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Effective Communication

Communication in IT projects forms the pivotal bridge between ideas and their implementations. But, communication can soon turn into miscommunication in a matter of seconds. Effective communication seems to be the need of the hour for IT project managers who want to get it right when it comes to the how, when, why, and where of communication. The project’s progress depends on how the project communication takes place because it is only through communication that you can relay information from one point to another.

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A lot can be said about an IT project manager’s capability to lead, manage, and successfully coordinate the project’s entire route through the communication plan or strategy. This communication can make or break this project or measure its effectiveness in the scale of the business. For a project addressing different individuals from different backgrounds, possessing different skill sets, the smoother a communication plan, the better it is for the project and its success. Think of it as a glue or adhesive that holds the different aspects of the project phases together, more like a foundation than a communication barrier.

Communication needs to be handled appropriately to yield the maximum potential of the defined project plan. Have you ever heard of the differences between stakeholders that have led to serious altercations and the dissolution of projects? Most of these instances and scenarios arise with the main culprit being miscommunication. You wouldn’t want this for your team and project as a project manager.

Yes, we need effective communication within IT projects!

There’s always one task that halts your project’s entire process and needs you to come up with time and space to get the project back on track. But, if this particular scenario isn’t thought about earlier or if thought about but not mentioned to other stakeholders about how to deal with it, it certainly creates another ruckus.

Think of a project as a house being built using playing cards. One wrong move or placement and the bricks come crashing down. Have a solid foundation, and it’s not a steep hill from your setback. And this foundation, quite evidently, is communication.

Through communication, your planning is better, your requirement gathering is better, your implementation is better, and your project progresses smoothly.

Communication seems to be one of the most underrated project management factors and planning and is often left out to be dealt with at the last stage. This piles up the work with a swoosh! It can get absolutely no results out of your hard work and resilience. This is something that I’ve dealt with, and I speak out from my personal experience.

I’ve realized the importance of effective communication skills plans from the start of a project until its end.

Benefits of Effective Communication

Effective communication skills can save you and your business the time, money, and effort invested in the project you undertake.

Project Management Triangle

These three aspects of the project management triangle are the constraints that determine the success of a project. All of these are essential and need to be correctly balanced. Each constraint, when shifted, is bound to affect and influence the other two factors.

When the scope is increased, so does the time and cost slated for the project. If the time is concise and tight, it limits the project’s scope but increases the cost rendered. And lastly, if the budget is tight, the cost relaxes, reducing the scope.

With these changes constantly occurring at every stage of the project, effective communication can be the dots that join the constraints together to yield the desired balance.

Tracking of Stages

You lead the project from the front, but you can’t quite get the entire picture of what’s going on with your project, as the descriptions in the issue tracking system are misleading and unclear for you to make decisions. Sound familiar?

Here’s where effective business communication saves the day and helps you keep an eye on what needs to be done.

Your e-mail is supposed to congratulate your team for achieving an important milestone, but it sounds like your mail isn’t important by the subject line that’s showing up in everyone’s inbox. You have nowhere to go but turn to effective communication.

Modes to Facilitate Effective Communication

E-mail

Tools & systems

Meetings

This list isn’t elaborate, but these form the crux of effective communication tips—simplicity.

E-mail – This is a primary means of internal and external communication. Ever since the dawn of the Internet, e-mails have continually expanded and evolved to stay true to any transaction’s effective communication bit.

With all the pomp and parade, many are still unaware of how the basic use of e-mail can result in the progress of your IT projects. The subject line is the first point for discussion; while dealing with an IT project, your subject line needs to be:

Concise and Clear

Brief

Able to relay the purpose of the mail

Able to identify the project

The subject line is like your catchphrase and can determine whether your team will save those minutes of reading the contents of the mail.

Next in line are the recipients. The “To, Cc, and Bcc” fields should bear IDs belonging to the proper people and shouldn’t be going to a mailing list if it doesn’t pertain to everyone on that list.

Lastly, ensure you get everything by mail: transactions, meeting discussions, and minutes. It needs to be official, and mails form as that official form of communication.

Tools & Systems – We used them for modern project task tracking, reminders, collaboration, sharing, and communication. Nowadays, business applications have gained a lot of momentum, and their integration with e-mail clients has made things easier for all project managers and project team members alike. But, as project managers, you must use these apparatuses of efficient communication tools to maneuver through your project more effectively.

