KPI definition

What are SEO KPIs?

Search engine optimization can be evaluated by a performance score. The KPI stands for Key Performance Indicator. It is a well-known term in SEO, but is also used in the fields of website audience analysis, marketing and advertising.

SEO KPIs are used to monitor the natural referencing of a website

Generally speaking, KPIs are used to evaluate the effectiveness of a system that has been put in place to achieve a particular goal, whether it be commercial, marketing, managerial or analytical. This evaluation focuses on the positive and negative results produced by the implementation of a system such as community management, the online shop and the customer relations center.

A KPI can be turnover, the number of orders received, the number of participants in an event, the number of clicks on a link, the number of visitors to a website, market share, etc. A large number of KPIs can be defined for a given system and monitored on a dashboard.

In SEO, they should be defined as soon as the positioning strategy is devised, because they enable us to see how it is working and to define action plans or corrective actions. The ultimate aim of this kind of analysis and measurement tool is to obtain feedback on the SEO work carried out, so that you know what and how to do to improve the search engine positioning of your website. How can you know how effective your strategy is without these KPIs?

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KPIs for monitoring positioning, evaluating organic visits, detecting duplicate content, etc.

In concrete terms, the SEO KPIs are indices such as the number of pages on the site indexed by a search engine, the number of visitors to the site, the number of sessions, the number of pages opened, the number of new visitors, the number of visits to the blog associated with the site, the duration of visits, the conversion rate, the number of incoming links, the number of likes, the number of followers, the number of fans, the number of shares on social networks, the bounce rate, the speed at which pages load, the positioning, and so on.

By selecting a few of them, we can explain their roles and the actions they enable. To obtain the number of visitors to the site, for example, a counter can be integrated into the site. An average number of visits and their evolution can be estimated after a few periods. If the number of visitors is deemed insufficient, you can decide to attract more visitors by publishing more interesting articles on the site, for example. A census of the pages of the site indexed by Google shows the proportion taken into account by the search engine, so that corrective action can be taken, such as improving the content of pages that have been overlooked or submitting new URLs. The number of incoming links on your site indicates the regard in which other sites hold yours, and will also enable you to make contacts.

For these KPIs, both simple free tools and full-featured paid tools are available on the Web.

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