Section
SEO Analytics
You can't improve what you don't measure. Learn how to track, analyze, and report on your SEO performance with the right tools and metrics.
SEO analytics helps you understand what's working, what isn't, and where to focus your efforts. By tracking the right metrics with the right tools, you can make data-driven decisions that improve your search performance over time.
Essential SEO Analytics Tools
Google Search Console
Free tool to monitor search performance, indexing status, and technical issues.
Google Analytics 4
Track user behavior, traffic sources, conversions, and engagement metrics.
Ahrefs / SEMrush
Comprehensive SEO platforms for keyword research, competitor analysis, and backlink monitoring.
Screaming Frog
Technical SEO crawler for auditing websites and identifying issues.
Key SEO Metrics to Track
Focus on these metric categories to get a complete picture of your SEO performance.
Organic Visibility
Your website's presence in search results for relevant keywords.
- Impressions
- Average position
- Keyword rankings
- SERP features
Organic Traffic
Visitors coming from unpaid search results.
- Sessions
- Users
- Pages per session
- Traffic by landing page
Engagement & Quality
How users interact with your content once they arrive.
- Bounce rate
- Time on page
- Scroll depth
- Pages per session
Conversions
Actions that matter to your business.
- Goal completions
- Conversion rate
- Revenue (e-commerce)
- Lead generation
Technical Health
Site performance and crawlability metrics.
- Core Web Vitals
- Crawl errors
- Index coverage
- Page speed scores
Search Performance
How you appear and perform in search results.
- Click-through rate (CTR)
- Impressions
- Position changes
- Query distribution
SEO Reporting Best Practices
Set Clear Goals
Define what success looks like before tracking. Are you focused on traffic, leads, or revenue?
Track Consistently
Monitor metrics weekly or monthly. Consistent tracking reveals trends and seasonality.
Segment Your Data
Break down data by page type, device, location, and traffic source for deeper insights.
Compare Periods
Always compare to previous periods (month-over-month, year-over-year) for context.
Focus on Trends
Don't obsess over daily fluctuations. Look for patterns over weeks and months.
Connect to Revenue
Ultimately, tie SEO metrics to business outcomes: leads, sales, and revenue.
Sample SEO KPI Dashboard
Here's what a typical monthly SEO report might track:
| Metric | This Month | Last Month | Change |
|---|---|---|---|
| Organic Sessions | 12,450 | 11,200 | +11.2% |
| Keyword Rankings (Top 10) | 145 | 132 | +9.8% |
| Organic Conversions | 89 | 76 | +17.1% |
| Average Position | 18.3 | 21.7 | +15.7% |
| Referring Domains | 234 | 218 | +7.3% |