Basically, SEO (Search Engine Optimization) aims to develop your site’s content for search engines by employing keywords and valuable content. So, if you’re facing difficulties in obtaining higher search engine rankings, you should generate a personalized SEO data report to evaluate the performance of your content.
You can always hire a digital marketing agency to analyze your SEO data report. However, you should still know how to read an SEO report yourself or generate an SEO report yourself.
Once you receive your report, it might look like a confusing piece of data set. Read on to find the key elements that you should look out for in your SEO report that’ll help you read, understand, and, consequently, improve your SEO performance:
Traffic Generated By Your Website
Your SEO report can help you gauge whether you have improved traffic or not. This is because your SEO report will show you:
Number of Visits: The number of visits that your page has received in a given period helps you determine the success of a particular web page and how it compares to other webpages on your site.
Click-through rate (CTR): The CTR of a particular page is important because it provides insights on how many visitors landed on your page directly from the search engine’s search results.
The click-through rate also helps gauge the performance of your title tag and meta-description. If your click-through rate is low, try adjusting the relevancy of your title and meta-description.
Organic Traffic: Check the organic traffic that your webpage received. The purpose of improving your SEO performance is to generate traffic directly from search engines without ads. Hence, gauging your organic traffic is a critical performance indicator.
When you receive your SEO report, you should monitor the pages that received more organic traffic than those that did not. Doing so allows you to imitate the successful SEO strategies you implement on your successful page to all of your webpages.
How Well Does Your Site Engage Visitors?
Once you’ve gauged the traffic that your site generated, it’s time to understand the behaviour of the visitors after they click on your website.
You can use tools like Google Analytics, Aherfs, etc., to help you. In addition to this, you can use data visualization tools to communicate your findings quickly and efficiently to your team.
While using these tools in your SEO report, you can expect to find some famous metrics that show user engagement, such as the following:
Conversion Rate: The conversion rate is given as a percentage of the people who ended up doing the desired action from total visitors on the webpage. The desired effect can be buying a product or service from your website or filling out a questionnaire that you intended visitors to fill out.
The conversion rate shows the return on investments that your digital marketing strategy delivered.
The Number of Webpages That A User Visited: Your SEO report will show the time that an average number of pages a visitor accessed in one visit. This could be an essential metric if your webpage intended to take the reader to another webpage by providing internal links.
If the average number of pages visited is high, it shows that you achieved your goal.
Bounce Rate: This shows the percentage of people who visited only one webpage and didn’t venture further into your website.
Why is this important? If you added internal links to your webpage, a bounce rate shows that your reader didn’t engage well with the content; the bounce rate can serve as an indicator of user experience. If the bounce rate is high, your users might not like the quality of your website.
Average Time A User Spends On A Webpage: This is a crucial user interaction metric that you should check for all webpages and get a website average. If the user spends less on a particular web page than the site average, that specific web page needs improvement. You can try to make it more interactive by adding visuals, examples, facts, etc.
Keyword Rankings: Keywords are incredibly crucial to any marketer’s digital marketing strategy. Unlike a few years ago, when stuffing your webpage with keywords would get you good SEO rankings, now, you need to strategically use a few keywords in your content.
Your SEO report will provide you with a ‘Keyword Position Distribution’ chart. This chart will show you the pages on which your targeted keywords appear when users search that particular keyword. The report will also show you the ranking that your webpage has for a specific keyword and track the expected traffic that your keywords can generate for your web page.
If some of your keywords aren’t performing well on the Google metrics, it might show a change in consumer trends. If your keywords are not performing well, you might need to revamp your strategy and research more relevant keywords.
On the other hand, the keywords that are performing well and getting your website a good ranking indicate that you need to use them more moving forward in subsequent campaigns.
Backlinks: Towards the end of your SEO report, you’ll find a list of backlinks that your website has received. Backlinks are crucial for your SEO strategy as they notify the search engines about the authority of your content.
The more backlinks you’ve on your webpage, the better it’ll appear to the search engine. However, Google and other search engines have become smarter over the years. Just simply receiving backlinks will not ensure a good SEO ranking, but the backlinks need to be coming from quality domains. If your site is receiving too many backlinks for websites that don’t rate well on search engines, it can negatively impact your rankings.
You should also review your backlinks, and see if you received any broken backlinks from trustworthy websites. If you did, you must fix them to get better SEO rankings.
Conclusion: Approach Your SEO Report with Confidence
Going through an SEO data report can be daunting. The numbers and charts can look scary, but the tips above will help you identify the key metrics that’ll help you improve your SEO performance.