Measuring SEO metrics is essential to proving the value of your efforts and optimizations.
This is the key to getting a budget from existing customers and managers, finding new customers, justifying SEO costs, and keeping your current customers happy.
Because there are many SEO platforms and point solutions on the market, the most important metrics at the enterprise level are to measure SEO performance and meet your business goals on the right track.
1. ROI
We live in a world that has changed because of COVID.
Many brands protect their budgets and keep track of every dollar they spend on marketing.
Calculating SEO ROI is the best way to justify your existence and it all starts with business goals. If you are an e-commerce brand that sells printers and your goal is to grow 30% year-on-year, you need a strategy that achieves that goal.
To do this, you need to know certain information to determine your ROI, depending on how your customer earns money, such as ecommerce, lead generation, and more.
ROI = (Organic Traffic * Conversion Rate * Average Order Value) / SEO Cost
Calculate the keyword value equation for your store website
Revenue = Search Volume * Ranking Position Clickthrough Rate * Conversion Rate * Average order value
Lead Generation Website Equation
Revenue = Search Volume * Ranking Position Clickthrough Rate * Conversion Rate * Leading Rate * Customer LTV
2. Brand vs. Non-Brand Visibility
Another important metric to monitor is brand vs. non-brand visibility and conversions, if your SEO platform has a solution for tracking performance at the keyword level.
Most websites get a lot of traffic and conversions through branded keywords.
If you show a gradual increase in the number of branded keywords, putting your customer first for keywords they didn’t do before, you can earn more because branded keywords have more intent to buy.
Tracking the increase in keywords (such as non-branded keywords) can also show that your SEO strategies are paying off, especially if you are generating sales and revenue goals for your customers.
3. Bounce Rate
The bounce rate is the number of sessions per page divided by all sessions, or the percentage of all sessions on your site during which users viewed only one page.
Google Analytics tracks the number of people who visit and leave your site without looking at other pages on your site.
The collision rate is not a ranking signal. However, this may indicate a problem with the content of your page, you may not be meeting your intentions, or your page may have a poor user experience, and so on. This could be due to too many ads, pop-ups, long load times, or other issues. users exit quickly.
Make sure you have a site that offers a good user experience, great content that meets your information needs, your intentions, and loads quickly.
4. Backlinks And Referring Domains
Having high quality backlinks to relevant sites is still an important ranking factor.
It doesn’t matter how many backlinks your site has; this concerns the quality and relevance of the sites linking to your site.
If you are a Nike and get a lot of links from good sites related to sneakers, shoes and clothing, it will help improve your rankings, as relevancy and quality are important for lower quality sites that are not related to Nike products.
Another important backlink metric to monitor is referring domains.
Getting quality links from a variety of websites that are relevant to your domain can have a positive effect on search engine rankings.
5. Rankings
Tracking your non-branded and branded search engine rankings is crucial to see which keywords are driving qualified traffic and conversions to your site.
This will help you achieve your organic search goals and see what the needle is moving in terms of performance.
SEO aims to drive qualified traffic that converts into customers.
If your ranking drops sharply for unbranded and branded keywords that help meet KPIs on your site, it could mean that your site was manually manipulated, that some links were lost, that a technical error occurred, or that your content did not meet user goals. for example.
6. Indexed Pages
Another important indicator to monitor is the number of pages indexed.
If you add content to your blog or new category pages and Google doesn’t index it, guess what?
You do not rank keywords on these pages because the content is not indexed or crawled.
Always make sure your content is indexed by submitting new pages in your HTML and XML Sitemaps, including links to the site’s navigation, and / or submitting content for indexing through the Google Search Console.
Always make sure you clean all duplicate pages and make sure the contents are thin or out of date.
Google loves fresh content, but duplicate, outdated, or irrelevant content can be a barrier.
7. Impressions & CTR
Impressions are the number of times your URLs appear in the search results viewed by a user, but does not include impressions for paid Google Ads search.
As your impressions increase, it may indicate that Google feels that your content is relevant to an end-user query.
