Search engine optimization is not an exact science, so it is all the more urgent to aggregate reliable data in order to identify potential, make success legible and, at best, be able to determine the return on investment (ROI) as clearly as possible.
Ask yourself whether all key indicators (KPI) for the performance of the site’s SEO performance and the measures are appropriately prepared and presented in an understandable manner.
This inevitably includes:
- Keyword rankings,
- Search engine visibility based on the set keyword set,
- Click-through rate,
- Differentiated visits from SEO / SEA,
- direct / indirect conversions from SEO / SEA.
In digital commerce, the analysis tool should be configured so that key figures can be related to sales. This is the only way to check the actual ROI of measures.
Actual measurement of success
Measures taken should always be linked to figures from the SEO report – this must be clearly visible to the customer – in order to enable a concrete measurement of the success of these measures. The key indicators of success should have been set before the measures started to prevent artificial room for interpretation. After all, a service provider has to be measured by what it has previously formulated as a campaign goal.
The individual SEO reports should be presented in legible granularity (per hour, per day, per week, per month) and reasonable periods. For example, measuring the success of a relaunch must not start with the date of the relaunch. Recurring extremes (e.g. Christmas, summer break, lunch break, night times) must always be taken into account when analyzing the numbers under consideration and classified accordingly.
Ultimately, SEO reporting is nothing more than a merging of statistical evaluations. There are many statistical tools available for this. Specifically, these can be optical preparations such as diagrams, trend lines or color coding of trends, but also represent concrete statistical calculations and functions such as standard errors, standard deviations, rank or mean.
It should be kept in mind that tracking and analysis tools do not usually (can) work 100 percent accurately. Not all page and user data are always available without restrictions and for large amounts of data the SEO reports are mostly based only on automated extrapolations of samples. Finally, it is important that the statistics are used to make relevant results absolutely transparent and as readable as possible.
For an seo agency or an seo service provider, SEO reports can primarily serve as a basis for advice. Interpretation aids and approaches can then be analysis components of the SEO reporting. It is important that the final sovereignty of interpretation always lies with you as a customer. This list should help.