SEO metrics allow you to measure the effectiveness of your search engine campaigns

Whether you are a business owner or a digital marketer, you know how important it is to measure the success of your SEO campaign. The easiest way to accomplish this is by examining important SEO metrics. There are plenty of free tools that can provide you SEO reports that allows you to check the metrics. Google Analytics is arguably the most popular of these tools. You can gather many of the key metrics from it.  However, it is important to be familiar with the important metrics that a business must monitor to effectively gauge the campaign’s success.

Why is it important to monitor SEO performance?

Before we actually go about knowing which metrics to monitor, we must understand why its importance.  Tracking your SEO numbers tell you how exactly your SEO campaign is performing. You can learn which keywords are generating a response and which tactics are working. You can discover which ones you can stop wasting your time and effort on. Once you monitor and analyze your SEO metrics, you will be able to identify specific data points that can enable better decision making. They help increase leads, conversions and revenue.

SEO metrics you cannot ignore

Organic search traffic

This is probably the single most important SEO metric. Organic search traffic refers to the visitors that land on your website or blog as a result of free organic search results. This is in contrast to paid traffic, which refers to the page visits generated by paid ads. Organic search metric is important because the more are people visiting your website, the greater the potential to convert them into paying customers. You should monitor this metric, compare it with previous periods and develop strategies to improve it. You can analyze the organic search traffic across the website as a whole or for a specific URL. You can also check top performing website pages and how organic search is performing compared to other channels.

Organic Conversion Rate

Each SEO campaign has a different objective. Some SEO campaigns may simply be targeted at increasing newsletter or email signups. Others may target something more substantial such as increased sales from an online store. Organic conversion rate can be defined as the percentage of total organic traffic that performs the desired action. Action may include signing up for the email or making a purchase from the store. Most analytical tools let you track conversion metrics such as leads, sales, newsletter signups and more.

Click-Through-Rate (CTR) Organic Conversion Rate

Each SEO campaign has a different objective. Some SEO campaigns may be targeted at increasing newsletter or email signups. Others may target something more substantial such as increased sales from an online store. Organic conversion rate can be defined as the percentage of total organic traffic that performs the desired action. Action may include signing up for the email or making a purchase from the store. Most analytical tools let you track conversion metrics such as leads, sales, newsletter signups and more.

Technically, click-through rate is the percentage of impressions that resulted in a click.  Impressions refer to any time your digital content is rendered on a user’s screen. CTR shows how often those who come across your product listing end up clicking it. This metric can be used to understand how well your money keywords are performing. Organic search traffic metric tells you how many visitors you received through organic search but not the search queries it came from. How well keywords are performing is what CTR tells you. Google Search Console is a free webpage that provides a CTR for every key phrase your website shows up for.

Organic bounce rate

Organic bounce rate tells you how many visitors “bounced” away from your website after only viewing a page. The organic bounce rate is measured as a percentage of visitors. A high bounce rate may mean you need to work on your website content.  An improved landing page may ber needed to keep people engaged.

Keywords ranked in Google

There are Keyword tracking tools that can help you determine the number of keywords for which your website ranks on Google. With this data in hand, you can strategize your digital marketing campaigns better. It will also indirectly help reveal the keywords that you wish to rank for but don’t.  Search Console is one but there are others as well

Average search rankings

You can gauge your campaign’s overall performance through average search rankings. There are analytical tools that you can use to determine average rankings for specific terms.

Mobile Search Traffic

With 52% of global internet traffic coming from mobile devices, it’s important to understand what devices your organic search traffic is coming from. You can get breakdown of organic traffic stats for a specific URL by device-desktop, mobile and tablet devices.

For an average business owner, SEO and analytics can be a little too technical to handle. Thankfully, there are professionals who can manage your SEO campaigns and provide you with timely reports so that you can track the campaign performance.

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