Measuring Organic Promotion Success: The Really Important Metrics (KPIs)

How do you measure success in organic promotion and what are the most important metrics?

Organic SEO is a strategic investment for your business, but how do you know if that investment is paying off? Measuring success is critical to understanding the effectiveness of your SEO efforts. It is important to understand that high Google rankings are only part of the picture. There are many other metrics that can provide valuable insights into your site’s performance.

In the world of SEO, it is common to use the term KPI, or “Key Performance Indicators,” to track progress and evaluate success. These KPIs serve as indicators of positive and negative trends, allowing you to optimize your strategy accordingly. In this article, we will delve into the most important metrics, so you can best measure your SEO success.

What traffic metrics are important to track?

One of the most basic and important metrics is tracking the overall organic traffic to your site. An increase in organic traffic usually indicates that your SEO efforts are paying off, and your site is getting more exposure in search engines. However, it is important to dive deeper and analyze the different types of traffic.

Tracking non-brand organic traffic is critical to understanding the effectiveness of your SEO in attracting new customers. This traffic comes from users who are looking for general keywords related to your field of business, and not your brand name directly. An increase in non-brand traffic indicates that you are succeeding in reaching a wider target audience.

In addition, it is important to track the increase in the number of expressions that bring traffic to your site. The more relevant keywords that lead users to your site, the more likely you are to attract more potential customers.

Analyzing the different traffic sources (organic, paid, direct, social) can give you a complete picture of how users are reaching your site. Comparing the different traffic sources can help you understand which marketing channels are most effective for your business.

Don’t forget the importance of tracking traffic from long-tail keywords, which are longer and more focused expressions. Users who search for long-tail keywords are usually at a more advanced stage in their buying journey, so they may be potential customers of great value.

In summary, careful tracking of the various traffic metrics can provide you with valuable insights into the effectiveness of your SEO efforts, and help you optimize your strategy to attract more potential customers to your site.

How do you track keyword performance and visibility in search results?

Tracking keyword performance is an essential component in evaluating your SEO success. It’s not enough just to know that your site appears on Google; you need to understand where it appears for the keywords that are most important to your business. Tracking specific keyword positions allows you to see your progress over time, and identify opportunities for improvement.

Understanding your overall visibility in search results is also critical. Visibility reflects the percentage of clicks your site receives from all relevant searches. Higher visibility means more traffic to your site, and more opportunities to convert visitors into customers.

Don’t forget the importance of tracking business-relevant expressions. Not all keywords are created equal. Focus on the keywords that bring the highest quality traffic, that is, users who are likely to become paying customers.

In addition, it is important to analyze your visibility in universal search results, such as images, videos and maps. These results can take a prominent place on the results page, so it is important to make sure your site appears in them as well.

By regularly tracking your keyword performance and visibility, you can get a clear picture of how you are progressing, and make necessary adjustments to your SEO strategy to achieve better results.

Why are conversion and return on investment (ROI) tracking critical?

Ultimately, the goal of any marketing activity is to increase the revenues and profits of the business. Organic SEO is no exception. Therefore, tracking conversions and return on investment (ROI) is critical to understanding the true value of your SEO efforts.

Defining conversions relevant to your business is the first step. A conversion can be a purchase on the site, leaving contact details (lead), subscribing to a newsletter, downloading a guide, or any other action that is important to your business.

Measuring the conversion rate from organic traffic allows you to see how many of the visitors who come to your site from search engines perform the desired action. A high conversion rate indicates that your site is relevant and persuasive for visitors.

Calculating and understanding the return on investment (ROI) from organic promotion allows you to see the financial return you receive for your investment in SEO. A positive ROI indicates that your SEO efforts are worthwhile and generate profits for your business.

Referring to the customer lifetime value (CLTV) from organic search can provide you with an even more accurate picture of the value of your SEO. CLTV reflects the total revenue your business is expected to receive from an average customer throughout their relationship with the business.

Tracking the volume of inquiries, meetings and sales that came from the organic channel allows you to see the direct impact of your SEO on business results. These metrics provide concrete proof of the value of your SEO.

In summary, careful tracking of conversions and return on investment (ROI) is essential to understanding the true value of your SEO efforts. These metrics allow you to optimize your strategy to achieve better results and increase your business profits. To track these metrics, it is recommended to be familiar with organic promotion success metrics.

What additional metrics should be analyzed to understand the effectiveness of SEO?

Beyond traffic, keyword and conversion metrics, there are a number of additional metrics that can provide valuable insights into the effectiveness of your SEO.

Tracking user behavior, such as time spent on the site and bounce rate, can help you understand how much visitors enjoy your content. Analyzing the inbound link profile (Backlinks) allows you to see the quality and authority of the sites that link to your site.

Checking Core Web Vitals and site speed metrics helps you make sure your site provides a good user experience, which is an important factor in Google ranking. Tracking technical errors and unindexed pages allows you to identify and fix technical issues that may be affecting your SEO performance.

Analyzing the number of indexed pages and pages that receive organic traffic helps you understand the quality of the index on your site, and provides an indication of the growth potential of your site.