For brands new to digital marketing, or those looking to maximize their online potential, measuring and tracking SEO metrics and KPIs is the ideal way to quantify success and identify areas for improvement.
If you’re planning on expanding your SEO program, or you want to know that what you’ve put in place works, these facts and figures are the ideal way to show value, prove success and understand what is – and isn’t – working.
SEO metrics to measure
Conversions and leads
The purpose of your digital presence in the case of most businesses is to collect leads, enhance sales and drive awareness. By measuring the number of qualified leads or conversions that your business achieves, it’s possible to get a clear picture of how successful your company has been over a set amount of time.
Google Analytics supports all kinds of lead and sales-based SEO metrics to track for businesses, from their effective eCommerce solutions through to traffic acquisition. With these measures, it’s possible to get a full picture of exactly how well your business is doing, without the need to do all the work yourself.
One of the top purposes of investing in SEO for your business is to boost and enhance visitors to your website.
By helping your business improve Google search ranking results and become more visible, it’s far easier for potential customers to find your brand organically. Measuring that organic traffic is an excellent way to see quickly and easily whether a campaign or your current SEO strategy is effective.
Organic Sessions are available within Google Analytics, offering clear feedback on whether organic visitors have increased over time, week-to-week, month-to-month, or even year-to-year. Organic traffic is a vital part of SEO KPIs, so they certainly shouldn’t be forgotten about.
Any business that’s familiar with SEO KPIs will understand the importance of tracking keywords when it comes to measuring the success of your website and business.
Utilizing Performance within Google Search Console can provide a clear and effective way to measure the most substantial keyword rankings for your website. This allows you to pinpoint better and strategize what’s working for your business, as well as see what isn’t working as well as it could be for your website.
With that insight and a more qualitative KPI, making improvements and enforcing change is far more accessible. See our blog post on SEO keyword strategy to learn more.
An often-overlooked metric that can be far more useful than many businesses think, bounce rate offers a clear insight into how relevant your business is for the audience Google is showing it to.
For a typical website, a bounce rate of 40 percent is the average. But the lower it is, the better. As search engines want to provide results that answer the questions and solve the queries of their users, the bounce rate can represent the relevance of your business to the keywords you’re using.
This allows for tweaking, reworking, and even amending the SEO practices of your business, to achieve better bounce rates and access a more relevant audience overall.
Backlinks and referrals
Alongside the creation of high-quality and valuable content, the use of backlinks is one of the most vital metrics and KPIs that digital marketers should consider when it comes to SEO.
Tracking the backlinks that are connected to your website is essential, as the proper use of them can drastically affect the ranking and visibility of your business.
Keeping an eye on backlinks, as well as domains referring to your business, can provide an excellent way to see the diversity, quality and effectiveness of your current backlinking strategy. Learn more about off-page SEO techniques to help boost your link building program.
Average page load time
Another metric that many marketers forget about is the average page load time of their website. But when it comes to rankings, and hitting those SEO KPIs, a functional and speedy webpage should be a top priority.
Within Google Analytics, you can find specific measures for load times on each page. This provides immediate insight into the level of user experience you’re offering to your customers, as well as how slower speeds and extended loading times could directly impact your SEO.
If you can achieve under ten seconds for every page, you’re hitting those targets. Under three, and you’ll be in the top percentage when it comes to Google’s SEO checks.
Tracking SEO program effectiveness
For any business, taking a deeper dive into the mechanics and figures involved in SEO can make a considerable difference.
Whether you’re starting out brand-new or you’re attempting to change the direction and marketing of an existing platform, meeting KPIs and achieving your goals means tracking those metrics accurately and effectively.
Alongside more traditional KPIs, such as profit, customers and SEO ROI, these specific SEO-based measures can help your business to rise in the rankings and achieve long-term goals – as well as provide a better user experience for your target audience.
Never underestimate the metrics because they could mean the difference between success or failure for your digital brand.