The Ultimate SEO KPIs and Tools to Measure to Them With

posted on 2020/03/17 01:03
Home KPI The Ultimate SEO KPIs and Tools to Measure to Them With
What is SEO?
What are the Benefits of SEO?
What are SEO KPIs?
13 Ultimate SEO KPIs You Need to Be Tracking Right Now
5 Tools to Measure Your SEO KPIs
Final Thoughts


No one can deny how important search engine optimization (SEO) is to digital marketing. There are billions of potential customers online, with no shortage of businesses and brands fighting for their attention. SEO is the best way to get your website in front of your target consumers and market your product and services. The ultimate goal here is that you want your company to make a profit and grow.

To keep you on track with this mission is where SEO key performance indicators come in. However, not many of us know which SEO KPIs to measure and which tools to measure them with. Keep on reading to find out what those are.

What is SEO?


Before we dive right into discussing SEO KPIs and the tools to measure them, let us talk a bit about what SEO is. Basically, SEO is the act of making your website or blog more visible on search engines. When a user enters a query into a search engine, it will search the entire internet for content it deems relevant to the user and display it for them in the search results.

SEO is what helps make your website or blog appear in the top search results. And there are a number of SEO techniques that people use to make this happen. These include:

  • Writing relevant and engaging content for their readers.
  • Making the website easy to navigate.
  • Including long-tail keywords into the content.
  • Writing long-form content – usually, any content that is over 1,2000 words.
  • Including inbound links and backlinks in the content.
  • Writing a meta description for the content.
  • Including a sitemap to make it easier for search engines to crawl the website.
  • Making sure the website loads quickly and is mobile friendly.

What are the Benefits of SEO?

SEO comes with a host of benefits that make it worthwhile for businesses and brands to implement an SEO strategy. As mentioned earlier, the objective here is to make sure that your website is visible on the internet among thousands of other websites just like it. Besides that, here are other benefits that SEO brings to the table:

Brings Quality Traffic to Your Website

One of the biggest benefits of SEO is that it brings quality traffic to your website. Not all traffic that comes to your website is beneficial. Quality traffic consists of the people who are more likely to make a purchase or take the desired action than not. So if you sell convection ovens and someone types “convection oven,” with a well-implemented SEO strategy, your website will appear in the top results.

Affordable Way to Advertise Online

It is no secret that the competition online is fierce. Unfortunately, the odds are stacked in the favor of big companies that have the resources to pull off a massive digital marketing campaign to attract customers. SEO gives small businesses a fighting chance to compete with the big boys by providing them with an affordable way to advertise online.

Big companies usually have the budget they need to run paid ads that bring in organic traffic. SEO helps bring in what is known as organic traffic when users click on organic links. And it appears that users focus more on organic links 94% of the time . This means that people are more likely to click on your website if you implement the right SEO techniques and increase its ranking.

But with SEO, it does take a bit of time, patience and effort to see any results. While paid ads see faster results, SEO is worth it because you don’t need to pay for ads at all. And when SEO starts paying off, it pays off big. There’s also no reason why you can’t use SEO and paid ads together if you want to maximize results.

Increases Conversion Rates

A big SEO technique is making sure that you present your audience with relevant content that is engaging. When people feel that their pain points are being addressed in the best way possible, they are more likely to buy from you. There are also more likely to become loyal customers who will become advocates and spread the word to others.

Raise Your Brand Awareness

Brand awareness can make or break your brand. And now that we are in the digital age, search engines play a major role in raising brand awareness. When a user enters a search query and sees your website appear in the top search results, it lends more credibility to your brand. In the eyes of the customer, you become more trustworthy, meaning that they are likely to click on your link and buy from you.

Helps You Become Competitive

Considering how beneficial SEO is, there is no doubt that your competitors are trying to rank their websites as well. Just think about it, 61% of marketers prioritize SEO in their inbound marketing strategy. And 70% of them believe that it delivers more results than paid ads (per-per-click ads or PPC, specifically). So to be competitive and even outperform your competitors, you need SEO.

What are SEO KPIs?

To understand what an SEO KPI is, we need to define what a KPI is in general. Generally speaking, a KPI is a numeric value that informs a business how it is progressing towards a particular goal. By looking at a KPI, a company can measure its performance, which leads to better decision making.

For example, if the business is underperforming, they can ascertain their ineffectiveness in reaching their goals by looking at a KPI. By analyzing the KPI, they will be able to extract valuable insights. These are insights they can use to take corrective action and get back on track and, ultimately, achieve their goals.

SEO KPIs are those key performance indicators that tell a business whether its SEO activities are bringing them closer to reaching their goals or not. Without measuring these KPIs, you would find it hard to tell if SEO is paying off in the way that you intended.

