Personal Injury Keyword Performance Dashboard & Analysis Template

Overview

This template helps personal injury law firms track keyword performance across organic search (SEO) and paid campaigns (PPC). Use this dashboard to identify high-performing keywords, optimize underperforming terms, and calculate ROI on your digital marketing efforts.

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1. Keyword Performance Summary

Reporting Period: [Start Date] to [End Date]
Report Generated: [Current Date]

Top-Level Metrics

Metric	Organic Search	Paid Search	Combined
Total Keywords Tracked
Total Traffic
Total Conversions
Conversion Rate
Cost (PPC Only)
Cost Per Conversion
Avg. Position (Organic)
New Case Inquiries
Signed Cases
ROI

Month-over-Month Comparison

Metric	Current Month	Previous Month	% Change
Organic Traffic
Paid Traffic
Organic Conversions
Paid Conversions
Avg. Organic Position
Avg. CPC
Total Cost
New Case Inquiries
Signed Cases

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2. Top Performing Keywords (Organic)

Keyword	Search Volume	Current Position	Previous Position	Position Change	Traffic	Conversion Rate	Conversions	Page URL

Key Insights:

• [Note observations about top organic keywords]
• [Note position changes and their impact]
• [Note conversion patterns]

Action Items:

• [Identify content that needs updating]
• [List new content opportunities]
• [Note technical SEO improvements needed]

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3. Top Performing Keywords (Paid)

Keyword	Match Type	Impressions	Clicks	CTR	Avg. CPC	Cost	Conversions	Conv. Rate	CPA	Quality Score

Key Insights:

• [Note observations about top paid keywords]
• [Note CTR patterns]
• [Note conversion efficiency]

Action Items:

• [List bid adjustments needed]
• [Note ad copy improvements]
• [Identify landing page optimizations]
• [Note negative keywords to add]

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4. Practice Area Performance Analysis

Track keyword performance by practice area to identify your most profitable case types.

Practice Area	Organic Keywords	Paid Keywords	Organic Traffic	Paid Traffic	Organic Conversions	Paid Conversions	Total Cost	Avg. Case Value	Projected ROI
Car Accidents
Truck Accidents
Motorcycle Accidents
Slip & Fall
Medical Malpractice
Wrongful Death
Workers’ Comp
Dog Bites
Product Liability
Premises Liability

Key Insights:

• [Note highest-performing practice areas]
• [Note underperforming areas that need attention]
• [Note ROI patterns]

Action Items:

• [List practice areas to prioritize in content strategy]
• [Note practice areas that need specific landing page improvements]
• [Identify bid adjustments by practice area]

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5. Geographic Performance Analysis

Track performance by location to optimize your regional targeting.

Location	Organic Keywords	Paid Keywords	Organic Traffic	Paid Traffic	Organic Conversions	Paid Conversions	CPA	Avg. Position
[City]
[Neighborhood 1]
[Neighborhood 2]
[Neighborhood 3]
[County]
[State-wide]

Key Insights:

• [Note highest-performing locations]
• [Note geographic expansion opportunities]
• [Note underperforming areas]

Action Items:

• [List location-specific content to create]
• [Note geo-targeting adjustments for PPC]
• [Identify local citation opportunities]

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6. Keyword Intent Analysis

Track performance across different search intent categories.

Intent Type	# of Keywords	Avg. Organic Position	Organic Traffic	Organic Conversions	Paid Clicks	Paid Conversions	Paid CPA
Informational
Navigational
Transactional
Local Intent

Key Insights:

• [Note which intent types convert best]
• [Note budget allocation effectiveness by intent]
• [Note content gaps by intent type]

Action Items:

• [List content strategy adjustments by intent type]
• [Note PPC bid adjustments by intent]
• [Identify new keyword opportunities by intent]

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7. Underperforming Keywords Analysis

Identify keywords that need attention or optimization.

