What's your process for tracking search engine analytics?

1 Choose your tools

The first step is to choose the tools that will help you collect and analyze your search engine data. There are many options available, but some of the most popular and reliable ones are Google Analytics, Google Search Console, and Bing Webmaster Tools. These tools allow you to measure various metrics, such as traffic, conversions, keywords, rankings, and more. They also provide insights and recommendations on how to improve your site's performance and user experience.

2 Set your goals and KPIs

The next step is to set your goals and key performance indicators (KPIs) for your search engine analytics. These are the specific and measurable objectives that you want to achieve with your website and online marketing efforts. For example, you may want to increase your organic traffic, generate more leads, or boost your sales. Your KPIs are the metrics that will help you track your progress and evaluate your success. For example, you may use bounce rate, conversion rate, or revenue as your KPIs.

3 Segment your data

The third step is to segment your data to get a deeper and more accurate understanding of your search engine performance. Segmentation means breaking down your data into smaller groups based on certain criteria, such as source, device, location, behavior, or demographic. This way, you can identify patterns, trends, and opportunities that may otherwise be hidden in the aggregate data. For example, you can segment your traffic by organic vs. paid, mobile vs. desktop, or country vs. city.

4 Analyze your results

The fourth step is to analyze your results and see how well you are meeting your goals and KPIs. This involves comparing your actual data with your expected or desired data, and identifying the gaps, strengths, and weaknesses of your website and online marketing strategy. For example, you can analyze how your keywords rank, how your landing pages convert, or how your content engages your audience. You can also use tools like Google Analytics to create custom reports and dashboards that visualize your data and highlight the most important information.

5 Test and optimize

The fifth step is to test and optimize your website and online marketing strategy based on your analysis and insights. This means experimenting with different elements, such as headlines, images, calls to action, or keywords, and measuring their impact on your search engine performance. You can use tools like Google Optimize, A/B testing, or multivariate testing to run and compare different versions of your website or online marketing campaigns. The goal is to find the best combination that maximizes your search engine results and meets your goals and KPIs.

6 Repeat and refine

The final step is to repeat and refine your process for tracking search engine analytics. This means monitoring your data regularly, updating your goals and KPIs as needed, and making adjustments and improvements based on your findings and feedback. Search engine analytics is not a one-time activity, but a continuous cycle of learning and optimization. By following this process, you can ensure that your website and online marketing strategy are always aligned with your audience's needs and expectations, and that you are getting the most out of your search engine efforts.

7 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?