In SEO, KPIs are quantifiable measures that track your overall business performance. Popular KPIs include organic visibility, keyword rankings, organic click-through rate (CTR), and conversions.
Why track KPIs?
- Evaluate progress
- Measure current SEO efforts
- Improve decision-making
- Identify areas of improvements
The type of KPI you monitor depends on your business objectives. However, there are some SEO KPIs that can be applied to all websites.
- Organic Conversions
Take place when visitors discover your website via unpaid search results to complete a desired action. This may be a purchase, newsletter, or sign-up.
- Search visibility
Measures how many clicks a website gets from organic search results for a given keyword. It shows how effective your SEO strategies are and impactful your reach is.
- Organic Traffic
Occurs when visitors land on your site via unpaid search results. This measures how many people visit your page and click-through. Each visit is counted as an organic session.
- Click-Through Rate (CTR)
The users who click on your website in the search engine results page. The more CTR you get, the more appealing your content is.
- Keyword Rankings
Refers to your web pages position in the search results page for a particular keyword search. This process helps you track rankings, drops, discover new keywords, and compare with high performing pages.
- Backlink Metrics
Measure the quality and quantity of backlinks to your website. They indicate that your site is credible and valuable. Search engines recognise backlinks from authoritative sites as trustworthy.
Monitor:
- Number of lost backlinks
- Total number of backlinks
- Number of referring websites
- Number of new backlinks
- User Engagement Metrics
Provide insight into how users interact with your website. Primary metrics include:
- Bounce rate: How often visitors leave a page without taking action
- Session duration: Measures how long a visitor spends on your site during a single visit.
- Average engagement time: How long users interact with your site (scrolling or clicking)
- Pages per session: Average number of sites a user visits during one session.
Which one you decide to use depends on your business goals and the kind of content you create.
- Customer Lifetime Value (CLV)
Measures the average revenue your customer has generated throughout their relationship with your company. This demonstrates the long-term value of customers gained via organic search.
- Cost Per Acquisition (CPA)
The cost of acquiring one paying customer to your channel. In SEO this includes team salaries, agency fees, SEO tools, content creation, and link building.
- Non-Branded Traffic
You can attract two types of organic traffic: branded and non-branded. Branded traffic arises from searches that include company or brand names.
Non-branded traffic comes from searches that do not include brand name. This helps to reach users who did not know about your brand.
- Return on Investment (ROI)
Measures the amount of revenue earned for total costs. In SEO, it depicts the total ROI from your SEO efforts.
- Google Business Profile Metrics (GBP)
Acts a profile for your business that shows the products or services you have to offer. The following metrics helps to see how users interact with your profile:
- Calls
- Clicks
- Profile views
- Number of searches
- Direction Requests
Track and report your KPIs
Start measuring KPIs as soon as possible. It can help you with future strategies and overall health of the business. SEO tools are great for collecting data and reporting final results.
Organic Traffic Insights is a great SEO
tool, as it is an amalgamation of google analytics, google search console, and SEMrush. You can generate various SEO reports.
- Site audit report
- Backlink R eport
- Competitor Analysis