Information in this blog was obtained from Rank Math, Semrush and Moz. All links in this post open in new tabs.
SEO is Like a Secret Weapon for Websites
It’s the hidden data and content that helps your site appear higher in search engine results when people look for something related to your content. But here’s the twist: SEO isn’t just about sprinkling keywords and hoping for the best. It’s a complex dance that involves many moving parts. Many pieces go into analyzing websites for SEO, which is why some companies will open an SEO Analyst position. At my job, I work with a few other people so we can all learn together and reach for more resources than only one person has the time to find. When getting started, it is perfectly acceptable to ask for help whether it is your co-workers, your supervisor, or even in groups on LinkedIn, Facebook, or anywhere you are learning about SEO.
A few resources that I use are Google Search Console, Semrush SEO Dashboard, and Rank Math. I use Google Search Console to monitor activity on client websites and watch the keywords that both the client is ranking for and wants to rank for. I have a paid version of Semrush, so I have limited access to their tools. I enjoy using the site audit to find where to start on the client's website. I use the Position Tracking tool to measure keywords Semrush finds in comparison to Google Search Console’s list.
Understanding SEO Metrics
Organic Traffic: SEO is usually the primary source of traffic for most brands. When your website appears in the top search results, it attracts organic visitors who are actively seeking relevant information or products.
Visibility: High-ranking pages gain visibility. Being on the first page of search results significantly increases the chances of users clicking through to your site. Conversely, lower-ranked pages receive less attention.
Keyword Targeting: SEO involves thoughtful keyword targeting. By researching and strategically using relevant keywords, you can align your content with what users are searching for.
On-Page Optimization: Proper on-page SEO ensures that your web pages are well-structured, load quickly, and provide a positive user experience. This includes optimizing meta tags, headings, images, and content.
Backlinks: Earning quality backlinks from other reputable websites enhances your site’s authority. Search engines consider these links as endorsements, which positively impact your rankings.
User Experience: SEO encourages you to create content that resonates with your audience. A well-optimized site provides a seamless experience, leading to longer visits and better engagement.
Google Search Console: Your Window to Search Performance
Understanding and improving your website’s visibility on Google can be quite challenging, but Google Search Console is there to guide you through the process with care. Begin by exploring the Performance report, which offers insights into your site’s impressions, clicks, and ranking on Google Search. This report is like a window into the soul of your website, revealing the ebb and flow of your search traffic, the origins of your audience, and the queries that resonate with your content. The Index Coverage Report and the URL Inspection tool serve a watchful eye, ensuring your pages are recognized and embraced by Google’s index. When you update your content, think of re-indexing as reminding Google to take a fresh look at your site, which can boost your SERP ranking. Setting up email alerts can let you know if something’s amiss, allowing you to fix any issues and improve your site’s health. Lastly, examining your pages’ click-through rates (CTR) with a thoughtful eye can help you understand your visitors’ needs better, ensuring that every page is welcoming to users.
Utilizing Semrush SEO Dashboard for Comprehensive Insights
1. Organic Traffic: Imagine organic traffic as a gentle stream of visitors flowing to your site from search engine results. By analyzing this data, you can understand how well your web pages rank for relevant keywords. Google Analytics provides insights into your organic sessions, helping you gauge your site's visibility and potential conversions. Compare your performance against competitors to stay in tune with the digital symphony.
2. Keyword Rankings: Keywords are like musical notes that resonate across search engine results pages (SERPs). Your website's position for specific keywords determines the melody of your online presence. SEMrush's Position Tracking tool harmoniously monitors your rankings daily, ensuring you stay in key. Set up your campaign, choose your domain, and let it play the tune of success.
3. User Behavior: Picture your users as an engaged audience at a concert. Metrics like CTR, bounce rate, and time on the page reveal their applause or hesitation. Understand which content resonates with them and compose more of the same or try a new arrangement. SEO monitoring allows you to fine-tune your performance, creating a delightful experience for your virtual concertgoers.
4. Technical SEO Issues: Think of technical issues as minor hiccups during a live performance. Broken links, duplicate content, or missing meta tags can affect your rankings. SEMrush helps you identify these issues, ensuring your website's backstage is well-prepared for the spotlight.
Harnessing the Power of Rank Math for On-Page Optimization
Rank Math is a new program that I just recently started using and I have only found good things. Rank Math is a plugin that you can install on a website to tell you where you have SEO errors, like duplicate meta descriptions, and broken URLs (4xx errors), among a lot of other tools between the paid and free versions. This is a great tool if you don’t know where to start if you have access to the backend of the website (the side that it is built on that cannot be seen by the public). It gives you guidance and immediate access to updating pieces of the website without searching through every page, which is a lifesaver for websites that have hundreds of pages.
