Key Performance Indicators (KPIs) help you analyze the progress of your marketing and make it easier for you to analyze the achievement of your goals.
There are a lot of articles on KPI in the SEO world, many mention immediate bounce rate, time spent on page, and more. These are vanity metrics that have nothing to do with overall marketing or business goals.
This article discusses in detail what we consider to be valuable SEO KPIs
1. SERP visibility
Available : Any website
Bound : Market share
SERP visibility is an SEO version of one of the most important marketing KPIs: SOV (share of Voice). It measures the visibility of your brand in the market among competitors.
This is important because there is a strong relationship between SOV and market share. In general, the higher the SOV, the higher the proportion of pie. And the fact that the measurement is relatively easy to do makes it a more appropriate KPI than organic traffic growth.
You can get a very rough picture of your SERP visibility by comparing your estimated organic search traffic to your competitors’ Google traffic.
However, these numbers are usually incorrect because they include keyword traffic for branded products and those where competitors rank will have no business value to you. For example, if one of our competitors offers social media marketing tools, not all search traffic on such topics matters to us.
2. Conversions made by organic visitors
Useful: Any ecommerce site Bound: Sales
This is guaranteed to be the most used SEO-KPI that most people use to analyze their SEO-KPIs.
Choose your key conversion goals wisely
Common examples of website goals or conversion activity are visitors who go through checkout or subscribe to a service. It’s great, but it doesn’t reflect its value to the company if people buy multiple things at once.
So if you work in an online store, it would probably be better for KPI to increase the average order value of the organic traffic segment.
Make sure Google Analytics is configured correctly
Many things can go wrong when configuring Google Analytics or other analytics software. I urge anyone who makes marketing decisions based on analysis to first understand how this information is collected and processed.
Take the results with one gram of salt
The positive and most important retrieval here is that we typically make a time comparison of distorted data in the same way. This means that transformations of relative change must correspond to reality.
However, make sure you compare time periods that make sense to compare. For example, if your business has seasonal fluctuations in sales, compare the results for the year.
Assisted organic traffic result
Available : All ecommerce sites or referral sites
Bound : Sales
Use this KPI only if you are already using a KPI for conversion. It is, in fact, a solid measure and should not be used alone.
This is important because the default configuration model of “last no direct click” in Google Analytics is rarely bad. There is a problem assigning 100% credit to the channel. It’s like praising a player to the sky who scores just one goal. Goalkeepers and defense would not be too happy.
What does this mean for your online conversions?
Your site is likely to drive organic traffic at all stages of your customer journey. For example, people might land on your ten articles from Google and then convert by clicking on a search or re-targeting ad.
I am convinced that you do not need more than three of these KPI’s, but it does not mean that you should not measure other things.
Tracking other relevant metrics that correspond to KPIs is one way to evaluate your daily SE work. For example, improving your SEO KPIs is almost impossible if search engines are unable to crawl your pages properly.
So you can get all kinds of activity data from Google Analytics, create boundaries that determine whether a link creation campaign is successful or unsuccessful, perform technical SEO analyzes, and so on.
And one more thing…
“Knowledge-based” is something that seems to describe today’s marketers. But understanding why something happens from GA or GSC data is challenging because it’s mostly quantitative data. It is important to remember this and understand that this information is not a substitute for talking to customers, common sense and sometimes trusting your gut.
Is it all too difficult for you and you want the help of SEO services and analysis. so Contact us now.