SEO Dashboard

What Is an SEO Dashboard?

An SEO dashboard displays all of the essential key performance indicators of an SEO campaign in a real-time interface. It typically includes metrics such as keyword rank tracking, organic traffic, web conversions, backlinks built, and more. An SEO analytics dashboard gives you all of the data you need to improve your clients performance in organic search and report on the progress.

Why Your Agency Needs an SEO Dashboard

SEO is one of the most powerful ways to drive growth for your clients—but only if you can clearly communicate results. The agencies that stand out are those that track key metrics consistently, tie performance back to strategy, and deliver insights in a way clients can actually understand.

The challenge? SEO reporting can quickly become overwhelming. Manually gathering data from multiple tools and presenting it in a meaningful way takes time—time your agency could spend optimizing pages and driving results instead.

That’s where the SEO Dashboard from AgencyAnalytics comes in. Designed specifically for agencies, this dashboard consolidates all the essential SEO metrics—like keyword rankings, organic traffic, link-building progress, and goal completions—into one real-time view. It helps you and your clients visualize campaign performance, identify areas for improvement, and prove ROI without the hassle of manual reporting.

What sets this SEO Dashboard apart is how it simplifies complex SEO data into an intuitive, client-friendly format. Whether it’s showing how a keyword strategy is boosting rankings or how backlinks are driving traffic, your clients will see the value of your work at a glance. This builds trust, strengthens client relationships, and keeps them engaged for the long term.

And it doesn’t stop there—combine the SEO Dashboard with the customizable SEO Report Template to deliver polished, on-demand updates that spotlight your agency’s success.

With automated reporting and live dashboards, you’ll save hours each week, leaving more time to focus on what really matters: delivering results.

AgencyAnalytics is an invaluable asset for any SEO agency. The platform has seamlessly scaled our reporting processes, enabling us to efficiently handle a growing client base without compromising quality.

Alexa Rees / SEO Manager

11 Sections To Include In SEO Reporting Dashboards

Creating the perfect SEO reporting dashboard starts with knowing what matters most to your clients. By focusing on key metrics that align with their goals, you deliver insights that demonstrate the impact of your agency's SEO strategy and drive smarter decision-making.

Want to compare channel performance between organic, paid ads, and social media? Just drag and drop the widget into your SEO dashboard from any of 80+ integrations. Save your ideal combination as a template, and clone it to easily onboard your next client.

Here are some of the most critical sections every SEO dashboard needs to keep your clients informed, engaged, and confident in your agency’s work.

1. Keyword Rankings

Keyword rankings are a cornerstone of any SEO strategy, directly impacting a website’s visibility, traffic, and conversions. If a client’s site isn’t ranking high for target keywords, it won’t show up for their audience—leading to missed opportunities and underwhelming results.

With the keyword ranking tool, your SEO reporting dashboards automatically track keyword ranking changes across search engines, giving you (and your clients) a clear picture of campaign performance. This makes it easier to identify trends, spot opportunities, and address issues before they become problems.

2. SEO Traffic (AKA Organic Traffic)

One of the main goals of an SEO marketing strategy is to drive more search traffic to your clients’ websites. A good organic strategy makes a website more visible to potential customers, often without those customers feeling like they’re being advertised to. Also called organic traffic, your SEO dashboard shows how many sessions are being initiated from search engines like Google and Bing.

Rather than trying to stich data together from a separate Google Analytics report, easily add organic traffic data to any SEO report or dashboard to paint a complete picture of organic performance.

3. Conversions (from SEO)

Want to connect the dots between website traffic and bottom-line revenue? Measuring the number of conversions your client receives as a direct result of your SEO strategy is one of the most integral parts of measuring success. Simply put, conversions are leads who have completed a campaign’s call to action (CTA), whatever it may be.

In other words, conversions are counted when a lead comes to your client’s website from organic search and performs some kind of action, like making a purchase or filling out your contact form.

An SEO report dashboard can display this as a simple number, bar chart by day, or line graph that highlights growth... it's your choice!

By itself, this data gives you and your clients a general idea of your agency's SEO success, but in order to get the big picture, you should compare your goal completions to other metrics on your dashboard. If you aren’t getting a high number of conversions, take a look at other metrics that aren’t performing well to see if you can identify where the problem is.

4. Local SEO Ranking Change

While it measures a similar trend, the local SEO ranking change KPI is quite different from the standard organic search engine ranking change. This measures how well the client’s website performs when compared to local competitors in Google Maps and the “3-pack”.

Your SEO dashboard easily integrates with a client’s Google Business Profile listing and tracks how it compares to the local keywords you’re targeting. If a client is trying to build a bigger local presence, this metric is one you can’t afford to miss.

5. New/Lost Backlinks

Search engines rank authoritative sites higher than others, so part of your SEO strategy should be to make your clients’ websites more authoritative. One way to do this is by getting other websites to link back to their website through things like guest posts or blogging.

We display how many new backlinks you’ve gained and how many existing backlinks you lost over a certain period of time. The dashboard uses Majestic, a backlink tracking software, to generate this number for you. If you’re losing a lot of links, consider refreshing your outreach strategy. If you’re getting a lot of new backlinks, but your SEO rank isn’t improving, you’ll have to dig a little deeper to identify the problem so you can resolve it.

