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What are SEO KPIs? 12 Metrics to Measure SEO Success in 2024

What are SEO KPIs

Key Performance Indicators – the name itself says what it means. These are some metrics that help to measure the performance of your activity. That’s the general meaning, and now the question arises: ‘What are SEO KPIs?’ These are some metrics that measure how much your website’s SEO is yielding.

In 2024, businesses that keep up with the latest SEO trends and monitor their performance through the right KPIs will be well-positioned to dominate their respective markets.

According to a recent study, organic search traffic drives 53% of all website traffic, highlighting the need to focus on the metrics that matter most.

So, what are the SEO KPIs you should consider? Although there are many measures to consider, some stand out as crucial success indicators. In this blog, we’ll discuss the top 12 SEO KPIs you should be measuring in 2024.

What is an SEO KPI?

An SEO KPI is a measurable value used to evaluate the effectiveness of SEO strategies in achieving business objectives. The full form is Search Engine Optimization Key Performance Indicator. 

A recent study found that SEO is the most successful digital marketing strategy, with a conversion rate of 14.6%. This underscores the importance of tracking the right SEO KPIs and optimizing your strategy accordingly.

These metrics provide insights into various aspects of a website’s performance in search engine results, such as organic traffic, keyword rankings, click-through rate, and backlink quality.

SEO KPIs are vital for understanding how well a site aligns with search engine algorithms, guiding adjustments to enhance visibility, user engagement, and, ultimately, conversions.

Why Do We Need to Measure SEO KPIs?

As a business owner, you want to ensure that your website is working optimally. But how can you gauge the success of your SEO efforts? This is where SEO KPIs come in. Here are some reasons why measuring SEO KPIs is crucial for your business:

  • Helps you understand your website’s performance in search engines. Tracking SEO KPIs allows you to observe how well your website ranks for relevant search terms, how much traffic it generates, and how many leads and conversions it receives.
  • Enables you to make data-driven decisions. By analyzing your SEO KPIs, you can identify areas for improvement and make informed decisions about your SEO strategy. You may also track your progress over time and see how your efforts are paying off.
  • Allows you to stay ahead of the competition. You can remain on top of industry developments and keep up with your rivals by monitoring your SEO KPIs. You can also identify opportunities for growth and capitalize on them.
  • Helps you maximize your ROI. You can boost your website’s exposure, draw more traffic, and earn more income by adjusting your SEO approach based on your KPIs.This means you’re getting the most bang for your buck with your SEO spend.
  • It’s essential for staying relevant in today’s digital landscape. With an increasing number of people going to the internet to find products and services, having a strong online presence is essential. By measuring your SEO KPIs and optimizing your strategy accordingly, you can ensure that your business is visible and competitive in search engine results pages (SERPs).

Therefore, measuring SEO KPIs is essential for businesses that rely on online visibility to drive traffic and generate revenue. 

12 SEO KPI Metrics to Measure Your Website’s Success

SEO KPI Metrics are essential tools for assessing your website’s success. They track various aspects of performance, from search rankings to user engagement, offering a comprehensive view of your site’s effectiveness in attracting and retaining visitors.

SEO KPI Metrics

1. Conversions

As an SEO KPI, conversions are a crucial measure of how effectively your website turns visitors into action-takers. Think of a conversion as the end goal of a visitor’s journey on your site. This could be anything from making a purchase, signing up for a newsletter, to filling out a contact form. It’s all about how well your site persuades visitors to do something you value.

  • What counts as a conversion: This varies based on your goals. It could be sales for an e-commerce site, downloads for a software company, or appointment bookings for a service provider.
  • Tracking these actions: Tools like Google Analytics help you track when a visitor completes a desired action. You can see not just how many conversions happen but also where these converters came from and what path they took on your site.

Measuring conversions gives you a clear picture of:

  1. Effectiveness: How well your content and SEO strategies work in leading a user to the end goal.
  2. User experience: If visitors find it easy to navigate and are encouraged to convert.

Remember, a high conversion rate is a sign that your website isn’t just attracting visitors – it’s engaging them successfully!

2. CTR

From organic impressions and organic traffic, we can impute organic click-through rate (CTR). Organic CTR is the percentage of organic impressions that result in a click on your website.

This SEO KPI measures how often users are choosing your website over competing websites in the SERPs and is highly correlated with keyword rankings.

