Seo success is defined by many moving parts and although SEO is an umbrella term, we have the ability to measure a number of different areas to determine whether or not your marketing efforts are making waves.
With your end-goal in mind there are some key performance indicators that, when monitored, will measure both your SEO wins and losses.
So which metrics should you focus your attention on?
High Organic Traffic
When it comes to SEO objectives, high organic traffic is at the top of the list, as it is, generally, in line with your primary SEO purpose – to increase the number of visitors who see and visit your site.
SEO is counterproductive without an increase of traffic to your site.
It is important to look at organic traffic to filter out any other forms of traffic that may come from paid advertising, or other forms of marketing. This will give you a clean look at the number of visitors to your site.
Measuring organic traffic will give you an indication of the amount of time people spend on your site, number of visitors, and how many pages were visited. Identifying this will help you diagnose which pages are working, and which can benefit from things like a better keyword strategy, UXdesign, alt-text, sitemaps, redirects, subdomains and more.
Search Rank for Your Keywords
The end goal for most business owners is being seen – in line with the imperative rule that the higher your website ranks in a search engine the more chances you have of people visiting your site.
More visitors to your site also equals higher organic traffic, more leads and higher conversion rates.
This is where understating your keywords pertinent and knowing how you rank next to your competition to your end goal and knowing where you stand next to your competition. This will help you identify which keywords you can zero in one and work to optimize and which keywords have little or no impact to your customer.
Click here to explore some of our favourite SEO tools that allow you to track your keyword position online.
Low Bounce Rate
This metric will show you how many visitors clicked on your website and left without taking any action.
Google highly favours websites with low bounce rates, assuming that sites that people stay and click on are more helpful than sites that people leave without taking any action.
If your bounce rate percentage is high, Google assumes your page wasn’t related to the search query.
Search Engine Visibility
Search engine visibility is a metric that measures how often your website is shown in the search results page, based on the keywords it is ranking for. It is the number that will tell you whether you are in the first position of the search results or on the third page.
A 100% score means that your website ranks number one for your specific keyword, however the average website will rank around 40%.
With every metric, it is important to see where you stand next to your competitors. If you are ranking at a lower position than your competition, this may indicate aspects of your website may need further optimization.
Ranking high in search engine visibility is important because it directly relates to how much organic traffic your website will receive.
The higher your search engine visibility, the more organic visitors you will have to your site. This increases brand awareness, lead generation, and builds trust with Google.
The Number of High-Quality Links
Links in SEO matter, but more links don’t necessarily mean better ranking or site authority. Low-quality links will not improve your site authority and can even hurt your website rankings.
Quality backlinks (links from other websites to your website) are ranked favourably by Google. This is why having a high number of high-quality backlinks is important in building domain authority.
To ensure you are building great quality links, it is important to track their quality score by tracking their link authority index.
The higher your link authority index the more you will be seen in organic search results. You can use tools like Ahrefs or MOZlink Explorer to find out your website authority index and how many high-quality links are working for your website.
At the heart of all SEO optimization is us wanting to know if our strategies are working. Are people clicking your links? Signing up for your newsletter? Purchasing your merchandise? Booking appointments on your website? Are people taking the actions you want them to take when they reach your website? These metrics will not only help you indicate whether or not your SEO is working but help you determine key areas for improvement, and help you measure your ROI.
Google analytics is a powerful tool that, when set up properly, can help you monitor important metrics in SEO. It requires knowledge in filters and set-up but once you can sort through its mass library of data, it will allow you to extract numbers that will help you immensely in your marketing strategy.
Check out our Google Analytics for Ecommerce course for help optimizing your ecommerce shop.