Measuring and tracking

Measuring SEO success is important to ensure you are moving in the right direction. Effective search engine optimization requires testing different things, seeing what works and what doesn't.

If you don’t track your metrics, you won’t know if your tactics are working.

Here are a few metrics you should be tracking.

Organic traffic

This can be tracked by two free tools.

1. Google Search Console

You can check the following data:

  • Clicks (actual traffic to your website)

  • Impressions (how many times you appeared in the search results)

  • Average CTR (percentage of impressions that resulted in a click)

  • Average position (position of your website, based on highest position whenever it appeared in the search)

Filter the data by:

  • Search type (web, image, video)

  • Date

  • Search query

  • Specific landing page

  • Country

  • Device

  • Search appearance (types of different rich snippets)

2. Google Analytics

Navigate to Acquisition → All Traffic → Channels → Organic Search → Landing Page.

Google Analytics reporting is advanced. You can use a lot of different types of data and filter different variables.

To keep it simple, start by monitoring:

  • Users

  • New Users

  • Sessions

If you want to filter out and check a group of pages (for example all pages that fall under /blog category) or a specific page (for example an article), you can click on Advanced, select Containing next to Landing Page and insert part of the URL you want to filter out.

Keyword rankings

Based on your keyword analysis, you will select the most important keywords you want to rank. Track the progress of these KWs and how the position changes over time.

Google Search Console reports based on average position is a free report you can check, but it’s not very accurate.

If you are starting small, you can check the Google results manually and write down the results.

If you want a more convenient and precise solution where you set up keywords once, you’ll need to use a paid solution like Ahrefs or SEMrush. They’ll update your KWs automatically based on your selected frequency and you only need to come back to check the report.

Conversions

You can use Google Analytics to track conversions and sales and filter that by organic traffic.

More details for setting up goals can be found here.

Details for setting up ecommerce tracking can be found here.

In short, you can choose to track many different conversions based on your website’s and specific page’s purpose.

Ideas for conversions to track:

  • Sign-ups for your newsletter or a course

  • Sign-ups for webinar or podcast

  • Sign-ups for the trial version of your product

  • Sign-ups for a demo

  • Downloads of your ebook

  • Purchases of your product or service

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