With the propaganda that has been published over the last few years devaluing the importance of keywords, it can easily be overlooked. However, this should still be an important component of your SEO strategy. Rankings are a valuable indicator that page level optimization is functioning correctly, and pages are positioned to drive traffic for your website.
Actions to take: Find a ranking solution: Many great options exist at various price points. If you have the budget, consider an enterprise level solution. SEO Clarity, Conductor, and SearchMetrics are at the top of the class. Remember, without understanding of your website’s visibility in the SERPs, your strategy is flying blind.
2. Organic search impressions and clicks
This is a great metric found in Google Analytics that gives you the ability to measure organic search click through rate for your webpages. It can be found in Google Analytics under Acquisition > Search Engine Optimization > Landing Pages.
Action to take: Prioritize by lowest CTR – Look for pages that have a large amount of Impressions, but low CTR. This may be an indication of poor performing page titles and/or meta descriptions. Review the optimization in the title tags, and be sure that the correct keywords are being targeted to support the page content. Also, consider rewriting the meta description to entice the searcher to click.
3. Organic search share
The best indicator of overall SEO performance is to monitor the percentage of organic search driven traffic, conversions, and revenue as compared to total website metrics. This is the most important view you can use to demonstrate the importance of SEO to your organization’s overall marketing performance.
Actions to take: Create and circulate a dashboard: This should show the monthly year-over-year organic search trend, total visits, conversions, and revenue generated from the website. This will make it easy to show when organic search is outpacing other channels.
Provide a holistic view of performance: Also create a dashboard showing the organic search share against PPC and other online channels. Not only will it provide a holistic view of performance, but can also help dispel any argument that channel shift may have occurred.