Main SEO metrics: How to measure results?

SEO metrics: How do I know where my website is?In a web positioning project, the most important metrics are:

In Google Search Console: the Click Through Rate (CTR) and the position in the SERP (results page).

In Google Analytics: the bounce rate, the average time per session, the number of new users and what are the landing pages.

Table of contents 

  • 1 How to improve SEO metrics?
  • 2 SEO Metrics in Google Search Console
  • 3 SEO Metrics in Google Analytics
  • 4 HubSpot
  • 5 How is SEO measured? Conclusions

How to improve SEO metrics?

Whenever a campaign is carried out to promote a product or a brand, every client expects to know what figures resulted in this regard:

Were the numbers a hit or miss?

The world of SEO is no exception.

Below, learn about the most important SEO metrics and the tools to evaluate them.

If you prefer, we leave you the information in video format:

If you want to continue reading, below you will find the rest of the article:

SEO metrics in Google Search Console

This tool is essential to measure SEO efforts.

Why?

Because it allows you to study how people are getting you on Google.

Search Console is a small space in the engine room of the search engine. Here you can see the performance of your website.

In particular, it is of your interest to know your Click Through Rate (CTR) and the numbers that affect it.What is the CTR?The CTR is the percentage of clicks you receive with respect to the number of times that one of your pages is seen among the Google results.

In Spanish, the CTR is the number with which it is measured if your pages are doing well or not.How to calculate the CTR? (Formula)The CTR is the result of dividing the number of clicks by the number of impressions a page has, multiplied by 100.

For example, if your CTR is 100% it means that out of every 5 times someone sees you on Google, 5 clicks you receive on your page.

Another example, a bit more realistic to illustrate the formula, would be the following:

One of your page had 1,940 impressions and 66 clicks:

CTR = 66 / 1,940 x 100

CTR = 3.4%

Let’s break down each of the elements in this formula in more detail:

What are impressions?

Impressions are the number of times that one of your pages appears in the SERP ( search engine ranking page, or search engine results page).

For example:

Let’s say you have a gastronomy portal and an article with the recipe for making brownies.

That content, on average, appears on the third page of Google.

If someone searches for “best recipe for brownies” and advances to the third page they will add an impression.

Now, who advances to the third page of Google?

Almost nobody.

That is why there is so much competition for positioning among the top results.

In fact, a study conducted by Smart Insights in May 2018 revealed that the top three positions on Google account for more than half of all clicks.

What are clicks?

One click is what you earn every time people click on a link to you in the SERP (Google results page).

It is when they get on your website and see your content.

Since Google implemented featured snippets, it is more difficult to earn that desired click ( How to attract web traffic? ).

If you are looking for a quick answer and the snippet gives it to you, why go further?

Although this improves the user experience (UX), it certainly adds one more challenge to SEO consultants who want to generate website visits.

That does not mean that all is lost: the goal of conquering snippets and being the first to give answers to users should be part of your strategy .

To optimize your articles for featured snippets, we recommend the WordPress Structured Content plugin .

Why is CTR important?

Because it is worth nothing to appear a thousand times on Google if you will not receive a click on any of those times.

Of course, the first step is to have a good positioning to maximize the chances that someone will get you and then enter your site.

However, the more pages you have, the lower your CTR. It seems illogical, but it is so.

This is because competitiveness is proportional to the number of pages. Each has at least 10 rivals with similar information.

Which CTR is ideal? 

The truth is, there are no exact numbers to determine how good a CTR is.

It all depends on the queries that are generating the clicks and the reasons why you are appearing among the results.

I explain:

In Google Search Console you can see how many impressions each query generates.

That is, you have in your hands what you need to study the performance of each page and to know how they are being achieved by users in the search engine .

Look at how you’re doing with the queries relevant to your content .

You may have query impressions that have nothing to do with your text. Pay no attention to these.

Sometimes your articles will appear on Google without being what users are looking for.

So that this does not happen, continue optimizing your content so that it will attract only qualified users.

How to improve CTR?

Differentiating you.

And how do you do that?

With the use of attractive title tags and meta tags , which will allow you to capture the attention of your audience and shout : “Here! Here we have the solution to your problem! “

The meta tags are not a factor positioning .

However, these texts fulfill the function of an advertising copy, since they invite users to click on your page.

Use them to describe what is on your site so they will know why it is the option that best suits them.

Also, get the most out of Search Console.

By seeing how people are getting your articles or pages, you can change the content of your website to match those words.

For example, if the title tag of your post is “best brownie recipes”, but the query with the best CTR for the page is “how to make brownies fast”, don’t be afraid to change that title tag! The result will be, without a doubt, favorable.

If what you have in your content matches the way people search for it, you will rise in position on the results page.

Let’s remember that Google, in that sense, is still a robot that is guided by words.

We also recommend doing keyword research before making these adjustments.

How do you know where your website is?

In Google Search Console, you can see your average position on the results page:

The same thing that we discussed about the CTR applies here: this metric can be affected by searches in which you appear, but that have nothing to do with you.

To get a closer idea of ​​your position in Google, make queries in incognito mode with the words you want to rank with and check where you are.

