To determine whether or not your SEO campaigns are successful, there are certain KPIs that you need to keep an eye on.
1. Keyword Rankings-
There are several tools like SEMRush or SE Ranking or Ahrefs that are available online for tracking the ranking of your keywords. There is a direct and significant connection between the ranking you have for certain keywords and the amount of quality traffic you receive.
If your rankings are poor, very evidently you will receive very little traffic on your site. There may be fluctuations in the rankings of your site for certain keywords due to changes in Google’s algorithm. But, in the long run, you must see growth; if not you need to work hard on your SEO strategies.
2. Bounce Rate-
Bounce rate is the percentage of users who wait for the page to load and exit immediately after the site loading is complete, without having performed any significant action towards a purchase decision. The priority of Search Engines is always to satisfy user-intent.
Hence, if your site has a high bounce rate, search engines will naturally understand that your site is not satisfying the intent of your target users, and your rankings will deteriorate drastically. If you have a low bounce rate, both Google and you will know that your site provides all the relevant information, along with being unique and user-friendly.
3. Search Visibility-
Search visibility measures how often your site appears in the SERPs for your target keywords. You will be able to track how many impressions your website is likely to get when users place a query with your target keywords, and what share of the SERPs you are dominating within a given period of time.
If you have a good amount of search visibility, you will know that your SEO strategies are working right and the Search Engines love your site.
4. Organic Sessions-
Organic sessions are the most natural metric that you need to measure to determine the success of your SEO strategies. Your organic sessions are the metric that shows how much traffic your site is getting over a given period of time.
If you see that there is a fall in your organic sessions, you must know that there is something definitely wrong with the site! You have to check for issues in your site, resolve them, the ad also rethink your SEO practices.
5. Pages/ Session-
If your site or a specific page on your site has a high volume of Pages per Session, it indicates that your page is thriving.
It shows that the users found the information they were searching for and your content intrigued them to know more about the products and/or services you are offering. The more pages they look into, the more interested and satisfied they are with the content you are providing. Hence, you can rest assured that you are on the right track!
6. Top Exit Pages-
The exit page refers to the last page your user is present on before they leave your site. You need to check which page they are exiting from. If you see that maximum of your visitors are leaving from your Thank You page, then it’s a good sign, because they gone through all the pages of your site and then left. But if you see that more visitors are leaving your site from pages where you did not intend their journey to end.
Google algorithms have always regarded links as an important factor to determine site rankings on the SERPs. Hence, you have to make sure to include more links, more relevant links, and newer links. It will help improve your site rankings of major SERPs.
If you have a strong link building strategy as a sub-part of your main SEO campaign, then your rankings will surely go up.
User also read: What Are The Link Building Strategies Trending in 2020?
8. Average Session Duration-
Your session duration will measure the average length of the visits you receive on your website. The more detailed, structured, and informative your website content is, the longer the visitors are going to stay on your site.
Session duration actually determines the quality of the content you have published on your site. Both you and Google will understand how efficiently you are being able to hold your visitors to stay on your site and read further about what you have to say. If your site has a low average duration, you will need to rethink the content and related features of your site. There must be some problems for example too short or boring content, slow site, etc. You have to find it put and resolve it.
9. Crawl Errors-
The crawl errors help you determine which of your page URLs the Googlebot is not being able to access or understand. You should keep this check more often because you can immediately fix errors and Google can efficiently crawl and index your site or pages.
When Google is able to cache your pages, your rankings will increase. If Google cannot index your page, your site will not appear for search results. Hence, you need to make sure that your site is indexed by checking for crawl errors.
10. Organic CTR-
The Organic Click Through Rate determines how often a user is clicking on your site when it appears on their SERPs.
If you have a high Organic CTR, it shows that features and content that you have integrated in your site are right. The meta-titles and meta-descriptions are working just fine to drive your users to click on your website.
11. Page Loading Time-
The loading speed of your page remains to be a very important factor determining the success of your SEO strategies. Since Google wants to give its users the best user experience, they would want the users to find a site that loads pretty fast and does not keep the users waiting.
Hence, your page loading speed is an important factor for getting better rankings of Google SERPs, especially because fast loading sites have lesser bounce rates. The site speed also indirectly impacts your conversion rate. How? Here is how: The lesser time your website takes to load, the more users and Google will be satisfied, the more users will stay on your site and look through your content, the more convinced they will be to purchase from you.
The ideal page loading time depends on how complex your site is. But research says that most users tend to abandon a site that takes more than 3 seconds to load. SEO services can help you optimize your website loading speed.
12. Branded Traffic-
Branded traffic is the amount of traffic you are receiving from internet users searching by/ for your name. If you can measure the branded traffic, you will be able to measure the results of your branding campaigns and understand the strategies are working to your favor or not.
If people already know your business name and are searching for it, you are doing things right! People will come across your ads or website somewhere, and they will search for you later directly on Google. Not all users will have the time or the inclination to look into your offerings then and there when they come across your business.
You can calculate how much of your expenditure on SEO is contributing to your ROI. You can do this in 4 steps.
- Step 1: add up all the revenue generated per month from organic traffic.
- Step 2: add up all the costs for your SEO campaign.
- Step 3: Subtract the result of Step 1 from the result of Step 2.
- Step 4: Divide the result of Step 3 by the result of Step 2. If your SEO campaign is running successfully, then your ROI is supposed to experience a positive rise at the end of every month.
With paid campaigns, you have a direct cost, but so is no the case with your SEO campaign. But this does not imply that you have spent no money on your SEO campaign. You may have hired an agency for generating backlinks or you may have outsourced a content writer to write SEO-friendly web content or you may have hired a digital marketing agency.
These are costs too. When you make an aggregate of your total SEO budget per month and divide it by the total organic traffic your site receives per month, you will get your Organic CPC. Your monthly CPC is supposed to go down with time if your SEO campaign is working right.
15. Leads & Conversions-
One of the simplest metrics for tracking the success rate of your SEO campaign is to track the leads and conversions you are getting from your website.
The sole purpose of you having a business website is to convert your visitors into sales. The best way to track this is to use Google Analytics.
16. Lifetime Value of the Users-
The lifetime value of the users will show you an in-detail and informative report of the potential revenue from all the customers that you are getting from organic searches. If you see that the revenues from organic searches are high, then you are doing just fine with your SEO campaign!
User also read: An Ultimate Guide to Ace Local SEO in 2020
17. Report for Mobile Usability-
Another factor that you need to keep in mind is how much traffic you are getting from users searching on mobile devices. Since more and more people are beginning to use mobile devices to make searches rather than using desktops, you have to ensure that your website is giving them an equally good experience on their phones, as it is on desktops.
If you are getting more traffic from mobile devices, you will know that your website is perfectly optimized for mobile devices and you have nothing to worry about.
18. Meta Data-
Meta-data informs users about the data that they are about to click on. The Meta-data is important for the search engines to be able to validate the relevancy of the content to the user query. Make sure to write your meta-data in the right size which should not be less than 300 characters.