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SEO Reporting

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Digital Marketing - Study Notes:

Monitoring and measuring SEO activities

“If you can’t measure it, you can’t manage it.”

As with all other areas of digital marketing, SEO should be tracked and monitored right from the outset of a campaign.

  • At the beginning of a project, it is important to benchmark organic rankings for a set of approximately 30 to 50 keywords.
  • You can then monitor fluctuations in ranking over time.
  • You should also benchmark average monthly organic traffic and conversions.
  • As well as that, it can be interesting to monitor year-on-year data to track annual trends and seasonality.

Obviously, the goal of your positive SEO efforts will be to improve keyword rankings, drive more site traffic, and boost conversions.

Tagging solutions

To ensure that all of your SEO efforts are being recorded correctly, you should ensure that all on-site activity is being tracked. You can track activity through tools like Google Analytics.  But another tool you could look at is Google Tag Manager.

Google Tag Manager is a container tag system that holds all on-site tags and minimizes the amount of code that needs to be placed directly on-site. This is crucial because the more code you add, the slower the site gets.

By implementing goals within Google Tag Manager, you will be able to measure the effectiveness of your SEO efforts, to see if they are increasing site visits and boosting on-site engagements.

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Shane Lyons

Shane Lyons is head of Search & Analytics at Mediaworks, an award-winning media and communications agency. He has been working in Digital both in Ireland and abroad for the last 8 years and now specializes in SEO and Analytics.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    SEO Setup
    Shane Lyons
    Skills Expert

    This module introduces the key concepts for setting up SEO and the elements to consider before beginning an SEO project. It outlines the key technical elements you need to consider when implementing SEO, how to implement on-page SEO, and how to implement SEO in a mobile environment. It explains how a business can improve its SEO strategy and local SEO. It also demonstrates how to measure and report on the effectiveness of your SEO campaign and the key SEO metrics to measure.