Table of Contents
Lesson 4 How to Measure Success
How to Measure Success with SEO
Measuring SEO success means combining search‐engine data with on‐site analytics to understand visibility, engagement, and business outcomes. Below is a guide to the key tools and metrics—and how to calculate your SEO ROMI.
Tools for Measuring SEO Success
Google Search Console
- Impressions: How often your pages appeared in Google Search results.
- Clicks: How many times users clicked through to your site.
- CTR: Click-Through Rate = (Clicks ÷ Impressions) × 100.
- Average Position: Your pages’ mean ranking in search results.
Bing Webmaster Tools
- Impressions: How often your pages appeared in Bing search results.
- Clicks: How many times users clicked through from Bing.
- CTR: Click-Through Rate = (Clicks ÷ Impressions) × 100.
- Average Position: Your pages’ mean ranking in Bing results.
Google Analytics
- Pageviews (Views): Total number of pages viewed (including repeats).
- Sessions & Users: How many visits and unique visitors you have.
- Conversions: Tracked goal completions (e.g., form submits, purchases).
Key SEO Metrics
Impressions
The count of times your URL is displayed in search results. Indicates reach but not engagement.
Click-Through Rate (CTR)
CTR = (Clicks ÷ Impressions) × 100%
Shows how well your titles and meta descriptions drive clicks.
Views (Pageviews)
Each time a page is loaded or reloaded. High pageviews can signal popular content but should be paired with bounce rate and time-on-page insights.
Conversions
Desired actions users take (e.g., sign-ups, downloads, purchases) that originated from organic search.
Conversion Rate = (Total Conversions ÷ Sessions) × 100%
Calculating ROMI
Return on Marketing Investment (ROMI) measures profit from your SEO spend:
ROMI = (Revenue Generated − Marketing Cost) ÷ Marketing Cost × 100%
Example
- SEO Spend: $10,000
- Attributable Revenue: $30,000
- Net Gain: $30,000 − $10,000 = $20,000
- ROMI = ($20,000 ÷ $10,000) × 100% = 200%
A positive ROMI shows your SEO efforts are profitable. Use this number to guide budget allocation.