How to Measure SEO Performance for your Business
Search engine optimization is a vital aspect of any website. It can help you improve your site’s visibility, draw more traffic to the page, and increase brand awareness and engagement among potential customers. But if you’re not taking the time to measure SEO performance for your business, you won’t know whether or not it’s working for you.
In this blog, we’ll cover how to measure SEO performance by paying attention to some important metrics that can provide valuable insights into your website’s performance.
What is measuring success in SEO?
Before talking about how to measure SEO performance, let’s start by defining what measuring SEO performance means. Measuring SEO efforts means tracking your SEO campaign’s progress and analyzing your efforts’ impact on your website. It also involves analyzing user experience and determining which components of your SEO efforts are most effective. SEO performance can be measured through different metrics. These metrics will vary depending on your business’s goals.
Why Is Measuring SEO Results Important?
Measuring your SEO strategy is essential as it lets you know if your investment provides the desired results. Additionally, measuring SEO results can help you identify areas of improvement and optimize your campaign to achieve desired results. By learning how to measure SEO results, you can set SMART goals and determine how many resources you need to allocate to get the most out of your campaigns. You will also be able to understand how Google’s algorithm works and redirect your efforts to achieve better rankings. SEO can be implemented and measured for your website and social media platforms like Facebook.
How to measure SEO results
There are different metrics you should consider to measure SEO performance correctly. Each will vary depending on what you want to achieve with your strategy. Below are some metrics that will provide you with relevant insights into how your website’s SEO is performing.
Organic Search Traffic
Organic traffic is the number of visitors your website generates through search results. This metric is vital as it indicates how many users decide to visit your website when looking for specific search queries. The greater your organic traffic, the more visibility your website and business have online for those keywords. SEO tools like Semrush will help you analyze how your organic traffic behaves over time in different countries.
Click-Through Rate (CTR)
Click-through rate represents the percentage of users that decide to click on your website in search engine results pages. Users will click on a website if the title tag, meta description, or featured snippets contain relevant keywords and information that will help them with their questions. Try writing engaging titles and meta descriptions to increase the chances of getting more clicks. The Google search console provides how many clicks your pages are generating and the percentage of users that decide to click when using search engines.
Impressions consists in the number of times a user on search results views a page. While it’s true that it’s not a direct indicator of your website’s performance, the greater your impressions, the more chances you have of getting clicks and visitors. If you want to measure your website’s visibility on search results, consider measuring impressions. Google search console provides you with how many impressions you are generating over time so that you can understand your website’s behavior better.
Analyzing your keyword rankings will help you understand which pages of your website rank higher on search results and for which specific search queries. This will help you identify top-performing content on your site that users currently search for the most. You can get a better picture of your keyword rankings by performing a Google search. If your website is on the first page, your rankings are between 1 and 10.
Make sure to track keyword performance using tools like Semrush and SE ranking. Also, optimize your existing content to target keywords relevant to your business. The goal of measuring keyword rankings is to rank for positions 1 to 3. Perform in-depth keyword research to find low competitive keywords with high search volume and create engaging content around them.
Bounce rate makes emphasis to the percentage of users that click on your website and leave rapidly without even browsing through it. There’s a misconception that a high bounce rate is a metric that should be carefully paid attention to, as it harms a website’s SEO. However, the truth is that it will depend on the purpose of a page.
For example, suppose you have a page that provides your business’s address and phone number. In that case, users will usually get that information and leave. This is fine as the page is accomplishing its primary goal, so it doesn’t matter if it has a high bounce rate. On the other hand, suppose you have a blog post with information about a specific topic, and users leave without reading it. Then that’s a negative indicator that your post is not providing relevant information, and you should consider optimizing it.
Google Analytics can help you measure the bounce rate of each of your pages to determine which ones you should pay attention to.
Time Spent on Page
Time spent on a page is a metric that goes hand-by-hand with bounce rate. A lot of time spent on a page indicates that your content is helpful to the user’s search intent and meets expectations. On the contrary, if you have a page with helpful information and the time spent on it is low, it’s an indicator that you should make it more engaging.
You can use this metric to identify which content format users prefer and create more based on it. Google Analytics can help you analyze the time spent on each of your pages so that you can identify top-performing content that engages users. A high time spent on a page can result in higher rankings, as Google will identify your website as useful, relevant, and engaging.
Conversion rate is the most important SEO metric you should pay attention to, as it directly impacts your revenue. The conversion rate represents the percentage of users that have completed a purchase on your website. It shows how well your content is turning leads into customers. Analyzing this metric allows you to identify which content will likely generate customers. You can then create more content that is sales-driven for your website. Use Google Analytics to create a goal that measures conversions and analyze which pages accomplish your goals.
Page speed has been considered a direct ranking factor for websites. 82% of consumers state that slow page speeds impact their purchasing decisions. Even though it is not a metric that can provide you with an exact number of conversions, you can get an idea of how many sales opportunities you are losing with a slow website.
The average page speed of a website is 3.21 seconds. Make sure your website loads in less than 3 seconds to ensure that users don’t abandon your page before even browsing through it. You can get a complete insights report from your website using Page Speed Insights tool.
Pages per visit
The pages per visit metric allow you to identify the number of pages a user visits when browsing your site. This indicates how engaging and relevant your content is, which signals to Google that you are a trustworthy source. Make sure you interlink all your pages in a way that makes sense and builds a structure around your site. This will make your pages easily discoverable for both users and search engines. Google Analytics can give you a better insight into the number of pages a user goes through in a single visit.
Backlinks are another important metric and a direct ranking factor Google takes into account. 85% of marketers believe that backlinks have a big impact on brand authority and brand building. For your website to rank higher, you should acquire quality links from authoritative websites that link back to yours. This signals to Google that you are an authoritative and reliable figure on the internet, which will help you rank higher.
Also, backlinks help you get referral traffic, as users can visit your site for further information when encountering a backlink. Make sure you acquire quality backlinks. Quality over quantity is more important when it comes to backlinks. Monitor the backlinks you acquire to ensure you keep them. You can use tools such as Semrush, SE ranking, and Moz. The more quality backlinks you earn, the higher your authority score will be, which leads us to the next metric.
The authority metric refers to how credible and trustworthy your website is compared to others. A high authority score can help you rank higher on search engine results pages and increase your chances of generating more organic traffic. To increase your authority score, focus o getting quality backlinks and remove toxic ones that do not add value to your website. Use tools such as SE ranking, Ahrefs, Semrush, or Moz to measure your website’s authority score and work towards improving it.
Lastly, the best metric to measure SEO performance is looking at what your competitors are doing. Run comprehensive analysis and identify what they are doing to boost their SEO. Most likely, they are implementing strategies that will also work for your website.
How Long It Takes to Notice SEO Results?
Before implementing SEO strategies, you must be clear that search engines change frequently and can be volatile. SEO is a long-term investment, and there’s no specific time to get results. It can take up to months before you start noticing them, but once you start generating quality traffic and conversions, you’ll see it was worth it.
Measuring SEO performance is crucial to ensure that your website performs at its maximum and that you optimize your current strategies to deliver the expected results. The metrics you decide to measure will vary depending on the goals you want your website to pursue. Lastly, SEO results may take time to reflect on your website. Don’t stress. As long as work is done and the right metrics are measured, results will eventually appear.
Now that you know how to measure SEO performance, it’s time to build the perfect SEO strategy that drives results! Don’t worry. RealTop is here to help you! We have over 15 years of experience helping businesses gain visibility and exposure using targeted SEO strategies. Get a free consultation today, and let us help grow your business online!
Best regards, Nik Tsoukales, CEO
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