We define SEO analytics as the methods that:
- Collect own data pertinent to acquiring engaged organic traffic. This entails measurement definition, implementation and updates.
- Help act on the data in order to create growth of engaged organic traffic. This entails visualization and reporting, analysis, task planning, execution.
Please notice that I talk about engaged organic traffic first, not ranking position. Search engine results pages (SERP’s) change quickly. The rising dominance of featured snippets has created position 0, and made positions 1-3 less visible. Ranking positions do matter, of course, so we consider them a stepping stone metric. But we don’t use them as a KPI.
Please also notice that I’m not using all organic traffic as a KPI, either. It is common to experience spikes in organic traffic without a lift in conversion counts. The same applies the other way around – a drop in traffic often happens more heavily on the side of low-quality traffic, without conversions dropping as much.