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Dashboards are meant to provide quick insight into the progress of a campaign or task that one is undertaking. Unlike reports, which tend to be more specific and as a result can involve substantial amounts of data. Dashboards should be simple and easy to read and understand by anyone who reviews the dashboard.
When it comes to measuring your online success, we use dashboards that are usually in the form of complex spreadsheets, consisting of pivot tables, charts, graphs and multiple tabs of data. Sounds simple? Well the fact is that many dashboards do not convey the data in a simple, quick to read manner. Especially when it comes to nature search. Really when it comes down to it, there are three items that should be conveyed in a natural search dashboard:
1. Organic Traffic aka Traffic from Natural Search. Examine this metric by total and/or break it down by search engine.
2. Branded vs. Non-Branded Traffic - determine where your audience is coming from. Is your brand as strong as you think it is, or are people arriving on your site by torso and long-tail keyword queries?
3. Conversions from Natural Search - is your traffic from natural search generating revenue? At the end of the day, it is all about your return on your investment.
Your natural search dashboard should report trending on the above three metrics as this can illustrate the success, or lackthereof that you may be experiencing.
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