7 KPIs for Search Engine Optimisation

One of the most frequent questions we get asked here at Varn is “How should I be measuring the success of my SEO efforts?” It is a good question as there are so many different metrics that can be used and every website or business has different measurements that matter.

Google Analytics

Make sure you are measuring the important data that is linked to bottom line business performance rather than just looking at the overall numbers


So here we will run through seven of the most common KPIs (key performance indicators) that could help you to accurately define and track your SEO progress against your objectives.

This is the key bit – to build useful reports you need to have set measurable objectives first.

1)      Percentage of traffic coming from search engines each month vs. other traffic. Over time this will enable you to build up a general picture of how many people are coming through to your site by using search engines compared to direct visits or referrals. 

2)      Percentage of this search engine traffic broken down between each of the search engines. Not only will you easily be able to spot if you have a problem with one particular search engine but you can also compare your percentages against general market share to see which are under-performing. 

3)      Traffic by keywords or phrases over time. You need to keep track of how your keywords are performing on a regular basis to help identify new trends, gauge your current performance and find keywords that are potentially under-optimised. 

4)      Share of search by keywords or phrases. Comparing yourself to your competitors will give you the external validation you need to accurately measure this area of SEO. 

5)      Conversion rate. This could be conversion of visitors to buy online, make an enquiry, sign up for a trial, download software – whatever action it is you want visitors to your site to perform – and is a simple calculation of what percentage of the total audience converted. If you delve deeper and break your conversion rate down by keyword traffic you will have a strong KPI for keyword analysis. 

6)      Average order/enquiry value. Never forget value when looking at your metrics as you might have spent a lot of time and money on a particular SEO technique that has a high conversion rate but low order value. This campaign will therefore have a low AOV and may not be worth running in future. It will also have a low ROI…

 7)      Return on investment. ROI is arguably the most important metric as it enables you to compare the success of one campaign against another easily and also measures the net-profit of your campaign. For more information on how to calculate your ROI read our recent blog.

You might find that a combination of a few of these KPIs is sufficient tracking for your purposes, or you may need to go a lot deeper. But to get the full picture it is always best to view your KPIs in context with each other. Don’t forget your KPIs will depend on objectives that are individual to your business so if you need any further advice please get in touch or call us now 01225 863047.