Your SEO campaign is going nowhere in absence of important SEO metrics. Ask any marketer and they will tell you how important tracking and analyzing your campaign’s metrics are.
Having readily available SEO metrics for learning development timeline of your SEO campaign help you strategize better and try your options wisely.
There are many important tracking tools like Google Analytics, MozPro, SEMRush, Majestic SEO, etc, are which are used by successful marketers around the world.
Most of these tools are free to use, with a certain limitation of feature usage. Seasoned marketers go for the premium versions of these SEO tools in order to offer best services to their clients. And honestly, investment in a tracking tool has a great ROI.
That’s a separate discussion altogether. Let’s focus on key SEO metrics you should be watchful of.
Monitor these Key SEO Metrics for a Productive SEO Campaign
When we are talking about SEO metrics, it is natural only to talk about Google Analytics. It’s free and provides data in a very readable format for a better understanding of users.
Though there are many segments of data available in your analytics dashboard, you can focus on the SEO metrics listed here for monitoring the effectiveness of your campaigns.
Total Users and New vs. Returning Users
These are two different data, but are likely related and can be understood together. Total users will help you understand the number of visitors your website has got in a day. You can see this data for a single day or for one week, one month or a larger period by selecting appropriate options.
New vs. Returning users data help you understand the number of new visitors compared to the returning users. If you have a good number of returning visitors and new ones, your website is doing really good, as this data indicate a good influx of visitors and a healthy visitor retention.
However, if you aren’t getting the expected set goals, you should reconsider your marketing strategy.
Pages/Session and Average Session Duration
These data are very helpful in understanding the relevance of your website content for visitors. Pages/Session help you understand how customers have interacted with your website, in terms of navigating from one page to another, while searching for info.
Whereas Average session duration let you know the average time visitors are spending on your website.
Both these SEO metrics are a good indicator of customer retention index.
For a marketer like me, who have an info based website, bounce rate is most crucial data. This metric help you understand the percentage of visitors who left your website after visiting the first page. Higher bounce rate is the obvious reason of concern for webmasters.
Higher bounce rate is an alert situation and your creative team must come up with content that should hold visitors and push them to other pages on your website.
This feature of Google Analytics is the most reliable source to understand your website’s visitor acquisition. It helps you understand visitor’s referral acquisition channel. And as we are concerned with SEO implementations, traffic from organic result should be your focus point.
Besides, you get info about the referral, social and acquisitions from the direct channel as well.
Also, it has a visitor behavior section which indicates indices such as bounce rate, Pages/Session, and Average Session Duration.
Another important SEO metrics that help webmasters in understanding behavioral patterns of visitors. It displays a list of top page views by URL and allows the scope of tracking the customer activities at a glance.
Marketers get insights about their web content performance by keeping eye on behavioral tracking of visitors. This report should help you design better content and SEO strategy for your website.
Report of Top Searches
This data helps you understand all the relevant keywords which show up your website in Search Engine Result Pages (SERP). This means you have a clear knowledge of keywords that people are searching for and reaching to your website.
In case if you find missing out on any relevant keyword for which your website is featuring in SERP without being optimized, you can add them to your list of keywords and strategize accordingly.
Relationship between Impressions, Clicks and Click Through Rate (CTR)
The impression is simply the number of times, your website has appeared in a SERP. It, in fact, is the data that help you measure the possibility of your website to be viewed by visitors. While click is the number of times visitors are clicking on your website through SERP.
These data are indicators of your website’s content and conversions.
CTR of a website is determined by Impressions/Clicks x 100.
It will help you know how far is your website doing in terms of converting visitors into customers.
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All these data can be easily assembled from the dashboard on your analytics tool. Once studied properly it should reveal most important features of your SEO campaign and its performance. By having these data available you are always in a position to strategize your campaign as required.
SEO experts generally keep all these data handy for tracking the progress of their client’s project. These data can be produced into the tabular or graphical report and is easily presentable. So, next time when your clients or project manager ask you about the progress of the SEO projects assigned to you, you probably should keep this data compiled and ready.