How to Check SEO Performance Using Google Search Console & Google Analytics

How to Measure SEO Performance Using Google Search Console & Google Analytics

This guide shows you exactly what to check to quickly assess whether your SEO is working or needs attention

Google Search Console 

(if not set up, make this a priority. Click here for instructions)

  • Go to search.google.com/search-console
    Log in with the Google account connected to your website

  • Go to Performance → Search results and set the date range to the period you want to assess (we recommend the past 12 months)

You should see a graph like this:

Example of good SEO on GSC

This report shows:

  • Impressions (purple line) – how often your website appears in Google search results

  • Clicks (blue line) – how often users click through to your website

  • CTR (click-through rate) – how compelling your listings are

  • Average position – roughly where your site appears in search results

When SEO is working well, you should typically see:

  • A gradual upward trend in impressions, showing increased visibility

  • A gradual upward trend in clicks, showing more traffic from search

  • Stable or improving average positions for important pages and keywords

When you scroll down below the graph, you’ll see a table of search queries (the terms people typed into Google) along with:

  • Number of clicks per query

  • Number of impressions per query

This section helps you understand:

  • Which keywords are currently driving traffic to your website

  • Which keywords your site is appearing for but not yet getting many clicks

When SEO is working, you’ll typically see:

  • An increase in impressions across relevant queries

  • More clicks coming from high-intent searches

  • Opportunities to improve titles and page content for queries with high impressions but low clicks

Keep in mind that SEO progress is usually gradual and should be assessed over months, not weeks. Increases in search visibility should ultimately be reflected in more enquiries, leads, or sales on the website.

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