You know that the goal of SEO is to enhance your website’s visibility, attract more organic traffic, and ultimately drive valuable user actions like conversions and engagement. But how can you be sure that your efforts are paying off?
The key lies in SEO benchmarks. By understanding which metrics to track, how to monitor them and what they signify, you can gain a clearer picture of your SEO performance and identify areas for improvement.
When evaluating search results, Google tries to use factors that can identify content with good E-E-A-T, that is:
This approach allows it to prioritize websites that produce people-first content — content that is helpful, reliable and easy to navigate. As we delve into the different SEO metrics you can track, it’s crucial to keep these principles in mind. And remember, it’s the people behind the numbers who truly matter.
Before diving in, it’s essential to lay the groundwork. SEO requires significant time and dedication, and achieving your goals won’t happen overnight. Prioritizing tasks based on business initiatives is crucial. A great starting point is setting SMART goals: Specific, Measurable, Achievable, Relevant and Time-bound objectives.
Begin with the goals your organization looks to achieve and incorporate them in your approach to search engine optimization. Here are common SMART SEO goals you may want to consider:
Organic traffic represents all non-paid clicks that come from search engines. It is probably the most common metric evaluated by SEO. Look at the number of leads you’ll need to meet your business goals, and then determine how much more organic traffic you need to reach the goal.
Google ranks both the quality and number of backlinks. In search, this is a trust factor. If other sites use your backlinks, it shows they trust your content. Google rewards quality backlinks with better search ranking.
The conversion rate represents the percentage of website visitors who take a desired action, such as purchasing, filling out a form or signing up for a newsletter. This key metric indicates how effectively your website converts visitors into customers or leads from search engines.
Do visitors like your web content? If they do, they will spend more time reading and using it, and you have a better opportunity to convert them into a customer.
When visitors are using your website, filling out forms, doing research and otherwise engaging with your content, then they are more likely to become a customer. The higher you can push engagement, the more visitors you will convert.
Here’s where we dive into the key performance indicators that truly impact your search engine optimization efforts. From organic traffic and keyword rankings to conversion rates and bounce rates, we’ll explore the metrics that can help you fine-tune your strategy and achieve your digital marketing goals.
Your website metrics will often reveal themes in the data, themes which can reveal opportunities or threats to your business and goals. Common website metrics to track include:
As mentioned earlier, organic traffic refers to the visitors who land on your website as a result of unpaid search results. Unlike paid traffic, which comes from advertisements, organic traffic is earned through the relevance and quality of your content.
Organic traffic is a crucial metric for several reasons. Firstly, it indicates the effectiveness of your SEO efforts. High organic traffic means your website is ranking well for relevant keywords, making it easier for potential customers to find you. This visibility is essential for building brand awareness and credibility.
Secondly, organic traffic is often more valuable than other types of traffic. Visitors who find your site organically are usually searching for specific information or solutions, making them more likely to engage with your content and convert into customers. This targeted nature of organic traffic can lead to higher conversion rates and better ROI compared to paid traffic.
The Performance tab in Google Search Console is going to give you the most accurate view of your organic traffic over time.
Keywords are a large part of search engine optimization. After all the keyword research you have painstakingly gone through, don’t you want to see if it’s paying off?
There’s a direct correlation between higher search engine rankings and the amount of organic traffic coming to your pages. Keyword tracking and rank tracking give you the ability to see where your content is positioned for the given search queries. Tools such as Semrush, Ubersuggest, ahrefs or Google Search Console parse through the search engine results pages (SERPs) to see where you —and your content — rank.
If you keep a close eye on the rankings, you can quickly respond to any drastic drop in your position. Updating your content based on how others may be ranking, you can often find that niche that leads to higher rankings on the SERPs.
Engagement metrics are the actions and behaviors users take on your website. Engagement metrics are ammo for your search engine optimization, and a measure of the effectiveness of your website’s content.
The more visitors interact, the better you can reach and influence them. Higher engagement means your content is what your audience wants.
We’ve pulled a list of metrics to consider depending on your goals, metrics which can be found in Google Analytics and Google Search Console:
User experience (UX) metrics include factors like page load time, mobile responsiveness and overall site stability. A fast-loading, stable website ensures that users have a smooth and enjoyable experience, reducing bounce rates and increasing engagement.
There are plenty of helpful SEO tools that have quality auditing capabilities. Getting an understanding of the current landscape of your website will help prioritize what is feasible in the short term versus the long term, and what aspects of the project will deliver the highest return.
You likely have access and basic reporting set up within Google Analytics and Google Search Console. If not, take a look at our SEO Checklist on how to get started with both.
Here are a few more tools that will help with SEO audits:
Mastering the SEO essentials discussed above is crucial, but it’s equally important to stay informed about emerging trends that could shape best practices in the future. Here are some key developments to keep an eye on:
Staying informed about these trends and adapting your SEO strategy accordingly will help you maintain a competitive edge.
Proper planning and reporting starts with the end in mind. There’s not a single path, but many paths on the road to success. Tracking your SEO performance keeps your organization accountable for constant improvement.
You won’t become an SEO expert overnight. The key to success is making steady progress and just getting started. Pick a task, get your hands dirty and start optimizing your website.
If you run into any problems or have a question, the specialists at GO2 Partners are here to help. We provide expert guidance and support to help you navigate the complexities of SEO and achieve measurable success. Contact us today to get started!