SEO Measurement Framework
When running an SEO campaign, it’s crucial to understand how different Key Performance Indicators (KPIs) interconnect to provide a holistic view of your SEO performance and its impact on business outcomes. This post delves into the intricacies of SEO KPIs, focusing on the symbiotic relationship between website and landing page metrics and the importance of continuous testing and integration of new features.
In the realm of SEO, key performance indicators (KPIs) provide a roadmap for success across various levels.
Search Demand, highlighting the necessity to adapt to and understand what users are searching for. The crux of this level is keyword prioritisation, ensuring that the "right" keywords are targeted to drive relevant search volume. This is informed by thorough keyword research.
Position, where the goal is to improve the average ranking position of web pages on search engine results pages (SERPs). This is a core objective for SEO teams and is contingent on continuous improvements and strategic investments. Progress here can be gauged using metrics like Average Weighted Rank, with data sourced from tools like GetStat or seoClarity.
Click-Through Rate (CTR), a metric that's affected by a multitude of external factors, including brand presence, pay-per-click (PPC) advertising, competition, mobile usability, and the presence of rich snippets. Optimisation at this level focuses on SERP features, aiming for the highest possible CTR, monitored through platforms like Google's Search Console.
Revenue, underscoring the importance of improving SEO conversion rates in synergy with other media channels. The ultimate objective is to achieve the highest conversion rates possible, with bookings serving as the metric of interest, tracked via Web Analytics.
These KPIs serve as a ladder, with each level building upon the last, guiding SEO efforts from the foundational understanding of search demand all the way to revenue generation.
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