The Ultimate SEO KPIs and Tools to Measure Effectiveness of SEO Efforts
|1. Organic Sessions|
|2. Keyword Rankings|
|3. Leads and Conversions|
|4. Bounce Rate|
|5. Pages per Session|
|6. Average Session Duration|
|7. Page Load Time|
|8. Top Exit Pages|
|9. Crawl Errors|
Digital marketing is a big hit today. The main target for any digital marketing strategy is to be discoverable on the internet. The key to achieving this milestone is to optimize your website and content for search engine. It is always to know whether your search engine optimization efforts are effective. The big question is how to measure SEO efforts success, moreover, the SEO tools besides Google Console that can measure SEO for you. The answer to your first question is to use unique key performance indicators to measure your SEO. If you are wondering what some of these KPIs are, here they are.
1. Organic Sessions
The most typical way for someone to find your business is through a search engine like Google. When someone accesses you in such a way, this is called an organic search. When a visitor does something on your website and exits, this adds up to a session. An organic session is therefore acquired when someone searches your website, takes action on the site and leaves the page.
A session depletes if the user opens the site and does not do anything while on the site for 30 minutes. It is therefore important to note that one user can result in a high number of sessions. As a digital marketer for your business, you will also need to measure your organic traffic. You can do that directly on your Google Analytics. To make the best of the data, you could embed the analytics tool to a reporting tool for easy comparative analysis of the varied SEO KPIs.
It is the dream of every marketing department to make their website more visible to users. If your organic traffic is on the rise, then it is a positive indication of the effectiveness of your marketing methods. When you have traffic, the organic sessions point you to more important bits of the website like where you should position keywords within your article.
The traffic may, at times be a result of branded searches. When you have an increase in your brand searches like people searching for specific items your company offers, it is a sign your brand awareness has increased. What this means is that you can now start to expect more click- through and may start earning from the site from the on and off-page optimizations. Your website's ranking may also begin to increase. A high volume keyword here may turbocharge your rank.
You can get more impressive organic sessions by putting some effort into crafting better page titles, precise and engaging meta-descriptions and excellent call-to-action.
When your sessions start to grow organically, then you have gotten favour on search engines, something that should be the endgame of any impeccable SEO campaign. More on and off-page marketing should you to acquire better organic sessions.
2. Keyword Rankings
When you search for something online, you usually type a word related to what you seek. Often, you are never the only person that searched for that specific item using the same word. These words are usually what people refer to as keywords; in other words, frequently searched terms. Multiple tools online can help you to track your keywords.
Terms such as your brand names by default rank high because of their uniqueness. Others that may rank highly are long-tail keywords pointing people directly to your products and services as well as the location of your business.
The keyword ranking KPI, therefore, is an important item to pay attention to because these terms really matter to the success of your enterprise. If you are in search of impressive traffic, more leads and sales, then your goal must be to use keywords with an impressive ranking on search engines. Occasionally you may see fluctuations, but this is normal, just pay attention to the general trend of your keywords. Sometimes the ranking may drop. It could be an indication that some issues about your website need addressing. Do not panic and over-optimize because it also has a similar negative effect as under optimization. Multiple other items can help boost your ranking, such as building links to promote content on social media and creating unique content.
3. Leads and Conversions
Above, the focus for metrics “keyword rankings” and “organic sessions” has been on pulling people to your website. However, what happens when these people are on your website? What should they do? As a business, the next step is to have direct contact with the visitor, which is what you might call a lead. There are multiple ways to generate leads, namely telephone calls, newsletters signups, webinar registrations, contact form submissions, subscriptions and product purchases.
The big question is how someone tracks leads on Google Analytics. Well, there are multiple dimensions that you could pay attention to when analyzing your leads, such as whether you are attracting more men or women to the site. You may also want to know whether most of your conversions happen on the phone or desktop. Furthermore, you may want to know which page generates more leads.
One way to improve leads and conversions is to use goal funnels. These funnels will tell you precisely where the page visitors left the site. What follows is you may want to improve those sections to get better results. Not only should your interest be in bringing more people to your site but for the visitor to go all the way to the end and in good numbers, complete your most desired actions.
