SEO for Small Businesses: 3 Better Metrics to Track Progress

February 2, 2021

By Taryn Hefner

Taryn runs Marketing at Join It and is a lover of all things data! You can frequently find her experimenting in the kitchen, absorbed in a book, or brushing up on her Python coding skills.

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No matter the type of business you’re in, small business owners always have a lot going on. From filling orders to running social media, you’ve always got a long to-do list. You don’t want to clutter that up by looking at ineffective website metrics, do you? Of course not! 

It’s common to gravitate towards certain metrics, but they may not be the most telling for your business. Instead of using the ones that are common, use the ones that are more effective for your business! Here are some of the numbers you should be watching.  

Instead of All Up Traffic, Use Acquisition Traffic from Prioritized Channels

Overall traffic is useful and you should definitely keep tabs on it, especially over time. But if you’re looking on a more frequent scale, such as weekly reporting, using acquisition numbers can give you more insight into where your new traffic is coming from. 

In Google Analytics, there’s an easy way to get to this information. In your left sidebar, click on Acquisitions, then All Traffic, then choose Channels. This will highlight your traffic in the default channel groupings specifically where your users originated from!

Instead of Rankings, Use Click-Through Rate

When you first start looking into your web performance, it can be tempting to look at how you’re ranking search results! But rankings are fickle, search engines do whatever they want. Instead of chasing the prized #1 spot, focus on improving your click-through rate over time. 

To find your click-through rate for your organic traffic, use a tool like Google Search Console and view your traffic by page, instead of by query. 

Instead of Visits, Use Conversions

You can have all the visits in the world, but those don’t really matter if your users aren’t buying items, subscribing to services, or taking whatever action you want them to take. 

Depending on your business, how you define a conversion may vary, and you might have more than one! Consider counting email subscribers, helpdesk contacts, purchases, or event attendances! 

Wrapping Up

None of this is to say that overall traffic, rankings, or visits aren’t important! They absolutely are important and should be evaluated with context and consideration. However, if you want to get the most bang for your buck in your limited time investigating your analytics, start with these metrics! 

Are there any other metrics you like to evaluate during your reporting? Let us know!