Search engine optimization (SEO) is an essential part of digital marketing. It involves optimizing a website to rank higher in search engine results pages (SERPs) to attract more organic traffic. However, tracking your SEO performance is not only about ranking on Google's first page.
In part one, we talked about the most significant SEO KPIs to track. Today, there are other important key performance indicators (KPIs) that businesses need to track to ensure that their SEO strategy is effective.
1. Keyword Rankings
Keyword rankings are one of the most important SEO KPIs that businesses need to track. It refers to where a website ranks on search engine results pages (SERPs) for specific keywords or phrases. By tracking keyword rankings, businesses can determine the effectiveness of their SEO strategy and identify areas for improvement.
For example, if a website's keyword rankings are consistently improving, it means that its SEO strategy is working well. On the other hand, if keyword rankings are consistently declining, it may indicate that the website needs to make some changes to its SEO strategy.
2. Organic Sessions
Organic sessions refer to the number of website visits that come from organic search traffic. Organic traffic is traffic that comes from search engines like Google, Bing, or Yahoo. By tracking organic sessions, businesses can measure the effectiveness of their SEO strategy in driving traffic to their website.
If organic sessions are increasing, it means that the website is attracting more organic traffic, which can lead to more leads and sales. However, if organic sessions are declining, it may indicate that the website needs to improve its SEO strategy to attract more organic traffic.
Backlinks are links from other websites that point to your website. They are an important SEO factor because they signal to search engines that other websites consider the content on your website to be valuable and relevant. By tracking backlinks, businesses can determine the quality and quantity of websites linking to their website.
If a website has a high number of quality backlinks, it can help improve its search engine rankings. On the other hand, if a website has low-quality backlinks or too many spammy backlinks, it can hurt its search engine rankings.
4. Google Business Profile Metrics
Google Business Profile metrics are KPIs that businesses can track to measure the effectiveness of their local SEO strategy. It includes metrics such as the number of views, clicks, calls, and direction requests that a business's Google Business Profile receives.
By tracking these metrics, businesses can determine how well their Google Business Profile is performing and identify areas for improvement. For example, if a business's Google Business Profile is receiving a high number of views but a low number of clicks, it may indicate that the business needs to improve its profile's call-to-action (CTA) to encourage more clicks.
5. Branded vs. Non-Branded Traffic
Another important aspect of SEO KPIs that businesses should track is branded vs. non-branded traffic. Branded traffic refers to the number of website visits that come from people who are already familiar with your brand or have searched for your brand name specifically. Non-branded traffic, on the other hand, refers to the number of website visits that come from people who have searched for a specific keyword or phrase related to your business but may not be familiar with your brand.
By tracking branded vs. non-branded traffic, businesses can determine how well their brand is recognized and how effective their SEO strategy is in attracting new customers. Tracking this KPI can also help businesses identify areas where they need to increase brand awareness or improve their keyword targeting strategy.
Tracking SEO KPIs is crucial for businesses to ensure their SEO strategy is effective. Keyword rankings, organic sessions, backlinks, Google Business Profile metrics, and branded vs. non-branded traffic are the vital KPIs that businesses should track. By keeping an eye on these KPIs, businesses can determine the effectiveness of their SEO strategy, identify areas for improvement, and adjust their strategy accordingly. By doing so, businesses can attract more organic traffic, drive more leads and sales, and improve their online visibility.
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