Creating an SEO monitoring Dashboard with Tableau in 3 steps

Creating an SEO monitoring Dashboard with Tableau in 3 steps

parJan Watermann


SEO has proven as a crucial tool to maintain constant traffic flow, but is often difficult to track, analyze and improve. Knowing how well search engines adapt to your business's SEO strategies can lead to better rankings and create advantages over your competitors.

Therefore, the best way to develop a successful SEO strategy is conducting an in-depth SEO analysis.

Datapony has been working on an SEO analysis project for a well-known brand which is a perfect example for a comprehensive Tableau SEO monitoring dashboard. I found it interesting enough to write an article about it and I am sure that this scheme can be adapted and used by small-sized businesses as well.

This could also be a great example for SEO consultants that are in need of profound SEO dashboards for their clients.

Enjoy reading and don’t forget to contact me directly if you have any questions. 😉

Our clients demand for an SEO monitoring dashboard

Although Datapony is a project that makes business intelligence affordable for mid-sized and small-sized businesses, we occasionally work with bigger companies. One of our clients, a well known and worldwide operating clothing retailer, was in demand for a Tableau dashboard that compares the search engine performance of its brand in 28 different European countries.

The challenge we faced was merging five different data sources with varying refresh intervals. While some of the clients' SEO tools created monthly data reports, others created weekly or even daily reports. So the project wasn’t easy, not because the data was exceptionally big in volume, but because it came from totally different data sources that had to be aggregated monthly. All data sources also had to be displayed inside a single SEO dashboard to provide a unique view of the clients' data.

How did we get the analysis started? Let me point it down for you.. 🙂

Step 1: Planning and preparing the SEO dashboard

The primary goal was to be able to track down the performance of each country relatively to each other. We had to focus on the big picture, way before including different levels of detail into our visualization. The sources of data available in our case were Google Search Console accounts linked to different properties, such as blog posts and web pages and various internal data sources. We also had access to the clients Oncrawl data as well as Semrush, and of course Google Analytics.

The tools available to our data scientists:

Google Analytics Logo

Google Analytics (refreshes daily):

Google Analytics is the most widely used web analytics service on the internet. It is a great way to track, report and analyze website traffic.

Google Search Console Logo

Google Search Console (refreshes daily):

Google's Search Console is a collection of tools that collect data about the performance of a website in the Google search index. Instead of analyzing website traffic, the Google Search Console provides details of a websites’ keyword impressions to improve the overall SEO performance

Oncrawl Logo

Oncrawl (refreshes monthly)

As an SEO crawler, Oncrawl helps enterprises to monitor the indexability of different web pages. It analyzes a website’s crawlability in depth and helps removing faulty content that prevents a good search engine ranking.

SEMRush Logo

SEMRush (refreshes monthly):

A tool that is specific to finding profitable keywords for a generally improved SEO.

Excel (internal)

Our clients Excel data displayed the cost per blog post. For the client, this is an important measure to get an overview of the overall costs of content marketing.

With the data provided, we knew where to start. But to successfully execute the project, we needed more input. We had to fully understand the clients' needs, before getting practical on this one.

Step 2: Consultancy on the client’s needs

As data consultants, we need to have a firm understanding of clients questions and needs. Because we already know what our customers may want even if they have no idea it is feasible, this talk before a project is crucial. For instance, most customers do not know about the functionality of Tableau. We help them understand how to benefit from profound analytics tools, such as Tableau Set Actions, LODs, VizInTooltips and Tableau Extensions.

Our task is to advise them in the best way possible and clear up all doubts on the technical side. Even though we may not be experts in all of our clients' fields of businesses, we know how to manage a data strategy in a way that makes their business more efficient. However, this requires a transparent working environment, which is why understanding and transcending the client's questions is necessary. This is something that comes with experience.

Step 3: Creating the SEO monitoring dashboard using Tableau

We understood that the data structure had to be adapted to provide a clean user interface on the Tableau SEO dashboard displaying all relevant points of the SEO analysis. Since data structure is the foundation of a business intelligence project, we had to get it right from the start. Otherwise, we would have risked the success of the project. This is why data preparation and the data model is always a key part of every Business Intelligence project.

The extensive talks with our clients upon starting gave us the following components as crucial requirements.

An insightful map

The primary requirement of our client was a quick overview of all the participating countries SEO performances. We found that a map of all European countries is a perfect fit for our dashboard. A color segmentation that visualizes the countries SEO performance was crucial to keep the dashboard uncomplicated and straightforward. We also had to make the map an interactive tool that would be later used to filter the data by country. A simple click should be enough to filter all other charts by the selected country.

Tableau SEO dashboard map

Position range

Our position spreads task was, as mentioned earlier, to split the rankings intelligently. It was essential to include an interactive search volume, interactive and split rankings in a bar chart, as well as the average countries position into our SEO analysis. This allows to understand the exact SEO performance of the brand in all 28 countries and is therefore very important for our dashboard.

Tableau SEO analysis position spread


Accessing all pages, articles and info sites of the project was generally impossible. Therefore we measured how many pages had duplicated descriptions and titles. Oncrawl was vital on this one. By accessing the duplicated titles and descriptions, we were able to give insightful hints to our client as to where they can make important improvements to their content.

Duplicated descriptions often correlate with bad performing countries. Individual pages also often missed titles and descriptions which can be fatal for the general SEO performance.

Content evaluation in Tableau

Status code dispensation

Google usually recognizes if pages redirect or end in client errors. Therefore, it was essential to see how many pages actually failed to be accessed.

Tableau SEO ANALYTICS Statuscode Dispensation

Performance analysis

No user likes to wait for a website to load. Therefore Google and other search engines recognize the page loading time and low weight pages in their ranking. Our SEO performance analysis made Tableau show the amount of slow and fast loading pages, as well as the average page weight and pages that are considered too heavy by search engines.

Leistungsanalyse in Tableau

A conclusion: How to adapt SEO analytics to your business environment?

As small businesses usually work with generally less capital (and less data), it is easy to believe that profound SEO analyses are reserved for companies with a six-figure budget.

Thankfully this is not the case.

We created a great Tableau monitoring dashboard that can be used for as little as 100 USD per month. Thanks to that, Companies that mainly use Google Analytics and the Google Search Console to track their SEO performance don’t have to spend thousands of dollars to combine their data sources in one dashboard.

This gives you an easy view on what is going on day after day on your website so that you can take action efficiently.

Schedule a call to receive your SEO analytics dashboard!
Tableau SEO Dashboard

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