If you’re running an SEO campaign, you might think that you’re doing everything correctly in terms of best practices and ongoing strategies. But are you confident that you’re actually making progress? When it comes to the SEO campaign, it’s crucial to track and report your success metrics. However, measuring the success of your SEO campaign is one of the hardest tasks.
When you put together a strategy to improve your website’s SEO, you need to track your success metrics or SEO KPIs. Now you may ask what SEO KPIs are and how to measure them. SEO KPIs or metrics are the key performance indicators of your SEO strategy. If you want a good understanding of where your SEO campaign is heading, you need to examine different SEO KPIs. Tracking these metrics will help you in optimizing your site to stay ahead of competitors on the search engine results pages (SERPs).
Success metrics reveal whether your strategy is working or not. But before you track and report your success metrics, you need to first determine which metrics are worth tracking. An SEO campaign can be tracked in multiple ways using different metrics and tools. To help you track your SEO campaign performance, here we’ve listed the most important SEO metrics that you need to track to ensure the success of your online marketing campaign.
The easiest and most common method of tracking SEO performance is website analytics. This method of tracking allows you to track who is coming to your site and from what sources. Website platforms like WordPress come with in-built tracking systems but setting up Google Analytics for your website is the best option. This excellent analytics tool provides information like which marketing tactics are generating the highest clicks and how many of those clicks convert to either sales or leads. Google Analytics is the most effective tracking tool that collects a seemingly endless amount of data about your website. This free tool can measure some of the most important SEO KPIs.
One of the most important metrics you need to track is the conversion rate. This is a vital metric because getting more organic traffic is of no use if you’re not going to get conversions from that traffic source. It is noteworthy here that a conversion does not necessarily mean a sale. To track organic conversions, you need to first set up your “Goal” or conversion events in Google Analytics. Your goal can be anything- making a purchase, filling out a form, Email signups, or phone calls. Once you set up a goal in your analytics toolbox, you can measure these conversions. In case your organic traffic is increasing but not organic conversions, it possibly means that you’re attracting the wrong audience with your content.
Tracking your bounce rate will help you find out how many visitors are leaving your website after viewing one page only. It tells whether your organic website visitors are finding what they expect to find on your pages. If your bounce rate is high, it indicates that something is pushing people away from your site. The reason for the high bounce rate can be unattractive design, irrelevant content, poor navigation or something else. Often the causes of bounces are incoherent ad copy or Meta description copy. If you notice a higher-than-average bounce rate on specific pages, then find out what could be causing the bounce.
The main purpose of a website is to support your business. So, your website needs to collect leads/sales. To measure the performance of your SEO campaign, you need to track leads or sales. Typically, lead gen sites motivate visitors to fill out some kind of form that includes the person’s name, phone number, and email address. To need to find out Cost-Per-Lead (CPL) that provides detailed insights into the effectiveness of specific marketing channels. To track leads, you’ll need to measure form completions or you can set up e-commerce tracking in Google Analytics. This will allow you to analyze purchase activity on your site or app.
Your SEO efforts are useless if it’s not bringing you traffic. However, when tacking traffic, you need to find out how each page performs. It is important to track organic sessions and goal metrics for specific landing pages. Your Google Analytics account can help you track sessions, goal completions, conversion rate, bounce rate, and more by landing page. When creating backlinks to a specific page or improving that page’s content, you need to evaluate your SEO effort.
Tracking keywords is another indicator of whether your SEO strategy is working. To measure this SEO metric, you have to identify the main keywords that are sending most of the traffic to your website. If you want to rise to the top of organic rankings, you need to create content aimed around high ranking keywords. A higher number of total keywords results in grabbing more traffic from Google’s SERP.
Tracking organic CTR (click-through rate) will reveal the engagement level of visitors when they are on the SERP. Measuring organic click-through rate (CTR) helps in finding out whether your content is matching the searcher’s intent. If your content fails to appeal to your audience, you may have a low CTR. Typically, when something is off about your title or Meta description, you experience a low CTR. To measure the relevance and appeal of your content, track different categories of your site like blog posts, product pages, resource pages, etc.
To rank a website, Google needs to read it first. If your site has broken links and missing pages, it will become difficult for Google to crawl the site. And if Google is unable to crawl the site to find pages it can’t rank them either. So, you need to find crawl errors and fix them so that Google can rank your pages. Once you fix the URLs that are inaccessible by Googlebot, it can improve your organic search traffic.
In addition to on-page factors, you also need to take care of off-page optimization. Your SEO performance is also determined by backlinks. It is found that there is a strong correlation between rankings and the number of referring domains. Also, domain authority reveals how much Google trusts your website. The highly authoritative websites rank closer to 100. If your backlinks, keywords, and organic rankings are increasing, your domain authority will also improve. So, keep tracking your backlinks and referring domains to check your SEO efforts.
Local visibility is another important metric for those managing local SEO campaigns. By tracking this SEO KPI, you can ensure that your organic traffic is coming from the right audience. To track local rankings, you can use AgencyAnalytics that will track Google Maps rankings, as well as your Google 3-Pack results for your business location. You can also use Google My Business Insights to track “Google Local” rankings in Google Maps.
Your webpage will never receive organic traffic if it isn’t indexed. If your pages are not indexed, nobody is ever going to find them. That’s why you need to make sure that your pages are indexed by Google. You can track how many pages your website has indexed in Google Search Console’s “Index Coverage Status Report“. If you find errors or multiple pages outside of the index, you need to find the issue and fix it.