How to Set Up Your SEO Analytics Baselines

How to Set Up Your SEO Analytics Baselines

Ideally, everything we do from an SEO perspective we can monitor and track and then make informed decisions off of. 

We set up Google Search Console, Google Analytics, and claimed your Google My Business profile so that we can monitor our progress as we go. 

Today, we are going to set a baseline on some key metrics and then once a month, we will check back in and update our Analytics sheet.

We will just skim the surface of analytics and what you can do with these tools, but this will be a good place to start. I’ll share some resources at the end of this article if you would like to dive in deeper.

SEO Analytics Tracking Sheet

First, head over here and copy this Google Sheet to your own folder (or download it to your computer). This is what we will use to track our progress.

The Metrics We Will Track

Google Analytics

Sessions – Organic Search – This refers to the total number of times individuals came to your website through organic search.

Users – This refers to the number of individual people who came to your website. A user can create multiple sessions, and so your User number will always be lower than (or equal to) your sessions.

Google My Business

Total Searches – This is the total number of customers who found your business.

Total Views – How many times your GMB listing appeared as a search result.

Visit Your Website – How many times your website was visited through your GMB profile.

Request Directions – How many times directions were requested through your GMB profile. 

Call You – How many times you were called by someone clicking on your phone number in your GMB profile.

Google Search Console

Total Clicks – How many times a user clicked through to your website from a search result.

Total Impressions – How many times a user saw a link to your website in the search results.

Setting Our Baselines

For this task, we are going to look at last month’s numbers. And enter them in as our baseline. If you are starting from scratch, then just put 0 and we will build from there.

Where To Find Our Numbers

Google Analytics

You can find both organic search sessions and users on the same page.

Log into Google Analytics and click on: Acquisition –> All Traffic –> Channels

This will show you the view below.

We are specifically looking for Organic Search Users and Sessions.

Also, make sure your date range is set for the correct month.

Once you have your numbers, add them to the spreadsheet.

Google My Business

Log into your Google My Business Account.

Click on Insights in the menu on the left.

From here, you will be able to grab your Total Searches, Views, Website Visits, Calls, and Direction Requests. Just keep scrolling down and you’ll see them.

Make note of the date range and then add your numbers to the spreadsheet.

Google Search Console

Log into Google Search Console.

Click on Performance in the left-hand menu.

Here you should be able to see your Clicks and Impressions.

As always, make sure your date range is for the correct month.

Once you have your numbers, add them to the spreadsheet.

Don’t Obsess Over Your Numbers

Use the numbers as a guide and don’t obsess over them. You don’t need to be checking them every day and there will always be ups and downs. In general, we want to see an upward trend over the course of months. 

For our purposes, once a month we will check-in and update our numbers. 

Additional Resources for Diving Into Analytics

As I mentioned earlier, we are just scratching the surface with analytics. If you would like to dive in deeper, here are some great resources:

Google’s Analytics Academy

Annie Cushing’s Blog – Annielytics

Moz’s Beginner’s Guide to Google Analytics

LinkedIn Google Analytics Courses

Alright, there you go. You should now have your baseline set. We’ll come back to this next month.

As always, feel free to post questions over on the Facebook group.

Click here if you would like to see other posts related to analytics.

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