KPIs to Consider for SEO

Written by Nick Stamoulis

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When it comes to SEO, it’s true that it can take a while to get things going. On the one hand, you can sort of set it and forget it, but on the other, you want to keep track of your progress. In other words, there is more to consider than just implementing your tactics. While implementation and consistency are key, you also need to track and measure how each individual tactic is performing. The following are KPIs that you should consider for your SEO:

Organic Traffic

One of the most important KPIs that you should be tracking for SEO is organic traffic. Organic traffic insights don’t work alone though. In addition to understanding how many visitors are coming from search engines, you want to know if that organic traffic is turning into organic revenue. You can have plenty of traffic coming in, but if they aren’t converting, there may be an issue to look into with your SEO. Organic conversions can signal a successful SEO strategy. You always want to keep an eye on how your organic traffic is trending, so you can make any necessary adjustments.

Bounce Rate

Getting visitors to your website is one thing, keeping them there is another. Whether people are finding your website organically or being taken there through your social media or other channels, your goal is to have them stay on your website, consume your content, and purchase your product or service. If your bounce rate is high, this is a sign that something on your website is driving people away. This could be the quality of your content or slow loading pages. You could be attracting the wrong audience who doesn’t have an interest in your content or products. A low bounce rate indicates a good user experience, fast loading pages, and high-quality content.


The number of backlinks can be misleading. You can have a lot of backlinks, but if they aren’t high-quality, this can negatively impact your SEO. It’s better to have fewer backlinks that are high-quality. How do you determine high-quality backlinks? Here are a few considerations:

  • They come from reputable websites and blogs
  • Related to your industry, product, or service
  • High-domain authority
  • Referral domains

If you have backlinks that are low-quality, try to have them removed. More backlinks is not always a good thing. Quality should be your first priority.


Keywords are an ongoing activity when it comes to SEO. You can’t research keywords once and be done. Keywords help you to understand what your target audience is searching for and that can change over time, whether it be what they need or the words they are using when conducting searches. It’s important that you keep up on what’s happening with keywords.

If users change the keywords they use, but you’re still creating content with keywords that were popular six months ago, they are unlikely to find you. Using the current keywords is going to make you more visible in the search engines and drive more traffic to your website. If you are losing authority in the search engines, your keywords are something you should look into. Do keyword research regularly and your SEO will prosper.


The ultimate goal of every SEO strategy is a positive return on investment. It shows that your time, resources, and money are being spent on the right things within your SEO strategy. This can include site maintenance, ad campaigns, and content, just to name a few. ROI can be difficult to measure. The investment in it is easy enough to keep track of, but it can take many months or years to see returns. While it might not be the easiest KPI to track, it’s worth it to understand whether your investments are paying off or not. ROI should be considered a long-term KPI for SEO.

There are a number of ways to track and measure SEO. By using some of the KPIs mentioned above, you can get an accurate idea of how your SEO strategy is performing.

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