Top 9 SEO KPIs To Measure Performance
    Top 9 SEO KPIs To Measure Performance

    SEO KPIs, the key performance indicators metrics, are metrics that help SEO experts and digital marketers measure the effectiveness and performance of their SEO campaigns. SEO KPIs can help you identify any issues on the website and help you keep tabs on metrics such as organic traffic, keyword rankings, conversions, and ROI, all of which we have covered in this guide.

    This comprehensive SEO KPI metrics guide covers 9 SEO KPIs that will help you in your goal of tracking website performance, promptly identifying issues, and resolving these issues to ensure that the website functions well.

    A website that functions optimally and ranks well on search engines gets improved visibility and ranking. Once you have resolved the issues on your website, you’ll see positive results with the help of the SEO KPIs listed in our blog.

    Important KPIs To Track SEO

    SEO KPIs helps marketers identify places where the SEO strategy is winning and places where improvements are required. In order to stay ahead of your competitors, you should regularly evaluate your SEO KPIs, ensuring they are measuring the metrics accurately.

    Here are 9 KPIs that are vital in today’s SEO landscape:

    Organic Traffic

    Organic Traffic

    Organic traffic is one of the crucial KPIs for SEO that helps in measuring the number of visitors that visit the website from organic search results. It is considered one of the important metrics because growth in organic traffic indicates that your website has reached the main SEO objective, thereby implying that a growing number of people are seeing as well as visiting your website.

    You can easily track your daily searches for the incoming traffic to the website with Google Analytics:

    Step 1: Acquisition


    Step 2: Click on the ‘Traffic acquisition’

    Traffic acquisition

    Step 3: Select the Select dimension ‘First User Medium’

    First User Medium

    Step 4: Click on the Dimension Values ‘Organic’

    In the final report, you can identify the number of organic sessions and understand how it correlates with the total session.

    Conversions from Organic Traffic

    Conversions from Organic Traffic

    Conversions are actions that your user takes on the website. This involves checking in, signing up, or subscribing to the newsletter or email list. Tracking these to identify the organic traffic source is something many businesses incorporate into their marketing strategies.

    Conversion tracking is considered to be the most straightforward way to correlate your marketing efforts with your revenue. You can track your conversions by setting up a Google Analytics account.

    • If you are an e-commerce brand, conversion tracking can help you identify the number of conversions, the value, and the average order value by setting up specific eCommerce tracking.
    • If you are using subscription-based software, with conversion tracking, you can track leads, signups, or paid subscriptions.

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    Keyword Rankings

    Keyword Rankings

    The keyword ranking metrics helps you identify the visibility of your website for the keywords that you are targeting. Basically, when a website ranks at the top for certain keywords, it will receive higher click and traffic from users who are searching for that keyword and query on search engines.

    There are various other ways tracking keyword ranking can help

    • While tracking your keywords, you may discover that your website is ranking lower for certain keywords. You can update your SEO strategies to improve your rankings for those keywords.
    • Tracking keywords can also help you monitor how your competitors are doing and identify the measures they are taking to improve their ranking. You can tweak your SEO strategies to get better results than them.



    CTR, short for click-through rates, is an SEO metric which shares the ratio of clicks to impressions. It means the number of times your website was shown in search results for the keyword or keywords you are targeting.

    A high CTR indicates your website is relevant to user’s search queries and also confirms that you are targeting the right keywords. A higher CTR also signifies higher conversion rates, which is also another important SEO metric we have already seen in this guide.

    Like the other metrics, CTR can help evaluate the effectiveness of your SEO Strategy and identify opportunities where you are falling behind.

    Engagement Rate

    Engagement rate, one of the newest KPIs for SEO in Google Analytics 4, is quite essential to audience engagement. This metric shows the percentage of engagement sessions on a website.

    When someone visits a website and sticks around for a while resulting in them taking a desired action or making a purchase, this can improve your website’s engagement rate, which is the inverse of a bounce rate.

    You can use tools such as Google Analytics 4 to determine your engagement rate. If it is low, then you can use the insights from analytics to identify the issues that are causing low engagement and fix them.

    Referring Domains

    In order to understand the metric ‘referring domains’, you have to understand what a backlink is. When a website links to another website, it creates a backlink for the second website.

