SEO Wins That Don’t Show Up inGoogle Analytics
The Scenario
A SaaS company’s keyword rankings are climbing, but Google Analytics reports flat organic sessions. Leadership is questioning the value of recent SEO investments.
What Happened
The SEO team optimized for featured snippets, People Also Ask boxes, and other SERP features. As a result, their content is now highly visible in search results, with more impressions and improved brand presence, but many queries are now “zero-click,” meaning users get the answer without visiting the website. Traditional traffic metrics don’t capture this visibility win.
What Should Have Happened
The SEO team should have set expectations and measurement strategies that go beyond basic traffic metrics. This includes monitoring Google Search Console impressions, SERP feature presence, and brand visibility, not just clicks.
What They Can Do Now
- Use Google Search Console to report on impressions, average position, and SERP features. - Track brand mentions and visibility in answer boxes, People Also Ask, and Knowledge Panels. - Educate stakeholders on the value of non-click SEO wins, such as authority, awareness, and trust. - Supplement analytics with tools like Semrush, Ahrefs, or STAT to visualize SERP feature gains. - Adjust KPIs to include “visibility share” and “impression growth,” not just session counts.
The Takeaway
Not all SEO ROI shows up in Google Analytics. Modern SEO wins, including earning featured snippets, image packs, or being top of mind in zero-click searches, require a broader measurement toolkit. Communicate these wins and show the real value of technical SEO.