An interesting question came up the other day. I was talking to a new lead, and they asked, “How do we evaluate our SEO performance relatively quickly without diving into too much detail?” So, I thought I’d share a quick video on how you can evaluate your SEO performance in just five minutes. This approach helps you quickly identify what’s working and what’s not when you keep things simple.
1. Are You Growing Month Over Month?
The first thing to check is whether you’re seeing consistent growth month-on-month. While there will always be some ups and downs due to seasonality, the overall trend should be upward.
For example, one of our clients has been seeing steady long-term growth in both visitor numbers and conversion actions. Instead of digging through Google Analytics, you can set up simple dashboards that show, at a glance, whether you’re up or down. This gives you a clear picture of the results of your efforts.
2. What’s Working and What’s Not?
Next, evaluate what’s driving your results. For instance, I was speaking with a lead from Thermalign, and when we looked at their organic traffic over the past 12 months, there was no growth. That’s a red flag. To produce organic results, you need strong keyword rankings. However, in their case, there was no improvement in keyword rankings either, which indicates their current efforts aren’t delivering the desired results.
When we analysed their keyword rankings by topic, there was no consistent growth. Most of their traffic came from branded keywords, which is expected, but their core product and service-related keywords weren’t ranking well. This highlights a need to improve their product and service pages to better target those terms.
3. Website and Authority
SEO has two core components: the website itself and authority. The website needs to communicate the right messages, provide the right information, and be easy for Google to crawl and index. This is where you can often find quick wins.
The second component is authority—how important Google perceives your business to be. Thermalign’s authority score was 25 out of 100, which is decent, but there’s been no growth in that score over the past year. This means Google doesn’t see them as more important today than they were 12 months ago.
Authority is often influenced by backlinks. However, it’s not just about quantity—it’s about quality and relevance. When we reviewed their backlinks from the past six months, many weren’t relevant to their business. For example, links from newspapers or unrelated websites don’t add much value. Additionally, there weren’t many high-quality links coming through, which is something that needs to be addressed.
4. Competitor Analysis
Finally, compare your performance to your competitors. For example, Thermalign’s competitors like West Lab and LabDirect have higher visitor numbers and more organic keywords ranking, even if their authority scores are similar. This shows there’s significant opportunity to improve the website’s content and rankings to drive more traffic and leads.
Ready to improve your SEO performance?
Whether you’re looking to identify quick wins or need a deeper strategy, we’re here to help. Contact us today for a free consultation and start driving the results your business deserves!
