Rankings on the search engine results pages i.e. SERPs shouldn’t be the only way to decide the performance of SEO strategies as it indicates the traffic that is visiting the site but does not show whether they are staying back and going through the complete site, enquiring about the business, it’s products and services. Rankings thus aren’t the end of the situation. Though they are good indicators, they do not determine visit and sales ratio.
There is an absolute need to explore other metrics to track the traffic and the business it is bringing and not rely on SERPs alone. Like visiting the Google Analytics (GA) dashboard or a keyword checker and checking out the keyword rankings, audience or the acquisitions tabs. Many people have their own favorite keyword checker for the same purpose.
The ‘Landing Page’ will tell how exactly are the pages of the site performing and which are the ones which are not performing or under performing. This will help to change strategy. Also check location so that one is aware which new locations are showing interest in the products or services.
There is a need to understand the traffic reaching your site- what are the total sessions, page views, and users. So that it can be compared to the results between two different date ranges to know whether the strategy is working or there is a need to make a new one. Another thing to check is the bounce rate of your site.
Bounce rate is the number of visitors of the site who left the website without moving to another page. Some users do not go beyond the main page- why? This bounce rate will show the poor user experience. It will also indicate whether there is any irrelevant page content. Everything of this will direct one to make strategies that work in the favor of getting more traffic to the site and the traffic that stays to buy the products or services.