How to use the natural referencing KPI SEO of your website?
If you’ve had a blog or website for a while and you find it stagnating, it’s time to do something about it. This will allow you to improve traffic to your site and get a better conversion rate. SEO and KPIs
will therefore have to be part of your strategy. But how do you go about it?
You will have to start by doing an analysis of your site, from the point of view of:
- the design of your site
- the habits of your visitors
Paying attention to the design of your site will allow you to have an intuitive and fast site for your future client, and prevent them from leaving too quickly. Studying customer habits will also allow you to know what they use to visit your site (computer, tablet, or smartphone) and thus optimize the display on it. You will also know which product you should highlight. As for the content, it is essential to place you in front of the competition and bring out your best sales, or on the contrary boost those who deserve it.
Once the analysis is complete, you can then make the necessary improvements. If you do not know how to go about it, then it is better to use a KPI SEO agency.
Is your SEO strategy effective enough? How can you ensure that your efforts produce tangible results? What can you do to boost your website’s performance?
What are KPI SEO and SEO performance indicators
By tracking the right performance stats, you can answer all of these questions.
KPI SEO work as a control system that allows you to identify which tactics are working and which are not. Most importantly, monitoring the right KPIs is the best way to avoid spending time and money on something that doesn’t generate the expected profit.
In this article, I’ll highlight 10 critical metrics that marketers need to pay attention to.
1. Organic traffic and SEO performance
This KPI measures the number of visitors who visit your website from organic search results.
This is one of the most important metrics to consider because its growth indicates that you have achieved the main SEO goal: to increase the number of people who see and visit your website.
If you work with Google Analytics (and you definitely should), you can easily track daily searches in your site traffic. Go to the “Audience > Overview” report, then click “Add Segment” and choose “Organic Traffic.”
In the resulting report, you can see how the number of organic sessions changes over time and find out how it correlates with the total number of sessions.
2. Search Rankings
It’s no secret that the better your site ranks on its keywords, the better.
Search ranking is a crucial KPI because it directly correlates to your SEO success. Once you’ve secured the highest search positions, you’re on your way to hitting other goals like traffic, leads, and conversions.
It’s also important to track your rankings for the right keywords. So, if your website’s “Jeans” category ranks first for the query “Black and White Striped Jeans for Women,” your site traffic won’t improve significantly.
You can monitor how your search positions for target keywords are changing with tools like SemRush or Ahrefs. All you need to do is enter your domain, select the SERP type (you need organic results), import the keyword list, and start ranking tracking.
The reports will provide you with data on your current positions and their evolution. Additionally, you can also select competitor domains and get notifications on their rankings for tracked keywords.
3. Search Visibility
Search engine visibility indicates how often your domain appears in search results for the keywords it ranks for.
By tracking search visibility, you can see the positive momentum even before your site starts attracting visitors. This score can be a key driver for all your SEO-based activities. The search engine visibility score is extremely useful if you want to monitor the top results of website optimization.
To track visibility dynamics, you can use Google and the Search Console KPI.
In the performance report, you’ll see the total impression score. Each time a user lands on the search results page that contains your URL, an impression is recorded.
Links should always be considered a key SEO metric for content marketers and SEO experts. Backlinks are among the most important factors behind rankings. This means that your SEO strategy should revolve around link acquisition.
So the more links you earn the better, right? Not exactly. By earning low-quality links, you will not only fail to improve your site authority but even hurt your website rankings.
To ensure that you create a quality link profile, it is essential to track its Quality Score. You will need one of the backlink analysis tools for this purpose. Of these, I would recommend:
Each tool provides a link authority index: the higher, the better the link. If you enter your domain, you will see the score which estimates the quality of your link profile based on the number and quality of referring domains.
5. Organic CTR
Click-through rate (CTR) is a performance metric that measures the ratio of clicks on your link to the total number of users who viewed the search results. In other words, a high CTR equals a lot of traffic.
CTR is also a significant ranking factor for search engines. For example, if your search snippets don’t look appealing enough, even high rankings won’t help you attract more visitors. As a result, your CTR leaves a lot to be desired. A low CTR will tell search bots that your site is not meeting user expectations, which can lead to lower rankings.
When focusing on traffic and rankings, people often make a huge mistake by neglecting this KPI. By tracking your organic CTR, you can find out why your high impressions aren’t driving significant traffic and fix the problem.
To monitor your CTR, go to Google Search Console.
6. Brand Traffic
Branded traffic is traffic from users who searched for terms containing your business name. If brand awareness is important to you (and it should be), brand traffic should be your primary KPI.
Since people already know what they are looking for, this type of traffic results in the highest conversion rates.
This KPI may be tracked using Google Search Console.
- Add all keywords associated with your brand name (including misspelled ones) to the Search Console filter.
- Follow the evolution (or not) of the total number of clicks and impressions over time.
7. Bounce rate
This metric measures the percentage of your site visitors who bounced off your website without taking any action.
This is another crucial metric that is considered by search engines as a ranking factor. Depending on your business, a typical bounce rate should be between 40-60%. If the percentage is too high, it indicates that the page is not relevant to the search query.
Monitor the bounce rate of your pages in your Google Analytics overview report to identify which ones are driving high rates and try different approaches to see what can help you reduce it.
8. Average Session Duration
How long do your visitors usually spend on your website? Do you encourage them to stay longer? Average session duration is an important metric you should consider when measuring user engagement on your website.
By monitoring session duration, you will be able to assess the quality of your site and understand if you need to make any changes to your site structure.
To have a longer session duration, you need to create a thorough content structure: internal links, breadcrumbs, hamburger menus, etc.
9. Cost per click
Unlike paid campaigns, you don’t have to pay Google for every click generated by organic search results. However, organic traffic also comes at a cost.
Organic cost per click (CPC) defines how much you pay for each visitor coming from organic search results. You can calculate this cost with the following formula:
Your budget/website traffic
“Your budget” refers to the total amount of money you spend on search engine optimization, including SEO professional fees, SEO tools, copywriting, and so on.
The CPC will decrease monthly if your SEO strategy is effective enough.
ROI (Return on Investment) is an indicator that you can measure for all your marketing campaigns. By calculating the ROI for SEO, you will determine if the net income is worth the money you spend optimizing your website.
Here is the formula to calculate your ROI percentage:
(Investment gain – Investment cost) / Investment cost
Remember that it is common for this parameter to be negative at the very beginning. However, with a successful strategy, you will see positive momentum in a few months.
So how do you define the right SEO KPIs?
Tracking all existing metrics at once is a waste of time. You should select an individual set of KPIs based on your project objectives. Here are the main criteria to consider when choosing KPIs to evaluate your SEO results:
- Specify your goals. What do you want to achieve? If you want to attract more visitors, specify the goal as “increase the number of visitors by 30% by the end of the year”.
- Approve the budget. Set how much you can spend on SEO before you start.
- Select the right tracking tools. Are you ready to buy well-known monitoring tools? Do you use Google Analytics or CRM systems? Automate the tracking process to save time and get detailed reports.