6. Links Built

Oftentimes, you’ll need to report to your client on the number of backlinks you’ve actively built for your client’s website. This will typically be a part of your actual contract and determine whether or not you get paid for your services.

Tracking the number of backlinks you’ve built can give your client an idea of the amount of work you’re putting into their campaign and the amount of success you’re experiencing because of it. This helps build trust with your agency clients.

7. Site Performance Score

Technical SEO issues often stand between a website and better rankings. Google Lighthouse metrics make it easy to track technical performance across critical areas like SEO, page speed, accessibility, and mobile usability.

Connect your client's Google Lighthouse integration to quickly identify technical on-site errors on your client’s website that may negatively affect the site’s SEO score. Include Lighthouse SEO audit metrics to identify performance, accessibility & SEO roadblocks. Fix them fast & watch client results soar!

This tool shows progress over time for you to compare the improvement in the technical aspects of a client’s website against the improvement in conversions and ROI. This helps highlight to your clients the importance of always keeping up with technical website maintenance.

8. Domain and Page Authority Scores

Backlink profiles and authority scores are critical for understanding how search engines perceive a website’s credibility. Integrating data from tools like Semrush, Ahrefs, or Moz into SEO reporting dashboards provides a detailed view of a site’s link-building progress and domain strength.

It's easy to keep the metrics top-level and focus on domain or page-level authority, or dig deeper into individual pages using the drag-and-drop editor.

9. Top Landing Pages (SEO)

Of all the parts on a website, the landing pages are perhaps the most important. These are the first points of contact for a potential customer and can make or break your conversion rate.

The SEO analytics report uses Google Analytics data or Google Search Console metrics to identify which landing pages are driving the most organic search traffic for your clients. This analytics data helps you determine which landing page strategy is most effective so you can build subsequent pages with the same strategy for maximum effectiveness.

10. Ratings & Reviews

The number of rankings a client receives is a quick way to tell how much buzz the business is generating. It’s always a good idea to keep track of new reviews and what customers are saying. If you’re getting a bunch of new reviews out of nowhere, easily add ratings and review data to immediate correlate that growth with any changes you’ve made to your overall campaign strategy.

The number of reviews a client is getting is also an important factor for local SEO ranking. Generally speaking, the more positive reviews a client is receiving, the higher their website will rank on the local map 3-pack.

Tracking the number of reviews gives you a surface-level look at what people are saying about a client’s business. However, the average review rating tells you exactly what customers think. A high rating is the goal here, of course, and if you’re not achieving that, you should have a discussion with your client to improve that score.

As you raise your clients’ average review score, it will lead to more sales and leads. This number shows your clients how their positive adjustments and your SEO efforts directly affect their ROI and success.

11. SEO Goal Tracking

Tracking organic traffic and revenue goals is essential to demonstrate how SEO efforts align with client objectives. By highlighting progress against set goals, you provide clear, measurable results that showcase the value of your work.

Integrated goal tracking also identifies areas for improvement, ensuring continuous optimization of strategies. This transparency builds trust and helps clients understand the impact of your efforts on their business success. Learn more about goal tracking and annotations to elevate your reporting.

Customizable Dashboards to Meet Client Needs

The intuitive drag and drop editor makes it easy to customize the dashboard to meet your client's specific needs.

Want to combine SEO and PPC performance in a single dashboard? That's easy! Have a specific metric from the over 80 marketing platforms that isn't covered in the standard template? Easily add it to create a comprehensive SEO reporting dashboard that wows clients.

Meet all of your client's needs with precision and efficiency.

Streamline Reporting With SEO Dashboards and Focus on What Matters

The importance of a well-designed SEO dashboard to demonstrate the effectiveness of SEO campaigns to clients cannot be overstated. By integrating key metrics from Google Analytics, Google Search Console data, and, where relevant, Google Ads, a reporting dashboard shows a clear, concise view of SEO performance.

A customizable SEO reporting dashboard helps agencies present organic search traffic improvements, keyword rankings, and other key SEO metrics in an easily digestible format. It also tracks historical data, providing a comprehensive picture of how search engine optimization efforts have evolved and succeeded over time. Accessing a Google Analytics account through the dashboard further empowers agencies and their clients with detailed insights into user behavior and website performance.

Bridge the gap between the work done behind the scenes and the tangible results seen by clients with a powerful SEO reporting dashboard. The transparency and accountability that dashboards offer are key to building trust and ensuring a long-term partnership between agencies and their clients.

Benchmark Campaign Performance Against Industry Standards

Adding the industry benchmarks & insights feature to an SEO dashboard makes it simple to track performance against industry standards. Comparing data like Domain Authority, backlink totals, Google Search Console CTR, organic impressions, and organic clicks provides a clear picture of where a campaign excels and where there’s room to grow.

This feature visualizes key metrics alongside industry medians, making it easier to show how results stack up in a competitive market. Whether it’s highlighting strong click-through rates or identifying areas to improve backlink strategies, benchmarks keep reporting focused on meaningful insights.

By including these comparisons in SEO reporting dashboards, reporting moves beyond numbers and highlights progress in a way that’s easy to understand. It’s a straightforward way to measure success and set realistic goals that align with industry trends.

AgencyAnalytics saves time and money in addition to wowing our clients with professional reports. Instead of spending hours on report preparation, our team is selling more and spending productive time with clients.

Colin Lewis / Director of Content