How to Track, Measure & Communicate SEO Results

Learn ways to identify key metrics that inform your projects and communicate SEO results to different stakeholders, .e.g. small business owners, marketing managers, c-suite execs etc.

1. SEO Reporting in 2024SEO Reporting in 2024
by Munene Mumbi
How to Track, Measure and Communicate SEO Results to Your Clients How to Track, Measure and Communicate SEO Results to Your Clients

2. Munene Mumbi
SEO & Innovation Manager at
WordLift
Co-founder of
SearchSavannah
SEO, PPC & Data nerd for
8 years
Yap,
that’s me

3. What to wear
B
A

4. Let's put it to a poll

5. SEO Metrics
Organic
Traffic Engagement
Indexing &
Crawlability
Link
Building
Rankings
Performance
(Core Web
Vitals)

6. Impressions
Number of times people saw your page on SERPs
SEO Metrics: Organic Traffic - GSC

7. Clicks
Number of times people actually visited your page
SEO Metrics: Organic Traffic - GSC

8. Click-through rate
Out of those who saw the link to your page, how many actually clicked on it
SEO Metrics: Organic Traffic - GSC
Impressions
Clicks
x 100

9. Sessions - number of times your people visited your page
Similar to GSC clicks but tracked differently
Do not compare apples to mangoes
SEO Metrics: Organic Traffic - GA4

10. Users
Number of people that visited your page
SEO Metrics: Organic Traffic - GA4

11. Remember to select only organic traffic
SEO Metrics: Organic Traffic - GA4

12. SEO Metrics: Rankings
Average position
At what position is your content when people search for you or your products and services?

13. SEO Metrics: Rankings (Semrush)
Position (Semrush)
At what position is your content when people search for you or your products and services?

14. SEO Metrics: Rankings (Semrush)
Average Position (GSC)

15. Established brand? Use query filter to exclude branded queries
SEO Metrics: GSC Tip

16. Monitor indexed vs not indexed pages
SEO Metrics: Indexing

17. Fix issues on not
indexed pages
SEO Metrics: Indexing

18. Always prioritize based on effort vs impact.
Top priority = actions that need the least effort
but will have the biggest impact.
Link to Aleyda Solis resource
SEO Metrics: Indexing

19. To check:
Number of links
New vs lost
Nofollow vs dofollow
Referring domains
Quality of backlinks - DA/DR
SEO Metrics: Link Building

20. New vs Returning users
SEO Metrics: Engagement

21. Events
Key events
Revenue
SEO Metrics: Engagement

22. SEO Metrics: Engagement
Revenue will always be the north star!

23. SEO Metrics: User Experience
Run speed test on Page Speed Insights
Or use Chrome>Inspect>Lighthouse
Preferrably in incognito mode

24. SEO Metrics: User Experience
Work with your developer to fix issues.
Remember to prioritize

25. VANITY
METRICS
Bounce rate
Average session
duration/time
on page
Pages per session Daily Fluctuations

26. READ THE DATA
GSC
GA4
BigQuery
Semrush, Ahrefs
Screaming Frog, Sitebulb
SEO
REPORTING
TOOLS
TRACK DATA
ANALYZE/PRESENT THE DATA
Google Tag Manager
Looker Studio
PowerBi
Causal Impact

27. SEO Metrics: Looker Studio
Don’t just create reports.
Derive actionable insights.

28. COMMUNICATE
SEO TO
STAKEHOLDERS

29. Execs
CEO
CMO
COO
CFO
Managers
Head of SEO
SEO Director
SEO Manager
Marketing Manager
Paid Media Manager
Specialists
Marketing executive
SEO Specialist
SEO Consultant
Outreach specialist
Content Specialist
Marketing Analyst
COMMON SEO STAKEHOLDERS

30. THANK
YOU!
THANK
YOU!