To measure SEO performance, we recommend a simple stack: Google Search Console to see how Google Search is showing your pages, Google Analytics 4 to see what visitors do after they arrive, plus a few supporting tools to track local leads and technical issues.
Tools we use most often and what each one is for
| Tool | What it measures | Best for | Setup note |
|---|---|---|---|
| Google Search Console (GSC) | Search queries, clicks, impressions, CTR, average position, indexing, sitemaps, manual actions, Core Web Vitals reports | Finding what you already rank for, diagnosing drops, spotting pages that are not indexed | Use a Domain property, verify it, submit your XML sitemap, review indexing reports weekly |
| Google Analytics 4 (GA4) | Traffic sources, landing pages, engagement, events, and conversions | Proving SEO is producing calls, forms, bookings, and revenue, not just visits | Define your lead actions (calls, forms, appointment requests) and mark them as conversions |
| Google Tag Manager (GTM) | Event tracking without constant site code edits | Tracking form submits, click to call, chat starts, and other lead actions cleanly | Keep one GTM container per site, then test events in preview before publishing |
| Google Business Profile performance | Maps and local actions like calls, website clicks, direction requests, and discovery terms | Local SEO for Orlando searches like “dentist near me” or “pest control Orlando” | Track by date range and compare month over month, especially after review and content pushes |
| Looker Studio (reporting) | Dashboards that combine GA4, GSC, and other sources | One view of leads, landing pages, and search visibility for owners and teams | Build a monthly scorecard that shows leads first, then traffic and visibility |
| Site crawl tool (Screaming Frog, Sitebulb) | Technical site issues: status codes, redirects, titles, canonicals, internal links, thin pages | Technical audits and ongoing site hygiene | Crawl after major site edits and before large content pushes |
| Speed and UX tools (PageSpeed Insights, Lighthouse) | Page speed, Core Web Vitals signals, UX blockers | Fixing slow pages that hurt conversions and rankings | Test your top landing pages and your highest intent service pages first |
| Rank tracking and local grid tools (Semrush, Ahrefs, BrightLocal, Local Falcon) | Keyword positions and local map visibility by area | Watching your most valuable terms in Orlando and nearby areas like Winter Park or Lake Nona | Track a small set of high intent terms per service, then expand after you see lead lift |
How we combine Google Search Console and Google Analytics the right way
GSC answers, “What did Google show, and what got clicked?” GA4 answers, “What did that visitor do on the site, and did they become a lead?” When you connect them mentally (and in reporting), you stop chasing vanity numbers and start improving the pages that bring booked work.
If you want the shortest path to clean reporting and steady improvements, our SEO services in Orlando are built around this exact stack and a monthly routine that business owners can understand.
For most local service businesses, we track a tight set of numbers: GSC clicks and impressions for your money pages, GA4 conversions from organic search, and Google Business Profile actions (calls, website clicks, directions) if Maps matters to you. This pairs well with our guide on SEO metrics you should track so you can keep the scoreboard simple.
What to add when your leads happen by phone or appointment
In Orlando, many industries win or lose on calls (dentists, HVAC, pest control, law). In that case, add call tracking (with dynamic number insertion on your website) and connect outcomes in a CRM or scheduling system, so you can see which pages and queries drive qualified calls, not just clicks.
If you are struggling with pages that will not show up in Google at all, start in Search Console first, then work through why pages don’t get indexed before you spend time on more content.
And if the site is slow or confusing, GA4 will usually show it as high drop off and low conversion rates even when traffic looks fine. That’s when our website design and rebuild work becomes part of the SEO measurement conversation, because better pages convert the traffic you already earned.
