We previously covered why a long-term search engine optimization (SEO) strategy is essential, how quality content impacts rankings, and effective on-page SEO techniques. Now, let’s turn our attention to an oft-asked question we get from clients and colleagues alike: “How do I know if my SEO strategy is working?”

We’ll get into it below. But first, a quick recap.

Defining SEO

Simply put, SEO is the process of optimizing websites for discoverability in search engines, balancing user needs with technical and creative practices.

Most SEOs categorize this work into three buckets:

  • Technical SEO: This is the foundation of SEO. It ensures that search engines can efficiently crawl, index, and interpret your website’s content by optimizing elements such as site structure, page speed, and mobile compatibility. It’s the behind-the-scenes work that makes sure your website is set up for search engines.
  • On-Page SEO: On-page optimization focuses on enhancing various components of individual web pages to improve their relevance for particular search queries. This includes adjusting aspects such as keywords, header tags, and image descriptions, all aimed at making each page both appealing to readers and more discoverable by search engines.
  • Off-Page SEO: This bucket encompasses actions taken outside your website to increase your domain authority and credibility in the eyes of search engines. Establishing high-quality backlinks from trusted websites, reaching out to influencers, and producing content that encourages sharing are all essential for achieving success in off-page SEO.

The good news is that each bucket has countless metrics associated with it, giving you the ability to slice and dice data any which way to inform performance.

The bad news: That can also make for a double-edged sword. While it’s great to have so many ways to measure progress, sorting through all the data can be overwhelming.

Which brings us to the key question of this article: What exactly should you measure to inform SEO performance?

Defining SEO Performance

It’s tempting to measure everything under the SEO sun, but that can quickly lead to information overload. Instead, we recommend you focus on metrics that are directly tied to your business goals. Why?

Because those are the numbers that will help you make informed decisions, track meaningful progress, and refine your strategy over time. In other words, you need to identify key performance indicators (KPIs) and use those as your measuring stick.

Let’s walk through an example to add context.

Example:

Say you’re aiming to increase conversions on a landing page by improving user engagement. Here’s how a SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goal for that might look:

“Increase the conversion rate on our product landing page from 3% to 5% over the next six months by improving page load speed, optimizing calls to action, and creating more targeted content.”

This goal clearly states what you’re measuring (conversion rate), the timeframe (six months), and the tactics (page speed, CTAs, targeted content). With a goal like this in mind, you can zero in on specific performance indicators:

  • Conversion Rate: Measures how many session result in a desired action on the page, such as filling out a form or making a purchase. Monitoring conversions gives you direct feedback on how effective your SEO and content efforts are in driving business results.
  • Organic Traffic: The number of visitors arriving at the landing page through unpaid search results. Growth in organic traffic signals that your SEO efforts are helping your content reach a wider audience without paid ads.
  • Session Duration: The amount of time visitors spend on the page, often correlated with how relevant and engaging the content is.

Conversely, if your goal was to boost brand visibility, the emphasis would be different. In that case, you might look at KPIs such as:

  • Keyword Rankings: Tracking where your pages rank for target keywords helps you understand visibility and competitiveness in search results.
  • Impressions: How often your website appears in search results for relevant queries, showing the reach of your organic content.
  • Backlinks: These are critical in building authority. The number and quality of external sites linking to your content act as a trust signal to search engines.

Make sense? Great! Let’s move on to the ‘how,’ as in ‘How exactly do I track these things?’

Bringing It All Together with the Right SEO Tools

Identifying the right metrics is a solid start, but the next step is knowing how to track and measure those KPIs effectively. Here are some tools that simplify data gathering and analysis to make your performance tracking more actionable:

Tools to Measure SEO Performance

To effectively track and measure these metrics, you’ll need tools designed to analyze various aspects of SEO. Here’s a breakdown of four reliable tools that you can use to streamline your efforts:

  • Google Analytics 4 (GA4): A powerhouse for understanding on-site behavior, Google Analytics 4 offers detailed insights on traffic sources, user engagement metrics (e.g., bounce rates and session duration), and conversion rates.
  • Google Search Console (GSC): Google Search Console is essential for tracking search-specific metrics such as keyword rankings, impressions, and click-through rates. It also flags any technical issues, such as crawl errors, so you can resolve them before they affect your search performance.
  • Google Tag Manager (GTM): Google Tag Manager lets you track advanced on-site interactions without editing code, which is perfect for events such as form submissions, button clicks, or video plays. Basically, GTM simplifies the process of setting up custom tags and triggers.
  • SEMrush: This is one of many paid tools on the marketplace that offers deep insights into your site’s overall SEO health, from keyword rankings and backlink profiles to competitive research. It’s especially useful for tracking your position in search results and identifying optimization opportunities based on competitors’ actions.

Each of the above tools provides unique and complementary insights that help you stay on top of your SEO goals without overwhelming you with data.

The Bottom Line

Ultimately, measuring SEO performance is about aligning metrics with your broader business goals. Whether you’re looking to increase conversions, boost brand awareness, or improve technical SEO, focusing on the KPIs that matter most to your objectives will provide the clearest path forward.

Want to dive deeper?

Or need help getting started? Contact us to let us know how we can help. Dennison Creative has the resources to help you grow your digital footprint!