Project managers dealing with IT projects are drowning in issues being captured impractically, thus, leading to delayed or no communication of expectations. While you have your e-mails well in the capacity to keep you updated or help you track the ongoing activities of your project, in cases of larger projects, it just doesn’t seem feasible. At such times, a project manager needs to invest in better project management tools that connect and provide a linkage between the various external and internal stakeholders involved in your project.

While using such systems, you will need to keep in mind the following aspects:

Title – Make sure that the title has it all. The title should be as descriptive as possible to anybody within the project boundaries.

Category – Tag and provide categories for your tasks that need to be undertaken. Set priorities and communicate which tasks need to be looked at more keenly than the others.

Issues – Ensure that you’re tracking them efficiently so that your project isn’t blocking the next task in line and ensuring you communicate enough through the system that a particular task will be blocked to give way to another more urgent task.

Description – Be as descriptive as possible in your description category. Use links, images, and charts to convey an idea or message quickly.

Meetings – These gatherings of intellectuals to “discuss” and “sort out” issues have somewhat of a bad taste as it would involve long hours of meeting room confinements and, what some utterly fear, no results at the end of it all. Such meetings are encountered and have been prevalent since effective communication in the workplace wasn’t rendered.

To counter this, project management gurus have devised a set of different meetings, which in a way, bring into effect the same purpose of a meeting while not leading anything to waste (time, money, or effort). Let’s have a look at these:

SCRUM – In the Agile framework, projects are split into parts, and each part gets a sprint to execute, which is normally of a week or two’s duration. During this time, it’s not efficient enough to sit for long meetings to get updates. Hence, the SCRUM, a 10-min stand-up meeting that takes place with the ScrumMaster leading each team member to elaborate on:

Which tasks were completed yesterday?

What has been slated for today?

Issues encountered

The ScrumMaster would then communicate to the project leader the overall updates and status of the project. This is an effective and lean approach towards all the processes employed.

One-on-one Meets – This meeting form would utilize the team leader’s time but would be effective nonetheless. One-on-ones are effective for the following reasons:

Regularly scheduled at a fixed time

Standard 30-min duration

10 mins for them to inform you about their take on the progress of the project

10 mins for your updates on them and their work

Lastly, 10 mins for a development plan and things for discussion in the next meet

Focus on team member’s work and performance

Get rid of behavioral misses

Regular follow-up on development plans

Conducted in private

Communication 101

Here are a few points to remember what we’ve conveyed:

Keep your communication short and concise, as in IT projects, we deal with an individual involved in creative work that needs a lot of time. For example, coding and designing.

Clarity in purpose and subject lines is crucial.

Each minute is important, and time needs to be utilized efficiently.

KISS – Keep It Simple, Silly.

Stick to a common vocabulary and avoid using long and tedious words.

Keep it all on e-mail—verbal or discussed topics.

The usage of charts and images poses good visual communicators.

Organize precise meetings. Have a fixed agenda, and meeting minutes must be sent post the meetings.

Use the whiteboard to jot out announcements and tasks, as e-mails might go unnoticed.

Involve only people who are necessary in your emails and meetings. You won’t want to waste others’ time.

Read the notifications or emails coming to you to understand them.

Use project management systems that are team-centric and promote collaboration.

Stay in control of your project and ensure you know everything happening.

Decisions should be conveyed clearly and with proper and accurate data.

Listen to your team members.

Spreading the Word

Communication is the key element that needs to be based on the entire project life cycle. With every change, a fixed and thorough communication plan at the start of the project can help IT managers bring out the best in their team members, vanquish defects and waste, and progress seamlessly through the end. There’s always one task that halts your project’s entire process and needs you to come up with time and space to get the project back on track. Especially it’s struggling if you don’t know how to find a technical co-founder and run the process independently.

Your team members need to know that you’re putting in that much time and effort to ensure the coordination is brilliant, and they can never be lost in a sea of words. Project managers, take this challenge as an opportunity, and you will see how just fixing the communication can make a huge difference to the project and its proceedings.

The Importance Of Technical Seo For Link Building

Do you have your own company website or manage one? If so, then you understand the significance of ranking high on the first page of Google. All marketers want for one thing: their site to be towards the top of search results.

Your strategy is on the right track if your website ranks highly for all of your target keywords. And if not, then it suggests there is a lot of work that needs to be done. The site’s existence is predicated on its ability to attract visitors and transform them into potential customers. One way to do this is through climbing the ranks of search engines. The better your website ranks, the more money you’ll make.

