KPIs (key performance indicators) show you just how well your SEO campaigns are working. For instance, if you’re enjoying a boost in your domain authority, you’ll know that your SEO strategy works well. If your time on site increases, your content is on the right track. Essentially, your KPIs help determine what’s working and what isn’t when it comes to specific SEO techniques.
The problem with determining your best KPIs to measure is that SEO doesn’t necessarily have a direct impact on things like sales and leads. Instead, it influences a number of factors which in turn contribute to those statistics. You can make the value of an SEO campaign much more apparent by refining the KPIs you use to measure its effectiveness.
One effective strategy for selecting meaningful KPIs is dividing them into a few distinct categories. Next, you’ll look at which areas you’re still struggling. If your engagement is low, look at KPIs like time on site or bounce rate. We like to break down KPIs into these three categories:
Awareness: KPIs in this category relate to the size of your audience. Essentially, you’re looking at the number of people who know about your product or service. For example, you could look at the number of followers that your brand has on Twitter. KPIs include social media followers, brand searches, and brand mentions.
Engagement: KPIs that fall under this heading measure how much attention people pay to your brand. You might look at the average amount of time a user spends on your site, or how many unique users your chatbot gets every month.
Conversion: KPIs that fit into this group measure the number of people in your audience who become paying customers. Conversion rates make up the bulk of these KPIs. However, other KPIs look into deeper conversion information like the average amount spent on each successful transaction and number of repeat customers.
Measuring KPIs with these three categories is an excellent way to take otherwise abstract metrics and demonstrate their value. You can see the connection between something like an increase in your organic traffic and increased brand awareness. You could also demonstrate how an improved rank for your main converting keywords helps boost your domain authority. The key being, you’re able to pinpoint what works, and what doesn’t.
The goal of KPIs is measuring what you’re doing right, and what needs improvement. Your brand needs to know what SEO techniques bring the most success. In the ever changing world of SEO, getting the maximum return on investment is important. What works one day could waste money the next. Choosing the correct KPIs lets you monitor what’s happening and shift your strategy depending on Google’s constant algorithm tweaks.
With this list, you should have no issues choosing which KPIs work best for your brand. While every company is different, sticking with KPIs related to awareness, engagement, and conversions is probably your best bet. After all, every brand needs to spread awareness, engage their customers, and eventually drive conversions.