Another advantage of SEO is that the results are easily measurable by several KPIs. Depending on the specific goal you are aiming for with your website optimization, some KPIs are more relevant than others.
The following values show whether the optimization has an effect:
Number of clicks from organic search: The number of clicks from search indicates how often one of your search results is actually clicked. You can view this value in Google Search Console or Bing Webmaster Tools, for example.
Impressions in the search: The impressions in the search indicate the visibility of your website. The higher the impressions for your website, the more users you will reach through this channel. You can also track this KPI via Google Search Console or Bing Webmaster Tools, for example.
Click-through rate from search results: The click-through rate indicates the proportion of clicks measured against impressions.
100 clicks / 100,000 impression x 100 = 1% CTR
This value can also be found in the search engine’s own tools.
Keyword Rankings: The positioning of individual keywords in the search allows you to determine how well your website matches these terms and their search intent. You can keep track of your website’s rankings using third-party tools such as Semrush or Sistrix, or via Google Search Console and Co.
Number of keywords for which a website ranks: The higher the number of keywords your website ranks for, the greater the reach of your website. You can also track this KPI via various third-party tools or view it in your own respective tools.
Average interaction time or dwell time: This value indicates how long a user interacts with your page in the foreground, that is, scrolls over the page, watches a video on it or similar. You can only view this value via an additional analysis tool, such as Google Analytics.
Bounce rate: A low bounce rate suggests that the information and content on your website is helpful and interesting to users.
Conversions: If you use a well-established analytics tool, you can likewise track how many users from organic search actually converted to a customer. Depending on the business model, different conversions can be tracked. From newsletter sign-ups to the purchase of a product, all can thus be attributed to the actual marketing channel.