4 Key SEO Metrics You Should be Tracking
It is a generally accepted fact that search engine optimisation is a “work in progress.” You cannot merely rest on your laurels even after receiving good results. Keep in mind that the Internet is a dynamic community and the rules of SEO can change significantly with a snap of a finger. Therefore, it’s crucial to monitor and improve your SEO strategies continually so you’ll be ready for anything.
Beyond creating high-quality content, obtaining quality backlinks, and performing thorough on-page optimisation, SEO also involves keeping tabs on key performance indicators and metrics. It lets you know if you’re on the right track or if you need to adjust your current strategies.
Essential SEO Metrics to Monitor
Fortunately, there are many tools available to help you check important metrics and determine the performance of your SEO campaign. Google Search Console and Google Analytics, in particular, are highly recommended. Not only are they free to use, but they also have most of the metrics you need to monitor. Use these tools to keep track of the following SEO metrics:
1. Organic traffic
Organic traffic is the web traffic you obtain via search engine result pages or SERPs without paying for anything. It is often described as the “essence of SEO” since you’d certainly want your website to get good search rankings for the keywords you’re targeting. While you can obtain web traffic through paid ads and social media, traffic from organic search is still more superior.
You can obtain organic traffic from different parts of your website, but it’s particularly important to monitor those coming from your landing pages. If you see that some of your pages are on the first page of Google while the others are on Page 5, you should find out what’s wrong and adjust your SEO strategy accordingly.
You should also determine where your organic traffic is coming from, especially if you’re targeting audiences in specific locations. It can also be useful if you’re exploring new markets and planning an expansion.
2. Bounce rate
As the name implies, the bounce rate tells you the percentage of web visitors who left your site without taking any further actions such as viewing other webpages. A high bounce rate is often a huge red flag. It gives search engines the impression that your website isn’t useful and doesn’t have quality content, both of which could potentially lower your search ranking.
Web users these days have short attention spans. If they couldn’t find what they need, they might navigate away from your site to look elsewhere. This is why the bounce rate is one of the most important SEO metrics to track. If you have a high bounce rate, it could indicate that your visitors can’t easily find what they need on your site. It means you need to improve your navigation or even overhaul your web design and make your website more visually appealing.
3. Organic conversion rate
Keep in mind that it isn’t enough to get a significant amount of web traffic. You need to monitor your organic conversion rate, too, as it helps you determine how attractive your site is to visitors who are coming through Google.
You’d want to track your conversion rates through the following segments:
- Landing page
Landing pages are a vital part of any inbound marketing strategy. Usually, these pages are where conversions are made or lost. If one of your landing pages converts more than the others, it suggests that the latter lacks quality marketing message.
Tracking conversions by location allows you to determine how people from specific areas view your marketing message. If your message is more popular amongst people in one or two places than in others, consider focusing your marketing efforts on those areas to improve your conversions.
Since more and more people are using mobile devices to access the Internet, you should also monitor conversions by device. It will let you know if your site is optimised for mobile devices, especially if your conversions for desktop users are significantly higher than those for mobile users.
4. Click-through rate
The click-through rate (CTR) is the percentage of people who click on your links from Google. Similar to the bounce rate, it is one of the SEO metrics you should pay close attention to because not only does it show you how well you rank on search result pages, but it also tells you how your content resonates with your target audience.
You need to monitor CTR by landing pages to determine which of them you should optimise further. Tracking CTR by top keywords helps, too. If a targeted keyword is giving you a significant number of clicks, you should identify the pages that are ranking for that keyword. Then, optimise them to ensure that their content matches user intent.
Tracking your performance is an integral part of SEO. It lets you know if you’re on the right track or if you need to tweak your strategy. Because the SEO landscape can change anytime, being vigilant by keeping a close eye on your key metrics and KPIs will undoubtedly help.
At Springhill Marketing, we can monitor and even improve your key SEO performance indicators to help you save time and effort. Contact us today and let’s discuss the SEO solutions you need.
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