{"id":11690,"date":"2024-11-29T14:45:49","date_gmt":"2024-11-29T14:45:49","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/"},"modified":"2024-11-29T14:45:49","modified_gmt":"2024-11-29T14:45:49","slug":"seo-analytics-the-i-cant-believe-its-this-easy-guide","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/","title":{"rendered":"SEO Analytics: The \u201cI Can\u2019t Believe It\u2019s This Easy\u201d Guide"},"content":{"rendered":"<p>SEO analytics involves digging into your site\u2019s data to see how it\u2019s doing.<\/p>\n<p>You track metrics like traffic, rankings, and user behavior to figure out what\u2019s working. And what\u2019s not.<\/p>\n<p>Why do it?<\/p>\n<p>It helps you stop wasting time on activities that don\u2019t work. And double down on what does.<\/p>\n<p>At Backlinko, SEO analytics is central to what we do.<\/p>\n<p>It\u2019s a major reason we were able to grow the site to 645K organic sessions per month.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Organic sessions\" alt=\"Backlinko \u2013 Organic sessions\" data-aspect-ratio=\"0.44714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/backlinko-organic-sessions-october-2024.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This guide will show you how to use SEO analytics to make data-driven decisions. Just like we do at Backlinko.<\/p>\n<p>I\u2019ll cover key metrics and the tools the pros use. Plus, I\u2019ll show you how to create reports that prove the value of your SEO efforts to clients and stakeholders.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Step_1_Match_Your_Metrics_to_Your_Goals\" >Step 1: Match Your Metrics to Your Goals<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#C-Suite\" >C-Suite<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Marketing_Directors\" >Marketing Directors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#SEOs_and_Content_Teams\" >SEOs and Content Teams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Standard_SEO_Metrics_to_Track\" >Standard SEO Metrics to Track<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Organic_Search_Traffic\" >Organic Search Traffic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Keyword_Rankings\" >Keyword Rankings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Conversion_Rate_from_Organic_Search\" >Conversion Rate from Organic Search<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#User_Experience_UX\" >User Experience (UX)<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Step_2_Optimize_Your_Analytics_Setup\" >Step 2: Optimize Your Analytics Setup<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Google_Search_Console_GSC\" >Google Search Console (GSC)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Google_Analytics_GA\" >Google Analytics (GA)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Semrush\" >Semrush<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#More_SEO_Analytics_Tools\" >More SEO Analytics Tools<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Step_3_Prepare_and_Present_Actionable_Reports\" >Step 3: Prepare and Present Actionable Reports<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Contextualize_the_Data\" >Contextualize the Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Tell_the_Story_Behind_the_Data\" >Tell the Story Behind the Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Use_Visualizations\" >Use Visualizations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Add_Actionable_Next_Steps\" >Add Actionable Next Steps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Create_Shareable_Reports\" >Create Shareable Reports<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Step_4_Regularly_Monitor_Your_SEO_Analytics\" >Step 4: Regularly Monitor Your SEO Analytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/11\/29\/seo-analytics-the-i-cant-believe-its-this-easy-guide\/#Make_Faster_and_Smarter_Decisions_with_SEO_Analytics\" >Make Faster and Smarter Decisions with SEO Analytics<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_1_Match_Your_Metrics_to_Your_Goals\"><\/span>Step 1: Match Your Metrics to Your Goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Every successful SEO analytics strategy connects two pieces:<\/p>\n<ul>\n<li>Clear business goals that define what success looks like<\/li>\n<li>The right metrics that show you\u2019re crushing those goals<\/li>\n<\/ul>\n<p>The key? Set SMART goals from day one.<\/p>\n<p>When your goals are specific and measurable, you\u2019ll know exactly which metrics actually matter.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SMART\" alt=\"SMART\" data-aspect-ratio=\"0.50857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/10\/smart.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now here\u2019s what makes this tricky.<\/p>\n<p><strong>Different stakeholders care about different metrics.