How to quantify your SEO through key performance metrics

 

For those new to the world of Search Engine Optimisation (SEO), grasping the nuances can seem daunting.

 
 
 
 

It's crucial to appreciate that the effectiveness of SEO can be quantified by carefully monitoring a variety of key performance indicators (KPIs). These indicators not only highlight the value and progression of your SEO endeavours but also span a broad spectrum, from overall visibility to specific actions such as conversions and keyword optimisation.

In this introductory guide, we'll explore a balanced mix of comprehensive insights and actionable metrics that are essential for navigating the complexities of SEO.

Whether you're just starting out or looking to refine your existing strategy, understanding these metrics will provide a solid foundation for evaluating your SEO success.

 

Visibility and brand awareness KPIs

Organic Search Visibility: Percentage change in the number of keywords the website ranks for in SERPs.

Impressions in SERPs: Total number of times any URL from the website appeared in search results viewed by users, indicating brand exposure.

Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of total users who view a page, snippet, or any message. Improving CTR can directly affect SEO performance

Traffic KPIs

Total Organic Traffic: The number of visitors coming to your site through organic search. This is a primary indicator of SEO effectiveness.

Traffic by Channel: Segmentation of traffic sources (organic, direct, referral, etc.) to understand how SEO efforts stack up against other marketing activities.

New vs. Returning Visitors: Insights into audience engagement and the effectiveness of SEO in attracting new visitors versus retaining existing ones.

Conversion tracking KPIs

Conversion Rate from Organic Traffic: Percentage of visitors from organic search who perform a desired action (e.g., filling out a form, making a purchase).

Goal Completions: Total number of specific actions completed by visitors, such as sign-ups, downloads or contact form submissions.

Assisted Conversions: The number of conversions organic search traffic contributed to, even if it wasn’t the final conversion source, highlighting SEO’s role in the conversion path.


Page and content optimisation KPIs

Keyword Rankings: The position of the client’s website in search engine results for targeted keywords. Tracking changes in rankings for selected keywords can indicate success in content optimisation.

Page-Level Traffic: Analysis of traffic to specific, strategically important pages to determine how well they are optimised for targeted keywords.

Bounce Rate by Page: The percentage of visitors who navigate away from the site after viewing only one page. A high bounce rate on key pages may indicate issues with content relevance or quality.


Engagement KPIs

Average Session Duration: The average amount of time visitors spend on your site, indicating the relevance and engagement level of your content.

Pages per Session: The average number of pages viewed during a session. More pages per session can indicate higher engagement and effective internal linking.


Technical SEO KPIs

Page Speed and Load Times: Fast loading times contribute to better user experiences and higher rankings. Tools like Google's PageSpeed Insights can monitor this.

Mobile Usability: Percentage of pages with no mobile usability issues, as mobile-friendliness is a ranking factor.

Crawl Errors: Number of pages not indexed by search engines due to errors. Reducing these can improve SEO performance.

 

Backlink KPIs

Number of New Backlinks: The quantity of new backlinks indicates the effectiveness of link-building strategies.

Quality of Backlinks: The authority of domains linking back to the website. High-quality backlinks can significantly impact SEO performance.

Lost Backlinks: Monitoring lost backlinks is crucial as it can impact your site’s authority and rankings.



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Article by Simon TokicSimon has a few passions including basketball, music and surfing, however, most of his time is spent as a self proclaimed marketing geek applying fundamental marketing principles in strategic and creative ways. Prior to running Sydney marketing agency Mind Methods, Simon worked on leading brands including Sony Pictures, Universal Pictures, Glad, Chux, Armor All, Clorox, Barbeques Galore, Anglicare and more.