How vì chưng you measure the success of your SEO campaigns? Columnist John Lincoln shares the key metrics he tracks.

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As a digital marketer, you can measure the success of your work in several ways. One of those ways is by examining key SEO metrics.

Fortunately, there are plenty of tools that provide you with easy-to-read reports so you can kiểm tra those metrics. Two of the best utilities, Google Search Console và Google Analytics, are not only offered for không lấy phí, but most of the metrics you need lớn focus on can be gathered from either one of those tools.

But which metrics are the most important to lớn track? Here are 12 that stand out from the pachồng.

1. Organic traffic

Organic traffic is defined as traffic you earn from appearing in the tìm kiếm engine results pages (SERPs) without paying for placement.

That’s the essence of SEO, after all. You want your site khổng lồ rank for từ khoá related to lớn your nibít.

It’s important khổng lồ traông xã your overall organic traffic so that you can see how many people are visiting your site as a result of your SEO strategy.


By landing page

Overall organic traffic is sitewide. You also need to track organic traffic by trang đích. Why? Because that’s how you can determine where you need improvement.

If you find that some pages are ranking on page 1 while others are on page 7, you know that you need to lớn direct your SEO efforts towards those pages that are ranking poorly.

Additionally, if you’re using different SEO strategies for different pages, you’ll get an idea of which strategies work best when you compare rankings.


By location

It’s important to traông chồng where your organic traffic comes from. This is especially true if your SEO efforts are meant to lớn target specific geographic locations or if you’re planning khổng lồ expvà your business into new markets.

First, you should trachồng organic traffic by country. You might be surprised lớn learn that you have a svào người base overseas. If that’s the case, then you may want khổng lồ consider updating your marketing strategy to lớn include expansion inkhổng lồ these markets. (Time for some international SEO!)

Alternatively, if you’re seeing heavy organic traffic from countries that aren’t profitable for your business, you may want khổng lồ figure out why that is. It’s possible that you may need to lớn adjust your SEO strategy to lớn focus more on your target countries.


Even if the vast majority of your organic traffic comes from within the US, it’s possible that your hàng hóa or service appeals khổng lồ people in some states more than others. The only way you can know that is by tracking organic traffic by state.

If you find that people in certain states lượt thích your brand better than people in other states, you can divert more marketing resources into those states so that you can improve sầu sales. If states that are important to lớn your business aren’t performing well, that may be a sign that you need lớn tweak your website experience to better target this audience segment.


Drilling down even further, it might be the case that your br& appeals khổng lồ people in metropolitan areas. That’s why it’s good khổng lồ examine organic traffic by đô thị.

Again, allocate your resources where you’re likely lớn get the best ROI.

2. Organic bounce rate

The bounce rate tells you how many people “bounced” away from your site after only viewing one page. It’s measured as a percentage of visitors, with a lower number being better.

If you see that you have sầu a high bounce rate, that may mean you need to vì chưng some on-site work to keep people around. For example, you could show liên kết khổng lồ related posts or other items of interest in the right-hand sidebar.


By landing page

It’s also a good idea to inspect the bounce rate by landing page. That way, you can see which landing pages tend khổng lồ turn away visitors & which ones keep them hanging around for more.

If a landing page has a high bounce rate, that could indicate that the nội dung on the page didn’t match the từ khoá the visitor plugged inlớn the search engine. (It could also mean the person quickly found what they needed and left, so be careful here.)

3. Organic conversion rate

Remember: Organic traffic only gets people lớn your website — it doesn’t mean you’ve made the sale. That’s why you need khổng lồ measure the conversion rate as well.

You’ll want lớn check your aggregate conversion rate for organic traffic. That way, you’ll get an idea of how well you’re appealing overall lớn people who arrive sầu at your site from the search results. However, you’ll also want lớn drill down inkhổng lồ various segments khổng lồ see what factors are impacting conversion rates.

By landing page

You may wish khổng lồ measure conversion rate by landingpage. Why? Because conversions are usually won or lost on the page itself. If you find that one page has a much higher conversion rate than another, then that could mean one doesn’t have an effective sầu marketing message.

By location

By tracking organic conversions by geographic location, you might find that your messaging appeals lớn people in specific areas. If you vì find that your message resonates with people in one or more locations, follow basic principles of Business 101 and push more kinh doanh dollars into lớn those regions.


By device

It’s almost impossible to lớn capture a healthy market mô tả unless you appeal lớn a mobile audience. To kiểm tra how well your site appeals lớn people on thiết bị di động devices, you need lớn check the conversion rate by device for organic traffic.

If you find that your conversions for desktop users are unusually higher than conversions for smartphone or tablet users, then your site probably isn’t optimized for a điện thoại audience. Run some tests & contact your development team to improve sầu the sản phẩm điện thoại experience.


By browser

Your job would be a lot easier if there were only one browser and everytoàn thân used it. Unfortunately, that’s not the case.

That’s why you need khổng lồ kiểm tra conversion rate by browser for organic traffic.

If you find that people on one browser convert much higher than people on other types of browsers, that usually means that your site is user-hostile to lớn people using those other browsers. Contact your development team and ask them to ensure that the site works across all popular browsers.