<\/strong><\/p>\n<p>You won\u2019t catch a C-suite executive losing sleep over <a title=\"What Is Bounce Rate? And How to Quickly Improve It\" href=\"https:\/\/backlinko.com\/hub\/seo\/bounce-rate\" target=\"_blank\" rel=\"noopener\">bounce rates<\/a>. But an SEO strategist needs to dig into those details to understand which content to update or optimize.<\/p>\n<p>That\u2019s why it\u2019s important to match your metrics to the needs of each role.<\/p>\n<p>Here\u2019s a breakdown of the metrics that different stakeholders care about:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"C-Suite\"><\/span>C-Suite<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The C-suite wants to know how SEO is contributing to the business\u2019s goals.<\/p>\n<p>Their priorities include:<\/p>\n<ul>\n<li>Increasing revenue<\/li>\n<li>Cutting costs<\/li>\n<li>Gaining market share from competitors<\/li>\n<\/ul>\n<p>For them, key metrics include things like <strong>revenue from organic search, customer acquisition cost (CAC), and market share growth<\/strong>. And they\u2019re particularly concerned with the <strong>ROI of your SEO efforts<\/strong>.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"C-Suite\" alt=\"C-Suite\" data-aspect-ratio=\"0.59714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/c-suite.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Marketing_Directors\"><\/span>Marketing Directors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Marketing directors sit between high-level strategy and day-to-day execution.<\/p>\n<p>They care about metrics that show how SEO integrates with broader marketing efforts. And how it\u2019s guiding people through the sales funnel.<\/p>\n<p>They ask questions like:<\/p>\n<ul>\n<li>How is SEO driving lead generation?<\/li>\n<li>How does it guide visitors through the customer journey?<\/li>\n<\/ul>\n<p>Metrics that matter to them include <strong>organic traffic growth, content performance, conversions, and top traffic sources<\/strong>.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Marketing directors\" alt=\"Marketing directors\" data-aspect-ratio=\"0.59714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/marketing-directors.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"SEOs_and_Content_Teams\"><\/span>SEOs and Content Teams<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>SEOs and content teams need granular metrics to execute, analyze, and improve the overall strategy.<\/p>\n<p>They\u2019re focused on questions like:<\/p>\n<ul>\n<li>How much traffic is each page getting?<\/li>\n<li>Are users engaging with the content?<\/li>\n<li>Are there any technical issues affecting performance?<\/li>\n<\/ul>\n<p>Metrics they track include <strong>page-level traffic, user engagement, crawl errors, and backlinks<\/strong>.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEOs and content teams\" alt=\"SEOs and content teams\" data-aspect-ratio=\"0.59714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/seos-and-content-teams.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> No matter your audience, these metrics should always reflect your SEO and business goals.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Standard_SEO_Metrics_to_Track\"><\/span>Standard SEO Metrics to Track<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The importance of each SEO metric will depend on who you\u2019re reporting them to. But here\u2019s a rundown of the most important ones to track as part of your broader strategy:<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEO Metrics\" alt=\"SEO Metrics\" data-aspect-ratio=\"0.58\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/seo-metrics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Organic_Search_Traffic\"><\/span>Organic Search Traffic<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Increasing organic traffic is arguably the most common goal of any SEO strategy, so it\u2019s one of the most important metrics to track.<\/p>\n<p>It shows how many people find your site through search engines (without clicking paid ads).<\/p>\n<p>Tracking organic search traffic shows you the top-performing pages on your site.<\/p>\n<p>It also helps you understand what content aligns with what your visitors want. This way, you can create more of what they love.<\/p>\n<p>Tools like Google Analytics can show you which landing pages bring in the most traffic.<\/p>\n<p>And it\u2019ll show you how long visitors stay on each page (more on these tools in the next section).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Events \u2013 Event name\" alt=\"GA \u2013 Events \u2013 Event name\" data-aspect-ratio=\"0.78571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ga-events-event-name.