SEO success is a constantly moving target. It can often feel like you’re not making any progress. To avoid this feeling, you need to establish your KPIs for measuring SEO. There are a variety of ways to see if your marketing efforts are making waves.

With your end goal in mind, there are some key performance indicators that you can track to assess your SEO progress.

So which metrics should you focus your attention on?

Organic Traffic 

When it comes to SEO objectives, increasing organic traffic is at the top of the list.
Explore your organic traffic reports to get a true sense of how your SEO is doing. This goes for all the different search engines, not only Google.


When it comes to measuring your organic traffic, it’s important to get granular. Look at which pages are bringing in the most visitors and creating the most engagement. Identify those pages that are exceeding expectations to see how you can replicate that across the rest of the site.


Increasing visits to your website from search engines is a pretty good sign your SEO is working.

Your Search Rankings

How well your website ranks is an obvious measure of how well your SEO is doing. But not all search terms are created equal. You also need to know if the keywords you’re trying to rank for are the right ones.


Ranking for search terms that are not relevant to your business won’t help you grow your revenue. You want to choose keywords that are relevant, but also not too competitive so you can gain traction.


It’s important to also remember that ranking first in the search results doesn’t mean anything if nobody searches that term. Working on a list of attainable terms for your website will get you faster results and more traffic.

Search Engine Visibility

This works in tandem with your search rankings. Tracking your search engine visibility will allow you to measure how often your site is ranking. It is the number of times your website showed up on a loaded search result page.


Take a close look at the pages that are seeing big changes in the number of impressions. This can be an early warning sign that the page isn’t ranking as well as it used to. From here, you can then examine which search terms you are losing ground on so you can quickly right the ship.

The Number of High-Quality Backlinks

Backlinks matter for SEO. 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.


It always needs to be quality over quantity. Google weights quality backlinks more favourably. So having a high number of high-quality backlinks is important in building domain authority.


To ensure you are building great backlinks, look for sites with high Domain Authority or Domain Rating. The higher you get this score, the higher likelihood of better organic search results.

Goal Conversions

The ultimate measure of your SEO success will always be goal conversions. Because if people aren’t taking the desired actions – whether that’s purchases, downloads, or bookings – then we’ve missed the mark.


At the root of all SEO is measuring its impact on the bottom line. Are the visitors taking the actions you want them to take when they reach your website? Is your work bringing a greater return on your investment? Tracking your goal conversions will give you the truest sense of your SEO efforts.

Measure What Matters

Every SEO has a stack of tools that allow them to effectively measure the impact of their work. Google has a whole suite of tools to help you monitor the important metrics that matter to your business. To have success in SEO you need to have a clear understanding of which metrics matter to the performance of your website. It’s this understanding that separates the best from the average.