You know how the old saying goes, “If you can’t measure it, you can’t improve it”.
That also applies to SEO. In order to understand how your SEO is performing and to know if your efforts are working, you need to measure… but what?
I’m going to share 7 SEO KPIs you need to keep your eye on, which will help you know what is working and what you need to improve.
In case you don’t know, KPI stands for Key Performance Indicator, and you can define it as a quantifiable measure used to evaluate or understand how something is performing. With that out of the way, let’s get on with the show!
1. Keyword Rankings
A ranking report will help you see where your website ranks on Google search results for your top keywords, and for which pages. Once you know this, you can work on optimizing the content so you can improve the rankings.
For example, if one of your keywords is ranking on page #2, maybe a little meta tag and content optimization will help push it to page #1 of Google.
Also, a ranking report will help you discover who is ranking on the first page of Google for your top keywords. With this information, you can do some competitor analysis to determine what they are doing and what kind of content they are using to rank higher than you.
Once you know that, you can start improving your website.
2. Organic Traffic
Better rankings usually mean more traffic. Measuring organic traffic is the best way to see if your SEO efforts are working.
When looking at your organic traffic, look at session duration, engagement rate (bounce), top pages, exit pages, page per session, etc.
All of these metrics will help you understand how your organic traffic is working. You may be getting a lot of traffic, but no engagement, which could mean that you have killer SEO, but not very good content.
Measuring your organic traffic will help you understand the overall health of your SEO strategy. If you are not already tracking your traffic, set up an analytics solution ASAP.
3. Organic CTR
CTR stands for click-through rate. Organic CTR tells you the rate at which users click over to your website when searching on Google.
For example, if your website shows up 10 times during search results, and 1 users clicks over to your website, you have an Avg. Organic CTR of 10%.
A good CTR will vary a lot from one industry to another, but the average will be around 3%. Of course, the higher the better.
If you want to know what your Organic CTR is, head over to the Performance tab in Google Search Console.
One of the best ways to improve your CTR is to rank higher in search results, but that’s not all. You also have to make sure that you have properly optimized meta tags.
4. Organic Conversions
Rankings are good, clicks and traffic are great, but nothing beats the feeling of getting organic conversions.
When you set up your analytics software, make sure you configure conversion tracking.
A conversion is any desired action you want users to take on your website. Maybe it’s submitting a lead form, buying something, subscribing to your newsletter, downloading a resource, etc.
Whatever that action is, make sure you are tracking it because that will let you know what pages of your website are generating the most conversions, and which are not, so you can optimize where needed.
5. On-Page Score
Pretty much every SEO audit tool will give you a score of 0 to 100 that will show the on-page optimization level of your website.
For example, this is how we show it in KatLinks:
A low score means that you have room for improvement. The best thing is that you will not only know the score but also what you need to do to fix, optimize and improve that score.
On-Page optimization is one of the most critical parts of SEO. You can have the best content in the world, but if your on-page sucks, you won’t rank for anything. So keep an eye on that On-Page score.
6. PageSpeed Insights Performance Score
This is another score that you need to know and improve. It’s similar to the On-Page score, but this one comes directly from Google, so you know it’s important.
If you want to check yours, just enter your website’s URL at https://pagespeed.web.dev and run an analysis.
Along with the score, you will see a list of diagnostics that have failed or are not ideal. With each one, you will also see suggested actions on how to improve your website.
7. Google Search Console Excluded Pages
Sometimes your website is not ranking, but not because of the competition. The problem may be that Google is not indexing your pages. If you want to see if you have that problem, go to Google Search Console > Coverage and click on Excluded.
If you click on the line items of the details section, you will see a list of pages that have been excluded from the index.
Keep a close eye on “Crawled – currently not indexed” and “Discovered – currently not indexed”. Both mean pretty much the same thing. Google knows about your pages but does not want to index them, or at least not yet.
If you have this problem, make sure that the pages are unique enough and that they have good content Google would want to show when people are searching.
Also, make sure that you have canonical tags, so Google is not confused about the source or main version of the content.
If the above is good, then all you can do is wait for Google to index your pages. A little link building, both internal and external, could also help Google prioritize indexing.
There is a lot you can track when it comes to SEO (I didn’t even get into links and domain scores), but if you focus on the above KPIs you will be in a good spot to measure your SEO performance and optimize to improve it.
Are there any specific topics you would want me to cover in the coming weeks? DM me on Twitter and let me know!
Building an online audience can open the door to life changing opportunities, but the truth is that it takes time to grow one.
It’s common to give up before you’ve really got started due to frustration and the perception you’ve made little progress.
Wouldn’t it be great if you could have access to the right data and insights that could help you maintain consistency and steady growth?
Well, let me tell you about this week’s SaaS showcase.
If you’re looking for the right tool to help build your audience and monitor your data then check out Dazzle by my friend Andy Griffiths.
Dazzle tracks your daily Twitter metrics, offering invaluable insights which help motivate you to remain consistent while building your online audience.
Do you want me to showcase your SaaS or digital product? Click here to learn about our sponsorship opportunities.
Tweet Hunter: Grow a high-quality Twitter audience
Superblog: A blazing fast alternative to WordPress and Medium
BrandBird: Turn your screenshots into captivating branded social graphics
SuperSEO Tips: Actionable tips to help improve your SEO
Copymatic: Generate AI blog articles, website copy, landing pages & digital ads in seconds.
KatLinks: Affordable SEO Tool for Makers 🚀
Knowing and tracking your most important SEO KPIs is the only way to constantly improve and make the most out of your SEO strategy.
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