Critical SEO Metrics that you should
check – Part 1
1. Organic Traffic
All the SEO effort in the world is useless unless it actually brings you traffic.
Tracking your organic sessions over time is one of the strongest indicators of SEO performance. A
month-over-month increase in visitors through organic search shows that your rankings are improving
(even for keywords you weren't targeting).
While other metrics might show a trend, this metric gives you quantifiable proof that your efforts are
actually bringing in more visitors.
The quality of the search traffic, of course, will depend on which keywords you're ranking for and how
you define conversions, which we’ll discuss in the next section.
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2. Organic Conversions
Now that you see organic traffic coming in, the next question to ask yourself is: what is the quality of
that traffic? As you probably know, organic sessions alone aren't enough. You could be generating traffic
from irrelevant terms that never turn into a sale or lead.
To measure the quality of your traffic, you need to be tracking organic conversions.
3. Keyword Rankings
With Google’s AI-based search algorithm RankBrain, a shift towards personalization, and continuously
changing search results, should you even bother tracking keyword rankings?
Even though search results are seldom the same at the user-level (thanks to personalization), and 20%
of searches are entirely new, tracking keyword rankings tells you two things:
The general direction of your SEO efforts: Better rankings for one keyword usually indicate
improved rankings overall, especially for related long-tail keywords. Tracking keywords shows
you the effectiveness of your current SEO plan.
Keyword selection: If your other SEO metrics improve (such as