Measuring SEO Performance for Ongoing Improvements
Search Engine Optimization (SEO) is an essential element of any digital marketing strategy. SEO helps build a website’s relevance, reputation and authority on searches, making it easier for potential customers to find a website online. The ultimate goal of SEO is to get more organic search engine traffic.
However, SEO requires a considerable investment of time and resources. To make sure you are getting the most out of your efforts, it is important to measure SEO performance to identify and capitalize on opportunities for improvement. In this article, we will be discussing the importance of measuring SEO performance and some of the key metrics that should be tracked for ongoing improvements.
Why Measuring SEO Performance is Important
Measuring SEO performance is essential to track the success of your efforts and to identify opportunities for improving performance. Tracking performance is especially important when you are unable to immediately see the results of your efforts.
For example, if you make a change to your website and immediately receive an increase in organic traffic, that is a clear sign that the change was successful. However, if you make a change to your website and it takes several weeks to see any impact, tracking performance would allow you to measure the impact of that change.
Furthermore, tracking SEO performance can help you determine if changes or adjustments need to be made to your strategy. By measuring performance consistently, you can make course corrections or take advantage of opportunities for improvement on an ongoing basis.
Key Metrics To Track for SEO Performance
When measuring SEO performance, there are a number of key metrics to track. These metrics can be divided into four broad categories: Organic Search Traffic, Visitor Engagement, Content Performance, and Technical Performance.
Organic Search Traffic
Organic search traffic is the number of people who visit your website from a search engine like Google or Bing. Tracking organic search traffic helps you assess the overall impact of your SEO efforts. The key metrics to track in this category include:
• Number of organic visitors
• Number of organic impressions
• Number of organic keywords
• Average rank for organic keywords
Visitor engagement measures how visitors interact with your website once they arrive. This includes how long they spend on the website and how many pages they view. Tracking visitor engagement helps you assess the impact of your SEO efforts on the user experience. The key metrics to track in this category are:
• Average time spent on the website
• Pages per session
• Bounce rate
• Click-through rate
Content performance measures how different pieces of content are performing in organic search. This includes both organic impressions and click-through rate for different pieces of content. Tracking content performance helps you identify which pieces of content are performing well and where there may be opportunities for improvement. The key metrics to track in this category are:
• Number of organic impressions
• Number of organic clicks
• Organic click-through rate
• Number of backlinks to content
Technical performance measures how well your website is performing from a technical standpoint. This includes things like page speed, mobile usability, and structured data. Tracking technical performance helps you identify and fix any technical issues that may be impacting your SEO performance. The key metrics to track in this category are:
• Page loading time
• Mobile usability score
• Structured data errors
• Number of duplicate pages
Measuring SEO performance is essential to track the success of your efforts and to identify opportunities for improving performance. While there are a number of metrics to track, the key metrics to track can be divided into four broad categories: organic search traffic, visitor engagement, content performance, and technical performance. By tracking these metrics, you can make sure you are making the most of your SEO efforts and capitalizing on any areas of improvement.