SEO success is about more than just ranking for keywords, it’s about delivering a better digital experience for your customer, and proving your authority to Google. A successful SEO campaign can be measured by a number of different metrics, indicating where your work is paying off and where there’s still space for improvement.
These are the key metrics to track your SEO progress:
1. Organic traffic
This is one of the most obvious indicators that your SEO
is working. The better and more frequently your website appears in the search results, the higher your organic traffic will be over time.
2. Click Through Rate
Your click-through rate is the percentage of users from the search engine results page who click through to your website. This number should rise as your ranking and relevance to specific queries and keywords increase.
3. User Engagement
Pages per visit, time on page, and conversions are all
great signs of user engagement, which should grow as your optimised site delivers a higher quality user experience. It also means that the traffic you’re acquiring is relevant to your targeted keywords and content.
4. Conversions & revenue
If organic traffic is high but conversions are low, it could be a sign that either your targeting is off or your user experience (page speed, quality/relevant content, etc) needs more work. When all aspects of SEO are working together, your conversion rate and revenue should rise in line with your organic traffic, click-through rate, and user engagement.
5. Bounce Rate
This is the number of people who only visit one page of your website before dropping off, and can be an indicator that either your site isn’t fully optimised, or you’ve attracted the wrong visitors who aren’t interested in making a purchase. Ideally,
as your site is improved, this number should drop. A rise in bounce rate is an indication that something’s gone wrong.
6. Query Coverage & Keyword Ranking
Keyword rankings can help you benchmark your progress, but since they are prone to fluctuate it’s best not to depend on them as a sole measure of progress.
As your optimisations take effect, you can expect to see
an increase in the keywords you rank for and how well you rank for each one. Your search query coverage should also expand while remaining relevant to your business and your target audience’s needs.
7. Domain authority
This is a score used to calculate the overall SEO strength of your website and takes into account backlinks, user experience, and technical SEO quality. Websites that have a higher domain authority score are likely to rank higher in the search results than a lower ranking website.
For each of these metrics, it can also be valuable to look into how they compare across mobile vs desktop, age demographics, and in different geographic locations. If you need help with your SEO strategy, get in touch with us today.
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