In the evolving world of digital marketing, Search Engine Optimization (SEO) remains a key strategy for enhancing online visibility.
However, the success of your SEO efforts depends largely on your ability to track the right key performance indicators (KPIs).
These KPIs serve as a compass, guiding your SEO strategy towards achieving your business objectives.
Without monitoring the right KPIs, your SEO efforts could end up being a shot in the dark.
In this article, we’ll delve into the most valuable SEO KPIs that you need to track first.
Table of Contents
1. Organic Traffic
The number of visitors who reach your website through unpaid search results we call that organic traffic.
It’s the bread and butter of SEO KPIs, indicating how visible your site is in search engine results pages (SERPs).
A consistent increase in organic traffic is a positive sign that your SEO efforts are paying off.
You can easily monitor your site’s organic traffic using web analytics tools like Google Analytics.
1.1 How To Track Organic Traffic
To track organic traffic in Google Analytics, navigate to the ‘Audience > Overview’ report, then click on the ‘Add Segment’ option and select ‘Organic Traffic’.
The resulting report will show you how your organic sessions have changed over time and how they compare with total sessions.
2. Search Rankings
Search rankings refer to the position of your website’s pages in SERPs for specific keywords.
High search rankings are synonymous with high visibility, and thus, higher chances of attracting organic clicks.
However, the dynamic nature of SERPs today means that a high search ranking does not always guarantee high organic traffic.
Therefore, search rankings should be tracked alongside other SEO KPIs for a more comprehensive view of your SEO performance.
2.1 How To Track Search Rankings
There are numerous SEO tools available for tracking search rankings.
Tools like Ahrefs or Serpstat can provide regular updates on the progress of your tracked keywords.
Simply paste your target keywords into the rank tracker and monitor the reports periodically.
3. Search Visibility
Search visibility, also referred to as SERP visibility, measures how often your brand appears in search results for the keywords it targets.
As one of the most crucial SEO KPIs, search visibility can give you a bird’s eye view of your brand’s presence in the market.
3.1 How To Track Search Visibility
You can track search visibility by using SEO tools that offer rank tracking features, such as Ahrefs.
By inputting your target keywords, you can monitor the visibility of your brand in relation to your competitors.
4. Conversions from Organic Traffic
Conversions refer to the desired actions that visitors take on your website, such as making a purchase, signing up for a newsletter, or filling out a contact form.
Conversions are the ultimate goal of your SEO efforts and arguably the most important SEO KPI.
4.1 How To Track Conversions
Establishing conversion tracking in Google Analytics is a simple and straightforward process.
You simply need to define the right conversions for your business, be it e-commerce transactions, lead form submissions, or any other valuable actions.
5. Customer Lifetime Value (CLV)
Customer Lifetime Value (CLV) is a forward-looking metric that estimates the total profit you expect to earn from a single customer throughout their relationship with your business.
Tracking CLV can help you understand the long-term value of your SEO efforts and inform your budget allocation decisions.
5.1 How To Track CLV
CLV can be calculated by multiplying the average purchase value by the average purchase frequency rate, and then multiplying the result by the average customer lifespan.
This calculation gives you a monetary value that represents the total profit you can expect from a customer over time.
6. Cost Per Acquisition (CPA)
Cost Per Acquisition (CPA) measures how much it costs your business to acquire a new customer.
In the context of SEO, CPA can provide insights into the efficiency of your SEO strategy.
6.1 How To Track CPA
You can calculate CPA by dividing the total cost of your SEO efforts (including team salaries, agency fees, and tool subscriptions) by the number of conversions.
A lower CPA indicates a more cost-effective SEO strategy.
7. Return on Investment (ROI)
SEO ROI is a critical KPI that estimates the business value of your SEO activities compared to their cost.
A positive ROI indicates that your SEO efforts are profitable, thus justifying your investment in SEO.
7.1 How To Track ROI
To calculate SEO ROI, subtract the cost of your SEO investments from the value of your organic conversions, divide the result by the cost of your SEO investments, and then multiply by 100 to get the ROI percentage.
8. New Backlinks
Backlinks are links coming into your website from other sites.
They’re critical for SEO as they signal to search engines that your site is a reliable source of information.
Tracking new backlinks can provide insights into the effectiveness of your link-building efforts.
8.1 How To Track New Backlinks
Several SEO tools, such as Ahrefs’ Site Explorer and Moz’s Link Explorer, enable you to track your new backlinks.
These tools provide insights into the number and quality of backlinks pointing to your site, as well as their impact on your SEO performance.
9. Keyword Rankings
Keyword rankings refer to the position of your website’s pages in the SERPs for specific keywords.
High keyword rankings usually translate into more organic traffic.
However, tracking keyword rankings should not be an end in itself.
It should be coupled with other SEO KPIs to provide a comprehensive view of your SEO performance.
9.1 How To Track Keyword Rankings
You can track keyword rankings using SEO tools like Ahrefs’ Rank Tracker or SEMrush’s Position Tracking tool.
These tools provide insights into how your keyword rankings change over time and how they compare with those of your competitors.
10. Organic Click-Through Rate (CTR)
Organic CTR is the ratio of users who click on your website’s listing to the total number of users who view the search results.
A high CTR indicates that your search listing is attractive and relevant to users.
10.1 How To Track Organic CTR
You can track your organic CTR using Google Search Console.
In the Performance report, you can view the CTR of your specific pages and analyze how they change over time.
11. Core Web Vitals
Core Web Vitals are a set of user-centered metrics that measure the speed, responsiveness, and visual stability of a webpage.
These metrics are critical for understanding the user experience on your site and can impact your SEO performance.
11.1 How To Track Core Web Vitals
Google Search Console provides a Core Web Vitals report that measures the performance of your website against these metrics.
You can use this report to identify and fix any issues that could be negatively impacting your site’s user experience.
12. Engagement Metrics
Engagement metrics, including bounce rate, average session duration, and pages per session, offer insights into how users interact with your website.
These metrics can help you understand whether your content is engaging and relevant to your audience.
12.1 How To Track Engagement Metrics
Google Analytics provides detailed reports on engagement metrics.
By analyzing these metrics, you can identify areas of your website that need improvement and take action to enhance user engagement.
Now that you know the most valuable SEO KPIs you need to track first, it’s time to evaluate your website’s performance.
Are you ready to understand how your website is performing and what you can do to improve it even further?
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