Let’s get down to brass tacks here; how can we improve the site’s search engine rankings? Well! Link building and technical SEO are two methods that may be used to accomplish this. It could sound the same at first, but you’ll see significant differences upon closer inspection.

What Is Technical SEO?

Increasing a website’s page rank in search results is the primary goal of technical search engine optimization. Making a website quicker, simpler to crawl, and more intelligible for search engines are the cornerstones of technical optimization. On-page SEO includes technical SEO, which focuses on enhancing your website’s aspects to get better ranks. It’s the antithesis of off-page SEO, which focuses on increasing a site’s visibility by means other than its own pages.

Technical SEO may aid search engines in −

Accessing

Crawling

Indexing

Interpreting

Link Building: What Is It?

It may seem like you do not influence earning backlinks, but you have. While link building depends on external websites connecting to your material, this does not imply that you cannot apply strategies to encourage other websites to do so. You can increase your chances of earning backlinks by being proactive, including developing relationships with other businesses and influencers in your industry; producing high-quality content that ranks well on SERPs; encouraging readers to share your content; and establishing your brand as an authority in your field.

Creating high-quality content relevant, useful, and worth linking to, establishing oneself as an authority to create a reputation as a dependable source, and expanding visibility are the three components of an efficient link-building approach.

Now, let’s investigate the connections between technical SEO and link-building strategies.

Disappearing Content, Faulty Links, And The Dreaded “404.”

Broken links, often known as the dreaded 404 error, are one of the most significant barriers that bad technical SEO erects in the path of efficient link creation. The most effective method for fixing this is to do a technical SEO audit or to use a program that checks your pages for broken links and allows you to update them. Checking for broken links regularly is an important aspect of technical SEO since reorganizing pages and content is a common part of site optimization.

Removing Old Links And Content

Another significant problem that might derail your attempt to increase your link popularity is duplicate content. This occurs when you create many landing pages for separate campaigns but ignore them, even though their URLs go back to your main site.

The fact that search engines frown upon duplicate material poses a challenge for any link-building approach. They penalize it in their ranks, which might have a significant impact if you’ve been attempting to elevate a certain page.

How Is The Site Laid Up And Connected

It’s not always as simple as it seems to expand your online presence to a larger audience. You start tiny, and you become larger, but that enlargement process often leaves a boatload of legacy problems in its wake, and sometimes we might be too busy adding to a site to go back and correct the things that weren’t done properly in the first place.

One of these problems is the underutilization of internal link building, one of the most helpful tools in any link-building plan, either because we forgot to do it at the time or because the URLs have changed. Identifying broken links and the sites with the highest ranking authority to base the plan around is an important part of any targeted internal linking push.

Focused Redirects

The most straightforward solution to the above problem is simply redirecting the old URL to the new one. Nevertheless, if this isn’t done often, it may become tedious and time-consuming; hence, those who are lazy or short on time may seek quick-fix methods, such as just forwarding to the homepage. Yet, they may not have time to go through your site to find what they were looking for.

This customer experience, however, is also your sales funnel and sending someone to an irrelevant page is like asking a consumer to walk out the door and come right back in again. Redirecting users to relevant sites is a simple technical SEO technique that may have a significant impact.

Doesn’t Link Building Hurt Websites’ Rankings?

Throughout time, page ranking elements have been uncovered by trial and error, despite Google’s refusal to disclose their exact methodology. Sadly, once these characteristics were revealed, many websites attempted to abuse them wherever possible to increase their page ranks without genuinely earning those positions. Because of this, low-quality information dominated Google’s search engine results pages (SERPs).

Conclusion

At its foundation, technical SEO is about ensuring your site performs precisely how you want it to operate. There is a lot you can do to have a bigger and better impact on your company. You’ll need a fantastic plan of action. Experience and a deep understanding of search engine optimization will be of great assistance.

Fixing The Emotional Gap In Online Communication

“I’m going to kill you!”

What does that sentence mean? Read it in a few different tones, and you can hear a sincere threat, simple anger, or a playful outburst. Text-based communication doesn’t really give you that level of understanding, though, and since that’s how the Internet works, the ambiguity can be a problem. Luckily, human language evolves when it’s confronted with a challenge, and while the lack of context can lead to a lot of misunderstandings, Internet-speak has developed some conventions to help get your mood across.

