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How do you validate technical SEO implementations with SEO analytics?

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Technical SEO is the process of optimizing your website for crawling, indexing, and rendering by search engines. It involves aspects such as site speed, mobile-friendliness, structured data, canonicalization, and more. But how do you know if your technical SEO implementations are working and improving your organic search performance? That's where SEO analytics comes in. SEO analytics is the practice of collecting, analyzing, and reporting on data related to your website's visibility, traffic, and conversions from organic search. In this article, we'll show you how to validate your technical SEO implementations with SEO analytics using four steps: setting goals, tracking metrics, conducting audits, and testing hypotheses.

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Robin Joseph Abraham

Global Technical SEO & Website Search Manager @ HPE

1 Set SMART goals

Before you start validating your technical SEO implementations, you need to have clear and specific goals that align with your business objectives and organic search strategy. A useful framework for setting goals is the SMART criteria: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, a SMART goal for technical SEO could be: Increase the site speed score by 10% in the next three months to reduce bounce rate and improve user experience. Having SMART goals will help you focus your efforts, measure your progress, and evaluate your results.

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Pallavi B.

Search Engine Optimization (SEO) Specialist, Web Analytics, GTM Specialist, Google Analytics Specialist
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Technical SEO is a tool to check SEO parameters and generate schema data. With the help of technical SEO, we can increase CTR by implementing schema data and analyzing parameters we improve SEO traffic, ranking position, engagement rate, and session duration. These parameter we can observe through SEO Analytics tools such as Search console, Google Analytics etc.

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2 Track relevant metrics

The next step is to track the relevant metrics that reflect your technical SEO performance and your SMART goals. Depending on your goals, you may want to track metrics such as crawlability, indexability, site speed, mobile usability, structured data, canonicalization, and more. You can use various tools to track these metrics, such as Google Search Console, Google Analytics, Google PageSpeed Insights, Lighthouse, Screaming Frog, and more. You should also set up a dashboard or a report that displays your metrics over time and compares them to your baseline and your target.

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3 Conduct regular audits

Tracking metrics is not enough to validate your technical SEO implementations. You also need to conduct regular audits to identify and fix any issues or errors that may affect your technical SEO performance. An audit is a comprehensive analysis of your website's technical aspects and how they comply with the best practices and guidelines of search engines. You can use tools such as Screaming Frog, Sitebulb, Ahrefs, or Moz to conduct audits and generate reports that highlight the issues and provide recommendations. You should also prioritize the issues based on their impact and urgency and create an action plan to resolve them.

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Robin Joseph Abraham

Global Technical SEO & Website Search Manager @ HPE
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Think of technical SEO like maintaining a car. Metrics are like checking fuel efficiency; they don't reveal engine problems. Regular audits are like car inspections. Just as a car needs thorough examination beyond fuel economy, audits analyze technical aspects. Using tools like Screaming Frog (a diagnostic tool), Sitebulb (checking alignment), Ahrefs (assessing engine), or Moz (fine-tuning) generates reports. Prioritize like fixing brakes before aesthetics. For instance, prioritize mobile-friendliness, as crucial as functional brakes in a car. Create an action plan like a mechanic's checklist—fixing engine first, analogous to SEO enhancements.

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4 Test your hypotheses

The final step is to test your hypotheses and measure the impact of your technical SEO implementations on your organic search performance. A hypothesis is a statement that predicts the outcome of a change or an action based on your data and assumptions. For example, a hypothesis for technical SEO could be: Adding structured data to the product pages will increase the click-through rate and conversions from organic search. To test your hypotheses, you need to use a scientific method that involves setting up a control group and a test group, running an experiment, and analyzing the results. You can use tools such as Google Optimize, Optimizely, or VWO to run experiments and compare the performance of different versions of your website.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you validate technical SEO implementations with SEO analytics?

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1 Set SMART goals

2 Track relevant metrics

3 Conduct regular audits

4 Test your hypotheses

5 Here’s what else to consider

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