How we measure and how to read the figures

Four kinds of figures#

Every figure we show has a label. That way you always know what it is based on.

From change to result: seven steps measured one by one#

A change on the site goes through several steps before it shows as more customers. We never merge the steps into a single “SEO time”, because an early step can be completed without the next one being so. That Google has read a page does not mean, for example, that it is shown for a certain search [1].

1. 1You or we change the site
2. 2We check that the change is live
3. 3The search engine is told (sitemap, IndexNow)
4. 4The search engine's program reads the page
5. 5The search engine reports the page as indexed
6. 6The page shows for searches
7. 7More visits, calls and enquiries

Our sources#

• Google's results pages for the searches your industry and town have, read through paid services and free quotas that show Google's real results.
• Google's search volumes from the Google Ads keyword planning. It is Google's own estimate per month [2].
• Search Console for sites we run, when they are connected to our Google account [3].
• Other search engines through our metasearch. It is always shown as “not Google”. DuckDuckGo gets many results from Bing, but also has its own sources [4].
• Bing Webmaster for volume ranges when Google's figure is missing, labelled as a model.
• Chrome UX Report for the speed for real visitors [5].
• Common Crawl (open web archive) for link strength and Overture (open map data) for competitors nearby [6] [7].

When it says “not measured yet”#

Then we have not read that fact yet. We fill in the gaps in the order the salespeople call. We never borrow a figure from another search engine or another industry to fill the gap.

Measurement tools on your own website#

Do you want to measure ads and visits with Meta, Google, LinkedIn or Microsoft? Read about Pixels and measurement and about Cookies and consent before you add them.