Clicking on a URL will bring more traffic to your website, increasing traffic, sales, and conversions.
8. Page Speed & Core Web Vitals
The best user experience is ensured by pages that load as quickly as possible (in less than three seconds), the content of which satisfies the information needs and quickly gives the end user what he or she wants.
Many studies have found that good page load times can have a positive effect on conversions.
Another important SEO metric to measure is Core Web Vitals, which focuses on the user experience – loading, interactivity, and visual stability:
CWV is part of a larger set of page experience metrics.
It’s used as a ranking signal to improve your overall web experience, and “Good” vital pages are already performing well in search.
9. Crawl Errors
Crawl errors occur when a search engine tries to reach a page on your website but fails to reach it with a 200-response code.
Tracking crawl errors is important to ensure that Google can find, crawl, crawl, and rank your content.
Crawl errors can occur because a page is blocked by robots or noindex, no longer exists, or it redirects to an alternate page.
If the number of crawl errors increases significantly, Google may reduce the visibility of your search engine. Make sure to use crawl consistently and check the Google Search Console for crawl errors.
10. Organic Traffic
Organic traffic tracking is an important metric to monitor, as it shows whether your SEO efforts are working and whether your client’s site has more qualified users for six months or more.
Most customers want to see an increase in traffic by month or quarter. However, year-on-year comparisons provide a more accurate estimate, as seasonal companies may show projected growth and decline at certain times of the year.
The more qualified traffic you can get to your client’s site with both organic and desktop traffic from organic search, the more likely it is that conversions and revenue will increase if you provide a good user experience across a fragmented user family.
11. Organic Conversions
Ultimately, SEO is about providing qualified traffic that makes customers.
If your conversions increase, your organic search strategy works, and your SEO efforts bring the right traffic to your site and increase sales, leads, or downloads, you can consider it a success.
12. Organic Landing Page Metrics
Another way to look at SEO-level performance instead of keyword-level performance is to look at performance at the landing page level.
Check GA or other analytics platforms and monitor organic sessions and other conversion metrics to see how your site’s pages are running overtime, which pages are performing well, and which gaps and opportunities.
If some of your pages aren’t performing as expected, review your SEO strategy again and analyze why the page isn’t performing as well as other financial pages on your site.
Start investigating if you’re targeting the wrong keywords.
Is the page loading slower than others? Is there a broken link on the page?
13. Top Exit Pages
When a user reaches your landing page, the goal is to find what they’re looking for and make a visit, for example, to sell or download a brochure.
But sometimes users can’t find what they’re looking for. They may look around other landing pages on your site and then leave without converting.
Reviewing popular exit pages can show you which pages aren’t performing well and where end users are leaving.
When you review your analysis and see that 60% of users leave a particular page created to convert, it’s time to revisit your page and see what happens.
14. New vs. Returning Visitors
Tracking new and returning visitors is a valuable metric to measure.
If you have a lot of returning visitors and few conversions, visit your exit pages to see what prevents people from making a purchase.
A good SEO strategy will target qualified audiences and meet their information needs at all stages of the user’s journey so that they will return to your site on an ongoing basis.
Home Depot does a great job of having videos and other content, such as DIY content and videos, to help end users diagnose and diagnose problems.
15. Competitor SEO Metrics
Tracking your competitors is crucial to find out what type of content they are creating, which landing pages are performing well, where they are gaining market share, where they are above you, and where they are getting links from.
Always track your competitors’ backlinks to find new opportunities for your client’s site and their visibility to determine relevancy. Focus on content gaps and find new strategies and tactics to overcome them.
16. Content Score
High-quality content based on intent and covering your content with high-quality links and tagging content with structured data and other SEO tactics and strategies can help you win the war in today’s competitive SERPs.
There are a number of different tools, such as ClearScope, Market Muse, and Content Fusion by SEO Clarity, that can evaluate content with a defined theme (current target, usually a title).
The rating point (100-point scale) is compared to other competing pieces of content that support the same target theme that was rated against.
In this way, SEO professionals can identify common text-based elements to add to the copy to maximize relevance to the target topic.
