The question of how to measure SEO results is a recurring one when developing digital strategies. Sometimes, this query does not have a simple answer, and debates often arise when comparing SEO (Search Engine Optimization) with SEM (Search Engine Marketing) or paid advertising to reach audiences and conversions.
To better understand this distinction, we can use a simple analogy: SEO is like an asset, while SEM or advertising is more like a liability. It's akin to differentiating between owning your home or renting it. Both options solve the housing problem, but the way to measure their impact on your economy is different.
Understanding this analogy, we can assert that the value of SEO is built incrementally, and its optimal impact is observed over time. We can liken SEO to a marathon, while advertising is more like a 100-meter sprint.
An SEO result occurs when an internet user conducts a search with a specific intention, seeking to find an appropriate answer to their query. For example:
If they want to learn more about a topic, they may search for "How to make carbonara pasta."
If they're seeking information about the location of something, they may search for "Best Italian restaurants in my city."
If they're interested in making a purchase, they may search for "Italian food delivery."
In this context, the search engine algorithm scours the web to find relevant content, such as an article, a location on a map, or an online store, that accurately addresses the user's query or intention. It then ranks these results and presents them in a list on the search engine results page (SERP), giving top positions to those contents that best satisfy the user's intention according to the algorithm's criteria.
The key to SEO lies in identifying search intentions that align with business objectives, and then developing, improving, and publishing content appropriately (optimization) so that the search engine algorithm positions these results favorably.
With the advent of artificial intelligence technologies, which are now widely available and accessible to everyone, significant changes are looming in the industry, not only in the results themselves but also in how the work and strategy of SEO are approached and developed.
Instead of engaging in a prediction exercise, I will explain how these technologies have impacted the general stages of developing an SEO strategy:
Market-available artificial intelligence can be utilized to inquire, within the context of a company or business, about the most relevant search intentions to work on for the SEO strategy. Once these intentions are defined, it is possible to use artificial intelligence to organize the ideal contents that should be developed to attract the audience, and even suggest the most suitable formats for such content.
Once the contents are defined, artificial intelligence can help establish hierarchies, such as titles, subtitles, and highlights, that such contents should have. Moreover, it is possible to request assistance from artificial intelligence to draft the contents or initiate the paragraphs, streamlining the creation process.
It is important to note that it is never recommended to let artificial intelligence perform all these tasks without applying human judgment. Involving human judgment in content creation and at all stages of the process, from drafting to editing and customization, is crucial. Although artificial intelligence can be of great assistance, we still believe that certain aspects, such as content creation and definitions, should remain 100% human. This article, for example, is being written 100% by this human who signs at the end, but I will ask an AI to help us detect writing errors and typos and perhaps achieve the best translation into different languages.
With all these tools available to so many people who can embark on developing an SEO strategy, competition will become even more challenging. Google has promised to detect "artificial" content and reward human work. However, at the same time, with its generative search system (SGE), Google is changing the way users interact with results, allowing them to find answers without leaving the search engine. We are all convinced that this change will be fundamental since the goal of SEO is to have people visit our pages. If Google answers all questions in the search engine, the question arises: how will we attract visits to our site?
To be concise, the most important metrics in SEO strategies are as follows:
The aforementioned metrics are key performance indicators, indicating that you are effectively executing your SEO strategy. The primary goal will always be to close deals, generating sales that we can directly link to visitors who come through organic searches. Therefore:
If you are initiating your SEO strategy, it is crucial to present the results from a performance perspective, highlighting metrics such as ranking positions, impressions, clicks, and organic traffic. You should emphasize the search intentions in which you have succeeded and the contents that have shown better performance.
If your strategy is already beginning to bear fruit and maintain consistency, it is time to start measuring conversions. This involves analyzing how many people are leaving their data, making calls, requesting information, or completing purchases as a direct result of organic searches.
When your SEO strategy reaches an advanced level of maturity, it is essential to present the results from an attribution perspective, showing the revenue generated by visitors who come organically to your business. Focus on how this traffic directly contributes to the company's financial results.
The answer is always complex, but I must inevitably indicate: it depends. In general terms, I could tell you that building an asset, much like building or acquiring your own house, takes time and resources. This process is influenced by the effort you dedicate, the level of competition in search intentions (which differs from the number of competitors in your industry sector), and the identification of areas of opportunity where no competitor is acting. In any scenario, the longer you wait to start, invest, or improve your SEO strategy, the longer it will take to obtain significant results.
The term "SEO" stands for "Search Engine Optimization" in English, it refers to the set of techniques and strategies used to improve the visibility and positioning of a website in the organic results of search engines such as Google, Bing, and Yahoo. The goal of SEO is to increase quality traffic to the website, improve its relevance and online authority, and ultimately generate more conversions and sales.