The problems

If you’ve been around social media, text, or email long enough, you’ve seen the fallout that can arise from an intended joke that somebody didn’t understand was a joke and probably witnessed/experienced other emotional firestorms. It’s not just you, either – multiple experiments have confirmed that people just aren’t as good at communicating emotion via text as they think they are. So what’s causing the disconnect?

Lack of non-verbal cues: On social media your words are like song lyrics with no music. It’s helpful to know if those words are being sung softly over a piano or screamed over a crunching guitar. Exactly how much of our communication is non-verbal varies depending on the situation, but it’s not an insignificant amount. Your expression, tone, posture, social setting, and a myriad of other factors are adding essential metadata, and without it, our accuracy suffers.

The negativity effect: We often assume the worst, especially when we get terse, formal emails, where language tends to come across as much less warm and more negative than the writer intended.

Asynchronous communication: The lack of immediate responses can lead to a lot of misunderstanding and lower one’s perception of consequence for saying something unkind.

Unintended audiences: You might write your post for an audience who you know will understand, only to have it misinterpreted by someone not in that audience.

A few ways language has adapted

There’s no “big fix” for the computer-mediated communication gap. If we wanted to convey all the meta-language we do in person, every text and post would have to be its own short story. There are a few things that can help, though.

Emojis/Emoticons 🙂 the candy of written communication. A few of them make everything seem a little sweeter, but too many = a syrupy mess 🙁 These work really well as emotional accents and can indicate everything from happiness 🙂 to humor ;D to skepticism :-/ but have a fairly limited range and can be misinterpreted. One person’s “Playful tongue sticking out” emoji could be another person’s “I’m making fun of you” emoji.

Ellipses … This one actually causes more problems than it solves, since it’s literally meant to be ambiguous. In informal writing, leaving something unsaid at the end of the sentence can convey disappointment (“You didn’t call me …”) or even passive-aggression (“Whatever … it’s okay …”). In formal writing it stands in for less-relevant information. It’s often used as a way to make the sentence ending sound “softer,” but it’s very easily misread as a negative emotion, so it’s better to avoid it and stick with the friendlier exclamation point.

CAPITALS: WHILE YOU SHOULD NEVER TYPE A COMPLETE MESSAGE IN ALL CAPS, they CAN be an excellent way to emphasize words, especially when you don’t have access to italics.

Acronyms/Internet slang lol: The instant-messaging age spawned uncountable acronyms, and the strongest among them have survived, with new ones being born and put up for meme candidacy every day. LOL, OMG, SMH, and many others can be used as emotional markers, but much like other new language, they can be generationally-affiliated, so, real talk, don’t try too hard to look woke.

Hahaha/jajaja/555/ㅋㅋㅋ/ : You can laugh in a lot of languages online, probably because it’s universally understood as a mood-lightening marker. Nervous atmospheric laughter is a normal part of human conversation, so it makes sense that we put it in our text as well.

Extra letterssssss: Humans naturally vary our syllable length along with our word tones, so adding a feeeew extra letters can sometimes make your meaning a liiittle clearer. It’s like adding a little humming to the rhythm when you’re trying to tap out a tune for someone.

Don’t be afraid to show your feelings

Humans are great at adapting to new environments, and our language comes along with us. It took us quite a while to standardize grammar and punctuation after inventing writing, and bridging the Internet tone gap could turn out to be the same way. The low-context settings we often find ourselves in online are full of opportunities to misunderstand and to be misunderstood, so judicious use of emotional signaling certainly isn’t a bad thing. Parts of it may feel trivial, juvenile, or annoying, but it’s all part of the process of figuring out what works and, ultimately, understanding each other better.

Andrew Braun

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Technical Seo Best Practices: The Complete Guide

SEO, or search engine optimization, is a term that is often used in connection with websites. The algorithms used by search engines to evaluate and rank websites are built into the systems.

Although numerous factors go into SEO, the foundation for your website’s algorithms is built during technical SEO. Simply put, technical SEO involves fine-tuning the website’s code and server settings so search engines can more easily scan and index your site’s content. So, what exactly does search engine optimization include technically? What is it?

What Does “Technical SEO” Entail?

With the help of technical SEO, you may improve your site’s architecture so that search engine spiders can easily crawl and index your content. Technical SEO analyses and changes the site’s underlying code to improve a website’s search engine rankings. Technical SEO expertise is required to optimize your website for search engines holistically.

