No matter how big or small your company or industry is, you will need to review your web marketing strategy, starting with your website’s SEO performance. This crucial assessment will help you determine if you are on the right track and adjust accordingly if not. However, it can be tedious, especially if you don’t know which metrics to look at. In this article, we present the most important metrics for your company’s SEO.
Traffic is the number of people who visit a site from search engines. This can be organic or paid. Organic traffic refers to visitors who have searched for information on a search engine and then clicked on one of the organic links shown to land on your site.
Example of organic traffic
The principle is more or less the same for paid traffic, except that visitors have clicked on a promotional link to your site.
Example of paid traffic
Of course, when measuring the impact of your SEO strategy, we are only interested in organic traffic since traffic from advertising is counted separately. How can you measure its growth?
It’s simple, get on Google Analytics.
Then, follow this path: Acquisition > All Traffic > Channels.
Then choose the desired time period (at the top right of your screen).
If you want to concretely see how your traffic is progressing, we recommend that you compare two periods. You are free to choose these periods. You can compare two weeks with each other, two months, etc.
If your traffic is increasing, this is good news and it means that you are on the right track. On the other hand, if it decreases from one period to the next (excluding seasonal factors), you will have to identify the cause so that you can react quickly.
Impressions, total number of clicks and click-through rate
When it comes to evaluating the performance of your website, two other metrics are also very useful: the number of impressions and the click-through rate.
The number of impressions is the number of times link to your site has appeared in search results even if the user does not scroll down the page to see it.
Things are a little more subtle in the details. If the link is on a different page from the one where the user is located, for example on the second page of the search results, the link is not counted as an impression.
For example, when you search for “best shoes”, the search result “The Best Running Shoes Of 2019 – Esquire” is only one link. The URL indicated by this link therefore registers an impression.
To find out your website’s number of impressions, you can use the Google Search Console tool.
Once on the home page, click on the “Performance” tab. The following screen will appear.
Number of impressions in Google Search Console
As with Google Analytics, you can choose a custom period, compare two periods together and so on.
Keep an eye on your number of impressions to see if your website is clearly visible in the different search results.
The total number of clicks corresponds to the number of times an Internet user has clicked on one of your links to access your website. This is directly associated with the click-through rate, which is calculated as follows:
Let’s say that your website accumulated 23,654 impressions in one week and the total number of clicks was 947, the click-through rate will be:
The total number of clicks, and even more importantly, the click-through rate, allows you to estimate the performance and relevance of your website in search results based on the targeted keywords. The higher these figures, the better, because it indicates that your meta titles and meta descriptions are consistent with your targeted keywords.
Domain authority is another important metric to follow for your website. The higher the domain authority of a website, the more value it will have for Google. Of course, this is primarily an indicator, and isn’t enough on its own to rank well in search results. However, it does allow you to judge the quality of your website and adjust your strategy if necessary.
If you want to check your domain authority, you will need to install the Mozbar extension. Once you have done this, simply go to your site and your domain authority will be displayed.
For example, My Little Big Web has a domain authority of 38.
The highest scores are held by websites such as Google, Facebook, Wikipedia, etc. Which is, all in all, logical given their popularity online.
Moz evaluates a site based on several factors including the number and quality of the link building (internal and external links), the authority of these links, their quality, the quality of the site content, etc.
Average position in search results
Your site’s position in search results is also an important metric for your company since it allows you to determine how you rank overall in search results compared to your competitors on specific search terms.
A number of tools are available to determine this position: Google Search Console or SEMrush.
As another performance indicator of your website, conversion rate refers to the number of actions performed by the user. For example, if you run an e-commerce site, the action you expect from the Internet user is a purchase. Similarly, if you offer services, you expect them to contact you.
The conversion rate therefore allows you to judge the quality of your content in relation to the expected action.
To view this number, go to Google Analytics and follow this path: Conversions > Goals > Overview (if you have correctly configured your Google Analytics). This will provide you with a summary of your different goals. Note that you can define your own goals and then track them.
If you sell products, you can also measure their performance using Google Analytics, click on “Conversions”, then on “E-Commerce”, then filter the second column by choosing “source/medium”. This will show you sales that come from search results.
Bounce rate is a very important indicator. It shows whether Internet users spend time on your website or leave it quickly after arriving. A high bounce rate may indicate that your content is unhelpful, unattractive, etc.
This is how you calculate it:
Let’s take an example: if out of 11,000 users who visited your site, 6200 bounced, your bounce rate will be:
Instead of doing the calculation yourself, you can directly view your bounce rate via Google Analytics’ summary table (Acquisition > All Traffic > Channels).
Among the most important SEO metrics for your business are more “technical” ones. You should follow them closely as they can have a significant impact on your SEO if they are ignored. Google’s indexing takes into account many factors, including website performance.
Number of errors
There are many possible errors on websites: URL errors, long loading times, exploration errors, etc.
To find these errors, the Google Search Console tool is your best friend. It offers you several detailed reports about the health of your website. This allows you to easily identify the various errors on your site and react as quickly as possible.
Google Search Console can also report the various usability errors of your site on a mobile device: text size, images, alignment of clickable elements, etc. These errors must be noticed and corrected, especially since the traffic generated from mobile devices now outnumbers traffic generated from computers (We are Social) and Google is becoming increasingly demanding when it comes to the usability of websites for their SEO.
This tool also allows you to test the mobile optimization of your website. This lets you check if your pages are user-friendly on a mobile device. To do this, simply enter the URL of your website.
Now you are familiar with the most important SEO metrics for your company.
As you can see, even if these metrics can be a little confusing at first glance, there are fortunately tools available to help you understand this data.
Regularly reviewing your website’s performance is essential, especially if you want to stand out from your competitors. If you adopt a preventive approach, many problems that are harmful to your SEO will be avoided. You will also be able to identify the different areas for improvement in your strategy. Don’t hesitate any longer and take action!
However, if you aren’t too sure of yourself or if you prefer to outsource this task to SEO professionals, you can contact us. We will answer you as soon as possible.