SEO Metrics You Should Use to Audit Your Digital Marketing Performance

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Written By Robert Dunford
I am a Marketing Consulting in the Great Toronto Area with over 25 years experience in building and implementing marketing plans for small business.

An SEO analysis is critical to determining the success of your website. After all, if you’re going to invest the time and money required to establish and manage an SEO strategy, you want to be certain that your investment is worthwhile.

One of the best ways of tracking the success of a website is through SEO metric tracking.

SEO tracking entails establishing which SEO metrics are most relevant for your organization and regularly checking those indicators to measure your success.

Google Analytics, for example, provides a plethora of information on site performance, so you’ll never be in the dark about whether your SEO efforts are paying off and how they’re affecting your most essential goals.

Metrics That SEO Experts Use

It can be difficult to condense the vast amount of data accessible into a manageable number of key metrics for your reports.  Here are some metrics that SEO experts use that can help boost your SEO game plan.

1. Organic Traffic

Organic traffic is an essential statistic for assessing SEO performance.  This figure reflects all of the visits your site receives simply from organic or nonpaid search.

While total traffic counts might give you a sense of your site’s overall performance, focusing on organic traffic is a better approach to analyzing the direct impact of your SEO strategy.

2. Clickthrough Rate (CTR)

The clickthrough rate refers to the number of internet users who visit your site after viewing one of your page link and meta tags in Google search results.

This metric is the best predictor of how well your pages capture visitors’ attention in search results.  As a result, it’s an excellent predictor of the quality of your site’s title tags and meta descriptions.

3. Keyword Ranking

As you attempt to improve your site’s rankings for keywords relevant to your business, it makes sense to keep track of how those rankings change.

You may want to check your keyword ranking manually for some of your most critical terms. A quick Google search for those phrases will tell you precisely where you stand.

You can also improve your digital marketing success by learning the effective keywords to boost your website’s search engine ranking.

4. Backlinks and Referring Domains

Your number of referring domains shows the number of distinct domains from incoming links. Your number of incoming links comprises all links leading to your site.

Every link you obtain has the potential to increase your online ranking because connections from new domains nearly always have a greater impact than links from sites that already link to you.

Including backlinks and referring domain metrics in your reports can provide you with a complete picture of your link development results.

5. Bounce Rate

A bounce occurs when a visitor visits a page on your site and leaves without proceeding to another page.  It’s a useful metric to see if your site’s content matches users’ expectations.

If many of your visitors choose to leave your site and go to a different page in the search results, this indicates that your website doesn’t include the information they wanted.

Do you want to learn more about this topic? You can learn more by reading Rob Dunford’s blog Google SEO Strategy.

You can contact him if you want to know more about the importance of a fast-loading website to your business.

Rob Dunford is a marketing consultant based in the Great Toronto Area. I have over 25 years of experience in marketing planning and implementing for small business.

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