17. Share Of Voice
Tracking your voice can show how your brand is ahead of its top competitors in capturing valuable search real estate.
It gives you an idea of your competitors’ strategies and shows who you’re competing for in different business areas and locations for each keyword and keyword group.
Your competitors are not always who you think they are.
Wrapping Up
Measuring key metrics from organic search can help you find improvements to increase traffic and conversions, get better search engine rankings, and help you achieve your business goals, objectives, and return on investment.
Once these metrics are in place, you can then focus on using that data to tell a convincing story to stakeholders. Check out these examples of exceptional SEO data visualization to inspire your reporting.
Be sure to avoid these common business reporting errors as well.
Featured image: Blue Planet Studio / Shutterstock
Can you pay to be at the top of Google?
Tip. You can’t request or pay for a better local position on Google. We do our best to keep the details of our search algorithm confidential so that the ranking system is as fair as possible for everyone.
How do I appear at the top of Google? How to get to the first page of Google [summary]
- Create a keyword strategy to target the terms your target customers are searching for.
- Add keywords to your website content and HTML tags.
- Write to people (not search engines).
- Target location-based searches.
- Optimize for mobile.
- Focus on the user experience.
How much does it cost to be at the top of a Google search?
The average cost per click on Google Ads is $ 1-2 for the search network. The average cost-per-click on the Display Network is less than $ 1. The most expensive keywords in Google Ads and Bing Ads cost $ 50 or more per click.
Does it cost money to be on Google?
There is no charge for purchases made on Google services, such as Google Play or Google Drive. You only pay for your purchases, applicable taxes, and shipping charges.
Can you pay to be first on Google search?
The fastest and easiest way to get to page 1 of Google with a particular keyword is to pay for advertising. When you sign up with Google, you choose the keywords you want to target, then “bid” (yes, like in an auction) how much you want to pay each time your ad is clicked. This is called “pay per click.”
Can you pay for Google placement?
The average cost of advertising on Google depends on factors such as your industry, campaign targeting, and ad network. For example, the Google Search Network has an average CPC of $ 1 to $ 2, while the Google Display Network has an average CPC of $ 1 or less. In general, SMEs invest $ 9,000 to $ 10,000 per month in PPC advertising.
Can you pay for Google ranking?
With Google, you can bid on search terms, and it puts your ad at the top of the page, but ads and search ranking aren’t related. So if you answer the question, can I pay for a higher position on Google ?, the answer is no.
How do I pay for Google search results?
If you want to list your ads to appear on paid search engines, you can use Google AdWords. AdWords is Google’s paid search program that lets you create your own ads, choose your keyword phrases, set your maximum bid, and set your budget.
How do I get paid for searching?
In front of paid search results, there is a small green box with the word “ad” in front of the listing; this is where a company like yours has paid to have their page appear at the top of the list. You can do this through a Google Ads search campaign, which charges you when someone clicks on the link.
Can you pay to be first on Google?
You can pay on the first page of Google and it doesn’t have to be a lot of money. This is called Google Ads. You can rank your website organically without having to pay for ads.
Do you have to pay Google to be listed?
Google does not charge for business listing. You can have multiple entries for free under one account. The important thing to focus on is the accuracy and value of your listing.
Can you pay to be on the first page of Google?
I’ll start with a one-word answer to the question, “What does it cost to bring your website to Google?” It costs nothing. Google will add you to its website for free.
How do I check my keyword ranking in SERP?
The Serpstat Keyword Ranking Tool lets you easily see which keywords are highlighting the snippets highlighted on the results page. Just check out the & quot; SERP features & quot; column in the project overview report. You’ll see thumbnails showing the type of snippet highlighted.
How do I see the position of my keywords in Google Analytics? The first step in getting your position data in Analytics is to link your account to Google Webmaster Tools (read it for instructions). Then go to Recruitment> Search Console> Queries to see all the keywords that your website is ranking for.
How is a SERP paid out?
