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SEO Website Audit

High Rankings Question of the Week

October 19, 2011

This week I asked my social media followers:

++How do you measure the success of your SEO work?++


Netmeg: $$ this year vs. $$ last year.

Chiropractic: Phone calls.

Realicity: The value of the initial leads & sales generated via search as well as long-term impact from the lifetime customer value.

Marcusbowlerhat: It depends on the campaign & client but ideally, conversions & goals in analytics beat ranking or traffic reports.

JTPotts: Conversions: Forms filled out, driving directions retrieved, documents downloaded, and occasionally coupons redeemed.

yankeerudy: Metrics tied to objectives set before work started i.e., conversion rate, raw organic visits, etc. Definitely not rankings!

oleary: One way to measure the success of SEO work is to look at total number of keywords sending traffic.

anthonydnelson: New customers, conversion rate %, and sales brought in from non-branded organic traffic.

noelx99: More customers/leads/business for my clients.

TomSchmitz: I look at target keyword traffic, all non-$ search (traffic & keyword diversity).


Matt Crouch: Depends on the client, their goals and what part of the website I am able to have input in. Is the client looking for traffic, forms filled out, phone calls, orders placed?Facebook At the end of the day I am still looking for traffic. If traffic is increasing and those sources were influenced by my work. Now if I wrote the copy, picked the products to sell, etc., I may hold myself responsible to other goals.

Dianna Huff: Depends – increased (targeted) traffic, conversions, increased search engine presence for targeted keywords and leads.

Rob Snell: I'm all e-commerce, so revenue, revenue, revenue. We measure top 100 pages by organic traffic/revenue, and then long tail. We also assign revenue per visitor to each keyword, then measure the rank to determine where we should focus efforts, to see if improved rankings would be worth the SEO work or not.

Sarah Theodorou: Improved traffic to the site from engines because of increased search visibility. Improved traffic levels from referral sites where I have improved the presence.
Most importantly, that improved level of traffic from engines and referral sites has converted.


Jon Henshaw: Increased organic search traffic that results in higher site engagement, goal completions and/or increased ad revenue.

Joe Hall: What Jon Henshaw said. But also it depends on who the work is for. If it's for a client then we work with them on what their key performance indicators (KPI's) are. If it's for us, then it's usually conversions.

Thomas Rosenstand: Easy. When my clients' business goes through the roof thanks to my work. I don't care about their rankings and/or traffic. I care about their revenue. So do they ;-)

Tilak Bisht: I measure organic search traffic with increased revenue and profit.

Jorge Steffen: What stage of what kind of project are we in? Organic growth and goal completions (think sign-ups or subscriptions) could be more important early and transfer conversion optimization might fit better later in a project.

Denis Desnoyers: For me, it's quite simple. When I see a site that I put up for a client winding up on the first page of any search engine and staying there for targeted keywords, my clients are happy and so am I. You can't crunch the pride you get for your work into numbers.

Mark Edmondson: Revenue increase from non-brand keywords.

David Pavlicko: Revenue increase, non-branded search volume, and conversions. Determining goal values for conversion types and applying those to goals within analytics has really helped demonstrate the value of our services and justify our fees.

Scott Van Achte: Totally case by case. Sometimes conversions in the form of sales, leads, sign-ups, etc. Sometimes strictly traffic. Revenue increases. And even sometimes, just the ranking itself, traffic being unimportant (yes, I have had at least one client that only cared about this for a variety of reasons).

Kevin Gallagher: Success is measured by whatever the clients goals are and are not necessary what we would perceive them to be.


Jill's Response: Increased targeted website traffic to the pages they should be landing on, and increased conversions, phone calls, leads and sales.

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Jill Whalen is the CEO of High Rankings,Jill Whalen an SEO Services company in the Boston, MA area since 1995. Follow her on Twitter @JillWhalen

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Post Comment

 Jeremy said:
Conversion rate often goes hand in hand with bounce rate of each page. If you have a high bounce rate, that is a quick indication that the user is not finding what they are looking for, in effect, the SEO strategy you are taking is bringing the wrong type of user (or you are poorly capturing their interest in 2 seconds).

 Jill Whalen said:
Jeremy, I strongly disagree. Bounce rate is rarely an important measurement.