Improving page load speed, making it simpler for search engines to crawl, and giving search engine algorithms enough information about your website to index it effectively are the primary components of having a great technical SEO. On-page SEO includes technical optimisation. As a result, its primary objective is to enhance different aspects of your site that might boost its reputation with search engines.

What Role Does Technical SEO Play?

If your technical SEO isn’t solid, it won’t matter how well-designed or well-written your website is. Why? Search engines’ crawling and indexing processes need your sites to be easily discoverable and understandable to their algorithms. Simply, technical SEO helps search engines understand the content of your sites. Content-related data might contain metadata, picture descriptions, related material connections, and more. Just the surface has been touched upon here.

Technical SEO considers many issues, including mobile friendliness, content duplication, website load times, etc. This does not imply that you need to spend countless hours perfecting technical SEO on your website. Yet, search engine optimization (SEO) makes it simpler for search engines to index and rank your content. We’ve compiled a detailed checklist of the most crucial technical SEO criteria to remember as you work to enhance your website’s technical SEO.

Webpage Load Time

Your site’s speed is a major influence on how well it does in search engines. Consider using a content delivery network (CDN), optimizing your media files, and minifying your code to speed up your website.

Optimisation For Mobile

More than half of all website visits now originate from mobile devices, making mobile optimisation crucial for search engine rankings. Make sure your site is mobile-friendly by making it responsive.

Sitemap

Websites using a sitemap are much more readily crawled and indexed by search engines. Create a detailed and up-to-date sitemap for your website.

Robots.txt

With the chúng tôi file, you can instruct search engine spiders which parts of your site to index and which to skip. Maintain an up-to-date chúng tôi file that represents the site architecture appropriately.

Data Organization

Improve your website’s exposure and search engine rankings by providing search engine crawlers with structured data that describes the structure and meaning of the information on your site. Make sure the structured data on your site is current and correct.

Canonical Keywords

By instructing search engines on which page to prioritise, canonical tags help eliminate the potential for duplicate content concerns on a website. Maintain updated canonical tags on your website.

Format of a URL

A logically structured URL structure will increase search engines’ ability to index your site’s information. Ensure your website’s URL structure is straightforward and simple to use.

Site Map In XML

Create an XML sitemap for search engine spiders to boost your website’s exposure and rankings. Maintain an up-to-date and thorough XML sitemap for your website.

Link Failure

Search engine optimization and user experience may both suffer from broken links. Make it a habit to routinely check for and repair any broken links on your site.

Auditing Basics For Technical SEO

Find and fix any technical problems (such as broken links, duplicate content, or sluggish page loading times) that may be hurting the website’s search engine rankings.

Optimizing the website’s content and meta tags for the keywords that have been determined to have the highest relevance and value is important.

Ensure the site is optimized for mobile use by performing a mobile-friendliness test.

Do a site audit to find problems with the site’s layout and navigation and suggest solutions.

Examine the website’s backlink profile to find any spammy or low-quality connections that might be hurting its search engine rankings and remove them.

To boost the website’s rankings in search engine results pages, it is important to verify that schema markup and other structured data are there.

Keep an eye on the site’s search engine rankings and visitor numbers over time, and use that information to inform continuing updates on the audit’s findings.

Why Should You Attempt Technical Optimization For Your Site?

Maintaining search engines and user-friendliness requires technological optimisation. Search engines aim to provide relevant and useful results for users’ searches. Google’s bots thoroughly evaluate all your web pages based on several criteria. Page load time, content comprehension, organized data, and many other technical elements play a role in this procedure. This ensures that search engines get a complete view of your page’s subject matter.

As important to the user experience is technical SEO. A website’s ability to hold the interest of its visitors depends on its speed, reliability, and ease of use. A solid technological basis for your website may do wonders for its usability.

Conclusion

Enterprise Seo Reporting: Tips For Developing Effective Dashboards

Whether you are in-house, a freelancer, or at an agency, sooner or later, someone will want to see a dashboard report that shows how the SEO program is doing.

And there’s nothing worse than building a dashboard and sharing it with various stakeholders only to realize no one ever looks at the dang thing.

Most of the popular SEO tools come with various standard and custom reports. They can be great in many cases, particularly since they require less effort upfront by the user.

That said, we have found that building your own SEO dashboards can give you more control – and often more flexibility.

In practice, we like a mix of pre-built reports from tools, combined with our own custom reporting that lets us scratch some of our own particular itches.

An SEO dashboard can be a central hub for all your data sources so that you can get a full understanding of SEO performance.

