Search rankings are one signal to look for. You can connect SEO to business performance by looking at which customers come to which page, what they understand, and what they do.
Three things we look at together in SEO
The first is access. Important pages must open normally, and search engines must be able to read the text and links. Second is the content. The relevant page should explain how the products or services differ and what customers need to consider when choosing among them. Third is connection. After the customer understands, there must be a next path for them to compare or inquire.
Start with the customer’s decision before choosing search terms
For example, a client looking for SEO consulting may be more concerned about the scope of the diagnosis, who will execute it, and what materials are needed rather than the definition of the term. By answering this question on the service page and linking definitions of indexing and canonical URLs to the glossary, the roles of the two pages become clear. Rather than repeating the same keywords, it is a way to share the information necessary for customer decision-making.
Criteria for interpreting performance
Exposure and clicks show changes in searches, while inquiries and purchases show changes on the site. You should also record increases in brand searches, advertising activity, seasonal demand, and changes to your measurement settings. Just because you rank higher doesn't mean you can conclude that SEO is responsible for the increase in sales.
SEO and AI Search
Google explains that the basic principles of SEO carry over to generative AI search. However, the collection and display methods are different for each search engine and AI service. While maintaining an SEO foundation, it is a good idea to check the actual exposure and customer response of your target service separately.
Key takeaways
- We improve search accessibility, content, and internal linking together.
- We evaluate rankings, traffic, and business results separately.
- SEO does not guarantee indexing or a particular ranking.