How to Tell If Your SEO Is Actually Working
You’ve invested time (or money) into SEO – but how do you know if it’s doing anything? SEO doesn’t deliver instant results, and it can be hard to separate progress from noise.
In this article, I’ll show you how to check whether your SEO is working using simple, reliable data – no guesswork or jargon.
Posted by Independent SEO Consultant Matt Davies
1. You’re Getting More Organic Traffic
What to look for:
Open Google Analytics (GA4) and check how much traffic is coming from “Organic Search.” Is it:
- Increasing steadily over time?
- Flatlining or dropping?
- Spiking but not leading to real results?
How to check:
In GA4, go to Reports → Acquisition → Traffic acquisition and filter by Session default channel group > Organic Search.
What it means:
A steady upward trend usually indicates that more of your content is being discovered in search – and that Google trusts your site more.
2. Your Pages Are Climbing in Search Results
What to look for:
Google Search Console shows you how often your site appears in searches, what people are typing in to find you, and where you rank.
How to check:
- Open GSC → Performance
- Check Total Impressions and Average Position
- Look at your top-performing Queries
- See which Pages are ranking – and for what
What it means:
If your pages are appearing higher in search results or ranking for more keywords, your SEO is moving in the right direction.
3. You’re Getting Clicks (Not Just Impressions)
What to look for:
More impressions are great, but clicks are what matter.
A high number of impressions with a low click-through rate (CTR) may mean your titles or descriptions need work.
How to check:
In GSC, compare Clicks vs Impressions for your key pages.
Are people choosing to click through, or scrolling past?
What it means:
If you’re getting more clicks, it means people are not only seeing your pages – they find them relevant enough to visit.
4. You’re Attracting the Right Type of Visitors
What to look for:
Traffic is meaningless if it’s not the right kind. If people are landing on your site and immediately bouncing away, your content or targeting may be off.
How to check:
In GA4, look at:
- Engagement time
- Bounce rate
- Conversion events (if set up)
What it means:
SEO is working best when it brings you people who stick around, explore your pages, and eventually convert – not just window shoppers.
5. Your Website Is Being Indexed Properly
What to look for:
Google can’t rank what it hasn’t indexed. Some business sites have technical issues that stop important pages from showing up in search at all.
How to check:
In Google Search Console:
- Use Pages → Indexing to check for errors
- Use URL Inspection to check specific pages
- Search
site:yourdomain.comin Google to see what’s visible
What it means:
If key pages are missing from the index, it’s a sign that something is blocking or confusing Google – and that needs fixing first.
6. You’re Getting More Enquiries, Sales, or Calls
What to look for:
This is the big one. SEO is working when it leads to real-world results – enquiries, bookings, purchases, or calls from your ideal customers.
How to check:
- Ask “How did you find us?” on your contact form or during sales calls
- Set up conversion tracking in GA4 for forms, calls, or purchases
- Monitor trends in lead volume over time
What it means:
If your most important metrics (not just traffic) are improving, SEO is delivering what matters most.
7. You’re Getting Noticed by the Right People
What to look for:
SEO is also about visibility – especially if your brand starts to get mentioned, linked to, or found in long-tail searches.
How to check:
- Check referral traffic in GA4
- Google your brand and see what shows up
- Use tools like Ahrefs or SEMrush to monitor backlinks (or ask your SEO person for a report)
What it means:
Links from relevant websites, branded searches, or referral traffic are all signs your SEO is building authority and trust.
Final Thought: Don't Just Chase Rankings
High rankings are nice – but they’re only useful if they lead to results. The best way to judge whether your SEO is working is to ask:
- Am I getting more of the right traffic?
- Are people doing what I want them to do when they arrive?
- Is my site growing in visibility, authority, and conversions?
If the answer is yes, you’re on the right track.
Need Help Understanding Your SEO Performance?
I offer a one-off, expert-led SEO Action Plan designed specifically for small businesses. It’s not a long-term contract – just a clear, practical review of your site and a step-by-step plan to get better results. Book your discovery call today.
