All site activities are to improve the site ranking in Google SERP. To ensure the correctness of our SEO performance, we need a series of SEO KPIs. In the article “An Ultimate Guide to SEO (Search Engine Optimization)” we introduce SEO KPI. we will dive deep into essential SEO KPIs in this article from the Smart Strategy Blog.

Why is it important to measure and evaluate SEO results?

First, you have to work hard to SEO a site. So you need to know if all this works well or not. Unfortunately, most companies do not review SEO results. Actions of some companies:

  • They create a lot of content.
  • They make links.
  • They optimize their page titles.
    And when you ask them about ROI, they see they have not concluded.

Given that SEO requires a lot of time and money, it is essential to know if all these efforts have made you better or not. (In this article, we will share with you some key issues that are part of professional SEO tips.)

Second, reviewing your SEO results will help you change your approach if your approach needs to change. Failure to achieve the desired results in SERP does not mean that SEO does not work. Sometimes that means you have to change the way you optimize your site. And careful monitoring of search results helps you stay on track. Or you have to keep going.


How to consider SEO KPI for ourselves?

To better view your performance, you need to define SEO KPI for yourself.

  1. Organic traffic

Organic traffic is one of the main and first SEO KPIs.


Because the ultimate goal of SEO is to get more views from search engines. And if your organic traffic is like this:


organic traffic
organic traffic

Your SEO method does not work well, and you must follow new SEO training techniques.

That’s right; you should also track your keyword rankings. Note that an increase from number 7 to number 5 on Google may not significantly affect your traffic.

In addition, looking at the rankings of keywords in SERP does not show you much. The order of the sites is constantly going up and down. And if you track thousands of keywords, it’s hard to understand all that movement.

You can use google analytics to check for organic traffic.

google analytics home
Google analytics home


And click on “Audience “→” Overview. ”

audience overview
audience overview


Click on the “Add Segment” box at the top of the page. And select “Organic Traffic.”

organic traffic
organic traffic

Then, set the date range to the last 90 days. And you will see visits to search engines in the previous three months. If you want to take a closer look, click “Compare to a previous period” to see how much the last 90 days have changed compared to the previous 90 days:

late 90 days traffic
Late 90 days traffic

You have done your job well if everything is growing and going up! Otherwise, your SEO approach may need a significant overhaul. (Note: SEO is indeed a time-consuming task. But if you spend a lot of time on SEO, you should see some of them improve after 2-3 months)

2. Keyword rankings / organic traffic for SEO KPI

Looking at your site rankings in keywords is not as helpful as visiting organic traffic. But site ranking is still an essential part of measuring SEO performance. Of course, tools like SEMRush can be used to make it difficult and time-consuming to check keyword rankings:

So why is site ranking an SEO KPI? First, your site ranking tells you if your site is on the right track. For example, suppose you rank 10 for your keyword and create nine new backlinks for this page. These backlinks move your page from the 10th to the 6th.

Maybe this ranking improvement probably won’t increase your organic traffic. But this does not mean that your SEO campaign was not correct. It shows that your link-building is effective, and you should continue this process. The ranking is also helpful for detecting a sudden increase or decrease in organic traffic.

For example, your Google Analytics shows that your organic traffic has increased by 10%. Keyword rankings help you figure out which page of your site this increase in traffic is coming from.


3. Click and Impression for SEO KPI

Search Console gives you helpful information about the overall performance of your site. And you can use the Google Search Console to measure the results of your SEO efforts. In particular, you want to see the overall “clicks” of your site:


impression and click
Impression and click


“Clicks” is the total number of users who click on your site in search results. It is the equivalent of organic traffic in Google Analytics. And “Impressions” is The total number of users who have seen your site in the results for a particular keyword.

You can briefly review and see how the clicks, Impressions, and Average CTR of an organic page have changed over time. But when it comes to checking the overall SEO results of your site, “Clicks” and “Impressions” tell you almost everything you need to know.

4. Conversions

Ultimately the goal of SEO is to sell more to businesses. We suggest all these entries as described above, but the main SEO KPI (Key Performance Index) is sales and conversion rates.

For example, one of the goals could be to create a list of users for email and newsletters. So we can track the number of visitors who register in the email list through Google Analytics. And if you want to get good information about SEO performance, you can follow the number of conversions generated by Google users:

goal conversion
goal conversion


Keep one thing in mind:

Sometimes your traffic may grow, but your site conversions will decrease. Or even if the conversion rate is constant, your organic traffic may increase.

But why does this happen?

Well, it may be that you did not choose the keywords for conversion. So people visit your site, but they are not interested in what your site sells. Or one of the conversion steps may not have been done correctly. Or maybe you changed your site, which hurt your conversion rate or user experience (UX).

But in 95% of cases, your total conversion increases with organic traffic.



in this article on smart strategy, we provide a series of SEO KPIs. To ensure the correctness of your SEO performance, you can contact us or send your request from the smart strategy SEO services webpage.

All site activities are to improve the site ranking in Google SERP. We need. So to address this need, we introduce essential SEO KPI in this article from the Smart Strategy Blog. Visit our LinkedIn profile to have more digital marketing infographics and summarized articles.