It is common for people who are not familiar with SEO and its metrics to be confused or only look at the data they know in a general way. This is why we are going to explain what aspects, data and reports you need to know and why about the positioning of your website. This way you will be able to better understand your SEO specialist and to propose better strategies in your web marketing plan.
Analysis according to SEO strategy
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In the first place, it is obvious that the strategy you have is going to determine what data is important to pay attention to. It is not the same if your goal is to position for a specific search than to achieve a general improvement in user data, or even if your goal is to improve the web not linked to the above.
It may also be the case that no strategy is in place or objective in itself, that it is simply working in the expectation of improvements and leaving more free rein to the SEO manager.
This is why data can be grouped based on the depth they have within the SEO branch. While at the beginning there would be some more general data of the web to adapt to this aspect of marketing, at the end the data would be completely overturned in the different fields in which they work. You can get to data that are very technical or explain a task that, although without context or knowledge, you do not understand their relationship, once explained they take on great importance.
We will now explain the groupings that we have made of these data so that you may know them and apply them in your analysis, being able to choose the ones you want, but not forgetting the value they all have.
General SEO data of the website
We associate these data as general because they are usually used by other branches of web marketing and they are also the most commonly used by everyone. Even so, they need to be contextualizationThe information obtained, even if it is universal, can be used to be consistent with the information obtained.
Users
The metric that reigns supreme alongside conversions, and users reflects how many people have visited our website. This metric is then adjusted to periods, comparisons are made over time or by channel, it is analyzed based on the entry page, it is associated with sessions, and much more analysis can be done based on that.
In the case of SEO, it is an important metric but one that is often more of a control measure of the general rhythm of the work. That is to say, it is data used for objectives, but it does not end up having so much value in the concrete quantity, besides not being so useful if it is not linked to an analytic together with other data.
In addition, when it comes to SEO, certain aspects must be taken into account. On the one hand, the seasonality is stronger, as it is much more closely tied to user searches, as are campaigns such as the one for Black Friday. On the other hand, the relationship with the search There may sometimes be an overlap that causes the appearance or withdrawal of an ad to cause noticeable changes in this aspect when changing channels if there is good positioning. Similarly, there are other factors that are more specific, but affect all the metrics as a whole or are less differentiable.
Conversions
In this case, the starting point is already a key aspect from the point of view of what is to be designated as conversion. E-commerce is usually simple, but in other businesses, it can be a more complicated line to draw, besides that you can add new ones different from the main objective of the web.
In SEO this data may or may not be relevant for different reasons. The main one is the objective of the SEO strategy, and another one to highlight is the conversion capacity that exists. The latter includes many factors, CRO, pricing, usability or UX, and the search intent that we cover, the main reason for the difference with other channels such as those that work with ads.
This is why taking conversions as fundamental data becomes somewhat complex, although obviously necessary. The goal must always be profitability if it is a business, but that is why the actions and plans must be focused on conversion, and not the other way around, hoping that just doing it will increase it.
Demographics and user profile
These data are more relevant in the plan inception Although it is never a bad thing to review them periodically to reaffirm them. Knowing the profile of the users that visit you, as well as those that you want to visit you, is something that applies to marketing in general and information that you have to have before even working with SEO or other channels.
Even so, in SEO it is always convenient to have a distinction of the profile which, although in most cases it will be the same as the rest of the channels, it can always have some specific peculiarities that are manifested in how you perform your searches and your conversion funnel.
This is general data, although not the most useful. If you have good analytics, it can have more value, as you can even go deeper and generate profiles of not only demographics but also of behaviour.
Input URL
A piece of data that does not have a numerical value per se, even if it depends on them and is closely linked. page through which users access your website one that has attracted them in the SERP and has responded to one of their searches in terms of SEO.
This is fundamental to the entire positioning project since SEO starts from this basis to have a page with which to work and opt to be one of the first. That is why knowing which ones work best in this aspect is essential, as well as being able to delve deeper into the number of users that enter the web.
It will also help to know if our objectives are working, where and, if not, where we can improve or leverage to achieve our goal.
