After completing our SEO projects, we like to go back and learn how we did and consider what we might improve upon. Here are the questions that we ask about each project:
- How much traffic is being driven by search?
- How does that compare to our previous search volume?
- Should we make adjustments to SEO strategy?
Let’s start by looking at data from Google Search Console to see impressions and clicks from a recent project that we completed. Let’s compare two date ranges. This takes us back to the start of our project and the most current 30-day period for which we have data:
For organic search results, we’re seeing an upward trend in both search impressions and clicks to the site.
- Approximately 12% increase in search impressions. Approximately 25% increase in clicks to the site via search.
- Clicks are increasing at a rate faster than impressions. This could be due to better rankings on each of the keywords.
Google Search Console
Google Search Console gives us a view of how our site is appearing in search. It shows which terms are being searched and how many clicks to our site.
These are only screenshots of much broader data, but what we saw in the most recent searches was an increase in impressions and clicks from terms that we targeted. This is a sign that we’re moving in the right direction.
Search Rankings Results
When we checked the rankings, we could see that this client had gone from the 3rd page on Google to the 1st page on Google in two categories that we targeted in less than 90 days. This helps explain why we’re seeing a higher percentage of clicks to the site.
What Are Next Steps?
SEO can take time, and in this case, results are starting to show. Should we take more action and target more search terms? Perhaps, but we should also not forget that SEO is just part of the funnel. What is the percent of visitors that we are converting to leads? Converting traffic on your site is as important as getting the visitor there in the first place.
Possible lead generation options may include a webinar, a free report download, or a free audit of their current plan. The goal would be to try and capture an email address or some way to communicate with this visitor in the future.