- With SEO metrics, you can assess the success of your SEO campaigns and adjust your strategy accordingly.
- You’ll probably miss chances and risks if you don’t monitor important metrics.
- The most crucial indicators are the ones you should keep an eye on the most closely because many of them correlate directly to Google ranking variables.
You can measure and track everything using search engine optimisation (SEO), which is one of its main benefits. SEO analytics provide you with important information about how your organic search strategy is doing, regardless of the metrics you use to measure ranks, traffic, engagement, leads, orders, revenue, or authority.
Moreover, SEO analytics are essential information for developing new programmes or refining old ones. However, how can one determine which metrics to use? Ultimately, thousands of data pieces are accessible through SEO tools and Google Analytics.
I’ll list the top 15 SEO metrics to watch in this piece, along with the tools you need to keep an eye on them.
Why SEO metrics matter
You won’t find ways to boost your organic search traffic and revenue if you don’t have thorough tracking in place. On the other hand, dangers to your current traffic and business can go unnoticed by your digital marketing radar. Furthermore, there are several pertinent SEO metrics available that assess overall marketing effectiveness.
SEO is dynamic, and Google tweaks its algorithm frequently. In light of this, it is critical that you consistently track important SEO indicators to make sure your website is functional, well optimised, and generating revenue.
Top 15 SEO metrics to track
Not every KPI and SEO success metric is the same. There are over 200 ranking criteria in Google’s algorithm, however some are more significant than others.
It’s critical to concentrate on indicators that have the biggest influence if you want to make sure your organic search performance is improving. As a result, you’ll get a higher return on investment from your SEO efforts.
In light of this, let’s examine the top 15 SEO indicators that you have to regularly monitor.
1. New referring domains
One of the most significant elements affecting Google ranking is backlinks. Relevant backlinks from reputable domains will typically increase your domain authority. connections from domains that haven’t connected to you before, however, typically have more authority than extra connections from sites that have already done so.
If a website already links to your domain, Google considers you to be a reliable authority. In comparison to a link from a fresh, similar domain, a second link from the same website will be marginally less value.
Track all of your backlinks and referring domains, please. However, the quantity of new referring domains must also rise if you wish to see a significant boost in your organic traffic. Make sure your link-building efforts complement your SEO strategy by keeping an eye on this indicator.
2. Domain authority / domain rating
The majority of popular integrated SEO tools (Moz, Ahrefs, SEMrush, etc.) employ a score called domain authority or domain rating to determine a website’s overall SEO strength. The quantity of backlinks, the calibre of the referring domains, and other variables are taken into account while calculating the score.
The score is logarithmic in nature, with a range of 0 to 100. Therefore, raising a score from 80 to 81 is far more difficult than raising one from 20 to 21. All other factors being equal, it is assumed that websites with higher scores will rank higher for search searches.
To be clear, Domain Authority is not a component of Google’s official ranking system. That being said, since this statistic is derived from ranking variables, it is crucial to keep an eye on it. Aim to raise your Domain Authority if you want to appear first in the search results.
Monitoring Page Authority is also beneficial for your most important landing pages. This statistic evaluates the authority of individual pages as opposed to the domain as a whole.
3. On-page optimization scores
The process used to optimise a page’s contents better for both users and search engines is known as “on-page optimisation.” Instruments With the use of Ahrefs Site Audit, you may evaluate a page and receive a score representing the degree of SEO optimisation for that page. The score might consider factors such as:
- Keyword density
- Keywords in headings and subheadings
- Instances of related keywords
- Related keywords in headings and subheadings
- Internal and external linking
- The meta description
- Canonical URL
- Page title
- Image alt tags
4. Text readability SEO metrics
The majority of SEO metrics monitor data such as target keyword ranks, page views, traffic statistics, authority scores, and backlinks. While such indicators are significant, monitoring the calibre of the content is just as crucial. So, how do you monitor the content quality of your website?
Users value text readability and relevancy because they create a seamless experience. They also improve readability, which is a factor that search engines like Google and Bing value. Put simply, content that is actionable and with clear takeaways is more valuable than stuffy filler.
Thankfully, content quality can be quantified.
For each page on your website, Yoast gives you a readability score that includes a grade based on the Flesch reading ease score. Yoast also suggests utilising active voice, transition words, and fewer paragraphs, sections, and sentences. It’s not as a result of those being ranking elements. This is due to the fact that they facilitate text digestion.
On the other hand, tools such as Clearscope evaluate material for relevancy by utilising entities and similar search phrases from rival content. Your score will increase with the number of pertinent terms you use from their list.
Your content marketing is made more comprehensive with Clearscope, and more palatable with Yoast. When combined, they can improve your search engine results page (SERP) ranking.
Even in cases when the consumer doesn’t actually scroll down to view your item, each time your page appears in a Google search result is counted as one impression. Impressions are a good way to gauge the success of your SEO campaign early on. Impressions will rise as rankings rise. After that, your traffic will start to increase as soon as you rank in the top 3.
