More than important, SEO tracking is an essential step.
The challenge for you is first of all to know the evolution of the natural referencing of your site and its performance on search engines.
Carrying out this monitoring will give you an SEO status of your site, which is important!
Above all, natural referencing (even if it is in principle "free") represents time and a certain amount of time. investment.
It is therefore essential to monitor the results of your SEO actions, if only to know if they pay off and if you get a real return on your investment. investment return. It is this monitoring and the analysis that follows that will allow you to decide whether or not to change strategy !
Find our 10 tips to ensure you don't miss anything in your natural SEO follow-up.
1: Take note of all your actions
To follow its natural referencing and better understand its evolution, it is important to put it in parallel with your actions.
You have modified your title tags, created new pages, improved your internal links, corrected some technical errors and obtained new backlinks?
Well, I advise you to list each of your major actions to connect cause and effect on your SEO. An interesting way to do this is, for example, to create annotations on Google Analytics :
This gives you an overview of the progression of your organic traffic, which you can directly correlate to concrete changes made to your website.
2: Compare your traffic in natural referencing
The first reflex, in the follow-up of its SEO, will be to go to Google Analytics. Because when we talk about SEO performance, what will first of all interest us is the traffic (and conversions) SEO!
The different views I generally use for a global vision:
- Evolution over the last 6 months,
- Change over the last 6 months compared to the same months in N-1,
- Comparison between the past month and the month before,
- Comparison between last month and the same month in N-1.
Indeed, it is important to compare with previous months, but there is also a seasonality which comes into play: an e-commerce of sunscreen will obviously not have the same traffic in July as in November. Search volumes are not always the same depending on the time of year, which can impact your natural SEO.
Hence the interest of comparing over a comparable period (using the N-1 views in particular).
A final check could also be to verify the search trends on Google Trends. Research may well experience occasional disruption (for example, the covid-19 episode that began in March 2020 has disrupted research trends).
These disruptions can affect your SEO traffic and will have nothing to do with your own actions.
3: Compare your organic performance
With Google Analytics, Google Search Console is a must in the follow-up of its SEO. Indeed, the platform is dedicated to 100% to your natural SEO!
I therefore focus on the 3 main indicators of the "Performance" section, namely "Clicks", "Impressions" and "Average position". By default, we have a representation of the evolution over the last 3 months (which can be an interesting view).
- The clic are the most concrete element, and they are logically close to the SEO traffic indicator,
- The impressions represent the number of displays in the search results. This volume gives you an indication of your visibility in the SERP and its evolution,
- The medium positionas its name suggests, gives the average position of all positioned keywords detected by Google Search Console.
Apartment on the data average position :
- If the average position can give a trend, keep in mind that it is calculated on all the keywords positioned, including keywords that you do not target (and therefore work) necessarily. It is preferable to complete the analysis with a more precise position analysis - we will come back to this later.
- Many specialists in the world of SEO agree that the positions given by the Search Console are not the most reliable. Ideally, they should be complemented with another tool - we will come back to this as well.
Thus, care must be taken in interpreting the data provided on its tools. Moreover, indicators can be interpreted in different ways. For example, if you have improved your impressions, this may be because your Google ranking is better... or that your positions have not necessarily changed, but that you are visible on more keywords!
Note also that like all tools, Google Search Console is not an exact indicator, but its data are still able to give us a good representation of the situation of your natural SEO.
That's the magic of SEO monitoring: it is necessary to maximize data matching from different sources to get a fine analysis and be truly able to draw conclusions!
4: Track your positions
Your targeted keywords
An important component of SEO is to have a number of targeted keywords, on which you aim for the best possible position. It therefore seems crucial to me to follow the keywords on which you wish to develop your visibilityand on which we are working on its natural referencing.
Ultimately, it is the favourable (or unfavourable) evolution of these targeted keywords that will determine whether SEO efforts have been successful.
Your positioned keywords
Beyond the keywords you are targeting, it is interesting to analyze all your keywords positioned. As I began to mention before, I would recommend using a tool other than Google Search Console (for a more global representation).