But its real use is in telling stories stakeholders can understand and care about while hopefully providing SEO practitioners with actionable insights.

Setting Goals And Identifying KPIs

Depending on the dashboarding tool you choose, enterprise dashboards can be customized in a number of ways – so it is important to hammer out what the business objectives of the company are, and how the SEO program supports those goals.

That way, you can ensure that the reports displayed directly connect to the needs of the key stakeholders.

While giving detailed reports to stakeholders is essential, your collected data won’t mean anything to them without context.

Break down the numbers for them (and emphasize KPIs that they’re keen to hear about).

How To Categorize KPIs

After identifying key performance indicators (KPIs) and setting clear goals, determine how to organize and group them in the dashboard.

There are a ton of ways to do this, but if you need some ideas, at my company, we tend to use reports such as:

Page type performance: Traffic report broken out by page types.

Query category performance: Traffic report broken down by different major query topics.

Linkbuilding performance: Shows data on links earned by LSG for the client.

Content performance: Shows traffic performance for pages created/updated for SEO.

Striking distance report: Shows pages within “striking distance” from ranking well for high potential queries. This can be a quick way to find your next opportunity.

Date range comparison report: Compares performance data on the page/keyword level for a selected time period to the previous period or year.

SERP market share report: This shows how the client is performing in the search engine results pages (SERPs) for a group of keywords compared to their competitors.

Google Business Profile insights: Aggregated and broken down by location. Ability to filter by address, state, city, or other custom segments.

Cannibalization report: A report that shows when multiple pages are ranking for the same keyword. This can help us identify pages on a site that may benefit from differentiation.

Creating a template for dashboards can save time, especially for those creating multiple dashboards for different sites or business units.

Utilize a general template that includes the most frequently used reporting pages, and then customize it by adding or removing pages as necessary.

Depending on the industry and needs, you likely will need additional reporting or modifications to tailor the dashboard and get the most value from it.

Where To Gather Data For Your Dashboard

Before selecting a dashboarding tool, it’s essential to determine which data sources (such as GSC, Google Analytics, etc.) and data visualization platforms will be most beneficial for providing valuable insights.

Many options are available depending on how much you need to customize your reporting, the skillset of the team building and maintaining the dashboards, and other factors.

Some examples of data sources might include:

Google Search Console.

Whatever analytics tool you use (Google, Adobe, etc.).

Google Business Profile insights.

Third-party rank tracking data (e.g., Ahrefs, Traject, Semrush, Stat, etc.)

Proprietary data (e.g., we connect our backlink data to our dashboards via Google Sheets).

Other custom datasets.

We warehouse most of this data, including Google Search Console, Traject, and Semrush data in Google BigQuery for data flexibility and speed.

In terms of data visualization and dashboarding, we use Looker Studio (formerly Google Data Studio). It’s free – and while it has its share of trade-offs, it’s pretty flexible for how we use it.

Examples Of Reports For Different Use Cases

There are various modifications that may be necessary for different industries to accommodate different metrics and customize reporting.

These use cases can give you a better understanding of how to fine-tune what reports might be best to create and what data and KPIs you could include.

Of course, there are an infinite number of reports you could create, but here are some of the basics we like:

1. Monitor Local Pack Appearances And Performance Over Time

This feature is particularly beneficial for businesses with multiple locations. It allows you to quickly show and measure your map pack performance.

For example, a national retail brand would likely want to use this to track its local SEO.

You can also organize the data by location and provide the ability to filter by state, city, region, and zip code.

This can be very valuable because it can help a brand identify challenges and opportunities at the local level.

2. Filter Traffic By Branded Vs. Unbranded Keywords

This is probably our favorite report type.

The ability to filter traffic by branded and unbranded keywords is a function you can implement with nearly all dashboards, as it’s nearly universally useful.

Non-branded traffic can be more valuable for increasing brand awareness and reaching new customers, while branded traffic is typically more valuable for driving sales or conversions, as these visitors are already familiar with your product or service.

Segmenting data this way can be particularly illuminating for businesses that have strong brands.

Often SEO performance can be obfuscated by brand search patterns.

By stripping away brand queries, we can start to get a picture of how the SEO program really performs. Because of this, we make non-brand-only reports the default filter on every report.

3. Report On Custom Keyword Categories

Understanding how your site performs at the “topic” level vs. looking at specific keywords can be illuminating.