    For example: Let’s assume that you own the website with the domain

    Now, the following three websites are websites that have referred to by adding a link to the domain on their websites. These links are backlinks for the website


    So, there could be n number of referring domains to your website. These n number of referring domains are the total referring domains for your website.

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      Why Do Referring Domains Matter?

      When more websites start referring your content to the readers, it indicates that your website has a high authority and valuable content. Referring domains are a search engine ranking factor, however, you should keep in mind that the referring domains should also be high-quality domains. This can be determined with website authority metrics DA (Domain authority) and PA (Page Authority). This is why it is important that you keep tabs on referring domains for your website to ensure they are coming from trustworthy and relevant sources.

      Duration of a Session

      A user’s duration of a session is how much time a visitor spends on your website. It helps you determine if the visitors engage with the content on the website. This metric can help you identify gaps in your SEO strategies.

      Your website’s average session duration will help you measure user engagement on the website. By monitoring the session duration of the visitor, you will be able to assess the quality of your website as well as understand whether it requires any changes or modifications.

      If you want your user to stay for a longer session duration, it is important to build an in-depth content strategy. You’ll need to enrich your website with informative and valuable content that gives search engine users the answers to their search queries. In addition to upgrading your content strategy, you can also focus on building effective internal linking, breadcrumbs and menus for your website.

      Type of Traffic: Branded vs Non-branded

      Branded vs Non-branded traffic are important SEO KPIs since they help SEO experts and marketers understand the quality of traffic your website receives.

      • Branded Traffic: Branded traffic, for instance, refers to people who are already aware of your brand and are looking for your company or website specifically. Brands with higher branded traffic already have a strong brand presence which can possibly impact a website’s SEO performance.
      • Non-branded traffic: Non-branded traffic: Non-branded traffic refers to people who are just running a search on a general topic or keyword related to your business but may not know about your brand. A decent amount of non-branded traffic indicates that your brand is expanding and reaching new audiences. It can help improve your brand’s reach even more and bring in new potential customers.

      Tracking these metrics will help you create a proper balance between branded and non-branded traffic to improve its SEO performance.



      ROI (Return On Investment) is an indicator that assists businesses in measuring their marketing campaigns. In order to calculate ROI for SEO, it is necessary to determine whether the net income compares to the money spent on optimizing the website.

      The formula that can be used to calculate ROI percentage by a business is as follows:

      Return On Investment = (Gain from Investment – Cost of Investment) / Total Cost of Investment

      Return on investment (ROI) helps in calculating the exact amount a business can get back from the money they invest. A positive ROI should always be the ultimate goal of every SEO strategy. It offers confirmation that the time, as well as the resources invested in content, site maintenance, and outreach campaigns, have been worth it. Knowing the ROI target helps in measuring the brand’s performance against the measures employed regularly.

      Final Thoughts on Measuring Performance with SEO KPIs

      By setting up KPIs and effectively measuring your SEO KPIs, you can focus your efforts on continuously measuring the performance of your marketing campaigns. Are you a business looking to track and report the progress of your website through selective KPIs?

      If you are in search of SEO Services In Mumbai that will assist you in regularly analysing your site’s performance with the help of these essential KPIs, then your search ends here with Capsicum Mediaworks.

      These factors can help you track and measure the performance of your SEO strategy. If you are interested in revamping your SEO strategy, here’s an SEO Checklist that can help you with your goals.

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      SEO KPIs FAQs

      What is KPI in SEO?

      KPI in SEO are key performance indicator metrics that help SEOs and marketing experts track and measure their SEO performance.

      How do you measure your SEO performance? (What metrics should I track to measure SEO performance?)
      You can measure your SEO performance with the help of SEO metrics such as Organic traffic,  engagement rate, website authority, keyword rankings, conversion rates,  referring domains, and ROI. These are also some of the most important metrics for websites that you should track to measure your SEO performance.
      Why is it important to use measurements to track your SEO performance?
      Tracking and measuring SEO is critical to the search engine optimization process. It is used to gauge whether the SEO strategy is working and whether businesses are able to achieve the desired results.
      Blog Author
      Nirav Dave

      Nirav Dave is the Co-Founder & Partner at Capsicum Mediaworks, an SEO Agency based out of India that specializes in all things Web Design & WordPress Development. He Worships WordPress and Loves to read anything and everything about this exceptional CMS.

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