Underperforming Organic Keywords (High Impression, Low CTR)

Keyword	Search Volume	Impressions	Position	Clicks	CTR	Current Page	Recommended Actions

Underperforming Paid Keywords (High Spend, Low Conversion)

Keyword	Impressions	Clicks	CTR	Cost	Conversions	Conv. Rate	CPA	Quality Score	Recommended Actions

Key Insights:

• [Note patterns in underperforming keywords]
• [Note quality score issues]
• [Note content gaps]

Action Items:

• [List meta title/description improvements]
• [Note content quality improvements needed]
• [Identify landing page tests]
• [Note ad copy adjustments]

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8. Competitor Keyword Gap Analysis

Identify keywords where competitors outrank you.

Keyword	Search Volume	Your Position	Competitor 1 Position	Competitor 2 Position	Competitor 3 Position	Gap Analysis	Opportunity Score

Key Insights:

• [Note competitors’ strongest keyword areas]
• [Note your competitive advantages]
• [Note biggest keyword opportunities]

Action Items:

• [List content creation priorities]
• [Note competitive research needs]
• [Identify link building opportunities]

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9. ROI Calculator

Calculate the return on investment for your keyword targeting efforts.

Organic Search ROI

Metric	Value	Notes
Total Organic Traffic
Conversion Rate
Total Conversions
Average Case Value
Total Potential Revenue
SEO Investment (Monthly)
ROI (%)
Cost Per Acquisition

Paid Search ROI

Metric	Value	Notes
Total Ad Spend
Total Clicks
Conversion Rate
Total Conversions
Average Case Value
Total Potential Revenue
ROI (%)
Cost Per Acquisition

Key Insights:

• [Note ROI comparison between channels]
• [Note most efficient keywords/campaigns]
• [Note opportunities to improve ROI]

Action Items:

• [List budget adjustment recommendations]
• [Note conversion rate optimization priorities]
• [Identify campaign structure improvements]

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10. Action Plan & Priority Matrix

Prioritize optimization actions based on impact and effort.

Action Item	Impact (1-10)	Effort (1-10)	Priority Score	Assigned To	Due Date	Status

Implementation Timeline:

• Immediate Actions (This Week):
  • [List priority 1 actions]
• Short-Term Actions (Next 30 Days):
  • [List priority 2-3 actions]
• Medium-Term Actions (Next Quarter):
  • [List priority 4-7 actions]
• Long-Term Actions (Next 6 Months):
  • [List priority 8-10 actions]

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11. Month-over-Month Trend Tracking

Track key metrics over time to identify trends and measure progress.

Metric	[Month-3]	[Month-2]	[Previous Month]	[Current Month]	Trend
Organic Traffic
Paid Traffic
Organic Keywords (Ranked in Top 10)
Avg. Organic Position
Organic Conversions
Paid Conversions
Conversion Rate (Organic)
Conversion Rate (Paid)
Cost Per Conversion (Paid)
Total New Cases
Avg. Case Value
ROI

Visualizations:

[Insert space for charts/graphs showing trends over time]

Key Insights:

• [Note significant trends]
• [Note seasonal patterns]
• [Note correlation between actions taken and results]

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12. Data Sources & Methodology

Document your data collection methods for consistency in reporting.

Data Sources:

• Google Search Console (Date Range: _______)
• Google Analytics (Date Range: _______)
• Google Ads (Date Range: _______)
• SEMrush/Ahrefs/Moz (Date Range: _______)
• Law Firm CRM/Case Management System (Date Range: _______)
• Call Tracking System (Date Range: _______)

Conversion Tracking Methodology:

• Contact Form Submission: [Describe tracking method]
• Phone Calls: [Describe tracking method]
• Live Chat: [Describe tracking method]
• Consultation Booking: [Describe tracking method]
• Case Signing: [Describe tracking method]

Attribution Model:

• Organic Search: [Describe attribution model]
• Paid Search: [Describe attribution model]

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Notes on Using This Template:

1. Data Collection: Gather data from Google Search Console, Google Analytics, Google Ads, and your law firm’s case management system.
2. Regular Updates: Update this dashboard monthly to track progress and identify trends.
3. Team Review: Schedule a monthly meeting with your marketing team to review this dashboard and assign action items.
4. Customization: Modify this template to include the specific metrics and practice areas most relevant to your firm.
5. Goal Setting: Use the insights from this dashboard to set specific, measurable goals for your keyword strategy.

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Template created by [Jorge Argota]
Last Updated: [03/27/2025]