Search Engine Optimization (SEO) is frequently considered challenging to monitor. However, marketers can use a variety of Key Performance Indicators (KPIs) to assess the success of their SEO efforts. KPIs are objective metrics that can measure and clarify the success of a marketing campaign or programme.
Importance Of Measuring The Performance Of Your SEO Campaigns
Because there are so many variables in an SEO campaign, successful campaigns rely on a control system to ensure practical work. Key Performance Indicators (KPIs) serve as a control system, allowing you to see what’s working and, more importantly, giving you an early warning system if something isn’t moving the needle as expected.
KPIs can also be used to demonstrate success to clients (or company executives if you work in-house). Traditional SEO KPIs such as keyword rankings and metrics from tools like Moz or Majestic SEO may be useful to you. Still, your clients want to see an increase in sales and leads, not just better rankings and higher domain authority.
Categorizing SEO KPIs
Consider how you categorize your KPIs to aid in communicating key performance metrics. The objectives of a new product launch differ significantly from those of a company attempting to sell more to existing customers.
If you run a service company, you may be looking for ways to increase your lead generation. A new product might want to raise awareness and grow its email list. Make sure to categorize and communicate the KPIs in a way that your customer understands.
If this isn’t clear, the traditional marketing funnel quickly categorizes goals and KPIs. You can do the segmentation based on:
- Awareness- Build an audience for your product or service by raising awareness.
- Engagement– Encourage people to interact with your product or service.
- Conversion– Increase sales and lead generation.
The “Volume, Quality, Value, and Cost” model is another useful way to categorize your KPIs. This allows you to concentrate on the four metrics that are truly important in your SEO campaign. This includes segmentation in terms of:
- Volume– Volume refers to the number of unique visitors, visits, page views, and other metrics.
- Quality– Bounce rate, visit duration, and pages per visit are all indicators of quality.
- Value-What is the monetary value of a visit, lead, or conversion?
- Cost– How much does it cost to get a lead or a sale through SEO?
This is just another way of looking at things that I learned from the smart guys at Smart Insights, so make a plan and see what works best for your reporting and analysis needs.
What Are The Important KPIs & Metrics To Measure SEO Success?
Knowing which KPIs to track to get a regular snapshot of how your SEO campaign is progressing can be confusing. A few essential KPIs and metrics to help you measure your SEO campaigns are as follows:
- Keyword Rankings
The fact that you rank well for a specific keyword does not necessarily imply that your entire SEO campaign is successful. In other words, you should identify the sets of keywords that are actually valuable to your business and try to push them up the Google rankings.
The pushing part is usually accomplished through strategic link building or content distribution, while the measuring part can be accomplished using the tools listed below:
- Google Rank Checker by SERPs
- Content Engagement
Content engagement metrics, like overall website performance, can appear ephemeral unless you first define what you want to accomplish. Bounce rate, time on site, and click-through rate are some of the most important engagement metrics, but they don’t mean anything unless you put them in context.
Most of these can be tracked using Google Analytics, including some advanced reports that show you where you can improve.
- Organic Traffic Volume
Organic traffic growth is typically the primary goal of an SEO strategy, and for a good reason. Regardless of your industry or business model, organic search traffic has been shown to drive significant conversions in studies. Though difficult to achieve, this is one of the most manageable goals to track, and you can use the following tools and metrics to do so:
- Google Analytics: Traffic Sources, which displays the most popular channels/mediums for people to access your website.
- Google Webmaster Tools: Click-Through Rates in Google Webmaster Tools show how many clicks you get for specific keywords and how much traffic you get from them.
- The Overall Performance Of The Website
An abstract concept can now be easily translated into a set of metrics that you can monitor to ensure that your website is functioning correctly. You should also keep an eye out for specific technical issues and make sure to address them as soon as possible.
- The Number Of Backlinks
While many backlinks aren’t always beneficial, they can help you improve your search rankings. Link building should be a part of your SEO strategy because a backlink portfolio is directly related to better search results.
What matters, in this case, is the quality of the websites that link back to you, which is especially important if you’re planning any link-building campaigns.
It’s essential to track the success of your SEO efforts, but make sure you’re focusing on the right KPIs. Setting and measuring SEO KPIs can help you stay focused on your goals and track the progress of your campaign.
It is all about constant improvement in SEO, and you can only improve something if you measure it. While measuring SEO can be challenging, it’s a lot easier if you start with the critical KPIs mentioned above. They’ll go a long way toward assisting you in better understanding the true impact of your marketing efforts so that you can make adjustments to improve your results.
You can expand your research into other KPIs once you’ve mastered these three SEO-focused KPIs. The effort you put into adding this to your marketing strategy will be well worth it.