How to measure leads from search, which KPIs to set for SEO and GEO and what to do when numbers drop.
An enquiry — form, call, messenger message — whose source was organic search. To see it, you need analytics goals on form submissions and contact clicks, call tracking for phone calls and the source passed into the CRM. Without this, SEO is judged by traffic, which does not show how many enquiries and how much revenue the channel brought.
The share of visits that end in a target action. If 2,000 search visits produce 30 enquiries, the conversion rate is 1.5%. Calculate it separately by channel and landing page: a low conversion rate on a service page with good traffic usually means the page does not answer customers' questions or the form is awkward. Traffic growth without conversions goes unnoticed by the business.
Set up goals on successful form submission (not on a button click), and on clicks to phone, email and messengers. Pass the source and UTM tags into the CRM with each lead so you can see which ones became sales. Remember that some people find the company in search but get in touch directly later: watch the growth of branded queries too.
Google Analytics 4 is Google's free, event-based analytics system: a page view, a scroll, a form submission are all events. Key events (formerly goals) mark conversions. GA4 links with Search Console so you can see queries next to behaviour. For sites with EU or Russian audiences, consider consent and data-processing requirements.
Yandex's free web analytics service: traffic sources, goals, behaviour, Webvisor (session recordings) and click and scroll maps. For SEO, the search engines report and the link with Yandex Webmaster are useful. Webvisor helps you understand why people leave a specific page. When recording sessions, disable recording of input fields containing personal data.
Look at a set of metrics: impressions and clicks for the topic's queries in Search Console, engagement and pages per visit, clicks from the article to service pages, assisted conversions and customer questions that reference the material. If an article attracts traffic but nobody goes further, link it to services or reconsider its intent.
Main causes: technical changes (a release blocked pages from indexing or broke canonicals or redirects), algorithm updates, seasonal drops in demand, stronger competitors, lost links, changes in the results page (AI answers or maps appeared). Check technical health and indexing first — it is a common and quickly fixable cause — then match the drop date against updates and releases.
Critical things — continuously: site availability, server errors, sharp drops in indexed pages (Search Console and Yandex Webmaster alerts, uptime monitoring). Traffic and leads — weekly, to spot anomalies quickly. Strategic conclusions — monthly and quarterly: fluctuations over a few days are usually noise, not a trend.
On a fixed set of control queries: the share of answers mentioning the brand, the share with correct facts (prices, services, geography), the share linking to your site, share of voice against chosen competitors, and visits from AI systems in analytics (chatgpt.com, perplexity.ai, etc.). Set targets as growth against the baseline measurement, not as a guaranteed number.
Check in order: does the form work and do emails arrive (a common cause), is analytics broken, has traffic fallen and from which channel, has demand changed (Google Trends, Wordstat), what changed on landing pages and at competitors. If traffic is stable but leads are fewer, the problem lies in the site or the offer, not in SEO.
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