How to Measure SEO Improvements

Search engine optimization (SEO) is the process of increasing a website's Internet ranking. The higher a website is on the search engine results pages (SERP), the more people will see it, click on it and, ultimately, convert to customers. For that reason, SEO is a key component of many business marketing strategies. SEO encompasses many website elements, including content, keywords, organization, linkage to and from other sites, competition, code, page titles and headers. Therefore, executing an SEO campaign can be time consuming and labor intensive, and it is important that you are able to measure a campaign's success so as to know if your SEO is working. For example, if you were to add new keywords in efforts to increase visitors to your site, or experiment with affiliate link placements to improve your conversion rate, then you would need a way to monitor the effectiveness of those changes so as to make continual improvements to your SEO. Follow these instructions for how to measure SEO improvements.


  1. Image titled Measure SEO Improvements Step 1
    Choose an SEO analytics program. SEO analytics programs track and report on data that can be used to determine the effectiveness of your SEO campaigns.
    • Some web hosting companies offer free and/or minimally priced analytics services to their customers.
    • You can find a number of specialized analytics programs online, offering a wide array of tools and measurements, and at a variety of price points.
    • Google Analytics is a free service, providing a comprehensive list of tools you may use to measure your site's SEO success.
  2. Image titled Measure SEO Improvements Step 2
    Establish a baseline. Once you initialize your analytics program, record the first measurements, before applying SEO strategies. This will be used to measure any changes your website incurs as a result of your search engine optimization efforts.
  3. Image titled Measure SEO Improvements Step 3
    Analyze the effectiveness of your SEO campaign, using data (metrics) from your SEO analytics program. It is necessary to gauge several different aspects of SEO effectiveness, as they correlate with each other and provide you with a complete picture of how well your SEO improvements are working. From your SEO analytics program dashboard, you should be able to monitor several different metrics:
    • Traffic is the amount of visitors, or hits, your website gets.
    • Keyword ranking metrics show you how your site ranks in comparison with other sites when specific keywords are used to find your site, and can be instrumental in fine-tuning your site's search engine optimization. For example, you may find that using the keyword phrase, "best hairdressing in Texas," results in a lower ranking, while using the keyword phrase, "best Texas hairstylist" results in a higher ranking.
    • Page indexing refers to search engine page recognition, and not all web pages are recognized by search engines. One of the goals of search engine optimization is to maximize the probability that search engines will recognize as many of your site's pages as possible. By assessing your page indexing metrics, you are able to measure SEO success in that respect.
    • In addition to the effectiveness (ranking power) of your keywords, you also want to measure how many keywords search engines are picking up and using from your site to index your pages. The more keywords being used, the better.
    • link-backs are links to your website that appear on other websites, such as blogs, social networking sites and bookmarking sites. Linkbacks increase your site's visibility and ranking, and SEO improvements should increase your link-backs.
    • Conversions are website visitors who turn into customers. Increasing the bottom line is a top concern of business owners interested in search engine optimization. Therefore, it is important to gauge the increase or decrease in conversions yielded by an SEO campaign. In order to calculate your conversions, divide the total number of visitors to your site by the total number of sales. For example, if your site has 1000 visitors and 10 sales, then your website is netting 1 sale per 100 visitors.
  4. Image titled Measure SEO Improvements Step 4
    Track changes. Use 2 separate, but correlating, calendars to measure SEO success on an ongoing basis. Your SEO analytics program may provide reports to you in calendar form, or you may use a spreadsheet program to create custom calendars.
    • Keep a week-to-week, month-to-month and year-to-year calendar to monitor changes in your SEO effectiveness and identify changes that may be seasonal. This calendar may be in standard calendar format, but should include spaces to record analytics information. Record the traffic, keyword, indexing, conversions and links metrics every Monday of every week so that you can spot trends that may be associated with the time of year. For example, you may find that your conversions naturally increase during the holiday seasons, and that they naturally decrease when the school year starts.
    • Create a calendar of notable circumstances that could have a natural effect on your website's effectiveness, such as the addition of content, a site reorganization and/or the implication of new SEO improvements. This may be a standard monthly calendar with these details recorded on their corresponding dates.


  • When analyzing keyword metrics from your SEO analytics program, make sure to do 2 separate queries: 1 into brand keywords, and 1 into non-brand keywords. This way, you can identify how much of your traffic comes from people who are already familiar with your brand (and who may be existing customers), versus how many people who found your website by using non-brand (generic) keywords from your SEO improvements.
  • In addition to conversions (sales), you may also analyze micro-conversions to identify exactly where your site may need improvements. Micro-conversions are the steps leading up to, or comprising, a full conversion (i.e. click on purchase, complete registration, enter shipping details, etc.), and if any 1 particular page needs SEO improvements, you may be losing customers before they are able to fully convert. For example, if your analytics metrics shows that you are losing visitors after they click on the "ship to" link, then that indicates there may be a problem with that link or landing page.
  • You can use your conversion rate to calculate how much you can afford to spend on search engine optimization. Do this by first figuring your net profit per sale (divide your net profit by the number of sales), then by dividing your net profit per sale by your conversions (in this case, 1 per 100 customers). For example, if your net profit per sale is $50, you would divide that amount by 100 to get a visitor worth of $0.50 and would, therefore, be able to spend $0.50 per customer you want to generate in order to break even.


  • Be aware that it may take anywhere between 2 to 4 weeks for your SEO changes to be registered and indexed by search engines, and that it could take several more weeks for those changes to affect your site's traffic.

Article Info

Categories: Internet Browsers