To measure the effectiveness of SEO, Take advantage of dedicated tools.
The tools mainly utilize search ranking check tools such as BULL and GRC, Google Analytics, and Search Console.
On the other hand, if you don’t use a dedicated tool, you won’t know search performance such as search rankings, search traffic, user engagement, and conversions via search traffic.
In this case, it cannot be quantified and it is not possible to determine whether the search performance is good or bad.
As a result, the effect of SEO cannot be measured (effective verification).
In order to avoid such a bad situation, measure the effect of SEO and check the effectiveness of the measures.
Based on this point, this time, I would like to explain the points that are easy to understand for beginners, focusing on the points for measuring the effectiveness of SEO.
Points for measuring the effect of SEO
Check the search ranking of the selected keyword.
For example, first, select one keyword related to the theme of the web page (blog article) and register that keyword in a dedicated checking tool such as BULL or GRC that tracks the transition of search rankings.
And if the ranking of the registered keyword rises after a few days or months, it can be judged that the content corresponding to that keyword tends to be highly evaluated by Google.
If so, you will be able to measure the effect of SEO as a result.
On the other hand, if you don’t check the transition of the keyword ranking, did it rise?
did it fall?
Since there is no judgment, the effect of SEO cannot be measured.
If, as a result of neglecting to understand the effects of SEO, there are many contents corresponding to keywords with low search rankings on the site, the quality of the website itself will decline, and Google will give it a low evaluation.
In order to avoid such a situation,
introducing a special tool to check the keyword ranking, and measuring the effect of “search inflow”, “user engagement”, and “conversion via search” is the best way to promote SEO measures. It will be the
point .
Read Also: What is usability? Difference from accessibility!
Check the transition of search ranking
Utilize search ranking check tools such as
BULL.
For example, let’s say you registered a keyword related to the theme of the page in BULL, and the search ranking for that keyword rose to the top.
If so, you can determine that the content corresponding to that keyword is highly rated by Google.
In this way,
tracking the trend of keyword rankings and identifying trends such as rising, falling, and stagnating is the key to measuring the effectiveness of SEO.
On the other hand, if you don’t know the trend of keyword rankings, you can’t grasp trends such as rising, falling, and stagnating.
If that happens, even if there are multiple keywords whose search rankings are declining, they will be left unattended.
As a result, there will be a lot of content on the site that corresponds to keywords with low search rankings, so the quality of the site itself will decline, and Google will give it a low rating.
By the way,
you can also check the ranking transition from the average search position of the
search console.
However, compared to dedicated tools such as BULL and GRC, search console average position data is slow to reflect, so the latest ranking trends cannot be grasped immediately.
Check the transition of search traffic
To check the transition of search traffic, Look at the “Organic Search” item in Google Analytics, an access analysis tool.
For example, first, after logging in to Google Analytics, click “Acquisition” → “Channel” → “Organic Search” from the menu.
Then, you can see the transition of natural search inflow, such as falling, rising, or stagnation.
If the organic search inflow is on the rise, you can judge that your site is highly rated by Google.
In this way, following the transition of organic search inflows and clarifying trends such as rising, falling, and stagnant is the key to measuring the effectiveness of SEO.
On the other hand, if you don’t check the transition of search inflow, you can’t grasp trends such as rising, falling, and stagnating.
If that happens, the transition of search inflow is on the decline, so it means that you can not judge that your site is receiving low ratings from Google.
In other words, it is impossible to measure the effectiveness of SEO.
As a result, you will not be able to switch to effective SEO measures to get a high evaluation from Google, so you will not be able to expect SEO effects accordingly.
By the way, you can also check the transition of search inflow by looking at the number of clicks in search in the search console search analytics.
However, compared to Google Analytics, Search Console is a little slower to reflect data, so it is not possible to immediately grasp the latest search inflow trends.
Check User Engagement Status
To check the status of user engagement, Leverage dedicated tools like, BuzzSumo.
For example, after accessing SharedCount, enter the URL of the target web page and check.
Then you can check the number of likes on Facebook for that URL.
If you have a lot of likes on Facebook, you can see that user satisfaction is high, so you can judge that it is easy to receive high ratings from Google.
In this way, by examining the number of shares on SNS, how much does it sympathize with users? Clarifying is the key to measuring the effectiveness of SEO.
In addition, the number of backlinks, the number of citations, the reading completion rate as determined by heat maps, the dwell time as determined by Google Analytics, and the bounce rate are also related to user engagement.
On the other hand, if you don’t check the state of user engagement like this, how useful are you to your users? I can’t figure it out.
If that happens, content with low user satisfaction, such as no sympathy or read, will continue to be mixed in the site.
If such content increases on the site, it will be difficult for Google to evaluate it as much as possible, so the SEO effect will be limited accordingly.
By the way, we use Facebook as an example here, but you can also refer to the sharing status on other SNS with many active users, such as Twitter and Instagram.
Check conversions (CV) via search traffic
To check conversions (CV) via search traffic, Look for “Assisted Conversions” in Google Analytics.
For example, after logging in to Google Analytics, click “Conversion” → “Multichannel” → “Assisted conversion” in the menu.
Then you can see the number of conversions from organic searches, referring sites, direct referrals, and social networks.
If conversions via organic search occur, you can judge that effective web pages are indexed.
The effective web page can be confirmed by clicking “Organic Search” and then clicking “Secondary Dimension” in Reference/Media, then “Attraction” → “Landing Page URL”.
In this way, check for conversions via search traffic, and are effective pages indexed? Clarifying is the key to measuring the effectiveness of SEO.
On the other hand, if you don’t check conversions via search traffic, are your pages indexed effectively? can’t judge.
To put it a little more, I don’t know the tendency of conversion via search, so what kind of page is the effective page for a CV? I do not know.
If that happens, you won’t be able to create new pages by learning from the trends of effective CV pages, and as a result, the chances of creating only pages that are difficult to contribute to the conversion will increase.
To avoid such situations, First of all, it is important to clarify that conversion is from search, in order to measure the effect of SEO.
By the way, in order to index effective pages, in addition to creating pages by learning the trends of effective pages, basically keywords related to the theme of the site or category theme (not keywords with high search volume, but search Select relevant long-tail keywords that more clearly target your users.
Then, create a page with the selected related keywords and optimize the internal links.
Doing so will increase crawlability and result in more effective pages being indexed.
In addition, increasing the number of high-quality pages to improve the quality of the site itself, and using a sitemap will also increase crawlability, which will lead to the promotion of indexing.
Summary: Let’s measure the effect of SEO and check the effectiveness of the measures.
Measure the effectiveness of SEO, Connect with effective countermeasures.
In order to produce results through effective measures, it is important to formulate hypotheses based on effect measurements and repeat the measures.
In repeating countermeasures, it is important to improve the page so that it basically takes into account the user’s search intent.
The reason is that the search engine (Google) evaluates such pages.
So, let’s create a page that is easy to be evaluated by Google, including the information that searchers want, the amount of information (completeness), and the ease of obtaining it (convenience).
Let’s add credibility and uniqueness to such pages to make them higher-quality pages.
Increasing the number of such high-quality pages and creating a more reliable site that interweaves expertise, authority, crawlability, and usability is the key to aiming for a high ranking in SEO measures.