If you’ve already come up with an SEO plan, you want to make sure that it’s actually working. This makes SEO tracking essential for your website. But what is SEO tracking? And what tracking metrics do really matter?
You can’t really manage what you can’t calculate and SEO tracking is just what gives you this opportunity. SEO tracking is how you measure your search engine optimization performance.
Digital marketing gives you numerous advantages to measure every part of your plan. In short, you can measure every metric of your SEO strategy – from your rankings and traffic to your leads and revenue. But what metrics are secondary and what are those that actually matter? Let’s find out.
The Most Important SEO Tracking Metrics
1. Organic traffic
Organic traffic is the key measurement that shows how well optimized your website is. It portrays the number of visitors your site is drawing solely from organic search. Keep in mind that it differs from your overall traffic numbers but it’s a better way to calculate your strategy’s direct impact.
While other metrics can depend on trends, organic traffic is serving as proof that your performance of the SEO foundation is actually successful. In addition, you can access this information pretty easily in Google Analytics.
2. Domain Authority
Achieving top results in search engines is impossible with a low level of site authority. Domain authority is measuring the overall SEO strength of a website. The score ranges from 0 to 100 and it changes based on a number of factors – backlinks, quality of referral sites, etc. It’s not an official Google ranking factor, rather it’s based on things that help you rank higher. So with a higher domain authority score, it’s more expected for your website to rank higher in search results.
CTR, or clickthrough rate, tells you the percentage of users who visited your site after seeing one of your pages in search results. There’s a strong connection between your ranking position and CTR – the higher you rank the more clicks you’ll get. Keep in mind that even though the first page of Google search results is earning 90% of clicks per search, the majority of the clicks go to the top three positions.
CTR metric is also a great way to learn how well optimized are your site’s title tags and meta descriptions.
4. Keyword Rankings
Keyword rankings are essential for two reasons – they show your website’s organic ranking position as well as the overall popularity of your brand. So, when choosing keywords, pick both branded and non-branded words.
Keyword rankings constantly change, they can even have a sudden drop. Most of the time it can be a sign of trouble but sometimes it can also indicate a change in algorithms. This happened around the Google algorithm update 2016, when local listings were affected by a mistake and weren’t performing as normal because of the bugs. But don’t worry, bugs are often fixed quickly, so focus on high-quality keywords for the best results.
As SEO has become more complex, measuring success has become more difficult. However, tracking your progress is an important element of the search engine optimization process. It’s how you’ll know if your plan is working, what type of outcomes you’re getting, and where you may make improvements in the future.