Although SERPs can be paid for from cash flows or mutual funds, most are funded through a life insurance plan with a monetary value. The employer buys the insurance policy, pays the insurance premiums and has access to its monetary value. The employee receives a supplementary pension paid through the insurance policy.
How are SERP payouts taxed? Disbursements from the SERPs are taxed at normal rates of income, but the tax is deferred until the employee begins to receive the disbursements. SERP holders thus benefit from raising money without tax erosion.
What is SERP payout?
Key Offerings The SERP is an unqualified retirement plan offered to executives as a long-term incentive. Unlike a 401 (k) or other qualified plan, SERPs do not offer immediate tax benefits to a company or manager. Once the benefits have been paid, the enterprise deducts them as a business expense.
What is SERP benefit?
What is the SERP? The SERP is an employer-sponsored unqualified deferred benefit plan. This allows employers to select key high-paid employees who have additional retirement benefits in addition to qualifying plan benefits, such as a retirement, profit-sharing or 401 (k) plan.
Is SERP a good idea?
SERPs are a valuable employer benefit. This can speed up your retirement or provide other financial goals. However, understanding the conditions, risks, and incorporating the SERP into your overall financial plan will help you well.
When can you withdraw from a SERP?
If the company finances the SERP with a monetary life insurance policy, the beneficiaries can withdraw these benefits altogether in the event of the premature death of the driver. However, the employer may opt out of the life insurance plan and make regular contributions to the employee’s account.
Can I roll a SERP into an IRA?
You can transfer taxes to either an IRA (individual retirement account or individual retirement annuity) or an employer plan (taxable section 401 (a) plan, section 403 (b) plan, or government section 457 (b) plan) that accepts the rollover.
What happens to my SERP if I quit?
If you withdraw your SERP money in a lump sum, you will pay taxes at once. If you decide to withdraw these funds as monthly payments, taxes will be deducted from each payment. SERPs can also be used to fund retirement if you have paid into your IRA or 401 (k) contributions.
Can you rollover a SERP?
You can transfer taxes to either an IRA (individual retirement account or individual retirement annuity) or an employer plan (taxable section 401 (a) plan, section 403 (b) plan, or government section 457 (b) plan) that accepts the rollover.
Are SERP benefits vested?
The employer’s contributions to the SERP are included in the directors’ income for the FICA and FUTA taxes in the year in which they are acquired.
What happens to my deferred compensation if I quit?
If you stop working in the financial field, you will be deprived of deferred compensation. This is similar to how you would lose any unused stock benefits if you work for a start-up company. But when you have a dialogue with your manager, you can just keep what belongs to you.
Are SERP contributions taxable?
Unlike employees of taxable organizations whose unqualified deferred benefits, such as SERP benefits, are not included in the gross income of federal income taxes, the value of unqualified deferred benefits for tax-exempt and government employees does not include federal income tax. …
Are SERP payments subject to FICA?
Session 22PD Federal Insurance Contributions Act (FICA) tax on the accumulation of a supplementary pension plan (SERP): pay now or later? Summary: With the removal of the Medicare portion of social security contributions, the proceeds of non-qualifying pension plans have become FICA taxable.
Are SERP payments reported on w2?
The short answer is that if an employer makes non-qualified or severance pay related to or arising from a worker’s status, these payments must be made on a W-2 form. This requirement applies regardless of when these payments are made (either upon termination or for several years thereafter).
Are SERP contributions pre tax?
People pay income tax on unfunded SERP funds when they are received. At the same time, employers can deduct payments. The employee should not have to pay an advance because income tax has been deferred. Such an arrangement allows funds to grow without taxes destroying the account balance.
How are SERPs taxed in Canada?
The maximum pension accrual rate allowed under the Income Tax Act is 2% of annual earnings. More than half of the DB SERPs covering all employees offer a generation rate of 2%, while the rest offer a generation rate of less than 2%.
What is SERP position?
SERP positions are more simply the positions that your website has in organic search, for example, if your website is well optimized, it will usually be the first place to look for your business name. Place number one starts and is counted on the best results from all paid ads.