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The most important SEO metrics: What they mean and how to analyze them

by Andreas Wessolly on

Deciding which SEO metrics to focus on is an important part of marketing success. Without a clear understanding of SEO metrics and what they mean to you, it's easy to find yourself looking only for "vanity metrics", but they don't really give you meaningful performance data.

Today, we're going to show them the most important SEO metrics to focus on for every campaign!

The big 3: Strategic SEO metrics that you should
definitely monitor are:

1. organic page views.

The number of organic page views (traffic) is the most important metric for getting your website off the ground. As their website grows, they are naturally more interested in increasing quality traffic (visitors that match their buyer persona) rather than just increasing page views. However, for this, page views through Google organic search are the cornerstone. Ideally, the page views of your website should increase every week.

Organic traffic is traffic that you receive through natural search queries. It is different from page views that come from clicks on paid ads such as through Google Adwords. Of all the different types of traffic, it is the one that gives the most clues about the overall health of your website. After all, these clicks come via keywords for which they rank well in search engines, for which they have chosen a good title tag and meta description, and achieve top rankings in search results. Thus, this is also always a measure of the quality of a website.

As you introduce more keywords into your content strategy and show up on the first results page for them, organic traffic increases. Consistent increases should be tracked along with your efforts to publish optimized content.

There are other types of traffic, of course, including direct page views ( without Google search queries), clicks from social media, and more. Your data analytics software (e.g. Google Analytics) should enable you to keep track of these over time and assess the different channels separately.

2. the bounce rate (bounce rate).

The bounce rate is the percentage of users who arrived on your website and left it relatively quickly without any interaction.

Bounce rate is the plague of digital marketing, especially for paid traffic - it's a big driver of Google Ads prices, which can lead to a vicious spiral of super expensive ads that do nothing for them but cost money.

There are three main factors for bounce rate:

A user came to your website by mistake and wasn't interested in their offer.
A user visited your site but didn't immediately find what they were looking for.
A user came to your website but was unable to use it due to a technical problem.

Unfortunately, the first problem can't really be prevented, it just happens from time to time. However, you can influence the other two factors. The positive changes here will also be noticed by their visitors.

Make sure you develop useful keyword targeted landing pages based on the core topics of your website: This means, for example, helping people overcome problems, or providing the answer to important frequently asked questions that can help their visitors. With interesting content, you give your visitors a reason to stay longer on your site and engage with your business. This effectively reduces the bounce rate!

3. conversion rate

If you want more visitors to your site to eventually become customers, the conversion rate is an important metric for them.

The conversion rate is the percentage of visitors who took a defined action to move towards a sale.

There are many different conversions throughout the buyer journey:

Signing up for their newsletter to receive regular updates and building a brand relationship with them. Reaching out to their sales team to get a product demo or schedule a video chat.

And of course - the most powerful conversion of all - is buying a product or service.

When SEO experts monitor conversion rates, they start by looking at actual completed sales. However, it's important to analyze your conversion optimization to take into account all of these different events: This way, you can see where conversions are falling off in your overall marketing funnel.

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