Track queries, clicks and the next step for important pages. Keep contact clicks separate from received enquiries. Compare consistent periods and record completed changes.
Separate four different types of signals
Impressions show how often a site result appeared. Clicks show visits from Google. A contact action can be an email link click. A confirmed enquiry is a question actually received by your business.
These are not interchangeable. An email click does not prove a message was sent, and a form submission is not automatically a qualified project. State exactly what each number measures.
Start with the pages for your key services
Use Search Console to review queries, impressions and clicks for relevant service pages. Where possible, distinguish searches for your own brand from other customer questions. Existing brand demand differs from visibility for a new service topic.
Record important entry pages too. An article may explain an issue before contributing to a later enquiry. A single channel report may not establish that complete relationship.
Use a focused report with consistent definitions
| Signal | Question it answers | Source |
|---|---|---|
| Service-page impressions | Is the service shown in search results? | Search Console |
| Page clicks | Do people arrive from Google? | Search Console |
| Contact clicks | Do visitors use the contact route? | Appropriately configured analytics |
| Received enquiries | Do questions actually arrive? | Email or customer records |
| Relevant enquiries | Do the questions fit the service? | Business assessment |
Use data and measurement tools that fit your privacy setup. A missing measurement setup cannot fully reconstruct historical behaviour later.
Calculate ratios using comparable data
A fictional example: 1,000 impressions and 20 clicks produce a 2% CTR. This is arithmetic, not a benchmark or Top Website Bouwer result. Whether it is useful depends on the query, position and context.
Calculate enquiry rates only when visits and enquiries are measured consistently for the same page and period. Do not simply divide every received email by Search Console clicks; those messages can come from other sources.
Compare periods with suitable context
Use equal periods and consider seasonality, campaigns and website changes. Small counts fluctuate heavily. One additional enquiry can produce a large percentage change while the absolute difference remains small.
Record the date and purpose of major changes. Use that record to investigate patterns. An increase after a change does not prove that change was the only cause.
End each report with one practical priority
Impressions without relevant clicks suggest checking topic and presentation. Relevant visits without contact actions suggest reviewing service content and the journey. Contact actions without received messages suggest checking the contact channel first.
This makes measurement part of improvement. Explore SEO maintenance with agreed tasks or start with our guide to visitors but few enquiries if that is the main issue.
Frequently asked questions
Is an email link click a lead?
It is a contact signal, not a confirmed lead. Count an enquiry when it has actually been received and assessed.
How quickly can I measure SEO changes?
It depends on data volume, the change and your market. Use consistent review points and assess small counts carefully; there is no universal timeframe.
Further reading: Google Search documentation.