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March 4, 2015

SEO Reporting: Crucial for Success

SEO Targeting
Photo Credit: Augur Marketing via flickr

While developing a secure blueprint for an SEO strategy is a crucial factor for online success, an even more imperative process is measuring the results that come of that strategy. Truly, how beneficial are the SEO efforts being made if you don’t know the impact on your site?

Google Analytics is a free and easy to use tool that all site owners should be employing to obtain most, if not all, of this vital information. This tool is an invaluable asset for tracking links, referrals, rankings, and isolating data to understand exactly how your SEO methods are preforming. Utilizing these numbers early on will allow for modification of the strategy and the opportunity to tailor successful SEO behaviors moving forward. Here is a list of several custom report categories that should be included in every business’s weekly reporting.

Stay Up To Speed

As is common knowledge by now, speed is a big deal for ranking on Google. Diagnosing issues with load time, page speed, crawling errors and so on is critical for remaining in the SERP’s and Google’s good graces. Google’s PageSpeed Tools measure page-load time on your site, how fast a browser parses script and prepares it for the user, and load times of any interaction that is desired to be tracked. Monitoring this will provide assurance that the website is always running at peak performance and can eliminate many possible headaches to come later on.

Traffic Sources, Especially Organic

Recently, a Groupon experiment discovered that organic search is typically responsible for up to 60% of web traffic a site receives, making organic traffic numbers absolutely essential to track. But don’t stop at just organic. Extend the research to include direct traffic, referrals, and campaigns as these will prove to be critical numbers as well. Additionally, it is also advisable to track organic web submissions and phone calls so that you are not compiling an inaccurate dossier with missing numbers. Understanding where the majority of your traffic is coming from is imperative for optimizing a site.

Link Building Metrics

Following metrics for the links you build will help to establish precisely how substantial the impact being made is and where it can be improved upon. BuzzStream is a fantastic tool to assist a business in unearthing link prospects and managing campaigns. Using this technology will be of huge value when evaluating link performance. It is also important to keep in mind that the quality of these links does matter. If you are linking to material that has been deemed not trustworthy, this can ultimately harm your site’s ranking as well. Don’t link for the sake of linking.

Goals Are Important for Optimization

Creating goals allows one to track when users take action on a website, whether that means clicking a call to action or adding themselves to your email audience, establishing a comprehensive report of all user activity and which pages are reaching the aspired goals. Analyzing those webpages that are actualizing goals and those that are falling short will allow you to adjust the sails and optimize any given page on your site for greater interaction, engagement, and SEO rankings.

Citation/Trust Flows and Domain Authority

Domain authority is one of the most vital numbers to monitor for SEO reporting. The better a site’s DA, the more likely it is to obtain higher traffic and ranking. On the most simplistic level, improving domain authority comes down to removing bad links and gaining reputable ones. But how does one track which links are good for SEO and which are not? This is where the citation and trust flows come into play.

Citation and trust flows measure how influential and trustworthy a site may be based upon the number of sites that link to it, and the credibility of said sites. This number is clearly critical to keep an eye on as backlinks are a staple for SEO success. These figures can be easily acquired through sites like Majestic SEO. The flow of metrics updates daily so you are able to see a clear picture of where a site stands. The desired result being sought here is to have a high trust flow since that is normally indicative of high quality content. If you are not quite attaining the results that you want, you could try:

  • Developing new, great, informative, and relevant content to assist in driving more inbound links.
  • Building additional inbound links with higher authority websites.

Remaining up to date on white-hat SEO tactics and strategies is unquestionably key in maintaining or improving rankings. All of the tips and custom reports above should be seriously taken into account when compiling SEO reports. Although, it is important to note that there are still many other data points of great value to be explored when laying the groundwork for a solid SEO foundation.

What other custom reports have proven to be beneficial to track for your business’s growth? How has using these reports positively or negatively impacted your company?



Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+. Visit My Google+ Profile