13 Ultimate SEO KPIs You Need to Be Tracking Right Now

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There is no shortage of SEO KPIs to measure that picking specific ones can be a headache. Furthermore, you can’t measure them all because that would be time-consuming. Not only that, but it will also give you too much data that it would be hard to separate what is important and what isn’t. For a time-starved individual like a manager, this is something they can’t do.

A key to picking the best SEO KPIs is to make sure that you reference your strategies. The particular KPI should be directly related to your strategy in order for you to narrow down the list to the most important ones. With that said, there are some KPIs that you seriously need to consider.

Here are 13 of them that can help make sure that you getting the necessary insights from your SEO strategy:

1. Top Viewed Pages

This SEO KPI tells you which pages on your website have attracted the most viewers. This is valuable insight because it gives you a good indication of what your target audience is looking for. Based on the actionable insights you extract from those pages, you can apply them to future content to make sure that those pages also become top viewed.

2. Bounce Rate

Bounce rate is one of those important SEO KPIs that is important but scary to look at. Your bounce rate is the percentage of people who loaded only one page and left right after. They didn’t stick long enough to perform any desired action. This means that they are running into something they don’t like after seconds of viewing your website and you need to look into it.

There is a reason why you need to take this KPI seriously. How long people stay on a website is also a ranking factor for search engines like Google. If people are not sticking around long enough, these search engines will deem your website irrelevant and penalize it in the rankings.

3. Organic Traffic

This KPI is important for keeping track of the organic visitors that are being referred to you from search engines. This will instantly tell you if your SEO tactics are working or not. If they are not, it is up to you to figure out why and take action in order to bring this number up.

4. Organic Click-Through Rate

How often does your listing in the search results generate clicks? This is the metric that tells you that. By looking at this SEO KPI, you can know whether you are getting the expected number of clicks based on your position in the search rankings. If not, it might be time to increase your rank to generate more clicks.

5. Leads

A lead is anyone that comes to your website and shows interest in you by performing some kind of action. They could send you a message via your contact form or make a call. They could even subscribe to your weekly newsletter. From there you can dive deeper into this KPI to find out, for example, how many leads are women or which pages are bringing you the most leads.

6. Conversions

When someone is your lead, you need to work on turning them into a paying customer. This process is known as lead conversion. It is a percentage that tells how many visitors out of the total number of visitors managed to complete their purchases. By looking at what aspects of your website are leading to conversions, you can take action to increase them and make more profits.

7. Social Shares

These days, people can easily share content they like on social media. The more shares you get, the more you know which types of content illicit the most social shares. This is important for SEO because if a lot of people are sharing your content, then search engines will think the content is relevant. This means more points for your website, which can likely increase its ranking.

8. Page Load Times

A slow website turns away users – they go to a faster website. In fact, with every 100 milliseconds that your page is not loading, you are losing 7% of your users . And a full second delay can drop your conversion rates by 70%. Meanwhile, search engines are watching all these people leaving before the page loads and deeming your website irrelevant.

And most importantly, to SEO, page load speed is a ranking factor. Search engines want to give their users the best browsing experience. Slow page load speed is a big no-no to user experience.

9. Top Bounce Pages

Among the pages that you have on your website, some of them will have a higher bounce rate than others. With this KPI, you can look at those pages and gain insights as to why they are repelling your visitors more than other pages. And by taking the right corrective measures, you can ensure that the bounce rate is low on all of your pages.

10. Average Time to New Content

This KPI is important to track because content brings visitors to your website. And the more visitors come to your website, the more you are likely to make sales. By looking at how long it takes to produce content between new content and previously published content, you can come up with the optimal frequency of posting new content.

11. Unique Pageviews

If you want to know how many people are viewing your pages, this is the KPI to look at. What counts as a pageview? Well, every time a web page loads on a user’s screen, it is counted as a pageview. This KPI looks at which pageviews are unique (not the same person visiting it twice or reloading the web page.) 

12. Crawl Errors

When search engines are evaluating your site, they require full access in order to judge its relevance. Crawl errors are bad for SEO because it means search engine bots are having trouble with crawling your site. This KPI tells you the number of crawl errors found, which you can then look into and fix.

13. Average Time Spent

As mentioned earlier, the amount of time that people spend on your website is considered to be a ranking factor by Google and other search engines. Besides that, it tells you if people are sticking around long enough to do anything useful. If people aren’t staying long enough, then you need to do something.

