Analytics: SEO Monitoring
Guides building a holistic SEO data analysis system. Covers four core metrics (indexing, traffic, keywords, backlinks), benchmark setup, article database, tool selection, traffic diversification, penalty recovery, and work document management.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Scope
- Core metrics: Indexing, traffic, keywords, backlinks
- Benchmark: Natural traffic baseline; trend comparison
- Article database: Per-article performance tracking
- Tool selection: GA4, GSC, Semrush, Umami, PostHog, etc.
- Traffic diversification: Healthy source mix
- Penalty recovery: Algorithm impact, fix workflow
- Work documents: Monthly records, responsibility tracking
Four Core Metrics
1. Indexing
| Metric | Purpose | Data Source |
|---|
| Pages indexed / not indexed | Coverage; early focus: all target pages indexed | GSC, site: command, Semrush (Organic Research > Pages) |
| Keyword count per page | More keywords = more potential traffic | Semrush |
| Index coverage | Target pages indexed; functional pages findable | GSC, site: command |
Early priority: Ensure all pages that need to rank are indexed.
2. Traffic
| Metric | Purpose | Data Source |
|---|
| Total traffic | Growth; keyword relevance (irrelevant traffic has little value) | GA4, Semrush |
| Subdirectory traffic | Per-section performance; concentration vs dispersion | Semrush, GA4 |
| Competitive comparison | Organic, keyword traffic, total clicks vs competitors | Semrush, Similarweb |
| Organic by page / country | Granular breakdown | GA4, GSC |
3. Keywords
| Metric | Purpose | Data Source |
|---|
| Rank changes | Target keyword movement | GSC, Semrush |
| Keyword count | New gains / losses per page | Semrush, GSC |
4. Backlinks
| Metric | Purpose | Data Source |
|---|
| Referring domains vs backlinks | Ratio; directory links can be high volume but low value | Semrush, Ahrefs, Moz |
| Backlink quality | Do links drive traffic? Low ROI = deprioritize | Semrush, GA4 (referral) |
Natural Traffic Benchmark
Location: GA4 > Reports > Acquisition > Traffic acquisition
- Review organic traffic trend
- Record baseline (e.g., monthly total)
- Compare periodically to detect growth or decline
Tip: Add CTA events on key articles to track content ROI (see analytics-tracking).
Article Database
Track per-article performance to find high/low patterns:
| Field | Use |
|---|
| URL, publish date, target keywords | Content metadata |
| Index status, rank, traffic, backlinks | Performance |
| vs benchmark or competitors | Context |
Use to guide topic selection, optimization, and resource allocation.
Tool Selection
| Use | Tools |
|---|
| Precise attribution | GA4, GSC, Bing Webmaster, Yandex Webmaster |
| Visit analytics | Umami, Plausible, Clarity (Microsoft), Superset |
| Third-party estimates | Semrush, Similarweb |
| Open-source GA alternative | PostHog |
| SEO data | Semrush, Ahrefs, Moz |
Attribution config:
- User ID: Cross-device, cross-session identification; send to GA4
- GSC API: Index, clicks, impressions, coverage for automation, dashboards
Choose by privacy, cost, and team workflow.
Traffic Diversification
| Principle | Guideline |
|---|
| Search share | Keep organic search below ~75% of total |
| Health | Higher direct + referral share = healthier |
| Brand sites | Diversified traffic is common for strong brands |
| Non-brand | Possible without brand (e.g., tool sites) |
| Reputation | Site/brand reputation matters; Google assessors evaluate it |
| Engagement | Content, email, social, free tools drive return visits |
Penalty Recovery
| Step | Action |
|---|
| Identify | Which algorithm update caused the impact |
| Analyze | Site issues; draft fix plan |
| Assess cost | Decide if fixes are worth it; sometimes abandoning is best |
| Execute | Implement changes; wait at least 3 months until next major update |
| Parallel | Use other channels for quality traffic; improve engagement data for Google |
| Data window | Google typically uses ~6 months of data for site quality |
| Recovery | Outcome is uncertain; do what you can, then wait |
Monitoring Metrics Table
Traffic
| Metric | Source | Notes |
|---|
| Total sessions | GA4 | |
| Channel share | GA4 | |
| Channel absolute | GA4 | |
| Country % and absolute | GA4 | |
| Top pages | Semrush | Compare with competitors |
| Key page traffic | GA4 | Define "key pages" first |
Engagement
| Metric | Source | Notes |
|---|
| Pages per session | GA4 | Use GA for own site; third-party for competitors |
| Avg session duration | GA4 | |
| Bounce rate | GA4 | |
Backlinks
| Metric | Source | Notes |
|---|
| Domain authority | Semrush, Moz, Ahrefs | |
| Backlinks, referring domains | Semrush | |
| Top referring domains by authority | Semrush | |
| Important links | Manual log | Track loss |
| Link graph | Semrush | Health check |
| New quality links (self + competitors) | Semrush | Outreach |
| Indexed pages | Semrush | High-authority pages; internal linking |
| Outbound domains | Semrush | Partnership opportunities |
Keywords
| Metric | Source | Notes |
|---|
| Keyword count | Semrush | How many keywords rank |
Content Output
| Metric | Source | Notes |
|---|
| Articles published | Manual | Weekly count |
| Published vs indexed | GSC | New content indexing |
| New page traffic | GA4 | Fresh content performance |
Monthly Record Template
| Category | Metric | Source | Notes | Month 1 | Month 2 |
|---|
| Traffic | Total sessions | GA4 | | | |
| Traffic | Channel share | GA4 | | | |
| Engagement | Pages per session | GA4 | | | |
| Backlinks | Referring domains | Semrush | | | |
| Content | Articles published | Manual | | | |
Adjust rows as needed.
Work Document Management
- Structure: Metrics, sources, notes, monthly values
- Benefits: Regular review, month-over-month trends, clear ownership
- Format: Spreadsheet or doc; assign owners per metric
Output Format
- Core metrics summary (indexing, traffic, keywords, backlinks)
- Benchmark and trend
- Article database structure (if applicable)
- Tool recommendations
- Monitoring table (customized)
- Action items and owners
Related Skills
- traffic-analysis: Traffic sources, attribution, diversification
- analytics-tracking: GA4, events, CTA attribution, User ID
- google-search-console: GSC reports, indexing, API
- ai-traffic-tracking: AI search traffic
- backlink-analysis: Backlink audit, toxic links
- indexing: Fix indexing issues