You can achieve such an end through optimizing your conversion rates and user experience. The reason for such is that you finally attain a larger customer base and boost sales. You can achieve these by making your website easy to navigate and through popular and precise calls-to-action (CTAs). You may also want to do this by making your content more compelling and trustworthy. Moreover, whether a user can easily go down the conversion in an expected manner.
4. Bounce Rate
It is important to know why some or most of your visitors leave your page. The Bounce rate KPI usually tells you the percentage of overall sessions where the user opened your website and left the page immediately, not having done anything.
Bounce rate is calculated by dividing the number of non-interactive sessions by the total number of sessions.
The bounce rate for different pages differs. Normally the bounce rate ranges between 40% and 60%. This figure indicates that at least half of the sessions will always end without the visitor taking any action. This KPI is important because it should be top of your chart to make sure that your search queries satisfy users. The mentality of any page visitor is that every time they visit the website, it will give them what they need, something relevant, and high quality. Just as when you search for something on your Google.
If your bounce rate is wanting then your ranking may not be a relevant one, that the website was hard to navigate and that the content was not worthy of trust. A lower bounce rate will mean that the content is relevant, easy to sail through and has a lesser EAT limit.
Make it a habit to regularly check the pages of your website that have huge bounce rates. Try to implement different solutions to those pages and do A/B tests on those pages to know precisely what requires improvement.
5. Pages per Session
It is important to know the average number of pages visited by the user in each session. As you do this, try to pay attention to the pages that experience repeated views during that session. This metric usually leads to measuring your strong pages to session metric. The strong pages versus session metric relies on the design of your conversion funnel.
For example when your site has one page, a page per session result is impressive. This indication means that you need to pay attention to other items such as the average time spent on the site for that 1 page per session view.
This metric changes when the purpose of your site is to inform your visitors. The same also applies when the site is for eCommerce purposes. You need to anticipate a higher average of pages viewed per session.
Be attentive when checking this metric because it tells you about the quality of your site. Moreover, it tells you the way your visitors navigate the site.
Remember, it will not matter if you receive multiple visits, but there is no conversion for it. Therefore, you need to up your calls-to-action game. The simple advice is to use the clear CTAs people are used to seeing. Have the CTA even in your most interior pages to always keep the visitor directed to your conversion funnels.
6. Average Session Duration
It might be quite impossible for an impression to turn into a lead and conversion if you cannot keep the visitor on your page. The average session duration KPI tells you the average period users spend on your site. The KPI points you directly to the quality of your site and content on the site. It also tells you what you need to do so that visitor stays on the page, read your posts and act on a click-through. Always pay attention to this metric because it will tell you whether there is something on your site that making user experience worse.
7. Page Load Time
Most of the metrics above rely hugely on this parameter. It is important to look at the way you may react as a visitor to a page when it loads slowly. When the load time is long there, it will have a huge effect on your bounce rate. Moreover, the loading time may discourage visitors from visiting deeper pages of your site.
Another negative effect this metric may lead to is a poor conversion rate. It should be your primary goal to have a load time, not more than three seconds. This time varies depending on the complexity of your content and the patience of your page visitors. An extra second on the load time increases the chances of people leaving the site. If page loads for 5 seconds then expect a 90 percent chance of an increased bounce rate than when load speed is one second.
There are multiple tools out there that focus more on how your site loads. Excellent tools will recommend to you what you need to improve on the server, content, code, and images to make the load speed better.
As you try to improve your website, it could be on its design or content, pay attention to the effect that change may have on the loading speed of your site. You will find it easier to keep people on your page while maintain an impressive loading speed by optimizing the content, code and images. You may, however, find it had to make that page's load speed if you use bloated code, humongous images and chains of redirects.
8. Top Exit Pages
It is always important to pay attention to the last place the visitor was before they left the session by maybe closing the tab or looking for another site. That last page is an exit page. The reasons for leaving are not necessarily negative. Some could leave the page satisfied after confirming a purchase or getting anything they needed.
You need to be on the alert when the percentage of people exiting a page that you do not desire them to leave quickly. IT could be a sign that you need to work on the user experience and even optimize the conversion rates.
If you are on, you use Google Analytics for such analyses, go to the behaviour reports tab, then to the site content and head to the exit pages. There you will find the exit information you need.
You not only need to pay attention to the number of exits. You also need to pay attention to the exit rates. On your Google dashboard, you can arrive at this value by diving the overall exits by the overall page views. Any page that has an undesired exit rate needs optimizations.