5 Tools to Measure Your SEO KPIs

Now that you know the ultimate SEO key performance indicators to measure, the question becomes: how do I measure them? Doing a google search will reveal a lot of tools that you can use, each with its own merits. But if you are looking to get started quickly rather than explore a lot of options, consider giving the following five KPI measuring tools a try:

1. Google Analytics

Measuring KPIs is essentially about analytics, and Google Analytics is one of the best tools out there for this. With Google Analytics you get a host of features that help you analyze how your website is performing by giving you insight into some key SEO KPIs and metrics. These include traffic, website speed, bounce rate, average time spent and more.

Here are other features of Google Analytics that make it worth your time:

  • Goes beyond helping you understand your website performance to helping you understand your products, customers, apps and more.
  • Takes advantage of Google’s powerful machine learning algorithms to deliver unique insights.
  • Works directly with Google’s advertising platforms to deliver exceptional results.
  • Easy-to-use interface and excellent sharing and collaboration features.

The standard version of Google Analytics is free for you to use. This is the best option for small businesses that don’t mind sharing their data with Google.

2. Google Search Console

With Google Console , you get all the KPIs and metrics at your fingertips that are essential to increasing the performance of your website and improving your online presence. This is all from the perspective of Google, of course. These KPIs include click-through rate, website performance (per page and device), number of clicks and more.

Besides gaining actionable insights into your most important SEO KPIs, other benefits of Google Console include:

  • Helps you analyze your website from the perspective of Google, allowing you to make tweaks to increase your website’s ranking on Google’s search engine results page (SERPs).
  • Can help you fix any technical errors that are plaguing your website and diminishing user experience.
  • Help you uncover the search terms that will direct more traffic to your website.
  • Improve crawl speed by helping you submit your sitemaps to Google, as well as individual URLs.

Google console is free for anyone to use to improve their SEO strategy.

3. SEMrush

SEMrush is a tool that can be used to take your digital marketing game to the next level. It does a lot, from helping you with your social media strategy to researching your competitors to making your SEO strategy more effective. It lets you track SEO KPIs that matter, such as your organic traffic and keyword rankings, to help you make informed decisions about your SEO strategy.

In regards to SEO, SEMrush can also help you with the following:

  • Helps you discover keywords that will bring your customers to your website.
  • Helps you with your backlink building efforts, all the way to providing useful analytics.
  • Audits your website and tells you which areas you can improve and technical issues you can fix.
  • Checks your on-page SEO and provides you with insights into how you can make improvements.
  • Analyzes your website and shows you any vulnerabilities that can decrease your rankings in the SERPs.

SEMrush has a 7-day free trial that you can use to test out the platform. But if you want to continue using it, you will have to pay $99 for Pro , $199 for Guru and $399 for Business every month.

4. Zoho Analytics

Zoho Analytics is what is known as a KPI dashboard tool. That means that it allows you to organize your most important SEO KPIs in one place and analyze them at a glance. And when it comes to KPI dashboards, Zoho Analytics is one that is the most mentioned. This is because it has one of the most advanced business analytics algorithms on the planet.

Here is how Zoho Analytics can help you measure your KPIs:

  • Provides you with a host of data visualization options, such as charts, tables and graphs and more.
  • Connects you to all your data sources to make sure you can import all your necessary KPIs.
  • Get insights from Zoho Analytics with its built-in artificial intelligence called Zia.

As for Zoho Analytics, there is a 15-day free trial period that you can take advantage of to try out their dashboard creation and analytics tools. The premium plans cost $22 for Basic , $45 for Standard , $122 for Premium and $445 for Enterprise a month.

5. Klipfolio

Klipfolio is another dashboard software that focuses on helping you measure your KPIs and extracting useful insights from them. Its biggest power comes from a feature known as PowerMetrics . It allows you to carry out an in-depth analysis of your SEO KPIs, allowing you to uncover the most actionable insights.

Here is how else this useful feature helps you with measuring your most critical SEO KPIs:

  • With the ability to connect to more than 300 data sources, it makes sure that you can import all the data you have.
  • Allows you to spot trends in your KPIs and metrics by allowing you to view historical data about them.
  • With its advanced filters, it allows you to quickly and easily isolate your most important SEO KPIs so that you can analyze them further.

You can try Klipfolio for 14 days without paying anything or requiring a credit card. To continue using it, you will have to pay for the Publish , Grow , Team and Team+ plans . Each of these plans will cost you $49, $99, $199 and $399 per month, respectively.

Final Thoughts

SEO is one of the most important tools in your digital marketing strategies. You would be hard pressed to find any digital marketing strategy that can succeed without including SEO in some respect. But to make sure that your SEO targets and being met, you need to measure the right SEO KPIs with the best tools. Fortunately, you now know what those are.

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