You can also search from a friend’s computer.

SEO metrics in Google Analytics

Many say that Google Analytics is not a tool for SEO projects.

Why?

Because Analytics not only considers your organic performance in search engines, but also takes into account how many people have accessed your page through a link in a social network or directly (by entering your URL in their browser).

Even so, we use it because it allows you to see, among other things, from which countries have accessed your website.

For example, in SEO MASTER we recently received an email from a company with offices in various parts of the world requesting information about our services.

One of those countries where the company is established is Canada.

By reviewing Analytics, we confirmed that they had recently reviewed our website from there.

There are other very interesting data, such as how many users there are in real time browsing your page, or how many new users you have acquired in a given period of time.

While many are overwhelmed with the amount of data that the tool offers, here we simplify what are the essential numbers to see in it.

Bounce rate

The bounce rate is the percentage of users who enter one of your pages and, without navigating within your site, then close the tab.

That is, the bounce rate is determined by the number of visitors who, during their session, only saw one page of your website .

A high bounce rate can mean two things: a negative or a positive.

In the first case, your content did not solve the problem or did not arouse the user’s interest in continuing to navigate within your portal.

In the second, the user was satisfied with what he achieved and did not need to search for more information to answer his question.

In other words, a high bounce rate is not always bad. How to determine which of both types it is? Viewing the average time per session that users spend on your pages.

Average time per session

You want to see this number as high as your content is.

What do I mean?

A low average time, if your content is short, is expected and acceptable. It means that your users read your article or saw your video.

If your content is long, like an article over a thousand words, you want the average time to be at least 5 minutes. Otherwise, you are not meeting the expectations of your reader and that, of course, is not a good sign.

In addition, having people stay on your page longer communicates to Google that your website is relevant, and, therefore, it will rise in position in the SERP.

What is pogo-sticking?

It is, among other things, something that many often confuse with the bounce rate.

Pogo-sticking is what happens when someone enters a result and immediately returns to Google to change the option.

What does this say to the seeker?

That the information there is not useful and, rather, scares people away.

What will happen to the page?

Google will reevaluate the position you have, and possibly lower it later.

User behavior is vital to search engines.

Therefore, it is important to:

  • Guarantee the best possible user experience .
  • Make your content friendly to the eye and adaptable to different devices.
  • Make sure your texts are easy to digest by humans, rather than computers.

Number of new users

It is not the same to have 5,000 new users on your site every day, as the same 5,000 users are the ones that always feed your statistics.

The second scenario is not particularly bad, but there is no doubt that we all want as many people as possible to be the recipients of our messages.

In the Audience section of Google Analytics, you can see how many new users you have had in a range X of time.

Don’t infect your data

It is normal for us to check our sites several times a day to edit articles, make changes, check content, among other things.

Therefore, it is important to block the IPs of all the computers that you and your team use for this. That way, you will prevent the numbers from being tainted and distorted.

To block an IP, just follow these steps:

  1. In Google Analytics, go to the settings icon at the bottom left of the screen.
  2. Select in the first column “All filters” and then “Add filter”.
  3. Set it up as follows:

Note: you can find out your IP address by googling “what is my IP”.

  1. Hit “Save”.

Landing pages

A landing page, landing page or landing page, is one by which a user reaches your website.

Let’s say your website is a large house full of rooms (pages), each with its respective doors (URLs).

If you study which of the entrances there is more traffic, you can beautify that room so that people will be provoked by the rest of the place.

In Google Analytics, you can see this information at: Behavior> Site behavior> Landing pages.

Knowing which is the first face that your users will know of you is perfect for:

  • Make that page the best it can be.
  • Keep your information up to date.
  • Design it in a way that ensures it won’t be the last one they see.

HubSpot

HubSpot is a simply beautiful tool.

With her, Marcus Sheridan determined that an item represented an income of more than 3 million dollars!

How did you find out?

HubSpot shows you the journey your users take once they enter your site.

So Sheridan learned how many people, after reading that article, asked for a quote or went to one of the conversion pages on the web.

In addition, HubSpot allows you to automate all processes and plant mines so as not to miss any opportunity to get potential leads.

At the end of the day, the whole point of all of this is to generate income, right?

A good example of automated mine happened when we visited  the pricing page of HubSpot.

After being there, we received an email with the steps we should follow if we wanted to expand the information and get in touch with them.

You could do the same if you collect emails from users browsing your site.

This is important, since mail is still one of the most effective ways to sell, according to more than 30 different sources.

How is SEO measured? Conclusions.

In summary, the tools to report SEO metrics are:

  • Google Search Console: you can measure your SEO efforts, see your CTR, and how users are getting you on the Internet.
  • Google Analytics: offers global data, not just organic results on Google. It is key to look at the time that users spend on your pages and what your landing pages are.
  • HubSpot: it is detailed and serves to study the behavior of those who visit your site. You can automate processes with it and increase your database.

If you got this far, surely you are very clear about the importance of paying attention to statistics. At the end of the day, they are the ones who will guide you to know what is working and what is not.

Any questions or comments, let us know and we will gladly try to clarify your concern.

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