Rankings alone do not pay the bills. Measure SEO at three levels.
1. Visibility
- Rank positions for your tracked keywords.
- Visibility score: how close you are to ranking first for all of them.
- Number of keywords in the top 3 and top 10.
2. Traffic
- Organic visitors per month, from your analytics.
- Which landing pages they arrive on.
3. Results
- Enquiries, sign-ups, calls and sales from organic visitors.
Site health
A site audit's health score tells you whether technical problems are holding you back. Keep it high so your content can do its job.
Set a baseline first
Before you change anything, write down today's numbers: tracked keyword positions, visibility, organic visitors, enquiries from organic visitors and site health. Without a baseline you cannot tell whether your work helped.
Report in plain language
A good monthly SEO report fits on one page:
- What we did this month.
- What changed: visibility, top 10 keywords, organic visits, enquiries.
- What we learned: which pages moved and why we think they did.
- What we will do next month.
Beware of misleading numbers
- A single keyword's daily position jumps around; look at averages over weeks.
- Visibility changes when you add or remove tracked keywords.
- Traffic is seasonal; compare with the same month last year where you can.
How often to check
Weekly for rankings and visibility, monthly for traffic and results, after every big site change for health. Compare like with like: the same keyword list, the same months of the year.
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