12 Important SEO KPIs You Should Track

We all know that search engine optimization is essential for websites looking to rank well, but what about the actual success of a website? While SEO may not have an instant impact on conversion rates or other important metrics, it does have clear correlations with traffic and revenue. Here are 12 KPIs you should consider tracking to see if your site’s performance has improved!

The “seo kpis to track” is a list of 12 important SEO KPIs that you should be tracking. The article will also provide tips on how to do so, as well as links to the sources.

Goals and KPIs are one of the most critical aspects of any SEO plan, yet they’re also one of the most disregarded.

You won’t be able to successfully assess the development of your campaign and verify that your efforts are paying off or decide whether you’re on the correct route to success without KPIs.

It is no secret that SEO takes time to provide results and profits, but by establishing KPIs (key performance indicators), you can better explain the influence of your approach on your organization.

They may also assist you in managing expectations from other parties. SEO KPIs should serve as the foundation of your plan, allowing you to track and report on your progress and performance. However, you must first choose what you should track. 

I’ll walk you through the most critical KPIs you should be utilizing in the tutorial below.

We’ll go through the following topics in detail:

It might be difficult to know which KPIs to check to get a regular picture of how your SEO strategy is developing, so we’ve compiled a list of 12 that we believe are critical to monitor.

These are indicators that provide you with a broad picture of how your efforts are paying off, enabling you to illustrate the effect you’re having while also identifying any difficulties before they become problems. 

Essential Marketing KPIs for Agencies and Businesses is a good place to start.

The ultimate aim of practically any SEO campaign is to provide a return on investment. And whether you invest in an in-house team and resources or hire an agency, you’ll get more money back than you put in.

Tracking the return on investment (ROI) from your SEO efforts is critical for the simple reason that it is the most accurate indicator of success – more money in the bank than you are spending. However, keep in mind that seeing a ROI might take a long time, frequently six to twelve months or more. 

Knowing where your ROI objective is will allow you to assess your progress against it on a regular basis, allowing you to understand and report on how it is progressing.

You may calculate ROI by looking at how much money you put into SEO and how much money you get back from the channel. 

While a financial return is the overriding KPI for many organizations, seeing such returns takes time. As a result, you shouldn’t depend just on ROI. 

Organic conversions (sales, leads, or both, depending on your business’s setup) are a good method to show success. After all, you can readily credit an increase in organic conversions to your efforts. 

Simply know the conversion benchmark before you start working on a campaign; otherwise, it will be difficult to demonstrate the increase over what was previously created.

Take an average of conversions produced in the three months leading up to the start of your campaign and use it as a baseline for assessing growth. 

In Google Analytics, you can measure conversions by setting objectives for lead conversions and using the eCommerce report to track sales by channel. 


Returning to the notion that financial rewards from SEO take time, organic visibility is a great KPI that you can watch and analyze to demonstrate constant progress. There are two methods to measure and report on this.

First, Google Search Console shows an increase in impressions.


Because impressions reflect the searches for which your site was visible, even if they didn’t result in clicks, this is a great approach to demonstrate continuing development in exposure. That’s usually because you’re seeing a rise in ranking keywords, but they’re not in traffic-driving positions (yet).

In any case, a rise in impressions indicates increased organic visibility and a strong indicator of future development. 

Look at keyword trends in SEMrush’s Organic Research tool to observe how your visibility has changed for all indexed keywords, even those in lower places, to indicate a rise in organic visibility. 


Increases in organic impressions should lead to a rise in organic sessions, and here is where your SEO approach may start to show significant results.

Organic sessions will be one of the primary indicators that you will see an impact on after your efforts have taken hold (traffic).

Impressions lead to traffic, which leads to conversions; and when you think about it, seeing an increase in organic sessions is when you really start to realize an improvement in your SEO ROI.

In Google Analytics, measuring organic sessions is really straightforward. However, we advocate concentrating on data from Google Search Console for measuring SEO KPIs since it allows you to remove brand searches and see organic clicks for non-branded keywords separately.

This is necessary to guarantee that your data is not distorted by brand activities that cause a spike in branded searches.

To do so, go to the Performance report and click the +New icon at the top of the page. From there, choose ‘Queries not containing’ to filter out your brand. You may examine how non-branded traffic is doing by entering your brand name (and variants of it).


Seasonality is an important consideration when studying organic sessions; make sure you’re comparing year over year rather than month over month to compare like for like and account for seasonal demand fluctuations. 

To do so, pick ‘compare’ from the date bubble at the top of your screen, then choose your preferred era.


While you should remove branded searches from your analysis to see the real effect of your efforts on organic traffic, a movement in the percentage split of non-branded visitors to your site is another important indicator of success and development.

Branded traffic is frequently generated as a result of prior awareness of a company or a referral from someone else. Perhaps a searcher has seen your social media advertisements, heard about your recent public relations effort, or even met you at an event. It’s vital to remember that the searcher was previously familiar with you.

While this certainly indicates that one marketing channel is doing effectively, it is unlikely that this traffic is due to your SEO efforts.

Non-branded traffic is often generated by consumers looking for keywords related to your goods or services that you score well for. To put it another way, traffic from searchers who were presumably unfamiliar with your company before seeing you listed in the SERPs.

You should also track the percentage of branded vs. non-branded visitors, which you can do using the SEMrush organic research tool:


While keyword rankings may not be as significant as some of the other metrics discussed here, they are still useful, and we highly advise you to monitor how your primary target keywords rank in the SERPs.

If we go back even five years, rankings were pretty much the only way to judge the performance of any SEO operation.

