Understanding Top 5 SEO KPIs to Measure Project Success

Tati Khumairoh

Tati Khumairoh

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an astronaut holding SEO KPI illustration

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    Every business has its own key performance indicators (KPIs) used to measure SEO success. It really depends on the goals they want to achieve. To measure the effectiveness of an SEO strategy, it's crucial to track specific metrics, known as KPIs. 

    These metrics provide valuable insights into a website's performance and help businesses make decisions to improve their SEO results. In this article, we will discuss more top KPIs essential to track.

    What Is SEO KPI?

    SEO KPI stands for Search Engine Optimization Key Performance Indicator. It is a metric used to evaluate the SEO strategy. SEO KPIs provide a quantitative measurement of how well a website performs in search engines and help businesses make data-driven decisions to improve their SEO results. 

    There are many KPIs to track depending on the SEO goals and needs. Indeed, it is important to track SEO KPI as it can be beneficial for your project, these include

    • Progress measurement

    • Identifying areas of improvement

    • Data-driven decisions

    • Competitor comparison

    • Allocate resources

    Top 5 SEO KPI Metrics

    Over many SEO KPI metrics available, here we sum up the top five KPIs that are commonly targeted by business and SEO practitioners. Here are they: 

    Keywords Ranking

    Keyword rankings refer to the position of a website on search engine results pages (SERPs). Keyword ranking is an important SEO KPI because they indicate how well a website is performing for specific keywords.

    Monitoring keyword rankings is needed because it provides insight into the website's visibility in Google. A higher ranking for a specific keyword indicates that the website is appearing closer to the top of the search results and is likely to receive more traffic. 

    Monitoring keyword rankings also help businesses determine which keywords are driving traffic to their site and which ones need to be optimized further.

    There are several strategies for improving keyword rankings, including

    • Keyword research

    • Content optimization

    • On-page optimization

    • Link building

    • Technical SEO

    You can use Sequence Stats Rank Tracker to track your keyword ranking daily. With the daily ranking data, you can then design an understandable SEO KPI report.

    Picture 1: daily keyword ranking data in Sequence Stats

    Picture 1: daily keyword ranking data in Sequence Stats

    Organic Traffic

    The next SEO KPI is organic traffic. We can say that it is the heart of the SEO project, to get more traffic organically. 

    Organic traffic refers to the visitors that come to a website through search engines without any paid promotion or advertising. It is a crucial metric for measuring the success of a website's SEO efforts, as it indicates the reach and popularity of a website through natural search results.

    Monitoring organic traffic is important as a KPI for several reasons. Here are the importances

    • It provides insight into the reach and popularity of a website through natural search results.

    • It helps to identify which keywords and content are driving the most organic traffic, so businesses can optimize their efforts effectively.

    • Tracking organic traffic can help businesses understand the effectiveness of their SEO efforts.

    So, how to get organic traffic that converts? The thing is, SEO-friendly content will help you. With helpful content, the search engine will likely give a higher ranking. That way, the potential click will be increased. 

    Click-through Rate

    CTR, or click-through rate, is a metric that measures the number of clicks a website receives divided by the number of impressions it receives. CTR is commonly used to measure the effectiveness of digital advertising campaigns, but it is also an important metric for SEO. 

    In the context of SEO, CTR refers to the rate at which users click on a website's search engine listing, after seeing it in search results. Many SEO projects target CTR to make sure that the content they made has a good performance.

    Here are several best practices for improving CTR and maximizing its value as an SEO KPI:

    • Write compelling meta descriptions: Writing compelling meta descriptions that accurately reflect the content and include relevant keywords can help improve CTR.

    • Use schema markup: Using the right schema markup to enhance a website's search engine listing, such as by highlighting reviews or providing rich snippets will invite more clicks.

    • Monitor and adjust for seasonality: CTR can be affected by seasonal trends such as holidays or events. Monitoring CTR regularly and making adjustments to a website's SEO strategy as needed can help maintain strong CTR even during seasonal changes.

    Conversion Rate

    Conversion rate is a metric that measures the percentage of website visitors who take a desired action such as making a purchase or filling out a form. In SEO, conversion rate refers to the rate at which website visitors who come from search engines convert into customers or leads.

    Many businesses make conversion rate their KPI because they want to know the effectiveness of SEO in gaining more customers or leads. Here are several best practices for improving conversion rate and maximizing its value as an SEO KPI:

    • Conduct user research: Understanding the needs and goals of a website's target audience is critical to optimizing conversion rate. 

    • Optimize website design and user experience: A website's design and user experience can have a significant impact on conversion rate. Making changes to improve website navigation, clarity, and overall user experience can help drive higher conversion rates.

    • Testing: This could include split testing different design elements, call-to-action placements, and other factors to determine which changes have the greatest impact on conversion rate.

    • Utilize data analytics: Data analytics tools, such as Google Analytics, can provide valuable insights into a website's conversion rate, such as which pages have the highest exit rates and which pages drive the most conversions.

    Average Session Duration

    Average session duration is a metric that measures the average amount of time a user spends on a website during a single session. It provides insight into how engaged users are with a website and its content.

    The longer users’ duration, the higher potential they are interested in your offer. Thus, this SEO KPI metric is often used to measure the effectiveness of the current strategy.

    Those are the top five SEO KPI metrics that are commonly targeted by businesses and SEO specialists. By targeting the above metrics, it will be easier to make an SEO KPI report with rich data.

    SEO KPI Report

    After you know what are the top five KPIs, next you need to know how to design SEO KPI reports. Here are the steps you need to take in creating a great report.

    • Determine the objectives: The first step in creating great SEO KPI reports is to determine what the objectives are for the report. This includes the above key metrics that are most important for the business and its goals.

    • Use Stats tools: Stats tools, such as charts and graphs, can help make SEO KPI reports more engaging and easy to understand. Choose tools that are easy to use, customizable, and provide clear data visualization.

    • Include a clear and concise summary: Each report should include a clear and concise summary that highlights the key takeaways and insights. This summary should be easy to understand and provide actionable recommendations for improving the website's performance.

    • Provide regular updates: Regular reporting is essential for tracking progress and identifying areas for improvement. Consider providing regular updates, such as weekly or monthly reports to ensure that everyone has access to the latest data and insights.

    Picture 2: illustration of great SEO KPI reports using graphics and visualization

    Picture 2: illustration of great SEO KPI reports using graphics and visualization

    Talking about SEO Stats or the tool you can use to provide data and visualization, Sequence Stats is a must-try. This tool will support your data presentation about daily keyword ranking to competitor monitoring.

    With easy-to-understand visualizations, Sequence Stats will simplify your SEO job and save you time. We will invite you to register your account and enjoy the free trial for one year full with a free balance. 


    In conclusion, SEO KPIs are essential metrics for tracking and improving the performance of a website. Regular reporting and analysis of SEO KPIs can help businesses stay on top of their SEO efforts, track progress, and continually improve their website's ranking in SERP.

    Ultimately, monitoring and tracking SEO KPIs is essential for success in today's digital landscape and can help businesses achieve their marketing goals.