Before finalizing SEO KPIs, it’s essential to work towards creating a solid SEO Plan.
SEO Plan should be in alignment with overall marketing goal and business goal.
So this is how thing goes,
You first have 👇
Marketing + Digital Goal
If not done in the above order, the results you achieve will not correlate with the marketing/business objectives in the above order.
Now once, you finalize SEO strategy which properly align with your business objective. Now, let’s discuss which SEO KPIs one should track.
Segmentation: All below KPIs will vary based on the below segmentation. So track all below KPIs for these segmentations.
- Website sections or landing pages
- Devices (desktop, tablet, or mobile)
- Search engine
1. Conversions + ROI (Sales and Leads)
Someone from the business fraternity will be less likely interested in ranking of the keywords. And it’s unlikely that you will able to impress them just based on the ranking.
Instead, they will be interested in the overall Return of Investment on SEO activities, and rightly so!
It’s because your results should reflect the business goals.
ROI (Return on Investment)
If you spend: 1 L
The money you made due to this investment: 1.5 L
ROI = (1.5 L -1 L / 1 L) * 100
Conversions + ROI calculation can be divided into two parts,
Calculating conversion is relatively simple for B2C because of the low ticket size of the product ( generally).
Just track how many products you are able to sell against the overall SEO investment.
For B2B, the Roi calculation for SEO is a bit tough!
As in B2B business, you need data of the final sale/deal.
It’s easy to calculate the ROI of the SaaS business, but in any other case, when the user journey consists of more checkpoints, it’s quite tricky.
Try to find out the final sales data to get the idea of ROI and try to find out how to associate cost data to every lead that you reactive.
2. Organic Visibility
This KPI, help you understand how your SEO efforts are resulting in the overall organic visibility result.
How To Check:
- Go to search console account.
- Select date range
- Select total impression
This is a perfect way to check if there is continuous growth!
If yes, then you can check by what percentage your company’s organic visibility is growing.
2. Organic Sessions
After an organic impression, obvious KPIs to track is organic session.
as Impression Leads To Traffic and Traffic Leads to Conversion
There are two way’s you can check organic traffic.
1) Google Analytics:
In google analytics, just check, organic session for the specific period.
This traffic also consists of branded keywords traffic, so this may not give a clear picture. ( But, still, you can use it to see the general trend)
2) Google Search Console
The main benefit of checking organic sessions data in google search console is that you can exclude specific keywords traffic like traffic from branded keywords.
Just click on the new query at the top and then, choose to exclude and exclude the brand name/ variations to get the clear picture.
3. Branded vs. Non-Branded Traffic
Just clubbing all the traffic in one way will not help you understand how your business is growing organically.
That’s why it’s quite essential to divide into two categories,
- Branded Traffic
- Non- Branded traffic.
Branded traffic is when someone search using exact brand title or variation of brand name to reach out to your website.
But, this traffic we can’t directly constitute to the SEO efforts as SEO can’t help you get the branded organic traffic ( not directly)
You can consider this traffic due to overall marketing efforts you are putting using various channels.
You can check non branded traffic in the, google search console sheet, as explained in the “organic session” example.
Here, you can get the clear picture of non – branded traffic.
4. Keyword Ranking + Tracking
Keyword ranking is not as important as it used to be because, unlike a few years ago, one article can now rank for thousands of keywords.
Still, it’s essential to have a list of targeted keywords that your business wants to rank for and track these keywords’ performance.
Tools: You can use, SEMRush, Ahref to track the keyword performance.
Backlinks is one of the top 3 ranking factors of Google. That’s why it’s quite essential to have backlinks growth as KPI.
Here are a few things you can track when it comes to backlinks,
1: Total Referring domain
2: Number of Backlinks
3: No. of Link Lost
4: No. of Links Earned
5: Toxic Links
Where to check, – Ahref, SEMRush, MOZ ( SPAM SCORE)
Engagement and User Experience Factors
6. Bounce Rate
Bounce rate is the true measure of how users are engaging with your content.
High, bounce rate means, users are not engaging with your website content effectively.
That’s why the tracking bounce rate of essential pages, is quite important.
Check bounce rate in google analytics – Behavior > Site Content > All Pages.
7. Average Time on Page
User should spend considerable time on your site/page, and if you are observing lesser time spend on your site, you should examine the blog/article.
Anything, below 1 min is alarming!
Just check, the
Behavior > Site Content > All Pages
Page speed is one of the most important ranking factors and an engagement factor as it affects user experience.
Improvement in the page speed can substantially increase, the traffic.
Just keep on checking page speed weekly basis and try to resolve the issue related page speed, if there are any slow loading pages.
You can check, page speed data in google analytics,
Behavior > Site Speed
9. Coverage Issues + Technical Issue
It’s important to track, technical SEO issue, month over month.
You can get coverage issues in the search console report.
Try to check out main coverage issues,
And typically, these include:
- 5xx server errors
- 4xx errors
- Crawl anomalies
- Noindex pages
- Crawled – currently not indexed
- Discovered – currently not indexed
- Duplicate, submitted URL not selected as canonical
- Blocked by robots.txt