9. Crawl Errors
When your site is set up, and you have been publishing, you need to know whether the content offers value to its readers. Moreover, you need to ascertain whether your content is relevant. When checking your content, you need to be sure that Googlebot has access to this content. If there is difficulty accessing this content, then it could be an indication that the site possesses some crawl errors. If you are using Google Console, you should be able to access this value.
You can do this by pressing the “Fetch as Google” tab on Console followed by pressing the fetch and render button. You could experience this error it the server when Googlebot fails to connect with the DNS server. Sometimes the request may time out, or the site could be down. You could also experience these error at your URLs when there is a long chain of redirects or when the page you seek does not exist.
If there is an increase in the value of this metric, you need to be prompt in fixing the issue at either the server or URL level before the issue cross to your main web pages.
Now that you know the KPIs involved in checking whether your website is more accessible to its users, it will be inappropriate not to tell you the tools that could help you with this. Here are some of the SEO KPI tools:
Tools to Measure Your SEO KPIs
You need to be able to measure whether your search engine optimization efforts are effective. You may have the KPIs, but it will be cumbersome to calculate each of these KPI yourself. These tools make it easy for you to arrive at more informed decisions quickly once you have made sense of what the KPIs imply. Above, Google Analytics was lightly touched on and should come as number one on the list of tools for measuring SEO.
- Google Analytics - You cannot talk about being a digital marketer when Google Analytics lacks in your list of the most important marketing software. The reason is that your goal as a marketer is to rank highly on Google, the most popular search engine today. Google Analytics is tailored to help you to achieve that. Data on Google Analytics is more high quality and in-depth. You need this data no matter the case because the other tools play the role of boosting this tool.
- Google Search Console - Well, your SEO analysis does not end at Google Analytics because you cannot do it without Google Search Console. Previously, Console was also referred to as the webmaster, but the name was considered inappropriate because it was more appropriate in SEO. One thing about this tool is that you can get simply make an SEO decision by just looking at its dashboard. Make sure to check your dashboard regularly. You will find some of the data on this tool on your Google Analytics. The difference when you view your Console is that the data will be clearer and simple. An important item you need to pay attention to is the link data item. You can access it on the search traffic data, in the links to your site, on the more tab. The significant bit about the link data item is that it helps you to pay attention to any harmful backlinks. Google Console will keep you up to date to many scary website issues such as manual penalty and spam links.
- Klipfolio - This tool displays your crucial SEO metrics on any screen of your desire. The good thing about this SEO tool is that it cloud-based meaning any data is deliverable to anyone from anywhere around the world. Moreover, Klipfolio is quite flexible, given that you can bring together data from across multiple SEO tools like Google Analytics, Facebook, SEMrush, and Moz.
- Moz - This tool is special due to how comprehensive it is in offering you SEO information. The tool offers you automated inbuilt reports. Interestingly, the tool allows you to track your customers based on your on-page SEO, the visibility of your search, and through organic traffic. Moz also allows you to create your reports. This allowance enables you to analyze the primary metrics for a campaign carried out for one client. You can also track multiple campaigns for multiple clients. Furthermore, you can automate reports for multiple users in an enterprise. You could think of as many SEO items you want to measure, and Moz can give you precisely what you need.
- SEMrush - This tool works as similar to Moz. With this tool, you can keep track of yourself and your competitors. A special characteristic of SEMrush is that you do not need to go back to your Google Analytics or Console. You just need to search a domain on SEMrush, and it will give a list of terms your domain could rank for. You will find SEMrush excellent in analyzing your competitor and the terms that make your client not to rank on page one. All you need with these data is filter the data, export it and set it to the client. The client should be able to know keyword rankings, to help your audit optimizations for your client, to identify other keywords to target. Furthermore, to track your pay per clicks and discover new opportunities for your clients' campaigns.
Search engine optimization is an important part of your digital marketing strategy. As a marketer, you need to ensure that you get your SEO efforts right so that your company or anyone you are doing it for is happy. You can track your SEO with KPIs. Whereas you may want to arrive at certain figures manually, data may be overwhelming. At this point, technology comes in, because there are SEO measuring tools for that purpose. All you need to do is to use them and improve your ranking on search engines.