Top 10 KPIs for SEO

Have you ever wondered which are the most important internal KPIs you should be tracking for SEO or any other online marketing campaign?

The internal KPIs are internally used by team members to measure and optimise the performance of marketing campaigns and are not always reported to clients/boss/senior management.

If you look at the Google Analytics report today, they have got tons of metrics for each dimension from: ‘sessions’, ‘page views’ to ‘sessions with search’, ‘avg. page load time’…….zzzzzzzzz.

All of these metrics could make reading GA reports, a headache.

To make my life a bit easy, I track only 3 things for any dimension and I don’t track many dimensions either.

A dimension is a characteristic of your website visitor.

For e.g. for a visitor from New York city who arrived on your website via a organic search term say ‘best outdoor clothing’ on Google, the dimensions are: ‘city’, ‘region’, ‘country’, ‘keyword’ and source/medium.

To learn more about dimensions read this article: Google Analytics dimensions and metrics

These dimensions, characterise the visitor and that is how Google Analytics reports about a user/visitor to your website.

For any online marketing campaign you would be interested in knowing three things:

  1. How the campaign has performed or is performing?
  2. How people who came to your website are consuming the contents?
  3. How people are engaging with your contents?

Internal KPIs to track campaign’s performance / outcomes

1. Sessions/visits – As an SEO you would definitely want to know how much traffic is coming from a dimension/source.

2. Goal completions – Total no. of goal conversions you have got.

3. Revenue – If you run an e-commerce website you would definitely want to know which traffic source is generating revenue.

4. Goal conversion Rate – It is the percentage of visits which results in Goal conversions.

5. E-Commerce Conversion Rate – It is the percentage of visits which results in e-commerce transaction.

Internal KPIs to track content consumption

6. Pageviews

7. Avg. time on site/page

Internal KPIs to measure visitors’ engagement

9. Pages/session

10. Unique Social Actions

 

These are the 10 metrics you need, in order to quickly and accurately track the performance of any traffic source or dimension. Now I will create a custom report which include all of these metrics.

To create this custom report use the following specifications:

Primary Dimension: Source/Medium

Metric: Sessions, Goal Completions, Revenue, Goal Conversion Rate, E-commerce Conversion Rate, PageViews, Avg.time on site, Bounce rate, Pages/Session and unique social actions.

Please note: To track unique social actions you need to implement social interactions tracking on your website.

You can learn more about Key Performance Indicators from this article: Understanding Key Performance Indicators (KPIs) – Complete Guide

 

What is the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Digital Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

You can sign up for the free training here: https://learn.optimizesmart.com/registration-web-class

I truly hope you find it helpful.  

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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