This requires either manually or programmatically tagging the keywords you are tracking.

This type of report can be particularly helpful in tracking how search engines are treating you on specific topics.

For example, last year, we had a client growing in rankings and traffic for keywords for its core service category (e.g., hardware store), but it was losing rankings and traffic for “reviews” queries (e.g. tool reviews).

This stood out visually in our Category report and helped us quickly identify the pattern and come up with solutions to reverse it.

We also use these Category buckets in Share of Voice reporting to show how a site compares to its competitors at the topic level.

4. Report On Market Share By Location

This reporting gives you the ability to demonstrate how effectively they are growing in an existing or new market. This can be locally focused, such as a city or state, or it can be nationally focused.

5. Report On Google Analytics Goals

By taking data from Google Analytics, you can show and measure the performance of customized goals for better reporting.

Examples of goals include a user making a purchase, a contact/lead form submission, appointments booked, or even how long the user spent on the site.

We find the main challenge with these types of reports is that most sites do not have goals set up correctly in Analytics.

But that’s for another post.

6. Segment Data By Country

This reporting was built to segment data by country. This can be useful for brands seeking to expand their reach and gain more visibility.

By overlaying and filtering these markets, you can get a clear idea of how they stack up against each other and how the initiatives are performing as a whole.

7. Striking Distance Reporting

Striking distance reports can quickly give you an idea of which pages to focus on based on how close they are to ranking well for high-potential queries/topics.

You can see where this reporting gets powerful in the red box above.

Additional good filters for this report include conversions, revenue, average order value, etc.

Our agency uses GSC for all the data but supplements it with monthly search volume estimates from Semrush.

Typically, we only update these periodically as they don’t change often, and it keeps API costs down.

8. Reporting And Monitoring Domain Migrations

There’s nothing more nail-biting than redirecting your old site to a new domain and then waiting to see what happens to the SEO.

We developed this report so you can quickly see where the old domain was and how the new domain’s metrics compare. It also can be helpful to filter this report by page type, category type, region, etc.

In the first two to four weeks post-migration, this is probably our most viewed report, particularly in the middle of the night.

9. Benchmark Reporting Of Before Vs. After Making Changes To Your Site

It’s fairly obvious, but being able to mark when site releases were pushed live on your reports can be extremely helpful in determining whether or not a release helped or hurt your SEO.

It wasn’t ready at the time of this publication, but the next version of this report will also have the option to see whether or not a change in performance post-release was statistically significant.

If the change is not statistically significant, then it’s likely the site is experiencing a normal traffic fluctuation.

Determining this quickly can be quite helpful when a stakeholder is concerned about a Google algorithm update or whatever is making their imaginations run wild when they see a traffic dip.

Make The Dashboard Reporting Digestible

Whatever you decide to include in the dashboard, you should balance using detailed reports to show how your SEO initiatives are progressing with using your reporting to tell a story for key stakeholders.

The reality is most stakeholders will not check your reports regularly, so make sure the front page has the most digestible, valuable information.

Additionally, make sure deep reports are useful for the actual user – who is usually not the CMO.

Instead of making them go to the dashboard, consider bringing the reports to them.

For example, you could deliver automated bite-sized summary reports, statistically significant changes in traffic, or GBP updates via email or slack.

When in doubt, keep the reporting simple but comprehensive.

Should You Build Or Buy An Enterprise SEO Dashboard?

If you have the skills and expertise to build enterprise dashboards, they can be well worth it, as they have great functionality in communicating and tracking performance.

Communication with stakeholders is a key challenge – particularly less technical stakeholders who nevertheless often control the budget. Being able to quickly and effectively display what they care about has tremendous value in both the short and long term.

If you do not need complex custom reports, there are plenty of out-of-the-box solutions that can help vs. investing in building it yourself.

For out-of-the-box solutions, you might consider options such as Klipfolio or Databox. They are simple and easy to use, but the drawback is they lack the ability to customize reporting.

In either case, it would be wise to have a system for gathering feedback from users and iterating on the dashboard to ensure it’s designed or arranged in a way that is most useful to everyone.

The Bottom Line

Enterprise SEO dashboards offer a number of benefits, as they help agencies and internal stakeholders track, manage, and report on key performance indicators.

A centralized dashboard can organize priorities, gather data, and provide powerful data insights.

This allows agencies and stakeholders to effectively communicate progress on business objectives and the overall value of each facet of the SEO program.

More resources:

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