Here are two interesting elements in the tracking of your positioned keywords :
- The number of keywords positioned
This is a relatively interesting piece of data because it gives a trend. This graph is notably proposed by SEMrush.
- The evolution of the positions of the positioned keywords
5: Perform an SEO technical verification of your site
One element not to be neglected in the follow-up of your SEO is the technical checking of your site. The actions performed on a site can lead to technical errors, imperceptible but present and which will potentially have a negative impact on your positioning or your user experience .
It is therefore advisable to check the technical status of your website at least once a month (more if you make regular changes).
Technical errors can be, for example, 404 errors, mixed content, pages with slow loading times, broken links, duplicate content...
So how do you detect technical errors?
- Google Search Console is able to report a number of these errors to you. It usually sends you the problems and warnings it detects by email.
You can also go to the "Coverage" section and explore the "Valid with Warnings" and "Excluded" sections.
- To get all the information in a very easy way, SEMrush will be for you, a good SEO ally. Add your site in "Project", trigger the audit of your site and get quickly enough its health score and all the details necessary for its optimization.
A small checking your backlinks (links to your website from an external site) from time to time can be interesting. Again, the regularity of this check depends on the size of your site, its notoriety, and the actions you take or not to improve its popularity.
To check your backlinks, the safest way is to use tools such as SEObserver or SEMrush, which will both list your links, identify new or lost links, and give you the overall quality of your referring domains (sites that make these links to you).
Good backlinks are positive: they are likely to boost your SEO. Keep going !
However, beware of low quality backlinks, which will not benefit you. Don't forget that you have the possibility of disavow backlinks that you don't want to have!
7: Collect your information
No SEO tracking without collecting the information you have at your disposal, comparing and analyzing it over time.
At Staenk, an essential part of SEO monitoring is reporting. There is nothing like it to take stock of the evolution of your natural SEO over one or more months!
For more simplicity and clarity, I advise you to automate the collection of your data. The Google Data Studio tool (a completely free tool) is very strong for this: it offers you the possibility to collect graphs and other information from Google Analytics, Google Search Console and many other data sources. All you have to do is read and analyze!
Laying this SEO tracking on a report allows you to capture the state of your natural SEO at a time T. So you keep a record of it and you can trace these performances later.
It is also the fact of noting its progress and lack of progress that allows us to truly target our objectives and next steps!
Conclusion: SEO monitoring, when done seriously, is a comprehensive process. The more you integrate it, carry it out regularly and adapt it to your methods, the smoother it will be. And your analysis will be more and more pointed and interesting for the continuation of your SEO actions - because you will not have lost sight of your project and know perfectly its evolution.
Thus, from the recording of your actions to the implementation of a report through the verification of a set of indicators and the realization of cross-analyses, SEO monitoring, which is essential in the short term, will also be truly beneficial to you in the long term.
Frequently Asked Questions
Monitoring your SEO is crucial, because it allows you to understand the impact of your actions in SEO, detect any anomalies and adapt your strategy.
To monitor your SEO, several actions to be carried out on a regular basis are recommended. Among them: note any SEO action carried out and its temporality, measure several SEO indicators (traffic, average position, impressions...) and compare them over time using different tools, make a recurrent report of these evolutions...
If Google Analytics and Google Search Console are essential, you can also equip yourself with tools such as Semrush, Ahrefs or SEObserver that will give you the evolution of the positioning of your site, check the technical status of your site or that of your backlinks.
The time spent tracking your SEO can vary depending on the size of your site and the importance of your SEO strategy. Generally, count between 1 hour and half a day per month for an effective follow-up!
Monitoring its natural referencing takes time: in addition to data collection, there is also the crucial part of the analysis. The use of automated reporting tools such as Google Data Studio is a quick and efficient way to facilitate performance tracking. You also have the option of outsourcing this monitoring task to an SEO agency, whose work is carried out scrupulously and monthly by SEO experts.