How To Tell If Your SEO Strategy Is Working

What you should be assessing

All of the following pieces of information are relevant to your SEO strategy analysis. All of them are easy to find through online tools and your digital tracking systems:

  • Ranking position changes for your target keywords (SEM Rush / Search Console)
  • How many visitors, both new and old, are coming to your site (Google Analytics)
  • How long they stay on your site and if they explore multiple pages (Google Analytics)
  • Website visitors converting into customers (Sales data / Google Analytics)
  • Where site visitors come from (direct, referrals, social media or search engines)
  • Which sites are the best sources of traffic for you (Google Analytics / Search Console)
  • What your domain authority is like with search engines like Google (Open Site Explorer)
  • Which keywords are bringing your visitors to you (SEM Rush / Search Console)
  • Which keywords are more likely to bring converting customers to you (Google Analytics)
  • Your competition’s rankings (SEM Rush / Google)
  • Quality of your backlink profile (SEM Rush / Search Console)

Why should you be assessing your SEO strategy?

Your SEO strategy should be a multi-pronged attack. Search Engine Optimisation is a complex web of interconnecting lines that all combine to bring your target customers through to your business.

  • You aren’t getting much website traffic
  • You are investing in SEO or Content Marketing
  • You are getting lots of website traffic but very low leads and sales

What your strategy assessment should include:

Analyse your competitors

As part of any comprehensive analysis of your SEO strategy, you should also be looking at the above information for your biggest online competitors as well.

Don’t analyse too soon or take action too quickly

SEO success takes a little time to show up in the metrics and can fluctuate significantly from day to day, month to month.

Look at different search engines

While no one is doubting the global dominance of Google, you should also look at how you are performing through other search engines as well, including Yahoo!, Bing, and social media searches like YouTube or Pinterest. You may be performing differently through different engines, and this should inform your future SEO strategy as well.

Analyse the keywords that you aren’t using

At the end of the day, your SEO strategy always come down to using the right keywords. There are many different strategies on how to target certain keywords, but having the right keywords to begin with is, as you can appreciate, pretty important.

Underutilised keywords

It is very helpful to know if there are underutilised keywords, which are a great indication of a problem that people have that no-one is solving yet.

The knowledge you should come away with

Following the SEO strategy assessments above, you should have some very important actions to take away.

  • Pages on your site visitors are most landing on, so you can actively improve the customer experience on this site, including making it more dynamic
  • Keywords you need to improve your ranking on, and depending on the differing search engines, how exactly you are going to do that
  • Referral sources and websites you should be nurturing a positive relationship with (as well as any you might want to cut loose).
  • What keywords and content are bring leads to your business, and opportunities to leverage for growth
  • Rankings performance for your target keywords
  • Overall growth of your online presence and success of your campaign



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Robyn Kyberd

Robyn Kyberd


Business Development & Optimisation Consultant with a serious soft spot for CX, Digital Marketing, SEO and Analytics.