What SEO KPIs Should I Track?

A Guide to the Top 10 SEO Metrics That Matter

When it comes to Search Engine Optimization (SEO), measuring success can feel complex.

With so many metrics available, knowing which ones truly matter is essential. To simplify things, we’ll focus on the top 10 Key Performance Indicators (KPIs) that give a comprehensive view of SEO health and impact. Whether you’re just starting with SEO or looking to refine your strategy, these KPIs will ensure you’re tracking meaningful progress toward your goals.

1. Organic Traffic

• What it is: Organic traffic represents the number of visitors coming to your site from search engine results, excluding paid ads.
• Why it matters: Organic traffic is the foundation of SEO success. This metric shows how well your site is performing in search engines and is a direct reflection of your visibility in search results.
• How to track: Use tools like Google Analytics to view your organic traffic over time. Watch for trends and spikes that correlate with content updates, optimizations, or algorithm changes.

2. Keyword Rankings

• What it is: Keyword rankings indicate where your site appears in search engine results pages (SERPs) for specific keywords.
• Why it matters: Knowing where you rank for important keywords helps you gauge your site’s visibility. Higher rankings typically lead to more organic traffic and brand authority.
• How to track: Use tools like Google Search Console or Ahrefs to monitor your keyword rankings. Focus on tracking your most critical keywords and monitor changes over time. We have our own Rank Tracker for our partners that comes with any new SEO campaign. So if you're looking for a Boston SEO Agency, we got you!

3. Click-Through Rate (CTR)

What it is: Click-Through Rate (CTR) measures the percentage of users who click on your site after seeing it in search results.
Why it matters: A high CTR indicates that your title tags and meta descriptions are compelling and relevant to users’ queries. Low CTR might suggest a need for better optimization of these elements.
How to track: Google Search Console provides insights into your CTR for individual pages and keywords. Test different meta descriptions and titles to see what resonates most with your audience.

What is a good Click-Through Rate (CTR)?

• Position 1: Typically, the first position in Google search results has the highest CTR, often ranging from 20% to 30%.
• Position 2: This position usually sees a CTR of around 10% to 15%.
• Position 3: CTR can drop to 7% to 10% for the third position.
• CTR tends to decrease sharply as you move down the page, with positions on the second page often seeing less than 1% CTR

4. Bounce Rate

• What it is: Bounce rate is the percentage of visitors who leave your site after viewing only one page.
• Why it matters: A high bounce rate can indicate that users aren’t finding what they’re looking for, or that your content isn’t engaging enough. Reducing bounce rate often leads to better engagement and conversions.
• How to track: Google Analytics displays your site’s bounce rate by page. Analyze pages with high bounce rates to identify areas for improvement, such as enhancing content relevance or improving page load speed. We use HubSpot which has it's own reporting dashboard for finding these types of Session Reports:

What's a good bounce rate?

A “good” bounce rate can vary based on the type of website, industry, and content, but here are some general benchmarks:

• Content Websites (e.g., blogs, news sites): 60-80%. Since visitors often come for specific information, they may leave after reading just one article.
• E-commerce Websites: 20-45%. Lower bounce rates are ideal for e-commerce sites because users are encouraged to browse multiple products before making a purchase.
• Service Websites (e.g., agencies, consulting): 10-30%. Visitors often browse several pages to learn about services, pricing, or portfolio work.
• Landing Pages: 70-90%. Landing pages with a single call to action can have high bounce rates, especially if they’re designed to lead to an external action (e.g., filling out a form or making a purchase).

5. Average Session Duration (Session Length)

• What it is: Average session duration measures the amount of time users spend on your site per visit.
• Why it matters: This metric reveals how engaging your content is. The longer visitors stay, the more value they’re likely finding in your content, which can signal quality to search engines.
• How to track: Google Analytics provides data on average session duration. Experiment with content formats and internal linking to encourage visitors to explore further and stay longer. GA4 has reports, but for this but we prefer to use the Hubspot Reports >> Traffic Reports, like this one:

6. Pages per Session

• What it is: This KPI measures the average number of pages a visitor views during a single session on your site.
• Why it matters: Pages per session is a good indicator of user engagement. Higher numbers suggest that users are exploring your site and finding additional content that interests them.
• How to track: In Google Analytics, review pages per session for insights into user engagement. Consider adding internal links and optimizing navigation to encourage more clicks per visit. In Hubspot, you'l need to add it to the table by clicking on "Edit columns" and checking the box to add it in:

7. Domain Authority

• What it is: Domain Authority (DA) is a score (typically from 0 to 100) developed by companies like Moz to predict a website’s ability to rank in search engines based on link quality, trust, and authority.
• Why it matters: Higher domain authority generally leads to better visibility in search results. Building DA is a long-term investment in your site’s credibility and ranking potential.
• How to track: Use Moz (https://moz.com/domain-analysis) to monitor your DA. Focus on acquiring quality backlinks from reputable sources to increase your authority over time. Using that link, you'll get a free report like this:

Is Domain Authority and Domain Rating the same thing?

No, Domain Authority (DA) and Domain Rating (DR) are similar but not the same.

• Domain Authority (DA) is a metric developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). It’s based on factors like the number and quality of backlinks and scores websites on a scale from 1 to 100.
• Domain Rating (DR) is a similar metric created by Ahrefs. It also measures the strength of a website’s backlink profile, but it uses Ahrefs’ own data and algorithms, scoring on a 1 to 100 scale as well.

While both metrics aim to measure a site’s authority and ranking potential, they use different data sources and algorithms, so they may not give the same score for a given website.

8. Backlinks

• What it is: Backlinks are external links from other websites that point to your site, and they act as endorsements in the eyes of search engines.
• Why it matters: Backlinks are one of the most significant factors for SEO success. Quality backlinks from trusted sites boost your credibility and can significantly impact your rankings.
• How to track: Tools like Ahrefs, SEMrush, or Moz can help you monitor the number and quality of backlinks to your site. Regularly assess your backlink profile to ensure it remains high-quality. We prefer AHRefs Site Explorer for this data, which looks like this:

9. Conversion Rate

• What it is: Conversion rate measures the percentage of visitors who complete a desired action, such as signing up for a newsletter or making a purchase.
• Why it matters: SEO isn’t just about driving traffic; it’s also about achieving meaningful results. Conversion rate shows how effectively your SEO efforts translate into tangible business outcomes.
• How to track: Google Analytics or your website’s CRM can help monitor conversions. Set up goals or events to track specific actions you want users to take, then analyze which pages or traffic sources yield the best results.

10. ROI (Return on Investment)

• What it is: ROI calculates the profitability of your SEO efforts, comparing the revenue generated by SEO against the cost of SEO activities.
• Why it matters: ROI is the ultimate metric, as it directly ties your SEO efforts to your bottom line. A positive ROI indicates that your SEO strategy is effective and worth the investment.
• How to track: Use data from Google Analytics, CRM, and financial software to evaluate the revenue generated by organic traffic. Compare this with the costs associated with your SEO campaigns to determine profitability.

Wrapping It Up

Why Tracking SEO KPIs Is Essential

Tracking these KPIs provides a holistic view of your SEO performance, allowing you to make informed decisions and continually improve. Regularly reviewing these metrics helps you identify areas for optimization, spot growth opportunities, and ensure your efforts align with your business goals.

Whether you’re focused on brand visibility, audience engagement, or conversion rates, these SEO KPIs will guide you toward a more successful SEO strategy. Start tracking today, and let data drive your SEO journey.