A higher organic CTR indicates that your headline and snippet preview are positioned well and effective at garnering clicks. Essentially, it tells you if your page titles and meta descriptions are catchy or relevant enough to make people want to click.

To improve organic CTR, look at the headlines of top-ranked results for inspiration and make sure that your title is the appropriate length. The Moz title tag preview tool is a great way to confirm that your desired meta title will display correctly.

Here’s how to keep tabs on and improve your CTR:

  • Monitor your CTR in analytics tools: Tools like Google Analytics or Google Search Console give insights into your CTR for various search queries.
  • Experiment with different titles and descriptions: Try different phrases and see what resonates with your audience. It’s like fishing – you need to keep changing your bait until you find what works!

CTR isn’t just about getting a click. It’s about making sure that the click leads to a satisfied user, which in turn boosts your website’s credibility and ranking over time.

3. Bounce Rate

Bounce Rate

Bounce Rate is another key SEO KPI that gives you insight into visitor engagement on your website. Imagine someone walks into your site (like a store), takes a quick look around, and then leaves without interacting with anything. That’s a ‘bounce’. The bounce rate measures the percentage of visitors who do just this.

Understanding bounce rate involves:

  • Recognizing what a high bounce rate indicates: It could mean your content isn’t matching what the visitors are looking for, or your site’s layout and design aren’t engaging enough.
  • Analyzing different pages: Some pages might have higher bounce rates than others, which can help you pinpoint issues.

Here’s what to look for in your bounce rate:

  1. User engagement: A lower bounce rate usually means visitors find your content relevant and are engaging with your site.
  2. First impressions: High bounce rates can indicate that the first thing visitors see on your site isn’t convincing them to stay.

In simple terms, bounce rate helps you understand if your site is catching the interest of your visitors or if they’re just passing through.

4. Load Time

It’s all about how quickly your website pages load when someone clicks on them. In simple terms, it’s the speed of your website. Fast load times can mean the difference between a visitor sticking around or bouncing off to a competitor.

Understanding Load Time involves:

  • Recognizing its importance: People are impatient online. If your site takes too long to load, visitors might leave before seeing what you have to offer.
  • Using tools to measure it: Tools like Google’s PageSpeed Insights can help you check your website’s load time. They even give suggestions on how to improve it. Another popular option for measuring website load time is GTmetrix, which also offers free evaluation and optimization suggestions. 

Measuring load time sheds light on:

  1. User Experience: A fast-loading site keeps users happy and engaged.
  2. SEO Performance: Search engines, like Google, favor websites that load quickly, as they provide a better experience for users.

So, a quick load time isn’t just a technical win; it’s a crucial part of keeping visitors on your site and improving your search engine rankings.

5. Mobile Friendliness

In today’s smartphone-dominated time, mobile friendliness stands out as a key SEO KPI. This metric is all about how well your website performs on mobile devices. Given that a huge chunk of internet browsing happens on phones and tablets, ensuring your site is mobile-friendly isn’t just nice to have – it’s a necessity.

Mobile-friendliness focuses on factors like:

  • Ease of navigation on a small screen: Can visitors easily click links and buttons?
  • Readable content without zooming or horizontal scrolling: Is your text easily readable on a phone?
  • Fast loading times on mobile networks: Does your site load quickly, even on 4G or 5G networks?

Why is this important? Well, search engines like Google prioritize mobile-friendly sites in their search results. Plus, users are more likely to stay on and return to a site that provides a smooth mobile experience.

To keep tabs on this, you can:

  1. Use tools like Google’s Mobile-Friendly Test to check how well your site performs on mobile devices.
  2. Analyze mobile user behavior on your site using analytics tools.

As a KPI, mobile-friendliness is your guide to ensuring your website caters effectively to the vast mobile audience, enhancing both user experience and search engine ranking.

6. Keyword Ranking


Keyword Ranking is a vital SEO KPI that shows where your website stands in search engine results for specific keywords. Essentially, it’s like a game where your goal is to appear as high as possible on search engine pages when someone types in a keyword related to your content.

Higher rankings typically lead to more visibility and traffic. If you’re on the first page, especially in the top spots, more people are likely to visit your site.

To keep track of your keyword rankings:

  1. Using a SERP tracking tool like SEMRush or Ahrefs is great for this. They don’t just show where you rank. You can also find out how hard it is to rank for certain keywords (keyword difficulty) and brainstorm topics for future blog posts.
  2. Check for featured snippets. These are the gold stars of search results. Featured snippets appear at the top of search engine result pages (SERPs) and can significantly boost your website’s traffic. SEO tools can tell you if you’ve earned any of these coveted spots.

