Wikipedia (arguably the world’s current greatest source of definitions) indicates Dashboards “…often provide at-a-glance views of KPIs (key performance indicators) relevant to a particular objective or business process (e.g. sales, marketing, human resources, or production).” Indeed, this is the aim of the Dashboard and Data Beacon solution gShift has developed to present focused data to digital marketing customers ranging from SEOs and content creators to agency account managers and CMOs. Each role within a marketing organization has a different set of data he or she relies on to gain insights and make actionable decisions.
gShift Dashboards can consequently be custom configured to provide high-level metrics for senior staff or more detailed data and analysis for those who need to get their hands a little more dirty.
Our standard Web Presence Overview Dashboard has been created with multiple users in mind as it includes a cross section of high level analytics, keyword, content, competitive and discovery data. The Visibility Score Gauge Beacon, for example, is an excellent “at-a-glance” tool for visualizing the current general state of organic search visibility. The Competitive Share of Voice Beacon to its right takes this a step further in providing a comparative of estimated organic search traffic based on a specific group of keywords against selected competitors.
The Competitive Share of Voice Beacon to its right takes this a step further in providing a comparative of estimated organic search traffic based on a specific group of keywords against selected competitors.
However, while Dashboards and Beacons can provide the “at-a-glance views” and some initial insights, there generally is a “now what?” moment, particularly for the aforementioned hands-on-ers, who’ve been tasked with moving the needle forward.
In order to fully understand what action is required to make the organic keyword position or traffic needles move, users must drill down further into the data where they can perform more detailed analysis and/or obtain specific recommendations.
To illustrate this further, let’s take a look at a specific scenario starting within the gShift Traffic Boost Analysis Beacon. In this example, we are going to focus in on a single keyword “sawmill” for which we see content currently sitting in the #6 position in Google and which, in turn, is driving an estimated 148 organic search visits to our website. We can use the Beacon to adjust the “Desired Position” to #1 (of course) and discover the potential traffic boost from doing so is 1,163 organic visits.
Great! Let’s go optimize for the word “sawmill”. But wait, there are still a lot of questions we need to answer like:
- What content do I have ranking for this keyword?
- Is it the most relevant piece of content or are there other, more appropriate choices I should be establishing authority for?
- Are the other search results for this keyword relevant to my desired audience? Particularly for a short tail keyword like “sawmill”.
- What sort of competition will I be facing to get to the #1 position and can I realistically get there in a reasonable period of time?
- If I decide it is worth the effort, what steps must be taken to optimize a piece of content for this specific keyword?
- On-page optimization
- Cross linking with other relevant content
- Generating supporting, relevant and shareable content
- What other related keywords should I be incorporating into the content I will be creating to support the optimization of this primary piece?
By clicking and drilling down into the details surrounding the keyword “sawmill” we can obtain all of the answers we need and get down to work driving more organic traffic, targeted leads and revenue via our Web Presence.
Traffic Boost Analysis is but one of many Beacons designed as a starting point for gShift users to discover, identify, analyze and act upon keyword, content, analytics, competitive and other web presence-related data. Every journey starts with a first step and, in gShift, we believe our Dashboards provide several excellent first steps towards organic search domination.