In the ever-evolving world of digital marketing, understanding how to measure and analyze your SEO performance is crucial for staying ahead of the competition.

Measuring and analyzing SEO metrics can be daunting but you can leverage the power of SEO tools:

However, using free SEO tools can be dicey. You might end up regretting using some free SEO tools, tread that path with care.

It’s not uncommon for SEO practitioners to fall into common traps or focus on the wrong SEO metrics. So, to help you avoid these pitfalls, we’ve brought together a group of seasoned professionals who will share their wisdom and strategies for effective SEO performance measurement. Join us as we uncover the secrets to unlocking meaningful insights and driving your website’s success.

What’s something that SEOs often get wrong in performance measurement?

There’s lots of somethings 😀 1) Not measuring 2) Focusing on “SEO” metrics, not Business ones 3) Using “base” metrics on their own (Bounce Rate etc.) 4) Not realising most tools are estimates 5) Trying to compare/use metrics from 2+ sources

Darth Autocrat (Lyndon NA)

A1: I ran across this the other day and it’s still in my head… “When a measure becomes a target, it ceases to be a good measure.” Goodhart’s Law It’s easy to get overly focused on metrics and not on what’s being targeted.

Boyd Lake SEO

A1. Focus on rank instead of performance. Rank is mercurial, dependent on personalization by location or profile. On page performance metrics illustrate engagement and conversion performance.

Marianne Sweeny

What’s the first step in actionable performance measurement in SEO?

A2: Actionable performance measurement in SEO is to define clear, specific, and measurable goals aligned with business objectives. This help to focus SEO strategy on what is essential to your business, create a sense of purpose, and prioritize what to measure.

Megan Newman | eCommerce

a2. I like to pull a rank landscape and sort by visibility, Authority (1-5), Striking Distance (6-15), etc. This gives me a starting point to find out where client strong content is and what the search engines think client content is about.

Marianne Sweeny

Identifying Business Goal(s), then walking the chain backwards to identify SEO KPIs that match/reflect/correlate/contribute to the Business Goal(s)

Darth Autocrat

What are some metrics you always include in your SEO reports?

#/% of Branded queries/clicks (per period)
#/% of Branded+Product/Service queries (p/p)
# of Traffic generating terms % of TGTs that are in the primary “keyword list”
# Traffic per period (coz I is not blind to “traffic erosion!” :D) % converting traffic

Darth Autocrat (Lyndon NA

A3: The organic traffic and traffic source are the first and foremost. When you know how much organic traffic you’re getting, just learn what source worked and will work in the future.

Мartin Тolovski

A3/1: The metrics that should be included in your SEO report depend on your business goals and the metrics that best align with those objectives. However, some of the essential metrics that I always include in my reports are:

Megan Newman | eCommerce

How would you measure the success of a content program?

A5: A reduction in the number of tickets regarding FAQs about your product or service to start!


1) If it achieved any defined goal
2) By the % contributed towards the defined goal (within whatever timeframe allotted) The actual metric and value vary.

Darth Autocrat (Lyndon NA)

A4: Measuring the success of a content program can be challenging since success is often subjective and depends on various factors specific to your business goals. – Traffic – Engagement – Conversion rate – Brand Awareness – Inbound Links – RoI

Megan Newman | eCommerce

How would you measure the success of an internal linking initiative?

Primarily – by completing linking between relevant pages (should be a list of “sources > target”). But the value can be measured by : * ranking improvements * terms ranked for * increased internal page views of target pages * increased time on site etc.

Darth Autocrat

A5: It depends on the KPI that you have set for success. Usually, these include pageviews, time on page, conversion rate, backlink growth, page ranking, etc.

Pavel Stepanov

A5: I’d focus on whether the site engagement is improved or not. The right internal linking initiative improves structure, UX, navigation, helping customers to reach to the targeted pages

Мartin Тolovski

Do you have any advice for people new to SEO performance measurement and reporting?

A6. Stay flexible: #SEO is dynamic, and measurement and reporting practices may evolve. Stay adaptable and be open to adopting new tools, techniques, and approaches as the SEO landscape evolves.


Yes 😀 1) Use your brain. None of it’s rocket science – most of it is obvious, common sense and very logical. 2) Always work backwards. From Business to SEO, from Site to Page etc.

Darth Autocrat

A6: Establish a baseline data to benchmark and track improvements. Capture relevant metrics before implementing SEO strategies to have a basis for comparison and to measure the impact of your efforts accurately.

Pavel Stepanov

It’s important for anyone new to SEO performance assessment and reporting to be able to adapt and eager to learn. However, SEO methods evolve, so be ready to accept new tools and approaches as they become available.

You can successfully assess and analyze your SEO performance, match your efforts with your company’s goals, and make data-driven decisions to enhance your SEO strategy by following the best practices in the chat above. But remember to prioritize using the assessment data to create a solid content strategy for your campaign’s success.

Jeremy Rivera

Jeremy Rivera started in SEO in 2007, working at Advanced Access a hosting company for Realtors. He came up from the support department, where people kept asking "How do I rank in Google" and found in the process of answering that question an entire career. He became SEO product manager of, went "in-house" at Raven Tools in Nashville in 2013. He then worked at several agencies like Caddis, 2 The Top Design as an SEO manager and then launched a 5 year freelance SEO career. During that time he consulted for large enterprise sites like Smile Direct Club, Dr. Axe, HCA, Logan's Roadhouse and Captain D's while also helping literally hundreds of small business owners get found in search results. He has authored blog posts at Authority Labs, Raven Tools, Wix, Search Engine Land. He has been a speaker at many SEO conferences like Craft Content and been interviewed in numerous SEO focused podcasts.