Conversion funnel
This is not a piece of data per se, but rather a set already analyzed extracting what is the path and process that the user goes through from the moment he enters our website until he leaves it or performs what we have determined as conversion or objective. Its scope may even include several user sessions, through different platforms and with different intentions.
This is applicable to all channels and is an aspect that applies to digital marketing as a whole and with great value in strategies. In SEO, this helps to fundamentally understand the intention that the user we receive is having and to know if what is being offered responds well to it. Metrics such as bounce rate, exit URL, session duration and others are a clear reflection of this.
The value and what is to be taken into account when analyzing it lies primarily in the user intent. The attitude of someone who enters to get information will not be the same as that of someone who knows what they are looking for. This is how we can discern if a page is really working for what we want or if it is not achieving it and we need to change things, whether SEO, CRO, UX or other aspects, to improve the quality of the site. funnel.
Specific SEO data
Here we enter more into SEO flour, that information and metrics that you are most likely to only from a specialist in organic positioning. They are also common data within this field, but it is important to know their differentiation or particularity over the rest.
Clicks and impressions
Two metrics instead of one, why? This is because both are drawn from the same source, Search Console and have unique conditions. First, the origin of these data comes from Google itself, so they do not depend on our measurement and are not subject to cookies from your website. The downside is that they are limited to a certain extent, so the data shown on very large websites are usually somewhat capped because they do not cover all URLs. Even so, it is a very reliable and useful source in SEO, since it also focuses only on organic traffic and does not record input data for advertisements.
Thus, clicks represent the number of times users have clicked on your snippet or search result, and impressions represent the number of times you have been present, even if they have not clicked on you. It is thus a super useful data binding that allows you to know changes in the visibility of your pages if you have problems with your appearance in the SERP and your performance for different searches.
Obviously, they also suffer from seasonality, like users, and are much more profitable if coupled with other data and analytics. But at the SEO level these metrics, together with the rest of the information provided by Search Console are essential for any SEO work and strategy. That is why it is essential to count on them.
Keywords or keywords
Again, it is another one of those data that does not have a numerical value, but it does have a transcendental value. It applies to many other metrics and it is the main purpose of Keywords are understood as the search terms that users use to find what they want. That is why it is essential to know which ones are being used, to determine which ones are our target and to monitor them.
Why keywords are set as data can be seen in many ways, but mainly it can be put down to the fact that, on the one hand, they are changeable and, on the other hand, they are not only our target but also source of information. Knowing how people search, how they find you, the intent they have, and how it ties in with the other information makes the strategy have a clear point and meaning.
A maxim of SEO is “one page, one keyword” so to work them and see the results is imperative to know and study them. Where to get it already varies depending on the purpose of the data, combining sources from external tools and Google tools, as well as our own measurement and control of the web.
Authority: Domain Rating
Again one of those complicated data to measure and determine, with multiple tools, all external, and with several related metrics. Authority is understood as the credibility and trust that is associated with your website, i.e., whether the information you provide on your website is reliable and of value.
The main metric that would represent the authority is the Domain Rating value from 0 to 100 where the higher you are, the better. The thing is that improving it is a task that can be slow and complex, having even a certain “limit” depending on the type of web. In addition, it is not data that is affected in a direct way, but rather that supports considerably to others can improve, such as visibility. This is why SEO is so important, although it does not directly affect the business.
What conclusions can we draw about interpreting SEO reports?
In short, understanding the key facts about SEO is not complex logic tends to be simple if you pay attention and understand how it works. Now, you should always have trust in who is working on your positioning you do not know the field in depth, you will most likely not be able to understand other more technical or developed aspects of SEO. This obviously usually ends up with bad feelings and without a clear line of work or strategy, even if the data is good.
In addition, it should be clear that, apart from the fact that SEO is slow the first objective is not always to extract a direct economic benefit. In some cases, it is approaches that do not seek direct conversionThe goal is not to attract traffic or improve the website, either to support other channels, to achieve the objective more stably in the long run, or because the concept itself does not allow it and has to be directed to another purpose.
With all this, we hope that you have been able to understand a little more about what are the relevant data in SEO works value and its conditions. It is also useful to know what information to expect in your reports about the organic positioning of your website. Count on them to know your situation and be able to plan your next SEO plan.
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