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Knowing where you at to know where to go is one of the key elements to consider every time we design an SEO or content marketing strategy.

The digital world does not accept improvisation. Position tracking must become one of your top priorities if the goal is to make de most out of the efforts to rank your brand on the search engines.

What is position tracking?
How can we do it properly?

Let us use digital ink to talk further about this important area of your online presence strategy.

What is position tracking, and why should you be doing it?

As the name says, position tracking is all about knowing where you are as a brand when it comes to the search engines page results for your targeted keywords.

The digital ecosystem is filled with data, and it can be really easy to lose sight of the things that matter to boost your online presence. There are many position tracking systems and tools you can use to gather the information you are looking for, but we will discuss that a little later in the article.

Why should you be doing position tracking on a regular basis?

As we said, there is no room for improvisation in the digital world. Different strategies will have different outcomes, and position tracking is the way to keep a closer look at those possible outcomes.

The data we collect from position tracking will give us not only a clear picture of where we are at but possible roads we can take in the near future to gain more and more visibility for our brand.

Position tracking will tell us if the strategies we are implementing are giving us the results we are hoping for. The only way to know if something is working or not is by having the possibility to look at the numbers and data from the several tools we have at our disposal.

But position tracking tells us more than just facts about a specific strategy. If you track your online presence, you can have insights about your audience, what interests them the most, the average age they have, in which country they are, and so much more.

Having all that information at your disposal will also help you to make better and more informed decisions about the type of content you put out there. If a keyword rank or not comes down to the optimization we do around that keyword.

Best position tracking tools.

To have a better idea about your average position in the search results, you need to use some tracking tool to collect the data and analyze it properly. Let us talk about the essential tracking tools for your online presence.

SEMrush position tracking.

This is one of our favorite tools when it comes to position tracking. The tool gives you plenty of useful information about the performance of your keywords and the pages using those particular keywords. More than that, the user interfaces are very friendly, and you access the data with no major complications.

You can see if your keywords are ranking in the top 3, 10, 20, and 100 of the Google search results. You can also track.

• Cannibalization errors on your website.
• Which URLs are presenting problems.
• If you stop ranking for a given keyword.
• Estimated traffic.
• Average position in the SERPs.
• How your competitors are doing compared to you.

You can do even much more things with the tool, but those will be more than enough to clear the picture about your performance in the digital ecosystem.

Google Analytics.

There is no other way around it. We need to complement any position tracking tool we are using with the tools that uncle Google has for us.

Google Analytics is like the Big Brother. He will provide you with real-time data about your users and their behavior. You can see hundreds of metrics and dimensions for those metrics within Google Analytics, but for position tracking purposes, we suggest you keep an eye on:

• Bounce rate.
• Avg time on page.
• Number of sessions.
• New Users.
• Pageviews and unique pageviews.

All that information is from the “behavior” report section, where you can find incredibly useful insights about your audience’s reaction to the content you are giving them.

Google Seach Console.

In this other tool from uncle Google, you check your website’s overall performance. Just like with Google Analytics, there are way too many things you can check on GSC. To optimize the content you already have, keep in mind the following metrics:

• Organic traffic.
• CTR in the pages of your website.
• The total clicks for your website and specific pages as well.
• The number of impressions.
• Average position of your website.

Once you have gathered all that information, you can make better decisions about your content and optimize the pages that are not performing very well.

Do you have position tracking methods for your business?

Here at Inspiral, we encourage you to take risks. Break the mold to see the true potential of your brand.

Growing is a path. Take it with us.