Search engine marketing is one of the most important ways to generate interest in your business. By achieving high rankings on important keywords, your brand can gain exposure to a potentially huge audience that is looking for the exact products and services you are offering. Use these SEO KPIs and metrics to assess your performance.
Achieve the best rankings with the right data.
Search engine marketing is one of the most important ways to market your business. By achieving high rankings on popular search engines like Google or Bing, you can get exposed to a huge audience that is looking for the exact services or products you offer. Search marketing KPIs and metrics need to be considered within the context of your overall marketing efforts. That said, SEO and SEM comes with its own unique set of KPIs to help you assess your performance.
The Keyword Opportunity KPI analyzes the possibility for improvement for search rankings by comparing current rankings to Google’s estimated search traffic volume and competition rating. By leveraging Google’s keyword traffic estimator, you can identify opportunities, assess the effort required to rank on given keywords and gain perspective on your current keyword performance. This KPI can also be used to determine your share of traffic, although Google’s estimates may differ from your actual traffic volume, so you should utilize multiple data points including Google Webmaster Tools and impression data from AdWords campaigns.
Keyword Click-Through Rate metrics measure how often your listings on the SERPs (Search Engine Results Pages) generates clicks compared the number of times your listing appears in search results. While keyword ranking metrics are the bread and butter of SEO analytics, click-through rates demonstrate how effective your listings are at prompting clicks. Attractive search results, especially those with images and well-written meta-descriptions, are much more likely to attract visitors.
The Search Traffic Performance KPI measures the number of visits to your website that are the result of organic or paid search traffic. By coupling web visit metrics with goal-completion metrics, you get a complete picture of your SEO performance. Too often, SEO is treated as a separate endeavour when, in fact, it should be seen within the context of your website’s performance and wider marketing efforts. Use this KPI to provide your search marketing team with perspective.
The Keyword Ranking metric measures your search engine rankings for targeted keywords and analyzes changes in that ranking over time. When it comes to search engine marketing, this is the quintessential KPI as it demonstrates the effectiveness at your website at getting ranked on Google and attracting organic traffic. It’s a well-accepted fact that the top 3 keywords receive the majority of clicks in search results, with the lion’s share going to the first result. As important as keyword rankings are to search engine marketers, this KPI also needs to be seen within the larger context of your online marketing campaigns. This means monitoring keyword rankings alongside click-through rates, goal conversion rates and return on investment.
The Domain Authority metric measures the “trust” factor related to your domain according to sources such as Moz.com to determine the effectiveness of link-building efforts. Domain Authority and Page Authority are influenced by the number of links to your domain and the authority of those ranks. For example, websites with a .edu domain typically carry more authority than a .com or .net domain. Analyzing your “backlink” profile (and that of your competitors) can illustrate ways to increase the amount of trust search engines place on your domain, thereby improving your rankings.