SEO reporting dashboard 101: All you need to know


Did you know that leads that are generated from SEO are eight times more likely to become paying customers than leads generated from traditional ad campaigns? The huge potential in SEO means that you should be prioritising it in your strategy and investing the resources to ensure that you’re doing the best you can in this area. But is there an easy way to monitor your SEO strategy? Well, SEO reporting dashboards are just the thing you need.

Are you ready to grow your business? Keep reading to find out more about SEO reporting dashboards and why they can help boost businesses.

What is an SEO reporting dashboard?

Just like any dashboard, an SEO reporting dashboard provides a quick and easy overview of in-depth data and information. Dashboards are used to communicate data to teams in a quick and easy-to-digest manner. The information is used for daily operations and monitoring progress.

An SEO reporting dashboard can be made up of different graphs and charts that reflect the data and information. These charts and graphs can be completely customisable to show certain data that is relevant to the team or company.

How can you (and your clients) benefit from an SEO reporting dashboard?

SEO reporting dashboards have many benefits for both agencies and clients. This accessible method of viewing data can lead to many advantages that can help grow your business and increase your customers’ satisfaction.

Better visibility, better decisions

Having all your important information in a well-laid-out dashboard makes the process of extracting data much easier. For example, inserting a pie chart to represent the number of desktop users versus mobile users is a more aesthetically pleasing way to display this data rather than a long, cluttered data set.

This means that your team can process information more effectively, which could lead to better decision-making and more efficiency throughout the business.

Make tracking easy

Since your SEO reporting dashboard will be created from different KPIs, you can easily monitor and track your progress to meet your goals and objectives.

Suppose you want your bounce rate to stay below 80%. Visually, this can be represented on a graph that can quickly and simply indicate the bounce rate. Rather than spending time compiling reports that tell the data, you can display the information on the SEO reporting dashboard to accurately get across the information in real-time.

Real-time, accurate information

Since the information displayed on the SEO reporting dashboard is based on the live metrics, the information is as accurate as it can be. This is a great advantage for your clients, who have direct access to the dashboard. This can save clients time as they do not need to go through the agency to obtain this information.

Give your clients what they want

With Agency360, you can offer your clients their own, completely accessible dashboard. This is a fantastic feature to offer your existing and potential clients that give you an advantage over other agencies. Dashboards also provide a simple way for clients to access their data without having to access numerous reports or large excel files.  

Clients can simply and quickly monitor their progress and their goals without the hassle of using an agency.

Picking your metrics for an SEO reporting dashboard

For an SEO reporting dashboard, the main metrics should be focused on your overall SEO strategy or plan.


Inserting the duration of your visitors’ visit will give you a deeper understanding of the type of traffic you are attracting. Visitors that stay on the page for a long time are high quality and appear to be most interested in your site, whereas the users that leave after a few seconds may not offer the best potential.

Device type

Understanding where your traffic is coming from is an important insight, as you can tailor your strategy to capture the source with the most potential.

For example, it could be that the majority of your visitors use their smartphone, rather than their desktop. Knowing this information means you can invest a little more time and energy into your mobile advertising or mobile optimisation.

Organic Revenue

It is always useful for everyone in the team to know the current position of the company. A good way of displaying this in terms of an SEO reporting dashboard is to display the income generated from organic traffic. This income shows the amount generated from users who have organically visited the site and purchased/enquired without being prompted by any paid advertisement.

A high, organic visit rate is good news and means that you are doing something right.

Pages per session

The pages visited by each web visitor can be extremely telling. Perhaps you notice that visitors often do not explore your site further than your homepage. This may indicate that your homepage is unenticing, has an unappealing design, or the website, in general, is difficult to navigate.

Pages per session is a great metric to have on your SEO reporting dashboard as pages are constantly being updated. It is useful to know if a page is not performing well or perhaps has an issue.

Consider these 3 things when choosing the right metrics for your SEO reporting dashboard

With SEO reporting dashboards, you can ultimately customise them to whatever you want. However, there are a few aspects to consider when choosing the right metrics for your dashboard.


The main point of an SEO reporting dashboard is to monitor your progress on meeting your goals and targets and to help you understand if your marketing strategies are working or not.

To set up your KPIs, you should first consider your main objectives and goals. Once you have established your goals, you can create the most relevant KPIs for them. The KPIs could be, for example, keyword ranking, bounce rate, or organic search traffic that relate to your objectives. Next, you can define your goals for each of your KPIs that relate to your overall goal.

For instance, say your goal is to increase your position in the SERPs. The KPIs you need to monitor would include backlinks, your keyword ranking, content etc. These individual KPIs relate to the main goal of increasing your SERP ranking. 

Audience/target group

When designing your SEO reporting dashboard, you need to consider your audience and their abilities. Perhaps your dashboard is specifically for SEO experts or a marketing department. In that case, inserting in-depth metrics and highly technical jargon is completely fine, as your audience will understand it.

However, if your SEO reporting dashboard is for general use, say for middle management, then you should only include important, easy-to-understand details on the dashboard. This will not only help you design your SEO reporting dashboard but also help you draw conclusions from the data that are relevant to your audience.

Perhaps some of the conclusions are highly technical and can only be discussed with the experts. Maybe some of the issues are general and can be openly discussed with all management, regardless of their specialism.

A little bit of competition

Being aware of your competitors when designing your SEO reporting dashboard will allow you to easily adapt your plan and become more self-aware of your own strengths and weaknesses. Perhaps you can see that your competition has a higher keyword ranking. You can use this data to see which words they have invested in and plan a strategy around this.

Including a competitor aspect on your dashboard can spark some competitive energy. This can help your team to stay on track and motivate them to smash the company’s goals.

How to make SEO reporting dashboards with Agency360

With Agency360, you can easily create an SEO reporting dashboard that helps both you and your clients manage and monitor data.

First, sign in to your account and click onto your chosen client, then login to their dashboard. This will take you to your client’s dashboard where you can find all the in-depth insights.

Next, simply click onto web analytics from the sidebar menu, and you will find all your data relating to SEO. You can find all the data filtered by type along the top of the page, for example direct, organic and PPC.

There is also the opportunity to narrow down this data according to the period.

The data shown on this page is the default. To change the dashboard, you can easily select your metrics from the top right corner. From this menu, you can simply pick whichever metrics relate best to your SEO reporting dashboard.

After you have chosen your metrics, you will see the dashboard automatically update with the new KPIs and metrics. If you want to give your clients access to this dashboard, you can simply head to the main login menu and click white label. Here, you can customise the dashboard to match your clients’ branding and logos.

This is also where you select how your client can log in to their dashboard. Our most recommended method is via the standard URL. However, you can choose other ways for your client to access their tailored dashboard like via subdomain or your own domain.

Next, simply show them how to easily log in to the dashboard platform using their registered email and password. Easy, right?

Do you want to try out Agency360? Try our 14-day free trial here, and let the software do the hard work.