SEO KPIs: 11 Most Important Indicators
The great advantage of online marketing over traditional marketing is that everything is measurable and quantifiable. We can know the evolution of our project thanks to the free Google tools and other tools that, with their free versions, usually offer us very useful metrics to study our project. Here are the SEO KPIs that would help you.
We precisely call the set of most important metrics KPI’s. Knowing which are the most relevant SEO KPIs depends a lot on the type of project, but below we will review the ones that are repeated most frequently and with what tools we can obtain them.
Main KPIs in SEO
• Domain authority: A value from 1 to 100 that measures the “popularity” of a domain taking into account the number of links it receives, the variety of domains from which it receives them, and their quality. We understand as quality, your level of authority of your domain, its location, and content related to ours.Home authority: Again the same indicator but applied to an independent page, in this case, the home page, which usually receives more links and therefore is usually the most authoritative page on the web.
• Authority of Landings Pages: In addition to the home page, landing pages are those pages that are intended to obtain good positioning and attract traffic. As authority is one of the most important factors in positioning, we must control this indicator and try to strengthen it.
To obtain the three previous metrics we will use Moz’s Open Site Explorer or the MozBar extension.
• Referred domains: Total number of domains that on any of their pages have at least one “follow” link pointing to our website.
• Backlinks: Total amount of links that a website receives. This number is always greater than the number of domains since from the same website we can receive more than one link. We must prioritize the variety of domains over the number of inbound links.
To obtain the three previous metrics we will use AHREFS, other tools that facilitate the profile of backlinks. But from Digi Media Corporation we recommend this one.
• Traffic sessions: The total traffic that the web has received in a given period. We must not only take into account whether it increases or decreases. But also the seasonality of the business area to understand its fluctuations.
• Organic traffic sessions: The same indicator but only organic traffic. That is, they have come to the web from search engines.
• Organic Traffic to the home: Number of visits that have entered the web through the home from the search engines in a given period.
• Organic Traffic to Landing Pages: Number of visits that have entered the web through each landing page from search engines in a given period. We understand Landing Page as those pages that are destined to attract and convert traffic.
• Conversions: Number of conversions that have been made in the domain in a specific period. They can be of different types, such as filling in a form, or transactional when a purchase is made.
The above metrics are obtained with the free Google Analytics tool, in the Digi Media Corporation Blog, you can find detailed information to learn how to implement and use it.
• The number of indexed pages: Total number of pages that the search engine, in this case, Google, has crawled and added to its results base. The more pages we have, the more chances we will have to appear in different results. However, you have to control the pages that are indexed, so as not to index duplicate content, pages with parameters, etc.
This metric is obtained with Google Search Console, again, you can get useful information in other posts.
Secondary SEO KPI’s
There are other metrics that, without being as relevant as the previous ones, are also important and we must maintain control and review periodically:
Pages/session: Average number of pages seen by a user in the same session.
The average duration of the visit: Average time a user spends from entering until leaving the web.
Bounce rate: Percentage of users who leave the web in the seconds after arriving, without making any interaction.
Location: From which country the sessions have arrived in a given period.
Source: Where did the sessions come from during a certain period, be it direct, Google, another website.
Medium: Through what medium have the sessions reached our website. Whether organic, paid, referral, social networks.
Landing pages: Ranking of pages that have brought more traffic in a given period.
All the secondary metrics above are also obtained from Google Analytics.