You can use key performance indicators (KPIs) to understand how your company is achieving its goals.
By doing SEO Worldwide, you can find articles dealing with dozens of so-called KPIs, including bounce rate, dwell time, time on the page, etc. These are vanity metrics unrelated to general marketing or business goals.
In reality, there are few KPI-worthy metrics that determine what action you take. You have to do this right
In this article, I’ll explain the pros and cons of the three useful ones SEO KPIs:
- SERP Visibility
- Conversions attributed to organic traffic
- Supported organic traffic conversions
Suitable for: Any website
Bound: Market share
SERP Visibility is that SEO Version of one of the most important marketing KPIs: Language share (SLEEP). It measures how visible your brand is in the market.
This is important because there is a strong relationship between SLEEP and market share. In general, the higher your SLEEPThe greater your share of the cake. And the fact that it is a relative metric makes it more suitable KPI as organic traffic growth.
You can get a very rough feeling SERP Visibility by comparing your estimated organic search traffic with your competitors. To do this, add your and their domains to Ahrefs’ batch analysis tool and check the traffic column.
However, these numbers tend to be skewed because they include traffic from branded keywords and those that your competitors rank for have no business value to you. For example, if one of our competitors offers social media marketing tools, any search traffic on such topics is irrelevant to us.
For a more accurate feel of SERP Add the keywords you care about into Ahrefs’ Rank Tracker. Note that these should be the main keywords that encompass what your target audience is looking for (don’t worry about long tails).
From there, go to the Competitive Overview tab and check the Visibility column:
That’s it. SERP Visibility is great KPI For everyone, because you always have direct business competitors, regardless of your business model.
2. Conversions attributed to organic traffic
Suitable for: Any ecommerce or lead generation website
Bound to: Sales
This one isn’t a big surprise. Organic tags are the only ones SEO KPI on that list that most companies are already measuring. Awesome if it’s you, but there are a couple of things to do and keep in mind while using this data:
Choose your top conversion goals wisely
Common examples of website goals or conversion actions are visitors who go through the checkout or subscribe to a service. These are perfectly fine, but they don’t reflect their value to the business when people buy multiple things at the same time.
So if you work for an ecommerce business, then probably better to increase the average order value for the organic traffic segment KPI.
If you want to get a little more advanced, you can also track gross margin or net profit per visitor of organic search.
Make sure your analytics are set up correctly
Many things can go wrong when setting up Google Analytics or any other analytics software. I urge anyone who makes marketing decisions based on analytics to understand how this data is collected and processed.
More information: 13 Google Analytics tracking errors (and how to fix them)
Take the results with a grain of salt
No matter how good you are GA Once the data warehouse is set up, the data will continue to be skewed by things like ad blockers, the way Google handles mapping by default (more on that in the next section) KPI), Etc.
The positive and most important part is that we usually do a time comparison of data that is skewed in the same way. That is, a relative change in conversions should reflect reality.
However, be sure to compare time periods that make sense to compare. For example, if your company has seasonal sales fluctuations, you want to compare last year’s results.
3. Supported organic traffic conversions
Suitable for: Any ecommerce or lead generation website
Use only this one KPI if you are already using the conversion KPI. It is effectively a supportive metric to help deal with misallocation.
This is important because the standard last non direct click attribution model in Google Analytics is just bad. The problem is to assign 100% of the credit to a channel. It’s like praising players who only score one goal. Goalkeepers and defense would not be too happy.
What does this mean for your website conversions?
Your website is likely to drive organic traffic at all stages of the customer journey. For example, people could land on ten of your articles from Google and convert them after clicking a search or retargeting ad. In that case, you want to see that first organic search post.
That’s how it’s done:
Go to Conversions> Multi-Channel Funnels> Assisted Conversions.
First, select your main conversion:
Then select a suitable retrospective window (attribution window). This is the number of days you want to consider before converting.
Make sure you adjust this based on the length of your company’s sales cycle.
For example, B2B should generally have the longest attribution window as the length of the decision making process before conversion is longer than buying clothes online for example. So play around with the window and see what it does with the number of conversions it supports.
Then all you have to do is compare the data over two time periods:
You get an overview of how each channel is contributing to conversions and a comparison between the specified time periods:
When you’re done with that, you can play around with the rest of the Multi-Channel Funnels reports. There you will find the model comparison tool which is the only report in GA This allows you to use other attribution models. You will get a better understanding of how each of your channels work during your customers’ journey. Read this excellent article to learn more.
I’m convinced you don’t need more than three KPIs for any channel. However, this doesn’t mean you shouldn’t be measuring other things.
Keeping track of other meaningful metrics that correlate with KPIs is one way of assessing your everyday life SEO Job. For example, it would be almost impossible to improve yours SEO KPIs when search engines can’t index your pages properly.
So you can use Google Analytics to gain all sorts of actionable insights, set thresholds that determine successful link building campaigns, and take technical measures SEO Audits and so on.
And something else…
Being “data-driven” seems to encompass today’s marketers. But understand why something is happening GA or GSC Data is challenging because it is mostly quantitative data. It is important to keep this in mind and understand that this data is not a substitute for customer meetings, common sense, and occasionally gut instinct.
Do you have any questions or other KPIs to share? Ping me on Twitter.