So, what has changed since then? The term “semantic search” refers to a search that is 

Most organizations used to watch a small number of keywords and base their strategy on them; but, however, a single page of content may rank for hundreds (if not thousands) of distinct keywords. Not to mention customized search, which means that different searchers will receive different results for the same query.

Let’s have a look at an example of several keywords. You may use the Organic Research tool to check which keywords a page ranks for. This article, for example, is ranked for 132 keywords. Take a look at the differences: 


Tracking keywords

Tracking keyword rankings isn’t the same as it used to be, but it’s still a great way to demonstrate progress. After all, watching your major keywords rise in the rankings indicates that your plan is beginning to bear fruit.

To keep track of how your major keywords rank in the SERPs, utilize the SEMrush Position Tracking Tool.


Backlinks are one of Google’s top three ranking criteria, and there’s no reason to believe that will change very soon. You must be aware of the present state of your link profile, both in terms of identifying any new connections you are earning and any difficulties with harmful links that may arise.

You should track the following link metrics:

  • Number of backlinks in total

  • Number of referring domains in total 

  • The number of broken connections has increased.

  • The number of links you’ve earned

  • Toxic connections

All of this may be tracked using SEMrush’s backlink analytics and backlink audit tools.


However, since you are not looking at the figures in context, they don’t imply as much as they might. You should also compare your own link profile to that of your nearest rivals, which you can accomplish by using the tool to run their domains through.


Although CTR (click-through-rate) is employed as a ranking criterion, the truth is that the higher your organic CTR, the more people will click on your SERP listing.

You should keep track of this on both a page and query level. 

The greater the CTR, the better. CTR is a basic indicator that displays the proportion of individuals that click on your website after their search produces an impression.

When it comes to determining how relevant your title tag and meta description (the parts that appear in the SERPs) are to a specific query, organic CTR becomes quite significant.

Again, context is required, and the average CTR for each position is as follows:

1636641710_136_12-Important-SEO-KPIs-You-Should-TrackBacklinko is the source of this information.

When you compare your CTR to this, you’ll instantly discover if you’re outperforming the average or need to improve. 

Under the performance report in Google Search Console, you may examine the CTR of your own sites and queries.


Bounce rate is an essential metric for determining if your content engages visitors and may also be used to determine how relevant it is to the search queries for which it is ranking.

A high bounce rate indicates that the website isn’t grabbing visitors’ attention, resulting in lost possibilities to convert this traffic. And sometimes, tiny tweaks are all that is required to see a substantial difference, but if you are not documenting it on a regular basis, you may miss the chance. 

You can see the bounce rate of your site and pages in Google Analytics under Behavior > Site Content > All Pages.


A user’s level of engagement increases the longer they spend on a page. And the more involved a person is, the more likely they are to convert.

As a result, you should track your site’s average time on page, both overall and on a page-by-page basis, and look for methods to improve it if you see low durations.

You can track this in Google Analytics under Behavior > Site Content > All Pages.

Google Search Console, formerly known as ‘crawl errors,’ helps you to investigate any coverage difficulties your site may have.

Typical examples include:

  • There are 5xx server problems.
  • There are 4xx errors. 
  • Anomalies in crawling
  • Pages that aren’t indexed
  • Crawled but not yet indexed
  • Discovered but not yet indexed
  • There is a duplicate, and the supplied URL has not been chosen as the canonical version.
  • Robots.txt has blocked this page.

+ More

In terms of monitoring these difficulties as a KPI, keeping an eye on them on a frequent basis might help you stay on top of concerns that may indicate larger crawling or indexation issues. 

While mistakes may not be a genuine measure of success, reducing them to a minimal should be one of your top priorities if you want to guarantee that all of your pages that should be indexed are. 

Find these under Index > Coverage in Google Search Console. 


The speed of your website may have a detrimental influence on both your search results (and subsequent traffic) and your conversions, therefore it’s important to pay attention to it.

We know what you’re thinking: you’ve already spent time improving your site’s PageSpeed score and everything is looking great. And that’s fantastic. But when was it, exactly?

For a variety of reasons, these measures may fluctuate over time.

Perhaps someone on your editorial staff updated your blog post photos with new ones but failed to optimize them, resulting in high file sizes that cause these pages to load slowly? 

Perhaps your server isn’t operating as well as it was the last time you checked the performance of your site.

Because these factors might alter over time, it’s important to keep a check on your site’s speed. 

You can simply stay on top of this using the SEMrush Site Audit tool, which allows you to execute frequent crawls (we recommend weekly) that will flag any sluggish pages.

You may look at the site performance report in particular to learn more about speed. 


Instead of suffering as a consequence of slow page performance, you may address these issues as they arise.

Setting and monitoring SEO KPIs may help you stay focused on your goals and track the progress of your strategy.

While each marketer has their own set of KPIs to measure and report to key stakeholders, the truth remains that you should have them in place and be reviewing your site’s performance against them on a regular basis.

KPIs may help you stay on track with your development while also serving as a gauge of how well you’re doing toward your larger objectives.

The “seo kpis 2020” is a list of 12 important SEO KPIs that you should track. These are the most important metrics for your business, and they will help you measure your progress against the goals you have set.

Frequently Asked Questions

What are the 3 SEO KPIs you should be tracking?

A: The 3 KPIs of SEO Keywords, Page Rank and Domain Authority.

What are important KPIs for SEO?

A: Key Performance Indicators, or KPIs, are metrics that measure and track the effectiveness of a Web property.

What SEO metrics should I track?

A: You should track all of the metrics that are essential to your business. This includes things like organic traffic, bounce rate, and average time on site.

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