SEO KPIs refer to specific metrics that relate to various components of your search engine marketing. These metrics give you information about your search ranking, your audience, and how your SEO affects your website.
A tool such as Ahrefs or Google Analytics can help you find the most important KPIs in SEO. These tools give you the necessary SEO metrics and present your data in charts and graphs so that you can see it in many ways.
Why is SEO KPIs so important? Why do we need to track search metrics?
SEO metrics are crucial to measuring the success and failure of your SEO campaigns. You won’t know what results in your search marketing campaigns are producing if you don’t keep track of them. This means that you cannot reoptimize your SEO to improve it.
You can track KPIs to identify which content is not ranking well or attracting clicks. You can then improve the page to increase traffic.
What are the essential SEO metrics?
SEO has many KPIs, but not all are important for your campaigns’ success. We’ve compiled a list of the top KPIs for SEO.
You should keep track of these six search metrics in your campaigns.
1. Rankings for Search
Search rankings are the first and most important metric to monitor your SEO. This measures how well your content ranks in search results.
This metric will differ depending on the search term, page, and day. One page might rank high for a keyword one day and then drop dramatically a few days later. Sometimes a page might rank low for one keyword but high for another.
It’s vital to keep track of your search rankings because there is so much variation. Ahrefs is a great tool to determine which keywords pages are ranking for. You can reoptimize pages that rank low for their target keywords if you notice them.
It is important to note that rankings should not be tracked by themselves. If your site ranks high in search results, it doesn’t mean anything if that ranking isn’t leading you to conversions or leads. When tracking rankings, make sure to consider this context and include it in your reporting.
2. Search visibility
Search visibility is another essential SEO metric. Search visibility is the number of users who see your pages in search results. 75% of searchers don’t scroll past the first page. Higher rankings are generally associated with higher search visibility.
Keep in mind that simply because someone sees your content does not mean they are engaging with it. Search visibility is not something you should be focusing too much on.
Search visibility is more helpful in calculating other metrics such as organic click-through rates (CTR).
3. Organic Click-through Rate
Organic CTR measures how many people click on your content from search results. It’s not the number of clicks you get, but rather how many clicks you have relative to your search visibility.
Let’s suppose you want to determine the CTR of a page on your website. Your visibility is the number of people who see your page in search results. Let’s now say that three people click on this page.
That scenario has three clicks. To calculate your CTR, divide this number by your visibility (15) and multiply 100 by 100 to get 20%. You can see that even if you had six search visibility, your CTR would have been 50%.
This metric is beneficial because it shows you how many clicks your pages generate. You might consider reoptimizing your meta description and title tag if your pages have high search visibility but low CTR.
4. Rate of Bounce
The bounce rate is slightly different from the other metrics in this list. The majority of these metrics indicate that you are happier if your bounce rate is higher than the others. You won’t have bounce rate to be low because it measures the percentage of visitors who abandon your site within a short time after they arrive.
If 10 people visit your website and four leave within a few seconds, you have a bounce ratio of 40%. If your bounce rate is high, it means that your site is not doing an excellent job at keeping users’ attention.
This could be a sign that your page’s title tag is misleading or a lousy design. No matter the reason, it’s essential to identify potential problems that could drive people away from your page.
Sometimes, the bounce rate does not indicate poor content. It simply means that you gave the correct answer in a short time. You can still optimize your site to keep users on other pages.
5. Organic Traffic
Organic traffic is one of the essential search metrics you can track. Organic traffic measures how many people visit your website after finding it in search results. You should track this data to see how much your traffic comes from SEO. This will help you determine how effective your SEO strategy is about other strategies.
Keep in mind that organic traffic can be different from your site traffic. Your site visitors may come from different places. They might click on a link to another site, or they could type your URL directly in the address bar.
Organic traffic focuses on traffic that comes in via search engines. This allows you to track how quickly your SEO efforts are driving traffic.
6. Conversion Rate
Conversion rate is the final search metric in this list. As the name suggests, conversion rate measures how much organic traffic converts.
Start by analyzing your organic traffic to determine the conversion rate. Let’s take, for example, 50 people are your organic traffic on a given day. Take a look at the number of people who converted.