How To Measure SEO Performance

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How To Measure SEO Performance

Content is constantly brewing on the internet. Brands are constantly competing for recognition from customers and prospects. As such, you will inevitably find yourself vying for that top spot. This is why it is always important to measure Search Engine Optimization performance. Search Engine Optimization (SEO) is the practice of increasing traffic to your website through optimizing your content and site infrastructure in a way that search engines can understand. 

The best way to gain traffic on a website is for it to have quality, relevant content on the first page of a search engine. Ideally as the first search result. Some sites do this by paying for ads on sites like Google, but many use SEO to gain organic traffic – or traffic that they don’t pay for. SEO entails researching the relevant content that your demographic is searching for, and creating content that they will be interested in. 

Ensure that your efforts of SEO aren’t for nought by measuring your SEO performance. There are SEO measurement tools that show you key information. Measuring SEO performance means checking to see leads, traffic, impressions, and keywords that you rank for. This will show you if creating pages for  certain keywords worked, if your site is maintaining viewership, and which of your pages  are most effective. 

There are a few ways that you can measure SEO performance. You can try googling terms that you’re hoping to rank for and seeing if your site pops up – but that might take a while. We recommend using tools like Google Search Console and Google Analytics to understand your SEO performance. Together, they’ll help you understand what search terms people are using to land on your site, average rank for target keywords, and impressions gained from showing up in search results. You can also then see how long viewers stay on your website, and how much they engage with the site. 

How To Measure SEO In Google Analytics

Google Analytics is a perfect tool to help you measure your SEO performance from search to lead. If you connect Google Search Console, Google Analytics will show you data on how your website ranks for different keywords and what people are searching to discover your site. The Google Analytics SEO dashboard shows you some key information about your traffic, traffic type, and keywords.

You may know how to measure SEO in Google Analytics, but you can take it a step further. The best way to improve your use of Google Analytics is by syncing your Google Search Console account with your Google Analytics account. This will show you valuable data about your SEO, such as what keywords people are searching that lead them to your website. You can use data to improve your website engagement by optimizing relevant pages for conversion.

The right types of SEO analytics tools won’t just add up the number of clicks you get on a page but will show you how viewers are engaging with your site. 

SEO Measurement Tools

There are many SEO measurement tools available that help you see how your SEO is performing. The top SEO tools gather data to show metrics like:

  • SEO keyword metrics – It will show you what keywords you’re actually ranking for, which rank the highest on Google, and what keywords draw in the most traffic for your site. 
  • Click-Through Rate (CTR) – The CTR is the ratio between how many people see your site on google search results, and how many people click on your site. This will show how well you intrigue possible viewers, and if you need to do some click-through-rate optimization.
  • Bounce Rate – Your bounce rate is the number of people that click on your page, but leave without engaging with the site further. This rate can show you if you are meeting visitors expectations or if pages should be altered to improve relevance to visitors. 
  • Page Speed – the pace that your page loads correlates to how long viewers are on your site, and how much they engage with it. If pages take a long time to load, people are more likely to bounce from the site.
  • Conversions – Many websites have a goal of increasing form submissions and/or purchases on the site. The number of visitors that fill forms or buy things on your site indicate that you’re offering relevant things to site visitors.

Consistently checking these metrics is the best way to maintain and improve SEO performance. SEO measurement tools keep track of all of this information and will help you find solutions to SEO roadblocks. The best SEO tools depend on your website and what you prioritize.

What Is SEO Performance

There are two types of SEO to analyze: On-page SEO, and Off-page SEO. On-page SEO is the content and keywords that influence search engine rankings on a specific page, and Off-page SEO includes the  outside forces that influence SEO rankings, like other sites linking to your site, social media activity, etc. We define SEO performance as how well SEO efforts are accomplishing the goal of increasing traffic and engagement. 

SEO performance can be measured by looking at SEO metrics and SEO KPI’s. We have broken down SEO performance and activities into three categories: Infrastructure, Content, and Endorsements. Measuring these three categories shows us your SEO score. Our SEO score definition is a measure of how effective the aspects of your site (Infrastructure, content, and endorsements) are at improving search engine rankings.

Infrastructure 

The infrastructure of a site refers to how it is structured and how easily it is navigated for search engines. Measuring infrastructure means looking at: 

  • Site maps 
  • Page speed 
  • Robots.txt directives
  • Mobile usability 
  • Status code responses

These technical SEO metrics and more give a comprehensive audit of how your infrastructure performs, and the next steps to optimize your site. 

Content 

Content refers to how your site uses SEO keywords to its advantage in on-page SEO content: headers, meta descriptions and title tags. These on-page elements improve how search engines show your site to potential viewers

Endorsements 

The endorsement category analyzes off-page SEO that influences your site. The ranking of your competitors influences how viewers will see your site, and it’s important to see a comparison against your competitors so that you know what your audience is influenced by. This also refers to your site’s link quality, quantity, and toxicity ratio, as well as anchor text optimization. Optimizing these aspects of your site will provide a better experience for your viewers and increase traffic. 

How To Measure SEO Score

Demandwell has launched the best way yet to measure these three categories of SEO. Our SEO scorecard analyzes infrastructure, content and endorsements to give you a full picture of your SEO performance. Demandwell thoroughly looks at both on-page and off-page SEO with our SEO tests. The scorecard provides alerts of critical issues that hinder your SEO performance and gives insight on how to improve. 

Demandwell’s audit, at its core, is an on-page SEO checker and a foundational SEO analyzer. The scorecard will analyze what content viewers are mostly seeing on your website, and what their first impression is on a search engine page. Every website and audience is different, which is why we provide insight that is tailored to your priorities, and what will be most impactful to your performance. 

One of the key aspects of SEO is staying up to date. To consistently stay on the first page of Google, you have to be relevant to your audience. This is why a consistent SEO metrics tool is crucial.  Demandwell’s scorecard updates your results over time. This way, you always know your SEO performance, and you always have insight into anything that might be hindering your performance. Our goal is for your website to be seen and to bring quality traffic to your website organically, and our SEO score checker will bring you there with every recommendation. 

How To Do SEO Reporting

SEO reporting is often a struggle for content marketers who want to gather all the relevant information they can. To see the rankings, visibility, and have an overall SEO performance check usually requires accessing information across multiple systems. The main goal for marketing is to provide customers with a solution to a problem, but how can you provide the solution if you don’t show up in search results when they ask a question? Your website needs to be discoverable to someone with a “need” so that they become a “lead.” 

This is what inspired Demandwell’s Need-To-Lead funnel. The Need-To-Lead funnel gives you the information of an SEO ranking checker, SEO metrics checker, and an overall SEO performance review all in one place. It follows your audience from the moment they get a glimpse of your site, to their last interaction with your site so that you can see how people with ”needs” turn into leads. 

Our Need-to-Lead funnel will provide you with up to date SEO performance checks that will show you how you are growing in multiple time ranges. You will be able to see how your site is growing on a weekly, monthly and quarterly basis in one place. 

Measuring SEO performance has never been easier with Demandwell’s SEO measurement tools. SEO performance is all about gaining organic traffic and having a full understanding of your site’s rankings. Demandwell’s SEO scorecard looks at every aspect of SEO, from on-page to off-page SEO. Our Need-To-Lead funnel works seamlessly with Google Analytics so that you can always get the information that you need in one place. We want to help your company grow, request a demo today to see how we can optimize your rankings.

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