The “Performance” element of Google Search Console makes it simple to monitor impressions.
Just to be clear, clicks and impressions are not the same thing. Vanity metrics, as many would say, are measures that don’t generate income or traffic. Impressions are only a count of the number of times a specific page from your website surfaced in the search engine results page.
6. Click-through rate (CTR)
The ratio of views to clicks is called CTR. When it comes to SEO, it provides information on the proportion of impressions in the Google SERP that led to a click-through to your website. You have a 1% click-through rate if 100 searchers view your listing in the results and just one of them clicks on it. Similar to impressions, you can directly monitor CTR in the “Performance” part of Google Search Console.
The CTR and ranking position are highly correlated. The more clicks you receive, the higher your average ranking is. The top three spots in Google provide most of the traffic, even if the first page of results receives 90% of the hits for a given query.
Here are a few short suggestions to raise your CTR on specific pages:
- Match the title of your page to the search query.
- If at all feasible, include a strong call to action in your title.
- Put pipes, dashes, or brackets around your title to draw attention to it.
- Write meta descriptions with the intention of making people click to read more.
- Make the reader feel something by using your title and meta description.
- Describe the takeaways from visiting your page for them.
- To enhance the way your page appears in search results, use structured data.
- Make use of concise, informative URLs that start with the main term.
7. Keyword rankings
Although obvious, keyword rankings are an important SEO measure to monitor. They give you a way to measure your success and serve as a warning indication that your SEO plan is effective. Additionally, rankings give you a broad picture of the entire possibility as well as your present organic market share.
Pay attention to both branded and non-branded search phrases when conducting keyword research. Branded keywords are significant since they stand for ready-to-buy customers. Additionally essential to your internet reputation are these terms. On the other hand, non-branded phrases for online goods, such as “women’s running shoes,” are crucial for swaying buyers during the customer journey’s decision-making phase.
While keyword ranks are always changing, a sharp decline in rankings may indicate a problem. There are several SERP trackers available, such as Ahrefs, Moz, SEMrush, and STAT.
8. Organic visibility (organic market share)
precise rating. Both scores are crucial to monitor since they give you an instantaneous overview of the SEO performance of your website.
But the majority of currently available solutions merely offer a snapshot and don’t let you see trends. For this reason, Terakeet created Carina, a proprietary piece of software that offers an in-depth analysis of your internet presence in the past, present, and future.
Understanding how to compute market share with organic traffic is crucial because those are effectively “free” visits from people who are actively looking for information. Even though organic market share appears to be a straightforward indicator, it truly shows how effectively you target and engage with your ideal clientele.
Terakeet demonstrates the value of high-level search success as a metric with reports on organic market share similar to the one below.
9. Organic traffic
It goes without saying that you should be monitoring the volume of natural search traffic that comes to your website. It is a crucial SEO indicator that indicates whether or not the foundations of a successful SEO programme are being delivered by your SEO efforts.
There can be no SEO-based conversions or income without organic traffic. If you’re not receiving any traffic, something is obviously broken and has to be fixed.
With Google Analytics, you are able to monitor your organic traffic. Keep an eye on your organic traffic from mobile and desktop devices. Additionally, make an effort to compare your organic traffic figures with your other SEO analytics so that you can consistently evaluate the calibre of your traffic.
10. Organic conversions
Because they enable you to determine whether you are attracting the proper kind of organic visitors to your website, organic conversions are a crucial SEO metric. If your website is receiving a lot of traffic but not enough conversions (sign-ups, leads, sales, etc.), this could indicate that you’re not attracting the correct kind of visitors to your site. People who aren’t genuinely interested in what you have to offer are drawn to you.
If so, you should examine the keywords that are bringing visitors to your website and see if they are relevant to your client acquisition funnel.
Let’s take an example where you sell organic coffee beans and write a detailed blog post about how famous people like Sofia Vergara are addicted to strong black coffee. This page generates a lot of traffic from organic searches, but little engagement or sales, according to the analytics. This indicates that the content may be more suited for those searching for celebrity rumours than for actual coffee enthusiasts or potential clients.
Determine the top, middle, and bottom of the marketer’s funnel relevant keywords, then concentrate on developing content around those specific keywords to increase conversion rates.
11. Number of pages indexed
In its search results, Google displays those pages that are indexed. Your pages won’t receive organic search traffic if they aren’t indexed. Make sure that all of the pertinent pages on your website are correctly indexed by using Google Search Console.
A crucial point to remember is that thin, obsolete, duplicate, or irrelevant pages could reduce the authority of your entire website. To find low-quality indexed pages, conduct a content audit and implement the following measures:
- Update out-of-date material
- Remove any unnecessary content, then reroute the links.
- Consolidate and reduce a number of poor pages into one highly value page, then reroute links appropriately.
12. Page speed and Core Web Vitals
A quick loading page is one of the ways that Google gauges user experience, which is something it is focusing on more and more. Numerous studies conducted over the years have demonstrated that increasing page speed boosts conversion rates, and that increasing page load time decreases conversion rates.
