When looking at how well your website is doing in the search engines, there are many factors to take into consideration. Without a doubt, one tool all business owners and search engine marketers should be using is Google’s own metric tools.

Google will track the impressions, clicks, average position, and the click through rate. But what does that mean? Here’s what Google has to say:

SEO Metrics

The Search Engine Optimization reports in Analytics use four metrics specific to Google Web Search data:

  • Impressions—the number of times any URL from your site appeared in search results viewed by a user, not including paid AdWords search impressions
  • Clicks—the number of clicks on your website URLs from a Google Search results page, not including clicks on paid AdWords search results
  • Average Position—the average ranking of your website URLs for the query or queries. For example, if your site’s URL appeared at position 3 for one query and position 7 for another query, the average position would be 5 ((3+7)/2).
  • CTR—clickthrough rate, calculated as Clicks / Impressions * 100

These numbers will change, but over an average of three months, they should all be increasing if your internet marketing strategy and SEO are on point.

Doug Holt Online

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