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Pages with high engagement likely meet <a title=\"Search Intent and SEO: A Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/search-intent\" target=\"_blank\" rel=\"noopener\">search intent<\/a>. In other words: you\u2019re giving users what they want.<\/p>\n<p>This means visitors are more likely to convert or return.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> You\u2019ll also want to track metrics like <a title=\"What Is Click-Through Rate (CTR)?: And How To Improve It\" href=\"https:\/\/backlinko.com\/what-is-ctr\" target=\"_blank\" rel=\"noopener\">click-through rate (CTR)<\/a>. So you can understand where you\u2019re getting organic impressions but not clicks.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Keyword_Rankings\"><\/span>Keyword Rankings<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your keyword rankings show how well your SEO efforts are working. Because the better you optimize your content, the higher it is able to rank (provided it\u2019s relevant and high-quality, of course).<\/p>\n<p>Some important keyword metrics to track include:<\/p>\n<ul>\n<li>Average position (and any major gains or losses)<\/li>\n<li>Total number of ranking keywords for the site and individual pieces of content<\/li>\n<li><a title=\"What Is Search Engine Visibility? And How to Increase It\" href=\"https:\/\/backlinko.com\/hub\/seo\/visibility\" target=\"_blank\" rel=\"noopener\">SERP visibility<\/a><\/li>\n<\/ul>\n<p>Tracking keyword rankings helps you discover potential areas that you can improve or double down on to get more visitors.<\/p>\n<p>Tools like Semrush\u2019s <a title=\"Position Tracking: Keyword Rank Tracker Tool | Semrush\" href=\"https:\/\/www.semrush.com\/position-tracking\/\" target=\"_blank\" rel=\"noopener\">Position Tracking<\/a> let you monitor your rankings for various search queries.<\/p>\n<p>This gives you a comprehensive view of your SEO health. Including ranking distributions, average positions, and more.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Position Tracking \u2013 Backlinko \u2013 Landscape\" alt=\"Position Tracking \u2013 Backlinko \u2013 Landscape\" data-aspect-ratio=\"0.98714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/07\/position-tracking-backlinko-landscape.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"Conversion_Rate_from_Organic_Search\"><\/span>Conversion Rate from Organic Search<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your business goals define what counts as a conversion for your organization. This could be sales, email newsletter signups, or anything else that drives value for your business.<\/p>\n<p>Tracking conversion metrics helps you <strong>connect search visibility with its impact on your business<\/strong>. This is the kind of insight that makes stakeholders happy.<\/p>\n<p>For marketers and SEOs, it helps them figure out what to tweak in their campaigns to improve results.<\/p>\n<p>In other words: conversion metrics are important no matter who you\u2019re reporting to.<\/p>\n<p>You can use a tool like Google Analytics to track your conversions.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Engagement \u2013 Conversions\" alt=\"GA4 \u2013 Engagement \u2013 Conversions\" data-aspect-ratio=\"0.89428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/ga4-engagement-conversions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h4><span class=\"ez-toc-section\" id=\"User_Experience_UX\"><\/span>User Experience (UX)<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>User experience has always been important. But in recent years, Google has seemingly put more of a focus on it through various algorithm updates.<\/p>\n<p>How good an experience your users have depends on a lot of different factors.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"UX Elements\" alt=\"UX Elements\" data-aspect-ratio=\"0.63428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/ux-elements.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Important UX metrics to watch include:<\/p>\n<ul>\n<li><a title=\"Core Web Vitals: Essential Guide to Better Site Performance\" href=\"https:\/\/backlinko.com\/hub\/seo\/core-web-vitals\" target=\"_blank\" rel=\"noopener\">Core Web Vitals<\/a><\/li>\n<li>Bounce rate<\/li>\n<li>Exit rate<\/li>\n<li>Time on page<\/li>\n<\/ul>\n<p>Tracking these metrics helps you identify where users are getting frustrated. You can then fix those issues before they hurt your rankings.<\/p>\n<p>What\u2019s more, a better user experience also keeps visitors around longer. And they are far more likely to convert.