SEO Reporting

Digital Marketing - Study Notes:

Monitoring and measuring SEO activities

“If you can’t measure it, you can’t manage it.”

As with all other areas of digital marketing, SEO should be tracked and monitored right from the outset of a campaign.

• At the beginning of a project, it is important to benchmark organic rankings for a set of approximately 30 to 50 keywords.
• You can then monitor fluctuations in ranking over time.
• You should also benchmark average monthly organic traffic and conversions.
• As well as that, it can be interesting to monitor year-on-year data to track annual trends and seasonality.

Obviously, the goal of your positive SEO efforts will be to improve keyword rankings, drive more site traffic, and boost conversions.

Tagging solutions

To ensure that all of your SEO efforts are being recorded correctly, you should ensure that all on-site activity is being tracked. You can track activity through tools like Google Analytics.  But another tool you could look at is Google Tag Manager.

Google Tag Manager is a container tag system that holds all on-site tags and minimizes the amount of code that needs to be placed directly on-site. This is crucial because the more code you add, the slower the site gets.

By implementing goals within Google Tag Manager, you will be able to measure the effectiveness of your SEO efforts, to see if they are increasing site visits and boosting on-site engagements.