Analytics
How to measure SEO results: traffic, enquiries and lead quality
Track search performance, visits that convert and lead quality for each service or product category. Use this report to understand changes and select specific next steps.
A useful SEO report helps answer two questions: which parts of the business are attracting customers, and where should the next round of work focus? Bring search performance, website activity and enquiry records into one practical view.
This guide explains what to collect, how to calculate changes and how to turn the findings into next month's priorities. Every numerical example below uses hypothetical figures created to explain the calculations.
Report by service or product category
List your main services or product categories and the website pages representing each one. An imaginary repair business might track coffee machine repairs, office equipment servicing and replacement supplies separately. Each area has its own demand and enquiry process.
This breakdown makes it easier to see where the website is developing. Keep total traffic in the overview, then use individual business areas when deciding which pages and information to expand.
| Record | Source | Purpose |
|---|---|---|
| Business area and pages | Website structure | Connect the measures with a particular offer. |
| Impressions and clicks | Search consoles | Understand interest from search. |
| Visits and visits with a conversion | Web analytics | See how visitors use the pages. |
| Enquiries and statuses | CRM or enquiry log | Connect website activity with sales follow-up. |
| Website changes | Implementation log | Discuss progress in context. |
Define your reporting metrics
A search click, a website visit and an enquiry are separate events. Someone may return several times and read different pages before contacting you. Give each column in your summary a clear definition.
Search Console Help explains impressions, clicks and search-result position. CTR is clicks divided by impressions. Average position relates to the selected report; query, page and location filters help you examine a particular business area.
In Yandex Metrica, a goal visit is a visit in which a configured goal was reached. A visit can contain several goal completions. Visit conversion rate is the share of visits reaching the goal. That is the definition used in our calculation below.
Use complete event labels in your working sheet: visits with a successful form submission, messenger clicks or completed calls. Everyone involved can then interpret the figures consistently and choose a useful next action.
Use consistent comparison periods and filters
Keep the reporting period, traffic source, location and goal definitions beside the summary. For seasonal services, add the equivalent period from the previous year. For a new website, use the available data while building your own comparison history.
- Compare organic search with the same channel in the earlier period.
- Record changes to forms, tracking and enquiry-counting rules.
- Separate major locations when the offers or service conditions differ.
- Show new pages separately while their traffic history develops.
- Note significant website updates and changes in demand.
For a large page group, save a consistent set of filters and reuse it each month. If the group changes, explain the change beside the table so readers can compare the periods meaningfully.
Calculate traffic and conversion changes
Hypothetical example. Imagine the following figures for one service area over two comparable periods:
| Measure | First period | Second period |
|---|---|---|
| Organic visits | 2,400 | 3,000 |
| Visits with a successful form submission | 72 | 105 |
| Conversion rate for this goal | 3% | 3.5% |
| Qualified organic-search enquiries in the CRM | 30 | 48 |
Traffic increased by (3,000 − 2,400) / 2,400 × 100% = 25%. The second period's conversion rate is 105 / 3,000 × 100% = 3.5%. The difference between the two conversion rates is 0.5 percentage points.
Qualified enquiries increased by (48 − 30) / 30 × 100% = 60%. In this illustrative situation, both traffic and the proportion of visits with a submission improved. Next, examine the pages contributing most and the questions new customers ask about the service.
Relative growth requires a starting value greater than zero. When a new area receives its first enquiries, describe the absolute change: from zero to five. That clearly communicates the channel's first activity.
Agree what counts as a qualified enquiry
Write a short set of criteria with the people handling enquiries. Relevant service, service area and usable contact details are common starting points. Other criteria depend on the business, such as equipment compatibility, order size or the type of engagement.
A practical enquiry log records the date, business area, source, status, reason for that status and next contact. Link repeat messages about the same task. Keep enquiries awaiting a response distinguishable, as their status may change later.
When a sale takes several weeks, revisit the previous month's enquiries. The summary can then show how conversations developed as well as how many new contacts arrived.
Turn your findings into an action plan
Give each important observation a clear next action. For example, if people read the conditions page and repeatedly ask the same question, add the answer there. If a new category gains search impressions, consider more detailed specifications and photographs.
| Observation | Clarify | Possible action |
|---|---|---|
| Interest grows in one service | Which queries and pages contribute? | Expand the explanation of service options and conditions. |
| Enquiries repeat one question | Is the answer available before the form? | Add a short explanation beside the offer. |
| Mobile visits produce fewer goal actions | Are the conditions and form easy to use? | Review the mobile journey and remove obstacles. |
Record an owner, implementation date and the measure you will revisit. Our service page guide can help with service and product pages. An SEO audit can provide a starting point for a broader website review.
SEO reporting questions
How often should we review results?
A monthly meeting is a practical rhythm for discussing development. Check website operation and data collection separately, particularly after changes. Seasonal businesses and smaller datasets also benefit from a longer comparison period.
What is a good conversion rate?
Use your own service, audience, chosen action and comparable past periods as context. Submitting a short enquiry form and completing a paid order are different journeys, so they need separate benchmarks.
Why track rankings when we already count enquiries?
Rankings help examine changes at query level. Enquiries describe a later stage of interaction with the business. Together they provide a more useful picture of progress.
What should an executive SEO report include?
Changes in the main business areas, enquiries and their statuses, completed website improvements and three priorities. Keep detailed exports in an appendix so the main document is easy to discuss.
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