<\/p>\n<p>You can use free tools like <a title=\"PageSpeed Insights\" href=\"https:\/\/pagespeed.web.dev\/\" target=\"_blank\" rel=\"noopener\">PageSpeed Insights<\/a> to check your site\u2019s Core Web Vitals, and to uncover UX issues like:<\/p>\n<ul>\n<li>Slow page loading (Largest Contentful Paint)<\/li>\n<li>Delayed responses (Interaction to Next Paint)<\/li>\n<li>Unexpected layout changes (Cumulative Layout Shift)<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PageSpeed Insights \u2013 Backlinko\" alt=\"PageSpeed Insights \u2013 Backlinko\" data-aspect-ratio=\"0.70571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/pagespeed-insights-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This shows you what\u2019s leading to a poor user experience and what\u00b4s potentially dragging down your rankings.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"10 Important SEO Metrics to Track\" href=\"https:\/\/backlinko.com\/hub\/seo\/metrics\" target=\"_blank\" rel=\"noopener\">10 Important SEO Metrics to Track<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_2_Optimize_Your_Analytics_Setup\"><\/span>Step 2: Optimize Your Analytics Setup<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You don\u2019t need many SEO analytics tools to track the most important metrics.<\/p>\n<p>With just a few essential tools, you\u2019ll be able to track all of the metrics above\u2014and more.<\/p>\n<p>Here\u2019s a breakdown of the top tools for tracking your SEO analytics:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Google_Search_Console_GSC\"><\/span>Google Search Console (GSC)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Search Console is your direct connection to how Google sees your website.<\/p>\n<p>You can also use it to identify technical issues that might prevent your pages from ranking highly (or at all).<\/p>\n<p>With GSC, you can:<\/p>\n<ul>\n<li>See which pages are indexed and which aren\u2019t<\/li>\n<li>Identify <a title=\"Technical SEO: The Ultimate Guide for 2025\" href=\"https:\/\/backlinko.com\/technical-seo-guide\" target=\"_blank\" rel=\"noopener\">technical SEO<\/a> issues<\/li>\n<li>Track the search queries driving traffic to your site<\/li>\n<li>Monitor keyword rankings and average position<\/li>\n<\/ul>\n<p>One of GSC\u2019s most valuable features is the Performance Report.<\/p>\n<p>This shows how often your site appears in search results, your average position, and click-through rates.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GSC \u2013 Performance report\" alt=\"GSC \u2013 Performance report\" data-aspect-ratio=\"0.91571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/08\/gsc-performance-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>In short, it gives you an overview of your site\u2019s performance in Google search.<\/p>\n<p>Plus, GSC shows you which of your pages are indexed, and which aren\u2019t.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GSC \u2013 Sitemap \u2013 Page indexing\" alt=\"GSC \u2013 Sitemap \u2013 Page indexing\" data-aspect-ratio=\"1.1142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/09\/gsc-sitemap-page-indexing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If a page isn\u2019t indexed, it has zero chance of ranking. Meaning the rest of your SEO metrics for that page won\u2019t matter unless you fix that issue.<\/p>\n<p>So, we recommend using GSC for some of the most fundamental aspects of your SEO analytics.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Google Search Console: The Definitive Guide\" href=\"https:\/\/backlinko.com\/google-search-console\" target=\"_blank\" rel=\"noopener\">Google Search Console: The Definitive Guide<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Google_Analytics_GA\"><\/span>Google Analytics (GA)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Analytics shows you what users do while they\u2019re on your site. From the moment they land to the second they leave.<\/p>\n<p>You\u2019ll see:<\/p>\n<ul>\n<li>Which pages they visit<\/li>\n<li>How long they stay<\/li>\n<li>How they convert into leads or sales<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Realtime data\" alt=\"GA4 \u2013 Realtime data\" data-aspect-ratio=\"0.66857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/ga4-realtime-data.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Feeling overwhelmed by all the data?<\/p>\n<p>Start with the big picture and focus on overall trends.<\/p>\n<p>Here\u2019s what you can do:<\/p>\n<p>Go to \u201c<strong>Reports<\/strong>\u201d &gt; \u201c<strong>Acquisition<\/strong>\u201d &gt; \u201c<strong>Traffic Acquisition<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Traffic acquisition report\" alt=\"GA4 \u2013 Traffic acquisition report\" data-aspect-ratio=\"0.74142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/ga4-traffic-acquisition-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here, you\u2019ll see how many individual users visited your site and how many sessions they started.<\/p>\n<p>You can also track where the traffic came from. Whether it\u2019s organic search, direct, social, or referral traffic.