4 simple ways to check if your SEO Is working

SEO often feels confusing for smaller business owners, especially if you’ve already had work done but aren’t sure how to assess the impact. SEO results aren’t instant or obvious, which makes it hard to know what progress should look like. 

The good news is by checking a few key metrics, you can independently review performance without the need for expensive tools or technical knowledge and feel more confident about where your SEO stands.

In this article, I’ll walk you through four SEO KPIs every business owner should understand and monitor to assess whether their SEO is on track or needs attention. 

1.   Start With Google Search Console (GSC)

Google Search Console is the first place every business owner should look. It’s a free Google tool and while the amount of data can feel overwhelming, it does provide some of the clearest signals of SEO progress.

If you don’t have GSC set up yet, make this a priority (click here for set-up instructions).

What to check

Go to Performance → Search results and set the date range to the past 12 months.Focus on the Clicks and Impressions graph. You’re looking for:

  • A gradual upward trend in impressions (purple line)

  • Clicks generally following the same upward pattern (blue line)

Short-term dips are normal, especially in seasonal industries. What matters is the
overall direction over time.

Next, scroll below the graph to see the list of search queries.

You’ll usually see:

  • Branded searches (your business name) → good for brand awareness

  • Non-branded searches → these matter most for growth

Non-branded keywords are what people search before they know you exist. Seeing clicks and impressions for these types of searches is a strong sign your SEO is doing its job. In this example branded keywords dominate and the non-branded ones are in a minority signalling weak SEO.

Need help? Click here for further GSC instructions or book a consultation.

2.    Check Your Keyword Rankings (The Simple Way)

One of the easiest ways to assess SEO performance is to think like a potential customer.

Ask yourself:

If I needed a business like mine, what would I type into Google?

Examples:

  • “accountant for small businesses”

  • “landscape gardener Toronto”

  • “family photographer near me”

  • “children’s tutoring services”

Search those phrases and see where your business appears.

If you’re consistently not on the first page, that’s a clear signal your site likely needs SEO improvement.

Want clearer data?

Order one of our keyword ranking reports to get a much more complete picture. The report shows:

  • All the keywords your site ranks for

  • Whether those rankings are in the top 10

  • Search volume for each keyword

This is one of the fastest ways to answer the question: Is my SEO actually working?

3.    Local SEO and the Map Pack

If you serve a specific city or region, local SEO is critical.

When you search for something like “SEO services Toronto”, Google often displays a map with business listings above the regular search results. This is called the local map pack.

For local service businesses, appearing in the top three map results is one of the strongest indicators of SEO success. This is where:

  • Phone calls happen

  • Direction requests come from

  • High-intent enquiries start

If you’re not showing up there, it often points to issues with:

  • Your Google Business Profile

  • Local keyword targeting

  • Reviews or local authority signals

4. Check Organic Traffic in Google Analytics (GA)

In Google Analytics, look at Traffic by Channel and focus on Organic Search. Over time, organic traffic should be trending upward, and organic traffic should generally be at least on par with direct traffic.

  • Organic ≈ Direct → SEO is likely doing its job

  • Organic > Direct → Strong sign of healthy, growing SEO

  • Organic well below Direct → Often a sign SEO needs work

If most of your traffic is “direct,” it usually means people already know your business, but search isn’t bringing in many new potential customers. In this example the Organic traffic is over twice the Direct traffic indicating excellent SEO performance. 

Need help? Click here for further GA instructions or book a consult

Final Thoughts

Key signs your SEO is healthy:

  • You’re getting clicks from non-branded keywords

  • Impressions and clicks trend upward over time

  • You appear for searches that your ideal clients actually use

  • Your business shows up in the local map pack

  • You rank in the top 10 for multiple relevant, high-volume keywords

  • Organic traffic is on par with or higher than direct traffic

If your site isn’t meeting most of the criteria above, it’s likely you’re not getting the full benefit of SEO. In many cases, this means missed visibility, traffic and opportunities.

This is usually the point where expert guidance makes a real difference, helping you identify what’s holding performance back and what to prioritise next.

Need help making sense of your data?

About the Author

Florence Hughes | Founder | SEO Expert | Digital Strategist | Small Businesses Advocate & Mentor

Florence Hughes is the founder and leading SEO expert at Nomadique, where she helps small businesses and entrepreneurs master the art of search engine visibility. Known by her clients as the "Queen of SEO”, Florence is dedicated to providing ethical, results-driven SEO services that turns organic search into a steady stream of leads.

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