Instea, consider these factors

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How are your target keywords ranking over time (month-over-month, quarter-over-quarter, year-over-year)?
How are individual pages ranked?
Are you achieving current milestones?
What are your trends?
Evaluating your ratings over time will show you progress across possible calendar events and seasonal changes.

Instead of looking at a mixed portfolio of keyword influencers, w egypt mobile database hich offers less actionable information, look at individual pages using Google Search Console . This allows you to isolate which specific features are influencing rankings for a single keyword.

When it comes to milestones, not all ranking changes are created equal. You might move 50 places from 61st to 11th, but that might have less impact than moving one place from first place on page 2 of the SERP to last place on page 1.

Finally, take a deeper look at the actual impressions and clicks that any ranking changes are causing. This also includes external trends. For example, consider that you may have seen a huge increase in impressions and clicks for "video conferencing software" in March 2020 without changing your ranking for that keyword.

The more activity around a keyword, the more competition - and the greater the potential impact on your portfolio.

3. Conversion
After all, conversions are what matter most. Instead of just tracking the number of conversions, start looking at what actions led to those conversions . This includes tracking the user journey on your site, the traffic sources that generated the conversions, and how long it took for the visitor to encounter the content that led them to convert. This way, you can optimize your content and strategy to generate more quality conversions .

The common way to measure acquisition is to aggregate last-click conversions from organic search. Incorporating GA4 , which uses a cross-channel data-driven model with a 30-day lookback window on acquisition, will give you a more nuanced view of conversion credit.

We could add many more layers here, including measuring the impact of SEO on acquisition costs of other channels. Imagine that you use certain keywords in your SEO strategy. Some of these keywords may be targeted at users in the education and exploration phase, while others may be targeted at those who are ready to make a transaction. This is where the importance of creating conversion events that match the level of intent of these keywords comes in.

For example, if you're targeting keywords related to education, you could create a conversion event called "Download Guide." This event will measure how many visitors downloaded your educational material. On the other hand, for keywords related to transactions, you could implement a conversion event called "Order Demo" or "Buy Product."

Why it's important: When you use different conversion events that strategically match your keywords , you can get a much more accurate picture of the value those keywords are delivering.

For example: If you see that you have a high number of conversions associated with the keyword "Download Guide," you can be sure that these keywords help educate and inform visitors. Conversely, if you see that keywords associated with "Order Product" generate fewer conversions, but those conversions are of higher value, you can be sure that these keywords are good for converting into transactions.

These different conversion events also allow you to better measure the impact of SEO on acquisition costs from other channels. If you know which keywords are generating high-value conversions, you can redirect your resources from other marketing channels to support those keywords, reducing acquisition costs and increasing your return on investment.

By using different conversion events that strategically match your keywords, you should see an increase in conversion rate and get a more accurate picture of the value these keywords are delivering.