable task of gathering, analyzing, trying to make sense of and then acting on the insights they are able to glean from this data.

However, many do not even know where to start. A post on Forbes.com in March 2015 referenced an HBR article stating, “…marketers depend on data for just 11% of all customer-related decisions.” The challenge of Big Data is real.

Visibility Score Gauge Data BeaconSo the question becomes, How do I, as a marketer, focus my attention on the data which matters most? One solution – customizable dashboards. gShift Data Beacons are compartmentalized collections of keyword, analytics, content, social or competitive data, which are meant to illuminate insights or trends in each of those specific areas.

For example, the Visibility Score Gauge provides a quick visual indication of how a group or kluster of keywords is performing today vs. a 7, 30 or 90 Days ago. Users can drill down from this Beacon to analyze positive or negative changes in the keyword positions of one or all keywords within the kluster to determine the what action needs to be taken to improve the Visibility Score. However, an alternative for gShift users is to combine the Visibility Score view with other targeted keyword Data Beacons such as:

Keyword Kluster Visibility – relative kluster visibility scores on a timeline

Keyword Kluster Positions – relative individual keyword positions within a kluster on a timeline

Keyword Position Comparison Graph – relative strength of keywords within a kluster based on rank and monthly search volume

Keyword Position and Volume Comparison – side-by-side tabular comparison of keyword rank and position by search engine

By organizing some or all of these Beacons within a single Dashboard, you can get all of your questions answered at a glance and take action (e.g. create more keyword rich content, find more relevant keywords) immediately.

Keyword Visibility Dashboard in gShift

Additional standard and advanced keyword discovery Beacons can also be added to a Dashboard so the process of building and managing the topical keywords driving your content campaigns all happens in one place.

Keep checking back here as the next couple of spotlights will dive into other Smart Dashboards you can think about creating around Traffic/Analytics, Content, Social and Competition to answer other pressing digital marketing questions you may have.

See the rest of our Beacon Spotlights here.

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