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Traffic Acquisition report\" alt=\"GA \u2013 Traffic Acquisition report\" data-aspect-ratio=\"0.65428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/03\/ga-traffic-acquisition-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Look for trends by comparing data over different time periods.<\/p>\n<p>For example, compare the past 30 days with the previous 30.<\/p>\n<p>This will help you see any sudden traffic spikes or drops.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Traffic Acquisition \u2013 Compare\" alt=\"GA \u2013 Traffic Acquisition \u2013 Compare\" data-aspect-ratio=\"1.3114285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ga-traffic-acquisition-compare.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Beyond traffic numbers, Google Analytics also tracks engagement metrics like session duration and scroll depth.<\/p>\n<p>These metrics give you an idea of how users interact with your content.<\/p>\n<p>Go to \u201c<strong>Reports<\/strong>\u201d &gt; \u201c<strong>Engagement<\/strong>\u201d &gt; \u201c<strong>Overview<\/strong>\u201d for overall engagement.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Reports \u2013 Engagement \u2013 Overview\" alt=\"GA \u2013 Reports \u2013 Engagement \u2013 Overview\" data-aspect-ratio=\"0.82428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ga-reports-engagement-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Or drill down into specific pages by navigating to \u201c<strong>Pages and screens<\/strong>.\u201d<\/p>\n<p>This will show you metrics like views and average engagement time for each page.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Engagement \u2013 Pages &amp; screens\" alt=\"GA4 \u2013 Engagement \u2013 Pages &amp; screens\" data-aspect-ratio=\"0.95285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/02\/ga4-engagement-pages-screens.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Use these insights to identify which pages you may need to optimize to improve their performance.<\/p>\n<p>Want to get really fancy? Try using the Funnel Exploration feature.<\/p>\n<p>Go to \u201c<strong>Explore<\/strong>\u201d &gt; \u201c<strong>Funnel exploration<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Explorations \u2013 Funnel exploration\" alt=\"GA \u2013 Explorations \u2013 Funnel exploration\" data-aspect-ratio=\"0.42\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ga-explorations-funnel-exploration.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here, you can track customer journeys through specific steps on your site.<\/p>\n<p>You can see which pages they visited and the actions they took before converting.<\/p>\n<p>That\u2019s valuable user behavior data that can help you optimize the user experience on your site. And drive more conversions in the process.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Funnel exploration report\" alt=\"Funnel exploration report\" data-aspect-ratio=\"1.36\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/funnel-exploration-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Google Analytics 4: Ultimate Guide &amp; Tutorial\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics 4: Ultimate Guide &amp; Tutorial<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Semrush\"><\/span>Semrush<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Semrush has a wider range of SEO-specific tools compared to GSC and GA, especially in areas like:<\/p>\n<ul>\n<li>Keyword research<\/li>\n<li>Backlink analysis<\/li>\n<li><a title=\"How to Conduct an SEO Competitor Analysis [Comprehensive]\" href=\"https:\/\/backlinko.com\/seo-competitor-analysis\" target=\"_blank\" rel=\"noopener\">Competitor analysis<\/a><\/li>\n<li>Site audits<\/li>\n<li>Position tracking<\/li>\n<\/ul>\n<p>Semrush\u2019s Project Dashboard is your control center. It\u2019s where you get a high-level view of your site\u2019s performance, including:<\/p>\n<p><strong>Domain analytics to track organic traffic trends:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Projects \u2013 Backlinko \u2013 Domain Analytics\" alt=\"Semrush \u2013 Projects \u2013 Backlinko \u2013 Domain Analytics\" data-aspect-ratio=\"0.35142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-projects-backlinko-domain-analytics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Top ranking keywords:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Projects \u2013 Backlinko \u2013 Position Tracking\" alt=\"Semrush \u2013 Projects \u2013 Backlinko \u2013 Position Tracking\" data-aspect-ratio=\"0.60142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-projects-backlinko-position-tracking.