SEO Reports track and monitor key indicators of your search engine optimisation and online marketing success. Without them, it’s almost impossible to understand what is working well and where to focus your efforts.
SEO Reports bring together data from several sources (such as Google Analytics) into an easy to understand snapshot of current performance and improvements over time.
This post explains SEO metrics that are monitored in our client SEO Reports (included with all SEO packages). Whether you’re an Aussie Interconnect client or not, these are all important SEO metrics to track for business websites.
Keyword Ranking
A fundamental part of any SEO campaign is researching the keywords your customers are using in search. Targeting the right keywords means you can make the most of your efforts by focusing on those keywords in your content. By tracking your keyword ranking in an SEO Report, you can monitor the progress of your SEO campaign.
Keyword research is usually part of initial SEO campaign planning.
Let’s say for example that you want to rank for the keyword “Melbourne cover band”. In this section of the report, you can identify where you rank for that keyword in Google, what the difference has been over the last month, how many competitors are trying to rank for the same keyword, and how many local searches are performed in Google with that keyword.
Google Analytics Reporting
Here you can get a quick summary of your most important visitor figures from Google Analytics. They are compared to the previous week or month to track changes in your website traffic. These are:
- Visits – The number of times someone visited your website, one individual visitor can visit multiple times.
- Unique Visitors – The number of individual visitors to your website.
- Pageviews – The number of times any page on your website is visited. Engaged visitors will view multiple pages.
- Conversions – Setup in Google analytics to track actions from contact form submissions to eCommerce sales.
- Visits – The number of times someone visited your website, one individual visitor can visit multiple times.
- Unique Visitors – The number of individual visitors to your website.
- Pageviews – The number of times any page on your website is visited. Engaged visitors will view multiple pages.
- Conversions – Setup in Google analytics to track actions from contact form submissions to eCommerce sales.
A neat pie chart shows the proportion of visitors from different types of website traffic. For example organic visits from Google searches, or referral traffic from other websites.
This section also displays a graphical timeline of the visits to your website each day over the course of the month.
Google Analytics Searches
Get a closer look at your organic search traffic in this part of the SEO report. This is similar to the Google Analytics overview, but only displaying Google search traffic statistics.
Google Analytics Referrals
Within this section of the SEO report, you will be able to easily tell how many people are visiting your site via links from other websites or social media platforms, and which sites are generating quality traffic.
Google Webmaster Tools – Top Queries
This section of the SEO report taken from Google Webmaster Tools shows valuable keyword information. Your average position for keywords and phrases in search results, how many impressions or appearances you made in real search results, and the number of click throughs (or website visits) you gain based on those searches.
Let’s take “Melbourne cover band” as a key phrase example once more. The report might tell you that your average positioning in Google for this search term is 5th. 812 impressions means that your website appeared 812 times in search results for the keyword. If 38 people click through to your site when they search for this term, you would have a 5% click through rate, or CTR.
This is great feedback to see which search keywords are performing well, and which could be the best to focus on next for quality website traffic.
Google Webmaster Tools – Top Pages
Rather than showing you where your visitors are coming from, here we look at your best performing website pages in terms of search results. This section of the SEO report details the pages that most people enter your site through from Google search results. There’s also details of total Google search impressions, clicks, and a click-through rate for each page.
Competitive Analysis
In this section, you will find an analysis of the top 10 ranking websites for some of your top keywords. This includes details such as the page authority of the ranking webpage ( An SEO Metric created by Moz.com) and the number of backlinks to the websites. Your website is also compared regardless of whether you are on the first page or aiming to get there.
Until next time.
