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LEELANAU BUSINESS
DIGITAL VITALS DASHBOARD
this
Project
We set out to explore the digital health, reach, and online authority of Leelanau County businesses.
desired
Outcomes
We aim to leverage robust digital data and efficiencies of scale to make key digital business intelligence accessible to Leelanau County businesses, chambers of commerce, and economic development organizations. By visualizing and tracking this information, we make it possible to identify trends, common issues and high-value online opportunities.
access
Resources
This interactive dashboard compiles, compares and tracks the public digital vitals of over 100 Leelanau County businesses, aggregated and filterable by location and business sector.
Below you will find our aggregate-level analysis across high-priority online success factors. Each section provides a category overview, interactive report views, and key insights we’ve pulled from the most recent data set.
This dashboard is designed to elevate the most pervasive — and most economically impactful — issues and opportunities facing Leelanau County’s online businesses.
This dashboard’s aggregate-level analysis is designed to protect individual business data, while exposing clear trends and broadly actionable insights.
If you are interested in exploring detailed data about your own online business, please use the form at the bottom of the dashboard to submit a request for your own complementary report.
START OF DASHBOARD
Last update: January, 2021.
1.WEBSITE HEALTH
Section 1 of 5
Website Health reflects the technical status of each page of every website analyzed, summarizing the highest-level details of crawlability, on-page seo, technical seo, internal linking and performance.
Site issues are prevalent Technical site issues negatively impact website performance, user experience, and rankings. The "Website Health Issues" tab offers a detailed breakdown of the most common issues in Leelanau County.
80% have broken links Broken links diminish the user experience. Fix 404s using redirects and by creating a custom error page.
Redirects can cause delays Multiple redirects, and redirect loops, can lead to page load delays and reduced user experience. Always use redirects correctly and sparingly.
2.PAGESPEED
Section 2 of 5
Load speed, especially on mobile, is a major factor in website effectiveness, conversion rate, and is (as of 2021) an official ranking factor for Google.
Homepages are too slow Slow webpages limit engagement and decrease sales and revenue. Test your pages one-by-one at Google PageSpeed Insights or contact us if you require a complete site analysis.
Cellular "perfect storm" Load speed issues are compounded in Leelanau County by cell service deficiencies. Even the simplest website tasks are often impossible.
Fast websites rank higher Faster websites get better user engagement, rank higher in search results, and benefit from increased conversion rates.
3.WEBSITE MARKUP
Section 3 of 5
Schema markup helps search engines return Rich Results for users.
Open Graph markup defines how content displays on social networks.
Ignoring markup is detrimental, and it can be easily automated and managed.
Missed opportunities Website markup allows search engines and social networks to return more robust results for users.
Schema.org Schema markup provides context to search engines and social networks (e.g. product info, services, business hours), which is used in Rich Snippets, and can be useful in Facebook, Instagram, and Pinterest Shop automation.
4. AUTHORITY &
BACKLINKS
Section 4 of 5
Authority Score is a compound metric for measuring a domain’s overall quality, SEO performance, trustworthiness and authority.
Backlinks and Backlinking Domains heavily impact websites’ visitors, search rankings, and online authority.
Try some report filters Try a few filters in this section. Can you find any trends, or anything unexpected?
Beverages w/ broad reach Wine/Cider/Beer is an unsurprising leader in Authority and Backlinks due to the wider geographic reach and demand, and often-higher financial investments in those brands.
5.SOCIAL MEDIA
Section 5 of 5
Social Media is a valuable traffic source, an optimal way to connect with customers, and an increasingly important signal used for search rankings.
It's wise to diversify It is wise to diversify social channels, as their prominence and effectiveness will shift over the years. Stick with the times and embrace as many networks as possible. Use automation tools when necessary to achieve this.
Most post every 2-3 Days Most businesses are posting on their social channels every 2-3 days. Aim for that frequency at least, and fill your channels with quality, useful, engaging content -- not just sales and promotions.
END OF DASHBOARD
About SMQ Consulting
Our mission is to efficiently guide business owners towards their most impactful digital opportunities. We help businesses at any scale to understand and improve their online presence using Digital Audits, Strategy Roadmaps, KPI Dashboards, Digital Advertising (Social, Search, Programmatic), SEO and Conversion Rate Optimization.
About Moraine
Moraine aims to help artists explore visions for what their projects, creative pursuits, and businesses can become, and to identify unnecessary constraints and unexpected, impactful opportunities for growth. Moraine highlights and amplifies the work of exceptional artists in their online store.
Access Monthly Digital Reports
Looking to learn about your own business’ digital health? Leelanau County business owners have complementary access to their own company’s digital health information. Complete the form below to request access.
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