Consistent monitoring and adapting your strategy based on keyword ranking trends is key. It helps you understand which content resonates with your audience and search engines alike, guiding you to make informed decisions for future content and SEO strategies.

7. DA/DR

Domain Authority

DA (Domain Authority) and DR (Domain Rating) are like the reputation scores for your website in the SEO world. They predict how well a website will rank on search engine result pages (SERPs). Think of it as the online credibility of your site.

These metrics are calculated by looking at:

  • The number and quality of backlinks: How many other websites are linking to yours, and how reputable those sites are.
  • Link profile health: The diversity and reliability of the links pointing to your site.

Monitoring your DA/DR is key to understanding:

  1. SEO Strength: A higher score usually means better chances of ranking higher in search results.
  2. Competitive Positioning: How you stand in comparison to other websites in your niche.

Tools like Moz’s Domain Authority and Ahrefs’ Domain Rating provide these insights. Keep in mind improving your DA/DR is a marathon, not a sprint. It’s about building a strong, trustworthy site over time, not overnight!

8. Number of Backlinks

In SEO, the number of backlinks is like a popularity contest. A backlink is simply a link from another website to yours. 

It’s about how many other websites are linking to your site. Search engines like Google view backlinks as endorsements. The more you have, the more authoritative and relevant your site appears.

Tracking backlinks involves:

  • Using SEO tools: Tools like Ahrefs or Moz can show you how many backlinks you have and where they’re coming from.
  • Analyzing the quality: Not all backlinks are created equal. Links from reputable sites are worth more in the eyes of search engines.

Measuring the number of backlinks helps you understand:

  1. More backlinks mean your content is being noticed and shared.
  2. High-quality content tends to attract more backlinks.

Keep in mind it’s not just about quantity. The quality and relevance of backlinks play a huge role in boosting your SEO success!

9. Customer Lifetime Value (CLV)

It is a standout SEO KPI that gauges the total worth of a customer to your business over the entire duration of their relationship with you. It’s not just about a one-time purchase; it’s about understanding the long-term value each customer brings.

Grasping CLV involves:

  • Calculating the average total spent: This is done by considering the average purchase value, frequency of transactions, and customer lifespan.
  • Tracking customer interactions: From their first visit to recurring purchases, it’s vital to monitor how customers engage with your site over time.

Measuring CLV enlightens you about:

  1. Customer loyalty and retention: It’s a powerful insight into how well your website nurtures long-term customer relationships.
  2. Targeted marketing strategies: Knowing your CLV helps in crafting SEO and content strategies that cater to high-value customers.

A healthy CLV indicates your website is not just attracting one-off buyers but is creating lasting, profitable customer relationships.

10. ROI


When it comes to SEO KPIs, ROI, or Return on Investment, is the big picture metric. It’s all about understanding the bang you get for your buck. Essentially, ROI measures the profitability of your SEO efforts. It tells you whether the money and time you’re pouring into SEO are actually paying off.

Breaking down ROI involves:

  • Calculating the investment: This includes all your SEO-related expenses, like tools, content creation, and any professional services you use.
  • Measuring the returns: This is the tricky part. You need to identify the financial gains that result directly from your SEO strategies. This could be an increase in sales, SEO lead generation, or any other monetary benefit linked to your SEO.

Why is ROI important?

  1. Financial accountability: It helps justify the investment in SEO to stakeholders or for your own business understanding.
  2. Strategy refinement: Understanding ROI can guide you in tweaking or overhauling your SEO strategy to maximize returns.

So, while it might be a bit complex to calculate, keeping an eye on ROI is vital. It ensures that your SEO isn’t just a cost but an investment that grows your business.

11. Branded vs Non-branded Traffic

It is like looking at two sides of a coin. It’s all about understanding who’s coming to your website and why.

Let’s break it down:

  • Branded Traffic: This is when people land on your site because they searched for your brand name or a specific product you’re known for. It’s like someone typing “Nike sneakers” into Google. They already know you and what you offer.
  • Non-branded Traffic: Here, visitors find you through searches unrelated to your brand name. They might be looking for a general product or solution you offer, like “running shoes,” but without specifying a brand.

Why keep an eye on both? Because they tell different stories:

Branded Traffic indicates:

  • Brand awareness: How well-known your brand is.
  • Customer loyalty: If people search for your brand specifically, it suggests they trust and prefer you.

