It is not enough that we implement SEO strategies. We must also measure their performance so we can identify which of them works and which needs improvement. Take note that the ultimate goal of using SEO is to increase website traffic and gain more audience. If the goals you have set are not achieved, it is crucial that you review the performance of the techniques and strategies you are currently using.
Know what to measure
The first thing you need to do is identify what SEO performance metrics do you wish to measure. Here are some of the key questions you might want to be answered: What specific content or article appealed to my customers? Which page in my site was least or most visited? Which specific pages were positively changed by SEO? Seing the trends and measures, what types of keywords should I use more in the future?
By asking these questions, you will have an idea what you are looking for when assessing SEO performance. Keep in mind that the purpose of measuring SEO performance is to improve your website.
Choose the right tools
It is not enough though that you know what you are measuring. You must have the right tools to properly assess the effect of SEO changes you have made. Below are some of the most effective tools you can use.
a. Data Studio
Data Studio created by Google allows users to present their data in an informative and easy to read manner. Here, you can track your SEO metrics in order to identify whether your SEO strategies are working or not. You can use this tool among a small group of people or alternatively, you can use it to share your reports to clients or advertisers.
b. Wayback Machine
Wayback machine is an excellent tool to track the changes your competitors made in their pages. Select a specific date and this website will show you the version of website’s page on that particular day. With this, you can have an idea how other companies are improving their SEO strategies.
Certainly, copying your competitors should not be your ultimate goal. Use this tool instead to gain an insight into the trends and developments of companies. From this, you can make your own strategies or modify what others have seen as effective.
SEMrush analyzes the SEO keywords of a particular website. You can use it to assess your and your competitors’ content in terms of the kind of keywords used and their rank in search engines. The tool can also be used to know the amount of traffic that each particular keyword generates to the page.
d. Google Search Console
Google Search Console is the new Webmaster Tools that can provide valuable insights about your website. It is a powerful tool that can inform you about the performance of your website, particularly, its traffic, security concerns, and crawl errors, among other things. It can identify specific issues that prevent your website from ranking up on Google and recommend strategies to remove these issues.