• Leah Swaggerty

Measuring SEO Success


If you have been following along with our series on SEO basics, you already have a general understanding of how SEO works, why it’s important, how to set your website up for success, and how to increase credibility and drive traffic.


But, how do you know if SEO efforts are working? Today, we're discussing measuring success.


In order to measure success, you first need to define success. What does it mean to you? According to Hubspot, 63 percent of companies say their top marketing challenge is generating traffic and leads. What is your top challenge? Is it traffic? Is it leads? Is it conversions? Decide what you want to accomplish, write it down, and measure your results over time. Whatever your goal is, remember quality is always better than quantity. Do you want 1,000 visits to your site, but no prospects? Or would you prefer to have 100 visits, all of which are prospects? Increasing the number of visits to a site is important, but quality traffic is key. A good indicator of SEO success is traffic that converts.


Once you have defined success, there are a few ways to determine whether your efforts are working.


Engagement metrics are a good way to analyze success. However, in order to see if your efforts have made an impact, start with a benchmark review of the following metrics:

  • Conversion rate – As mentioned before, conversions are a good indicator of SEO success. Conversion rates are determined by dividing the number of conversions by the number of unique visits. For example, let’s say you are measuring the conversion rate for an email sign-up. If you have 1,000 visits to a landing page you created to drive email sign ups and you receive 20 sign-ups, your conversion rate is two percent. That may seem low, but the median range for conversion rates for landing pages is two to five percent.

  • Bounce rate

  • Time on site

  • Scroll depth

  • New leads and form submissions

Search traffic measurement will also help you determine your starting point and continued performance. Search traffic metrics include:

  • Top performing keywords

  • Number of inbound links

  • Number of indexed pages

  • Total sessions / users / page views over a date range

  • Total site visitors

  • Unique visitors

  • Total pages that receive traffic

  • Pages that receive the most traffic

Once you have established a benchmark for measuring results, continue to regularly track and monitor visibility into your website’s performance.

Analytics Tools

So, what are the best ways to measure these metrics? There are many tools for measuring analytics, but it’s important to find a tool that will measure the same factors over a period of time. Google Analytics is free and has a lot of information, so it’s a good place to start. There are also many paid tools that may be worth exploring. Regardless of what you choose, make sure you are tracking the same metrics so you are getting an accurate view of your site’s performance.

Examples of Analytics Tools



Regardless of the measurement tools you choose, remember that SEO is powerful, but it does take consistent effort. It can take several months to start seeing results, but keep in mind, that is the starting point. Keep up your efforts and your results will grow over time.


If you need more information about beginning (or continuing) on your SEO journey, see

Part 1, Part 2, and Part 3. of our SEO series.


If you feel overwhelmed or have questions about your website or SEO efforts, we will be happy to help. Give The Social Bullpen a call today.

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