Posted on May 25, 2013

Tuesday, June 11, 201312:00 pm at the Pizza Bistro

Sign up for this event here: Measuring and Tracking SEO

This is an informal discussion about Measuring and Tracking SEO. Ideally, we should talk about Google Analytics and any other useful tool to measure our SEO efforts. Bring your knowledge and your questions!

UPDATE 6/20/13

Here are some of the notes I had during the meeting. It’s not a whole lot, but it’s a start. Do you have anything to add? Post it in the comments.

By the way, I’m not taking credit for this. I’m repeating what I’ve learned at Moz in Chapter 10 of their Beginners Guide to SEO.

Measuring and Tracking SEO Efforts

3 main traffic sources to track:

  1. Direct Navigation – non trackable such as typed in, bookmarks, and emails
  2. Referral Traffic – trackable such as links on other websites, and promotion and branding campaigns
  3. Search Traffic – Queries that sent traffic from a search engine
comscore Explicit Core Search Share Report March 2013 vs Febuarary 2013



SEOMoz traffic numbers



Take Aways:

Pay attention to Bing and Yahoo! Many of us only pay attention to Google and that’s ok for the most part. But in order to maximize efforts, optimization efforts should also be geared toward Bing and Yahoo. Look at the demographics of your target audience to determine where they search.

Also, keeping track of the sources can help diagnose problems.

Many successful online businesses get a great deal of their traffic from sources other than search engines. As SEOs, if we overlap our efforts into Social Media and link earning, then we can report on much more traffic.

Metrics to track:

  1. Keywords and phrases typed in to the search engines
    1. Yes, (not provided) is an issue. Webmasters will see varying results, but if you are one that is more affected by it, check this out:
  2. Conversion rate by keyword and phrase
  3. Conversion rate of traffic source
  4. Number of pages receiving visits from search engines
    1. This can give us a glimpse on how many pages are indexed
    2. This can also give a glimpse on how much long tail traffic you are getting
  5. Long tail traffic vs. big keywords
    1. Longtail traffic converts better for the short term
    2. Big keywords earn credibility
long tail keywords chart



What tools to use:

Google Analytics is still one of the most recommended tools because it is robust. Other free and paid tools can be beneficial if interpretation of the data is needed. You can learn how to choose the right Analytics here.

This is all just what I’ve learned from Moz. If you have insights, post them in the comments below. – Scott

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