![]() What you’re left with is a month-to-month comparison of conversions directly from search, or in the event of multiple visits to the site, conversions where search played a role but is not directly attributed with the conversion (ie: the visitor found the company through search, but returned directly and converted). With this report active I like to start by setting the date range to ‘Last month’ and comparing it to ‘Previous period’. The most common report I use to measure improvement or decline in the quality of search traffic is the Assisted Conversions report ( Conversions > Multi-Channel Funnels > Assisted Conversions). I don’t believe this to be true and in fact, I’d say there are a lot of ways to measure the quality of any traffic source, not just search. How to Measure The Quality of SEO TrafficĪ lot of times I hear that “quality” is subjective, so you can’t really measure it. From this report, you can determine things such as the top landing pages for search traffic, keywords driving the most traffic, which search engines are sending the most traffic, top exit pages and much, much more. This report will be the Swiss Army Knife to your SEO reporting. There you will see traffic sources segmented by channel.Ĭlicking on the “Organic Search” channel will give you a more detailed report which includes only organic search traffic metrics. The first step in looking at Organic Search traffic over time is to open your Channel Grouping report which can be found by clicking Acquisition > All Traffic > Channels. Many times digging a little deeper can actually reveal that organic traffic is up while other traffic sources are down which is resulting in the overall traffic decline. I’m always surprised at how many companies see a decline in overall website traffic and immediately jump to the conclusion that the traffic loss is due to a decline in organic search traffic. Thankfully, one of the best tools for measuring SEO is freely available, and probably already installed on your website – Google Analytics!Īlthough every business is unique and every website has different metrics that matter, this post is a universal list of 5 ways to use Google Analytics to report the success of your SEO efforts. Going beyond keyword rankings allows marketing teams to showcase what really matters: how organic search brings revenue and profit to the business. ![]() ![]() More keywords ranking higher means more traffic, right? But, reporting solely on keywords devalues the marketer’s role and doesn’t paint the full picture of why SEO is important to the organization. Sure, keyword rankings are a great measure of SEO. You know what they say, “If you can’t measure it, you can’t improve it.” In search engine optimization, measurement is critical to success. ![]()
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