You’re an e-commerce business owner and you have an SEO agency.  You ask yourself all of the time how well are they actually doing and how should you judge and measure their success?  No doubt agencies will argue as to what key metrics and performance indicators should be reported on monthly, but here’s what we report on at Integrity Search.  When it comes to SEO, we’re exceptionally open and transparent about the results & ROI that we deliver for our clients.  With these monthly interactive SEO reports; there’s simply no place for us to hide.

Visibility

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The visibility screen of the report is the overview segment which presents a lot of the key information both on your own campaign and your competitors. The screenshot below shows the key metrics that are displayed on the visibility tab.

Metrics Explained

Visibility Percent – The visibility percent shows the percentage of your tracked keywords which rank in the chosen search engine. If you ranked number on the search engine for all of your tracked key terms them your visibility percent would score 100.

Average Rank – This displays the average rank of your search terms in the chosen search engine. The lower this number is the better your terms are performing overall in the search engine.

On First Page – This shows the number of tracked keywords which are currently on the first page of the search engine.

Below First Page – This shows the number of tracked keywords which are currently outside of the first page of the search engine. This number should decrease throughout your campaign.

We then have the placing breakdowns showing numbers in first position on the search engine followed by top 3 positions, top 5 positions, top 10 positions, top 20 positions and finally top 30.

It then displays the number of tracked keywords which are ranked. We set our reports to track the top 10 pages of the search engines so we can see exactly what is going on with as many terms as possible.

It then shows the number of not ranked keywords, for our reports these are keywords which do not feature in the top ten pages of the search engine. This number should definitely decrease over the course of a campaign, with the ultimate goal being to have 0 terms reported in this column.

The screenshot also shows our clients competitors given them a great comparison tool on how their site matches to the competition for the tracked keywords inputted.

Rankings Overview

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The rankings overview screen provides the same rankings information that is on the visibility screen but displayed in a more graphical form. The data presented in this format is easy to digest and can be used in presentations. This screen also allows you to break down the rankings data into individual search engines.

Keyword Rankings

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

This screen is the one that interests our clients the most. The keyword rankings screen shows how each individual tracked keyword is performing in each search engine. The current position of each keyword is shown along with any shift in position. If the page is ranking the report will also show the url of the page is ranking so that you can check that the right page is being shown for the correct term.

Analytics Dashboard

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The analytics dashboard screen pulls in key information from your Google analytics dashboard so that you can check this information without having to login to your Google account. This gives clients instant easy access to to key statistics from their Google Analytics, showing visitor numbers, pageviews and bounce rates among other statistics.

Search Engine Comparison

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The search engine comparison screen shows every keyword that is being tracked across the three search engines, displaying the ranking position for each keyword in each search engine. This screen also allows you to compare your rankings to any competitor displaying their results for the same keywords right next to your own.

This allows you to know which areas of the search engines you are the performing the strongest in and which areas need to be focused on too improve in order to be ahead of your competition.

Website Comparison

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The website comparison screen displays every keyword that is being tracked and displays how you and your competitors are performing on the selected search engine for each keyword. The drop down at the top of the screen allows you to change the search engines so you have full visibility of how you are your competitors are performing online.

Website Ranking

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The website ranking screen is the historic view version of the website comparison screen. It allows you to view one keyword from one search engine at a time and then displays how yourself and your competitors rank for that keyword. The key difference on this screen is that the graph displays historic data for each site so you can easily see which sites are improving for certain keywords, which indicates which areas they are targeting allowing you to take this into consideration when making your own strategic plans for which areas need what within your own SEO strategy.

Keyword Evolution

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The keyword evolution screen displays information about your keyword distribution in graph form. The first graph shows the number of ranked keywords over time in three groups, position 1-5, position 6 -10 and position 11+. Over time the dark green towers should increase and your keywords drive up the rankings.

The second graph displays branded terms vs unbranded terms. This graph only applies if keywords have been designated as branded terms.

Top Sites

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The top sites screen shows the current search engine results for the keyword selected from the drop down screen. These results are taken on the day the report is ran so there will be fluctuations when viewing older reports. This report allows you to see exactly which page on a site is ranking in the top positions on the selected search engine.

Keyword Ranking Multiple Dates

Keyword Ranking Multiple Dates

This screen displays the historic data of your keywords on the selected search engine. The report will shows the last ten updates ran (for our clients this will show the previous 10 weeks as our system runs a weekly update).

This information allows you to see the historic progress of your keywords which is a great indicator of the performance of your SEO campaign and also can be a great indicator into any keywords with potential problems as downward patterns can also be easily spotted and investigated.

Website Ranking Multiple Dates

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

Similar to the keyword ranking multiple dates screen this again shows historical data from the last ten updates ran. This screen however has switched around and shows yourself and competitor sites with one keyword from one search engine chosen at the top of the screen to have its results displayed.

Again this is a way to figure out what your competitors are focusing their efforts on and can give you the strategic advantage over your competition.

Click Share

How To Measure SEO Effectiveness: Key Metrics We Report Monthly

The click share screen provides information about the percentage of clicks that your and your tracked competitors are receiving for the keywords being tracked. This is doing using an estimated visits numbers and is not 100% accurate but is a good indicator of the traffic levels being brought into your site via the tracked keywords and the share of the market which you currently have.

One of the most important aspects of any effective SEO campaign is the reporting. As a client you need a set of reports that helps you to understand that the digital marketing company you are working with are making a positive impact on the growth and development of the online aspect of your business. If you have doubts over the work your digital marketing agency are performing for you then you should be able to request a set of reports from them which allows them to back up the work they are doing and show you that there is a positive return on your investment.

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