In 2020, Google unveiled Core Web Vitals, going one step further. Core Web Vitals are an advanced and more detailed way to measure page load time, and they are set to be included in search ranking factors in May 2021. They are explicitly mentioned here as a crucial SEO statistic because of this.
Three areas of the user experience—loading, interactivity, and visual stability—are the focus of the current set of Google Core Web Vitals measurements. These are as follows:
- Largest contentful paint (LCP)
- First input delay (FID)
- Cumulative layout shift (CLS)
You can view the metrics for your website’s pages using Google’s PageSpeed Insights tool, or you can utilise Google Search Console’s “Enhancements” section to see how your site’s pages perform based on the Core Web Vitals.
13. Pages per visit
You may gain understanding about your abilities to guide users farther down the conversion funnel by looking at the average number of pages per visit metric. You are losing the chance to convert them later on if the majority of visitors simply stay on one page before leaving.
Recall that increasing traffic is just the beginning of generating income. You then have to persuade them to act. However, not every visitor is prepared to make a purchase. So, come up with alternative strategies to interact with them and maintain their attention in your material. Exit pages are where most visitors seem to disappear, so pay close attention to them.
The following are some strategies to raise engagement metrics, such as pages per visit:
- Make sure that the navigation on your website is simple to use and that the page layout is intuitive.
- Make topic clusters based on topics so that visitors know what to do next.
- Make use of internal links to direct site users to other useful pages.
- Include interesting stuff to encourage users to interact with your website, such as tools, surveys, movies, etc.
14. Crawl errors
Having a high number isn’t necessarily a positive thing when it comes to SEO analytics. For example, crawl errors should never be made.
When a search engine tries to access a page on your website but is unsuccessful, it makes a crawl error. Crawl failures can result from a variety of factors, including pages that have been removed, tagged as “noindex,” or blacklisted in the robots.txt file.
It’s critical to monitor this issue since if a page isn’t crawlable, it won’t be indexed and won’t get any organic search traffic. Should your website have an increase in crawl issues, there’s a possibility that Google will begin to lose faith in it and begin to devalue any current rankings.
15. Bounce rate
The percentage of visitors to your website that only view one page is known as the bounce rate.
While bounce rate isn’t a ranking signal, it could point to issues with individual pages or your website overall. It’s a lost chance, if nothing else, to interact with your viewers.
How therefore may the bounce rate be decreased? In the end, you want to give website visitors an amazing experience. There are several methods for completing this:
- Make that the page complies with the search query.
- Clearly state the page’s goal and provide critical information above the fold.
- Provide genuinely amazing content to entice visitors to investigate your website further.
- Make the writing readable and visually appealing.
- Steer clear of anything that ruins the user experience (ads, pop-ups, confusing navigation, etc.).
- Speed up the page.
- Put in place attractive CTAs
Tools to track SEO metrics
Measuring the top SEO KPIs is made simple by a number of tools, some of which have previously been highlighted.
Track metrics such as bounce rate, pages per visit, and organic search traffic with Google Analytics. To keep track of impressions, click-through rate (CTR) from the Google SERP, crawl problems, and the quantity of sites indexed, use Google Search Console.
You may monitor new referring domains, domain authority, and keyword ranks with the aid of Ahrefs, Moz, and SEMRush. Fixing technical issues on your website is made possible by ContentKing, DeepCrawl, and Screaming Frog. Pingdom and Google PageSpeed Insights are useful tools for measuring page load speed. For text readability and on-page optimisation, use Yoast and Clearscope.
Implementing SEO metrics for better ROI
Let’s review the main ideas we discussed. Setting up SEO metrics as benchmarks that assist you in identifying areas for improvement is crucial if you want to provide better SEO ROI. Consider strategies to improve your rankings, organic traffic, income, ROI, and conversions when utilising SEO metrics.
In light of this, the top 16 SEO metrics that you want to monitor are:
- New referring domains
- Domain authority
- On-page optimization scores
- Text readability
- Click-through rate
- Keyword rankings
- Organic market share
- Organic traffic
- Number of pages indexed
- Page Speed
- Core Web Vitals
- Pages per visit
- Crawl errors
- Bounce rate
A staggering 81% of SEOs track sales and leads (conversions) to gauge return on investment, per a Databox report.
You can easily keep an eye on all of these SEO metrics if you have the appropriate tools.
The game of SEO is zero sum. One page drops in the ranks when another rises. Thus, remain ahead of the competition and monitor your SEO performance metrics closely.
SEO metrics are quantifiable data points that give you quantifiable information to develop new plans or refine and enhance current ones.
To gauge the return on your investment, you should monitor the following SEO indicators, regardless of your SEO programme or business plan:
- Organic traffic
- Organic conversion rate
- Keyword rankings
- Organic search visibility percentage
- Bounce rate
- Page speed and core web vitals scores