The objective of SEO metrics is to understand the status of the project through the defined KPIs.
Though our reports will differ depending on the type of project and the specific website(s), all have the following elements in common:
- Evolution of the website’s organic traffic
- Impressions, Clicks, Average CTR (Impression/Click), and Average Organic Ranking on Google
- Impressions, Clicks, Average CTR (Impression/Click), and Average Organic Ranking of brand keywords on Google
- Impressions, Clicks, Average CTR (Impression/Click), and Average Organic Ranking of non-brand keywords on Google
- Impressions, Clicks, Average CTR (Impression/Click), and Average Ranking of the main pages of a website
The SEO metrics of a project may depend on:
- The type of website. Multidomain, domain with subdomains, only subdomains, with and without landing pages, etc.
- Languages and countries. The languages the website is available in, and the languages in the SEO project. The countries in which the organic traffic is relevant within the organic positioning strategy.
Why are metrics important for an SEO Project?
Initial Visibility. It is essential to know the initial visibility when beginning a website positioning project in order to understand the starting point and the margin for possible improvement on the existing status. It also helps to identify new opportunities for vertical keywords.
Monthly visibility. Through SEO metrics dashboards we can measure the evolution of the organic traffic and the effect of the recommendations once they have been implemented.
Yearly comparison. A good report should analyse not only month on month, but also this month versus the same month last year. Seasonality and user behaviour varies from month to month - Christmas and summer are just two examples. Knowing the growth of traffic compared to the previous year is essential for measuring how effective the SEO strategy is.