Measuring the results of SEO changes can be challenging, partly
because there are so many moving parts and partly because months can
elapse between when changes are made to a site and when results are seen
in search rankings and traffic. This difficulty only increases the
importance of measuring progress and being accountable for results. This
section will explore methods for measuring the results from your SEO
efforts.1. Maintain a Timeline of Site Changes
Keeping a log of changes to your site is highly recommended. If
you’re not keeping a timeline (which could be as simple as an online
spreadsheet or as complex as a professional project management visual
flowchart), you will have a harder time executing your SEO plan. Sure,
without one you can still gauge the immediate effects of content
additions/revisions, link acquisitions, and development changes, but
there’s obscured visibility into what technical modifications to the
website might have altered the course of search traffic, either
positively or negatively.
If you can’t map changes, both those intended to influence SEO and
those for which SEO wasn’t even a consideration, you’ll be optimizing
blind and could miss powerful signals that could help dictate your
strategy going forward. There are also many scenarios in which you will
want to try to establish cause and effect, such as:
If search traffic spikes or plummets
Sudden changes in organic traffic are obviously notable
events. If traffic plummets, you will be facing lots of questions
about why, and having a log of site changes will put you in a
better position to address whether some changes you recommended
could have been the cause. Of course, if traffic spikes you will
want to be able to see whether an SEO-related change was
responsible as well.
When gradual traffic changes begin
Changes do not always come as sudden spikes or drop-offs.
Even so, when you see the traffic beginning a gradual climb you
will want to be able to assess the likely reasons.
To track and report SEO progress
Accountability is a key component of SEO. Budget managers
will want to know what return they are getting on their SEO
investment. This will inevitably fall into two buckets: itemizing
specific work items worked on; and benefits to the business. An
ongoing change log makes all of this much easier to
accomplish.
2. Types of Site Changes That Can Affect SEO
Your log should track all changes to the website, not just those
that were made with SEO in mind. Organizations make many changes that
they do not think will affect SEO, but they have a big impact on it.
Here are some examples:
Content areas/features/options added to the site (this could
be anything from a new blog to a new categorization system).
Changing the domain of your site. This can have a significant
impact, and you should document when the switchover was made.
Modifications to URL structures. Changes to URLs on your site
will likely impact your rankings, so record any and all
changes.
Implementing a new CMS. This is a big one, with a very big
impact. If you must change your CMS, make sure you do a thorough
analysis of the SEO shortcomings of the new CMS versus the old one,
and make sure you track the timing and the impact.
New partnerships that either send links or require them
(meaning your site is earning new links or linking out to new
places).
Changes to navigation/menu systems (moving links around on
pages, creating new link systems, etc.).
Any redirects, either to or from the site.
Upticks in usage/traffic and the source (e.g., if you get
mentioned in the press and receive an influx of traffic from
it).
When you track these items, you can create an accurate storyline
to help correlate causes with effects. If, for example, you’ve observed
a spike in traffic from Yahoo! that started four to five days after you
switched from menu links in the footer to the header, it is a likely
indicator of a causal relationship.
Without such documentation it could be months before you notice
the surge—and there would be no way to trace it back to the responsible
modification. Your design team might later choose to switch back to
footer links, your traffic may fall, and no record would exist to help
you understand why. Without the lessons of history, you are doomed to
repeat the same mistakes.
3. Previous SEO Work
When you are brought on to handle the SEO for a particular
website, one of the first things you need to find out is which SEO
activities have previously been attempted. First of all, there may be
valuable data there, such as a log of changes which you can match up
with analytics data to gauge impact.
If no such log exists, you can always check the Wayback Machine
(http://www.archive.org) to see whether it has
historical logs for your website. This offers snapshots of what the site
looked like at various points in time.
Even if a log was not kept, spend some time building a timeline of
when any of the types of changes that affect SEO (as we discussed
earlier in this section) took place. In particular, see whether you can
get copies of the exact recommendations the prior SEO consultant made,
as this will help you with the timeline and the specifics of the changes
made.
You should also pay particular attention to understanding the
types of link-building activities that took place. Were shady practices
used that carry a lot of risk? Was there a particular link-building
tactic that worked quite well? Going through the history of the
link-building efforts can yield tons of information that you can use to
determine next steps.