When a sustainability consulting company consulted to Build Ads Online, they had a clear mission: They wanted to become leaders in topics like Sustainability Consulting, ESG Strategy, Carbon Credits, and Mandatory Reporting.
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They had already put a lot of effort into updating key pages on their website and adding new articles as part of their SEO campaign. But now, they needed a way to measure if all that work was paying off.
Think of it like building a road but not knowing if anyone is using it or if it’s taking them where they need to go. That is where we came in.
The Challenge
They needed a dashboard that could give real-time updates and show the results of their SEO efforts. They wanted to track how well their important pages—like the “Contact Us” and “Services” pages—were performing, how visitors were engaging their articles, and whether they were ranking for keywords related to their industry.
It is a bit like putting up signposts along that road and counting how many cars pass by and where they’re headed.
Without a way to visualize this data clearly, they needed a dashboard to shine a light on what was working and what was not.
The Strategy: Creating a Real-Time Dashboard
Understanding their priorities
At Build Ads Online, we knew this was more than just putting numbers on a screen. We started by installing tracking tags on their website so we could collect data about how visitors were interacting with it.
This allowed us to track everything from how many people clicked on their content (Click-Through Rate or CTR) to how many filled out a form to become a lead (Conversion Rate).
But what really mattered to them was understanding how well their site ranked for important keywords and how many people were finding them through organic searches.
The better they ranked, the more likely they were to get found—like putting up bright neon signs to guide people down their road.
Building the Dashboard:
We built a dashboard that was like a control room for their website’s performance. It gave them an easy-to-read overview of how many people saw their content, where they came from, and how those numbers compared to last year.
They could see which keywords were helping them rank higher in search engines and track the number of visitors from different countries, allowing them to fine-tune their global strategy.
Just like a mechanic uses different tools to tweak and improve a car’s performance, they could use this dashboard to adjust their content strategy and optimize their website for the best results.
Metrics That Mattered
Here is what we focused on:
- Click-Through Rate (CTR): How many people saw the website in Google search results and clicked through to visit the site? A higher CTR meant that their content was answering the questions people were asking.
- Conversion Rate: Of those who visited the site, how many became leads by filling out a form? A rising conversion rate showed that the company’s content was doing its job by delivering value and building trust.
- Keyword Rankings: How were the company’s target keywords performing before and after the campaign? Higher rankings meant that their optimized content was becoming more visible to searchers.
- Organic Traffic: We tracked how much traffic was coming in without paid ads. An increase here meant their SEO strategy was succeeding.
To make the dashboard more useful, we added custom filters so the customer could view data by country, date range, or traffic source. This allowed them to dig into specific details—like how their new content was performing in different countries.
Results: Key Successes
Thanks to the new dashboard, the company could finally see how well their SEO campaigns were performing.
- User-Friendly Insights: We made sure the dashboard wasn’t just filled with data—it was easy to use. They could quickly check the number of visitors, compare keyword rankings, and filter results by country, giving them the ability to tailor their content for different regions. This was especially important since they had a global audience.
- Real-Time Data: Instead of waiting for monthly reports, they could log in any time and see exactly how their content was performing. If one article or page were doing better than others, they could replicate that success across their site, like knowing which paths on their road were the busiest.
- Custom Filters: They were also able to filter results by country and even check performance across different devices. This made it easier for the marketing team to fine-tune their strategies based on audience behavior.
Key Takeaways for Improvement
While the dashboard was a great success, we identified a few areas for future improvement:
- Setting Benchmarks: We realized that finding reliable benchmarks for their industry would help them understand how they measured up against competitors. That way, they could see if they were on track or needed to adjust their strategy.
- Training and Communication: We also learned that it was important to provide training on how to use the dashboard. Even the best tools are only useful if you know how to use them effectively. We collaborated closely with their team, showing them how to get the most out of their data so they could make smart decisions quick.
The dashboard we built for them became an essential tool for guiding their SEO strategy. Just like a GPS helps you find the best route, our dashboard helped them navigate the complexities of their content and website, showing them the way to better performance and more traffic based on audience data.
Now, they can track their SEO performance with confidence, optimize their content based on real-time data, and make smarter marketing decisions that drive results.
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Kristofer Lazona
Build Ads Agency Partner
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