SEO measurement is how you analyse and monitor the results of your website’s search engine optimisation efforts. Getting to grips with the metrics will help you understand your visibility (being found online), gauge the traffic going to your site, and optimise your SEO strategies.
In this article, we’ll delve into the fundamentals of SEO measurement, why it’s so valuable when it comes to unlocking success for your business in the digital world, and the metrics you should be keeping track of.
To measure SEO success, you need to understand and keep an eye on your metrics, or KPIs (key performance indicators). Metrics like traffic, bounce rate, and conversions give you helpful insights and a clear picture of the effectiveness of your SEO strategy, as well as how your website is performing. Need an SEO jargon-buster? Read on or click here.
SEO metrics are pieces of data that together help you figure out if your SEO is working, and how well. Let’s take a look at some vital metrics and why they’ll help you make better decisions around your online activity.
Traffic: This shows the number of visitors coming to your website. Organic traffic means the people who find you through a search engine, like Google, directly reflecting the SEO work you’re doing.
Organic traffic conversions: In this instance, we’ll define a conversion as a sale (but it could also be actions like signing up to a newsletter or clicking on a download). Tracking organic traffic conversions is the most direct way of linking your SEO efforts to your revenue.
Bounce rate: This tells you the percentage of visitors to your site who land on one page and leave without engaging any further. A low bounce rate indicates that users are interacting with your website, which is a good sign. A high bounce rate is a red flag and suggests there could be an issue with your content either not being relevant to your target audience, having broken links or a problem with its engagement level.
Rankings for SEO content: This metric lets you track where you stand in search engine results. Here you can track your keyword rankings, so you can fine-tune your content strategy and start climbing up the results page.
Knowing the right tools and softwares can make a big difference to your understanding of how your SEO strategy is impacting your business. Here are some to consider:
Google Analytics (now GA4): This free tool is packed with data, allowing you to track a whole host of useful metrics.
Ahrefs: Ahrefs is an SEO software with built-in tools made specifically to help businesses rank higher on Google.
Semrush: This is an all-in-one solution for improving online visibility through in-depth marketing insights.
Now we’ve been through some of the essential metrics and tools that are available, let’s look at how understanding SEO performance can be game-changing for your business.
Uncover strengths and weaknesses: Measuring helps you decipher what’s working and what’s not. By assessing metrics like traffic and bounce rate, you’ll know precisely which areas are getting great results, as well as areas that need work.
Make decisions driven by data: Forget about guesswork - use data to help you make smarter decisions and create more robust strategies. Insights can inform you about what content you should be creating to get in front of your ideal customers.
Adapt: The SEO landscape is always evolving, and by staying on top of your performance, you can be flexible and quickly respond to changes like algorithm updates and new trends.
Measuring your SEO performance gives you information that can help lead your business to success online. Use the metrics, take advantage of the tools, and leverage the insights and data to improve your SEO tactics.
An effective strategy will help to send your website higher up in search engine results, get you in front of your target audience, and hopefully, drive more sales.
For more information on search engine optimisation performance for your business, you can speak with our friendly V-Hub Digital Advisers for 1-2-1 support. You can also read our SEO for Beginners article if you’d like to go back to basics.