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I recently worked with a client and found their site didn’t work on Samsung Galaxy phones. When we fixed it, they started making an extra $50,000 a month.

4. Top exit pages for organic traffic

Exit pages are the last pages that people visit before they leave your site. It’s important that you track the top exit pages. Why? Because those pages are probably your “problem children.”

They’re pages that cause people to lớn thua trận interest in your site và go elsewhere. See what you can vì lớn improve those pages so that visitors hang around for a little longer.


5. Breakdown of organic traffic from Bing and Google

Although Google is the most popular tìm kiếm engine, it’s not the only tìm kiếm engine. Many of your customers use Bing, too.

That’s why you should examine your organic traffic breakdown between those two search engines.

If you find that you’re not pulling in the expected traffic you think you should from one tìm kiếm engine or the other, it’s probably a great idea lớn update your SEO strategy.


I often see that people vì not focus enough on Bing when looking at this report.

6. Keywords ranked in Google

You may wish khổng lồ use a từ khoá tracking tool like SEMrush khổng lồ determine the total number of từ khóa for which your site ranks in Google. Once you know what từ khoá your site is ranking for, there are numerous ways you can use that data to lớn inform your SEO strategy.


Take note of which từ khóa you want to lớn rank for but aren’t yet — these are the keywords you may want lớn focus on in your SEO campaigns.

It’s also a good idea to capitalize on your existing success. If you find that your site ranks in the trang nhất for some high-converting keyword, continue using those keywords in your content sale campaigns lớn ensure that you stay there. Your top-ranking keywords are likely bringing you the most traffic, so make sure that the landing pages associated with those từ khóa are relevant to keep your bounce rate low.

7. Local visibility

If your business has one or more physical locations that local customers can visit directly, it’s very important that you keep traông chồng of your local visibility.

Specifically, is your site appearing in the local 3-paông chồng for từ khoá related to lớn your niche? Is it appearing when people type the name of your town or city plus the name of your industry? If not, it’s time to work on some local SEO.

8. Click-through rate (CTR)

Google Search Console offers a Search Analytics report that shows the average percentage of people who cliông xã on one of your link after seeing it in the tìm kiếm results. That percentage is called the click-through rate (CTR). It’s a stat you should pay attention to lớn because it tells you more than just how well your pages rank in the SERPs. It also tells you how much the content appeals to lớn people.

If people lượt thích what they see of your nội dung in the tìm kiếm results, they’ll cliông chồng the liên kết. If not, they’ll move sầu on to lớn another result.

By landing page

Examining CTR by trang đích will show you your money-makers from an SEO perspective sầu. Those are the pages that get the most attention from the search results.

You should also look at the pages with the lowest CTRs và optimize them.


By top keywords

Another stat khổng lồ check is the CTR of your top tìm kiếm terms in Google Search Console. If you see that a term is getting you a lot of clicks, you should determine which pages are ranking for those từ khóa và ensure that your page nội dung accurately reflects searcher intent. It might be a good idea to lớn demo conversion optimization elements on these pages, too.

On the flip side, if you observe a low CTR for a valuable tìm kiếm term, you should look at the page(s) optimized for that term & find out why. It might be that the title or description associated with the page isn’t relevant or enticing.

9. Pages indexed in Google Search Console

One thing is certain: Notoàn thân is going lớn find a webpage in the search results if it isn’t indexed. That’s why you need to pay attention khổng lồ the number of pages on your trang web that have sầu been indexed.

If you find that it takes an unusually long time for your pages to lớn get indexed, you can always submit them manually using the Crawl>Fetch as Google option in the Search Console.


You should also take note of how many pages are indexed relative sầu to lớn how many pages have been submitted. Again, if you find that a small percentage of your submitted pages are indexed, you might need to lớn manually request indexing via the Search Console.


10. Pages crawled per day

The Google Search Console will also show you how many pages have been crawled every day for the last 90 days.

If you have sầu thousands of pages, và only a small percentage of them are getting crawled, that could point lớn a problem with your crawl budget. Google won’t crawl your entire site if it looks like its bot will consume too many of your system resources in doing so.

11. Duplicate titles and descriptions

You can also use Google Search Console khổng lồ kiểm tra the number of duplicate titles & descriptions on your site. As a rule of thumb, duplicate nội dung is a no-no. When multiple pages have the same title tags and meta descriptions, that tells search engines that all those pages are about the same topic; this can dilute your topical authority and limit your ability khổng lồ rank well for those terms.

If you find that you’ve got duplicate content on your site, it’s a good idea lớn update it so that it’s chất lượng or blochồng it.

12. Crawl errors

Google Search Console also provides you with crawl errors. Although the default report shows sitewide errors, you can also use a filter to view errors by segment. Any crawl errors you find should be addressed right away.

Follow your SEO metrics closely

I find it fascinating how many SEO metrics there really are. And the ones I mentioned here are just the start.

The longer I work in digital sale, the more I learn. I encourage you to really dive sầu deep into your analytics và get good at determining which data is most helpful for measuring SEO success.

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