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How to measure a blog article’s SEO performance

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Illustration of a blog article’s search performance using a chart and magnifying glass.

Check the article’s indexing status first. Then filter Search Console’s Performance report by the exact page address. Review the queries generating impressions and clicks, and compare the same URL across periods of similar length.

Keep a publication record for each URL

Record the publication date, URL, language and reader question being addressed. Date content changes too. If an article exists in three languages, track each version using its own URL. Comparing a Turkish article’s impressions with its own previous period can be more informative than a direct comparison with an English version in a different market.

Read impressions, clicks and click-through rate together

Impressions represent occasions when the result appeared on Google. Clicks count visits through that result. Click-through rate is clicks divided by impressions. For example, 200 impressions and 10 clicks give a rate of 5%. Interpret these illustrative figures alongside the query and reporting period.

If impressions grow while clicks remain unchanged, check which queries account for the new impressions. For a query matching the article’s scope, ask whether the title and introduction answer it clearly. If impressions are scarce, review indexing and a longer reporting period before deciding on a change.

Write a hypothesis for each update

Suppose an article about when to move from Excel to a CRM gets impressions for decision-related queries but opens with a long product definition. You could try listing three signs that it is time to move in the introduction. Record the change date, then return to the same URL and query filters for the next comparison.

Consider an initial review after 30 days and a broader comparison after 90 days. Keep search clicks and citations in AI answers in separate records. This lets you assess search traffic and the article’s use as an answer source in their own contexts.

Checklist

  • Are the URL, language and publication date recorded?
  • Are periods of similar length and filters consistent?
  • Does each content change have an expected effect and a recorded date?

Sources

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