Measuring Success: Bringing It All Together
Everyone has to start somewhere. SEO is an incredibly specialized career path, so if it is something you are starting now, it is perfectly fine to not know everything and start small. I started with small projects like helping make a list of keywords that a client may want for ad campaigns and to add to their website. Another small thing to fix is to make sure all pages on your website have an H1 or Heading 1. On Semrush you can run a site audit and watch your site health improve based on the health of your website which is a good place to start measuring your success. You can also watch for clicks on keywords and how long people stay on your website on Google programs. There is a lot to learn and I still have a lot to learn, but knowing that that there are other career paths within digital marketing that aren’t designers, managers, or social media content creators may give you peace of mind that this is where you are supposed to be. Graduating college can be scary, maybe because you don’t know if you know what path you want to take with your business or marketing degree, but there are many options to find your niche.
Valuable Resources for Tracking SEO Performance
Google Search Console: Provides insights into search traffic, rankings, and keyword performance.
Google Analytics: Tracks website traffic, user behavior, and conversion rates.
Rank Tracking Tools: Monitor keyword rankings over time and identify trends. Tools like Moz Pro, STAT, and others help keep an eye on your site’s position in search engine results pages (SERPs).
Backlink Analysis Tools: Analyze the quality and quantity of backlinks pointing to your website. Tools like Moz, ahrefs, and others help you understand your link profile.
On-page SEO Tools: Can be installed as plugins on your website; some like Rank Math can give you a checklist of items that need to be edited or updated to improve your on-site score and website health
Common SEO Mistakes
1. Having Broken Links And Dead Pages:
Broken links and dead pages are frequent SEO errors. Regularly review your site to ensure all on-site links are updated, and remove any dead pages. This not only improves user experience but also prevents negative impacts on your Google rankings.
2. Crafting Content Around Keywords Instead Of Vice Versa:
Start with content ideas driven by addressing your audience’s problems. Then optimize for SEO by incorporating relevant keywords. Prioritize valuable content over keyword stuffing.
3. Not Taking Steps To Improve Slow Load Time:
Slow load time affects SEO results. Optimize images by using tools like Photoshop to reduce file size. Faster load times enhance user experience and positively impact rankings.
4. Creating Content Before Doing SEO Research:
Conduct thorough keyword research before creating content. Ensure your topics align with what your audience is searching for. Avoid creating content without a clear SEO strategy.
5. Duplicate Content:
Duplicate content across your site can confuse search engines. Use canonical tags or consolidate similar content to avoid diluting your SEO efforts.
6. Keyword Stuffing:
Overloading your content with keywords harms readability and user experience. Focus on natural language and context rather than stuffing keywords.
7. Lack of Mobile Optimization:
Mobile-first indexing is crucial. Ensure your site is responsive and optimized for mobile devices. Google prioritizes mobile-friendly sites in search results.
8. Slow Site Speed:
Optimize images, minify code, and use content delivery networks (CDNs) to improve site speed. Faster sites rank better and retain users.
9. Lengthy Title Tags:
Keep title tags concise and relevant. Long titles may get truncated in search results, affecting click-through rates2.
10. Missed Linking Opportunities:
Internal and external links enhance SEO. Regularly audit your site for linking opportunities. Link to authoritative sources and relevant internal pages.
Remember, avoiding these common mistakes can significantly boost your website’s search engine rankings and overall performance!
Measuring Your SEO Success
Measuring SEO success isn’t just about numbers; it’s about enhancing the experience for your online visitors. Keep refining and experimenting! SEO can be complex, like untangling a puzzle. The interplay of algorithms, keywords, and user intent can be daunting.
But don't worry! You’re not alone in this endeavor. Just as adventurers had their companions and scholars their books, SEO enthusiasts have their allies. Collaboration is the key to unraveling the complexity. Here’s how:
1. Team Up: Connect with fellow analysts—your colleagues, supervisors, or peers on social platforms like LinkedIn or Facebook. Share insights, exchange strategies, and decode mysteries together.
2. Learn Together: In my experience, we gather like a council of experts, pooling our wisdom. Each person brings something unique to the table. Together, we access resources beyond what any one individual could discover.
3. Seek Guidance: When you're navigating the SEO maze, don't hesitate to ask for help. Whether it's a casual chat online or a mentorship arrangement, seek guidance. It’s a sign of wisdom, not weakness.
Remember, even legendary figures had their companions, and you—dear seeker—have a community ready to support you. So, raise your cup, be it a goblet or a coffee mug, and toast to the journey ahead!
Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.
Resources
Ahluwalia, B. (2024, April 10). 8 SEO KPIs to Track for Measuring Organic Traffic Growth » Rank Math. Rank Math. https://Rank Math.com/blog/seo-kpis/
Petteys, A. (2024, March 4). A Beginner’s Guide to Google Search Console. Moz. https://moz.com/blog/a-beginners-guide-to-the-google-search-console
Project Dashboard. (n.d.). Semrush. https://www.semrush.com/kb/1195-seo-dashboard
Silva, C. (2024, April 18). SEO Results: How to track & Measure SEO performance. Semrush Blog. https://www.semrush.com/blog/seo-results/
Zerkalenkov, Z. (2024, February 15). Google SEO: Best Practices to Help with Search Ranking. Semrush Blog. https://www.semrush.com/blog/google-seo/
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