SEO Performance Analytics and Reporting

What is SEO analytics?

They say if you can measure something, you can improve it.

In SEO, it’s no different. Professional SEOs track everything from rankings and conversions to lost links and more to help prove the value of SEO. Measuring the impact of your work and ongoing refinement is critical to your SEO success, client retention, and perceived value.

It also helps you pivot your priorities when something isn’t working.

We define SEO analytics as the methods that:

  1. Collect data pertinent to acquiring engaged organic traffic. This entails measurement definition, implementation, and updates.
  2. Help act on the data in order to create growth of engaged organic traffic. This entails visualisation and reporting, analysis, task planning, and execution

Note we talk about engaged organic traffic first, not ranking position. Search engine results pages (SERPs) change quickly. The rising dominance of featured snippets has created position 0, and made positions 1-3 less visible. Ranking positions do matter, of course, so we consider them a stepping stone metric. But we don’t use them as a KPI.

Why is performance analytics important in SEO?

Analytics plays an important role in SEO. It helps to understand whether your website is performing optimally for search, what is and isn’t generating traffic, and where to invest your time and money.

Analytics help you understand if SEO will generate a return of investment (ROI)

Analytics will inform whether SEO is a worthwhile investment and how much budget you should allocate to make sure you can generate a ROI.

Analytics will tell you where your traffic is coming from

Traffic that comes to your website from other websites is known as a referral source. And yes, you’ve guessed it, Google Analytics will also track how much traffic you receive from each referral source

Analytics will tell you what keywords to rank for

Keywords are a major ranking factor for websites and digital content to get higher placement in the search engine rankings, so it’s important to know which keywords you should be trying to rank for.

Analytics will help you track your progress

Once you have planned out your SEO campaign, you need to assign metrics or KPIs to ensure that you can track your progress.

Analytics will generate insights that optimise your SEO campaigns

Metrics such as organic traffic, bounce rate, returning visits vs new visits, etc. can help you to understand not only if you are receiving increased traffic from your campaign, but also how the visitor behaves once they land on your website.

How we can help?

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Google Analytics

For user behaviour on your site (e.g. number of users, bounce rates, average session durations, sessions by channel, page views, goal completions, etc)

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Google Search Console

For monitoring your site’s presence in Google Search results (the number of impressions, clicks, average position, etc.)

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Advanced Web Ranking

For tracking the keywords we want to target based on our keyword research

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How Long Does It Take to See SEO Results?

Implementing an SEO strategy to increase your website’s visibility and rank on Google is a marathon, not a sprint. Treat each SEO campaign as part of an ongoing project that will never be complete. Your timeline will also depend on how new your site is, how good your SEO strategy is, and how consistent you are in implementing your strategies.

If you have all that going for you, expect to start seeing results within four months to a year. Remember that your website’s visibility and ranking will be heavily influenced by who your competitors are and what keywords you’re trying to rank for. It’s also likely that you’ll see quicker results in metrics like backlinks, but keyword ranking and site authority will have a slower crawl.

To know if you’re making progress you should enforce a marketing plan, track the results, and tweak and refine your strategies as data comes in. SEO is an investment where consistency is key. Over time, you’ll see it pay off on your bottom line. Prioritise sustainability over speed, and you’ll enjoy the rewards longer as well.

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