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>And site health:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Projects \u2013 Backlinko \u2013 Site Audit\" alt=\"Semrush \u2013 Projects \u2013 Backlinko \u2013 Site Audit\" data-aspect-ratio=\"0.54428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-projects-backlinko-site-audit.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Plus, if you\u2019re looking to make analysis quicker, you\u2019ll love Semrush Copilot.<\/p>\n<p>It helps you automatically identify trends or patterns such as:<\/p>\n<p><strong>Traffic dips:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush Copilot \u2013 Traffic Drop\" alt=\"Semrush Copilot \u2013 Traffic Drop\" data-aspect-ratio=\"0.45428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-copilot-traffic-drop.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Competitor ranking changes:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush Copilot \u2013 Competitor Rankings\" alt=\"Semrush Copilot \u2013 Competitor Rankings\" data-aspect-ratio=\"0.49\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-copilot-competitor-rankings.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Technical issues:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush Copilot \u2013 Technical Issues\" alt=\"Semrush Copilot \u2013 Technical Issues\" data-aspect-ratio=\"0.39857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-copilot-technical-issues.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p><strong>Visibility drops:<\/strong><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush Copilot \u2013 Visibility Drop\" alt=\"Semrush Copilot \u2013 Visibility Drop\" data-aspect-ratio=\"0.48\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-copilot-visibility-drop.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>With this tool, analyzing your data becomes fast and easy.<\/p>\n<p>Even if you\u2019re not an SEO expert, Copilot speeds up the process and gives you actionable insights in a fraction of the time.<\/p>\n<p>You can find Copilot in the top navigation bar of your project dashboard.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Copilot\" alt=\"Semrush \u2013 Copilot\" data-aspect-ratio=\"0.89142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/semrush-copilot.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Use this link to access a <a title=\"Backlinko &amp; Semrush: 14-day PRO Trial\" href=\"https:\/\/www.semrush.com\/lp\/backlinko-offer\/en\/\" target=\"_blank\" rel=\"noopener\">14-day trial on a Semrush Pro subscription<\/a>.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"More_SEO_Analytics_Tools\"><\/span>More SEO Analytics Tools<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While Semrush, Google Search Console, and Google Analytics are an essential trio for SEO analytics tracking, here are a few more tools worth exploring:<\/p>\n<ul>\n<li><strong><a title=\"Screaming Frog SEO Spider\" href=\"https:\/\/www.screamingfrog.co.uk\/seo-spider\/\" target=\"_blank\" rel=\"noopener\">Screaming Frog SEO Spider:<\/a><\/strong> SEO audit tool that identifies technical issues like broken links and missing meta descriptions<\/li>\n<li><strong><a title=\"Looker Studio\" href=\"https:\/\/lookerstudio.google.com\/\" target=\"_blank\" rel=\"noopener\">Looker Studio:<\/a><\/strong> Creates custom SEO dashboards using data from other tools<\/li>\n<li><strong><a title=\"SEOTesting\" href=\"https:\/\/seotesting.com\/\" target=\"_blank\" rel=\"noopener\">SEOTesting:<\/a><\/strong> Runs SEO experiments to test changes and measure their impact, making it ideal for tracking performance improvements<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Step_3_Prepare_and_Present_Actionable_Reports\"><\/span>Step 3: Prepare and Present Actionable Reports<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A great report shows how your SEO campaigns are impacting areas such as:<\/p>\n<ul>\n<li>Rankings<\/li>\n<li>Traffic<\/li>\n<li>Conversions<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Backlinko report\" alt=\"Semrush \u2013 Backlinko report\" data-aspect-ratio=\"1.0485714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/semrush-backlinko-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Why do these reports matter?<\/p>\n<p>They give you (and your clients\/stakeholders) a clear picture of what to do next by showing:<\/p>\n<ul>\n<li>Which pages or areas of the site need improvement<\/li>\n<li>What new keywords to target<\/li>\n<li>Which strategies are working best<\/li>\n<\/ul>\n<p>In short: <strong>SEO reports help you turn numbers into actionable steps<\/strong>.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Want to know what reports to create? Check out our free monthly <a title=\"Simple Monthly SEO Report Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/seo-report\" target=\"_blank\" rel=\"noopener\">SEO report template<\/a> for ideas.