One of the great advantages of digital marketing is that everything is measurable. Therefore, establishing the SEO metrics and analyzing the results is fundamental to understand how well all the actions that are being carried out in an SEO strategy are working and to make decisions regarding what should be improved to achieve satisfactory results.
In any case, you must learn to manage the Google Search Console. This platform is equally important than Google Analytics. What you achieve that the Search Console, is to determine how your level of indexing is going.
KPI or key metrics that must be taken into account when analyzing SEO metrics :
1. Number of indexed pages
Analyze how many pages of your domain has been indexed by Google. The more pages, the more likely you are to go out in the search results. Likewise, you must position one or several keywords per page so that the search engine has more keywords registered in the results when classifying your content and indexing it. This will improve your relevance and the positioning of your website.
With Google Search Console you can perform this analysis by going to the Indexing Status section ; so you can know the real number of indexed pages.
2. Keyword ranking
Compare the position of your keywords with the traffic they are generating and the volume of results in the search engines. Do not focus all your efforts on keywords that have more searches, because these are the focus of most of the competition; rather, implement some intermediates to optimize the results and improve your SEO metrics .
Two tools that will serve to make the ranking of keywords are Moz and Semrush.
With the first you can analyze the links of the competition, see the relevance in social networks and link your Google Analytics account. It also serves to make traffic comparisons with your keywords.
For its part, SEMrush will also allow you to analyze the SEM campaigns of the competition and make customized reports for your SEO metrics .
3. Brand positioning
Establishes brand keywords and does not brand. This will allow you to understand the traffic you are receiving and the reputation of it. Even if you position it, you will have more chances of a user deciding to return using the keyword related to it; besides that they will find you for other words that differentiate you from the competition.
To perform this analysis, use Google Analytics and check the traffic you are receiving with each keyword.
External links. For your metrics, SEO measures the quality and quantity of links that point to your web page from other sites. For this influences the authority of the page and the positioning ranking.
Identify which sites are linking to your website through the Search Console. Select ‘search traffic’ and then go to ‘links to your site’, you can see the pages that have made more links, or those that are linking and the texts they are using as anchor.
To know the site’s authority and the number of backlinks (links that point to our website from other platforms) you can use Open Site Explorer; In this way, measure the quality and quantity of links that lead to your site.
Internal links Link content from your page always keeping in mind that these must be related to each other. That is, if we are talking about a topic, this will take us to another page that serves as a complement to this topic. With this we will make Google crawl the site easier and in a better way, allowing a greater indexation and appear in more search queries.
5. External domains
Check what domains are linking to your web page and the relevance of these. For Google is important the quantity and quality of domains that lead to your page, it is not the same to have a link that comes from several different domains, that several links from the same domain. So look to link to your page from different domains to gain more domain authority.
Open Site Explorer is the tool that will help you identify these domains, in the same way as with external links.
6. Search queries
See how many queries your website is showing using Google Search Console. You will be able to identify the number of impressions, clicks, CTR and the position that your page occupies. In addition, you can compare with respect to the previous period.
With the SEO metrics and tools clear, you can start making the right decisions to properly optimize your website. Remember that although this is long term, it is necessary to measure it daily to obtain better results.