Non-branded Traffic shows:

  1. Market reach: How effectively are you capturing potential customers who aren’t yet familiar with your brand?
  2. SEO strength: How well you rank for general industry terms.

By analyzing both types of traffic, you can get a fuller picture of your SEO success. Are you a big name in your field or a rising star catching new eyes? This KPI helps you understand your position in the market and guides you to tailor your strategies accordingly.

12. User Engagement

It’s like throwing a party and measuring how much fun your guests are having. Are they sticking around, chatting (clicking around), and enjoying the snacks (content), or are they just popping in and leaving?

Here’s what focusing on User Engagement involves:

  • Analyzing interaction depth: This includes how long visitors stay on your site and how many pages they visit. More time and more pages usually mean they’re finding what they need or like what they see.
  • Observing social shares and comments: Are people talking about your content? Sharing it on social media? These actions are gold for user engagement.

By measuring User Engagement, you get insights into:

  1. Content relevance and appeal: It helps you understand if your content resonates with your audience.
  2. Site usability and experience: It reflects how easy and enjoyable your site is to navigate and interact with.

High user engagement means your website is not just a stopover but a destination where visitors love to spend their time. It’s about creating an online space that’s inviting and interactive!

How to Create an SEO KPIs Report?

Creating an SEO KPIs report is like putting together a story about your website’s journey. It’s not just about numbers; it’s about understanding what those numbers mean for your business. Here’s how to get started:

  1. Select Key KPIs: Start by choosing the most relevant KPIs for your goals. This might include metrics like traffic, rankings, and engagement. It’s important that these indicators align with your broader business objectives and SEO strategy.
  2. Utilize Effective Tools: Leverage tools like Google Analytics or SEMrush to gather accurate data. These platforms are crucial for tracking your selected KPIs efficiently.
  3. Gather and Organize Data: Collect data for each KPI over your chosen timeframe. Organizing this data effectively is key, using visuals like charts or graphs for easy understanding.
  4. Analyze and Interpret: Delve into the data to identify trends and patterns. Understanding these trends is vital – for instance, a rise in traffic could indicate a successful campaign or improved rankings.
  5. Compile the Report: Create a structured report, starting with an overview of your SEO goals and the tracked KPIs. Include a detailed analysis for each KPI, supplemented with visuals for clarity.
  6. Offer Insights and Actions: Don’t just present data; provide insights and suggest actionable steps. For example, if certain content types are driving engagement, consider producing more of that content.

An SEO KPIs report isn’t just a collection of data. It’s a tool to understand your website’s performance and guide your future SEO strategies. Keep it clear, concise, and focused on insights that will help drive your business forward.


SEO KPIs are like your website’s GPS. These metrics are not just numbers; they’re insights into your site’s story. Whether it’s seeing how many visitors turned into customers (conversions) or how long people hang out on your site (user engagement), these KPIs are key to navigating the online world.

Remember, each KPI is a piece of a larger puzzle. Together, they give you a full picture of your website’s health. It’s about connecting the dots to see the bigger picture.

So, keep an eye on these KPIs. They’re not just metrics; they’re the milestones of your website’s journey to success. In the dynamic domain of SEO, they’re your constant companions, leading you to make smarter, more informed decisions.


How do you track SEO KPIs?

SEO KPIs can be tracked using tools such as Google Analytics, SEMrush, Ahrefs, Moz, and many others.

How do you improve keyword rankings as an SEO KPI?

you need to optimize your website content with relevant keywords, build high-quality backlinks, and ensure that your website is technically sound.

What is a good conversion rate for SEO KPIs?

Backlinks are important for SEO KPIs because they help to improve a website's authority and increase its visibility in search engine results pages.

What is the bounce rate in SEO KPIs?

Bounce rate refers to the percentage of visitors who leave a website after viewing only one page. A high bounce rate can indicate that a website is not engaging or relevant to visitors.

How do you use SEO KPIs to improve your website's performance?

To use SEO KPIs to improve your website's performance, you need to identify areas that need improvement based on the metrics you're tracking, and then implement changes to address those issues. For example, if your bounce rate is high, you might need to improve the quality and relevance of your website content.

Author Bio:

Daniel Anderson is a marketing expert who writes about finding opportunities and making money online. Daniel teaches readers how to start a side hustle, scale through digital marketing, and plan for financial freedom with step-by-step guides at TheMoneyManiac.com.





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