SEO Measurement

Chapter 4 of SEO Best Practice: Measuring Performance

SEOs have an important role to play when it comes to ensuring access to actionable data that accurately illustrates how the business is doing at reaching its goals. This chapter looks at how SEOs can build a picture of business performance with web analytics tools.

By Econsultancy

13 minute read

Businesses use metrics to measure their performance as well as to inform strategy. The metrics an organisation pays attention to should always align with its business goals and overall vision. This chapter looks at the role of SEOs in defining which metrics to monitor, covering:

The power of web analytics tools: Digital teams may use their web analytics tools as little more than basic tools for reporting, which misses out on many of their potential benefits. What else can web analytics tools let SEOs achieve?
How to measure success: Brands that do not track particular metrics are unlikely to be able to improve them. How can brands start to work out the right way of measuring success using their analytics data?
Defining data needs: After mapping out the brand’s goals, objectives and KPIs, it is time to work out what data will be needed to determine whether goals are being met. What steps can SEO professionals take to define these data needs?