The primary result of gaining higher rankings is increased visitors to your website from the search engines. While rankings may show results of optimization, increased visits show that you have chosen the right words and phrases and that your marketing is influencing people to click on your results!
Any SEO should be first measured by the overall increase of visits to the website. Then, the increase of visits to individual pages, which reflect the focus on long‐tail and more detailed phrases and information.
Acquisition An acquisition report should compare your search engine visits as compared to other channels such as paid search, social, direct, email, and other campaigns. This provides a direct comparison of the effectiveness of search as a primary channel for generating qualified visits to the website.
Also, when tracking value, such as goal value or transaction value, this is reflected in the revenue and can show that search is one of the most effective revenue generators for your business website.
Landing Pages When evaluating the results of optimization, evaluating the increase of visits to the landing pages is one of the most direct measurements of the results. Not only this, but the influence of that page on the revenue of the website shows the impact of developing a visitor experience that results in a measurable economic impact of your optimization!
Comparing time frames prior to optimization to the same time frame after optimization will provide the data you need to justify your SEO efforts. Depending on the impact of the SEO, if you see rankings increase, then you should see visits and goal completions increase as well. While you may not see the increases over days or weeks, you may see it more clearly when comparing years or quarters.
Revenue and Value With Google’s shifting of analytics toward a first‐channel attribution model, you will see more and more the influence of search as a major contributor toward visits, revenue, conversions, and overall business impact. Search is a top‐of‐mind activity and the primary method of finding information.
Measuring rankings only reflects a first‐step influence of your efforts. To truly show the full impact of search to an organization, reporting must start with the first‐visit channel, showing how it influences ongoing visits through additional searches and direct visits, and how it confirms actions and economic impact at the end or through the decision cycle.Copycopy
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