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>How you share SEO data can make a big difference in how people understand it AND what they do with it.<\/p>\n<p>Follow these tips to create actionable reports:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Contextualize_the_Data\"><\/span>Contextualize the Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Raw numbers tell only part of the story.<\/p>\n<p>Without understanding the context, it\u2019s easy to misread changes or miss important trends.<\/p>\n<p>So, how do you add that context?<\/p>\n<p>Start by comparing your data over different time periods, like month-over-month or year-over-year.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GSC Enhanced Analytics\" alt=\"GSC Enhanced Analytics\" data-aspect-ratio=\"0.99571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/09\/gsc-enhanced-analytics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This helps you see if the changes are part of a seasonal pattern or a long-term trend.<\/p>\n<p>For example, a 25% traffic drop might seem alarming. But if you find that there was a similar dip last year due to seasonal slowdowns, it\u2019s less concerning.<\/p>\n<p>Also, consider external factors like holidays or Google updates, as these can impact traffic and rankings.<\/p>\n<p>Was that sudden spike due to a holiday sale? Or was there a Google update?<\/p>\n<p>Understanding the context helps you focus on what truly needs attention. This makes it easier to prioritize adjustments and avoid (over)reacting to temporary spikes or dips.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tell_the_Story_Behind_the_Data\"><\/span>Tell the Story Behind the Data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to a <a title=\"Stories, Statistics and Memory - Working Paper - Faculty &amp; Research - Harvard Business School\" href=\"https:\/\/www.hbs.edu\/faculty\/Pages\/item.aspx?num=63408\" target=\"_blank\" rel=\"noopener\">study by Thomas Graeber<\/a>, a professor at Harvard Business School, people remember information for longer when it\u2019s wrapped in a story, compared with statistics alone.<\/p>\n<p>So when you\u2019re putting together SEO reports, tell the story behind the numbers.<\/p>\n<p>If there\u2019s a spike in traffic, explain why:<\/p>\n<ul>\n<li>Was it a new blog series that got a lot of attention?<\/li>\n<li>A link-building campaign?<\/li>\n<li>Or perhaps a technical SEO optimization that improved site speed?<\/li>\n<\/ul>\n<p>Also tailor your stories to each stakeholder:<\/p>\n<ul>\n<li><strong>For the C-suite<\/strong>, show how the growth translated into more sales<\/li>\n<li><strong>For the marketing director<\/strong>, emphasize which tactics drove the most qualified traffic<\/li>\n<li><strong>And for the content team<\/strong>, show what worked best, like a new blog format or keyword strategy, so they know where to focus next<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Use_Visualizations\"><\/span>Use Visualizations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Make your reports easy to understand with visualizations.<\/p>\n<p>For example, line charts are perfect for showing trends. Like traffic growth or keyword ranking improvements.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Line chart example\" alt=\"Line chart example\" data-aspect-ratio=\"0.38571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/line-chart-example.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>While bar charts help you compare metrics.<\/p>\n<p>Such as mobile vs. desktop traffic and organic vs. paid channels. Or keyword position distribution in the search results.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Bar chart example\" alt=\"Bar chart example\" data-aspect-ratio=\"0.35285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/bar-chart-example.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And you can use donut or pie charts to visualize simple data distributions.<\/p>\n<p>Such as traffic sources, device breakdown, or keywords by country.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Donut chart example\" alt=\"Donut chart example\" data-aspect-ratio=\"0.55090909090909\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/donut-chart-example.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Add_Actionable_Next_Steps\"><\/span>Add Actionable Next Steps<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Reports should spark action. Based on your findings, outline clear actionable steps for moving forward.<\/p>\n<p>Posts ranking outside the top 10 for important keywords?<\/p>\n<p>Suggest content updates or a link-building campaign.<\/p>\n<p>Technical issues like slow page load times or poor mobile usability?<\/p>\n<p>Outline a plan for improving user experience.<\/p>\n<p>Here are some tips for creating actionable steps:<\/p>\n<ul>\n<li>Be specific<\/li>\n<li>Prioritize from most to least important<\/li>\n<li>Tie actions to goals<\/li>\n<li>Make recommendations feasible with your available resources<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Create_Shareable_Reports\"><\/span>Create Shareable Reports<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Turning reports into PDFs makes it easier for stakeholders to access and review SEO analytics data.<\/p>\n<p>Use tools like Looker Studio or Semrush to integrate data from various analytics platforms. This allows you to quickly compare and consolidate data from different sources.<\/p>\n<div class=\"sc-embed-youtube embed-responsive embed-responsive-16by9 w-75-md-up\"><\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Expert tip:<\/strong> When making reports, highlight website-level insights AND page-specific metrics to give a full picture of what\u2019s really happening.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_4_Regularly_Monitor_Your_SEO_Analytics\"><\/span>Step 4: Regularly Monitor Your SEO Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For your SEO strategy to work, you need to regularly check your performance. Then, you need to adjust your strategy based on what the data tells you.<\/p>\n<p>Do that by following these steps:<\/p>\n<ol>\n<li><strong>Set a regular review schedule:<\/strong> Weekly check-ins help you track short-term performance. While monthly or quarterly reviews give you a deeper analysis of long-term trends.<\/li>\n<li><strong>Standardize your review process:<\/strong> Create a routine everyone can follow. Consistency makes sure that you don\u2019t overlook any metrics and that you\u2019re always making data-driven decisions.<\/li>\n<li><strong>Assign ownership for data analysis:<\/strong> Assign a team member to monitor your SEO metrics. This creates accountability and ensures you don\u2019t miss important insights.<\/li>\n<li><strong>Stay nimble:<\/strong> SEO best practices are constantly changing. Use your data to quickly adapt to algorithm updates and shifts in your industry.<\/li>\n<\/ol>\n<figure class=\"backlinko-image__visual-chart mt-1 backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Monitor and adjust\" alt=\"Monitor and adjust\" data-aspect-ratio=\"0.58\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/monitor-and-adjust.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Make_Faster_and_Smarter_Decisions_with_SEO_Analytics\"><\/span>Make Faster and Smarter Decisions with SEO Analytics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With SEO analytics, you never have to guess what\u2019s working.<\/p>\n<p>You\u2019ve got data to back every move you make.<\/p>\n<p>Plus, SEO analytics help you stay ahead of market shifts and algorithm changes. When you identify these early, you\u2019ll be able to adapt quickly.<\/p>\n<p>But analyzing data is just the start.<\/p>\n<p>The real game-changer is knowing how to measure and act on those insights.<\/p>\n<p>Want to learn how? Check out our complete guide on <a title=\"How to Measure SEO Performance &amp; Results\" href=\"https:\/\/backlinko.com\/hub\/seo\/seo-results\" target=\"_blank\" rel=\"noopener\">measuring SEO performance<\/a> for more actionable steps to boost your SEO efforts.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/seo-analytics\" target=\"_blank\" rel=\"noopener\">SEO Analytics: The \u201cI Can\u2019t Believe It\u2019s This Easy\u201d Guide<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>SEO analytics involves digging into your site\u2019s data to see how it\u2019s doing. You track metrics like traffic, rankings, and user behavior to figure out what\u2019s working. And what\u2019s not. Why do it? It helps you stop wasting time on activities that don\u2019t work. And double down on what does. At Backlinko, SEO analytics is central to what we do. It\u2019s a major reason we were able to grow the site to 645K organic sessions per month. This guide will show you how to use SEO [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":11691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8,52],"tags":[],"class_list":["post-11690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko","category-marketing-blogs"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/11\/backlinko-organic-sessions-october-2024-6HyYCD-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/11\/backlinko-organic-sessions-october-2024-6HyYCD-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11690","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=11690"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11690\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/11691"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=11690"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=11690"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=11690"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}