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How to check the SEO of the website? 16 key SEO KPIs

You do not know how to check the SEO of the website? Do you want to know how to check if the website is positioned correctly? Following 16 key SEO KPIs will help you do that. You should follow them if you want to increase your chances of success in internet marketing!

1. SERP visibility

Verifying SERP visibility can help in checking SEO effectiveness. How to do it? For this purpose, use Senuto, which allows you to verify the number of phrases for which your website is visible in the top3, top10 and top50 organic search results. If the number of keywords in top3, top and top50 is increasing, the SEO of the website is effective.

It is also worth checking SERP visibility using the Rank Tracker in Ahrefs. There, check the visibility for the main keywords that relate directly to what your target audience is looking for. This time, don’t focus on long tail phrases.

2. Website traffic

Website traffic is also one of the top KPIs. It refers to the estimated monthly number of users that come to your website thanks to organic search results. There are many tools to verify this KPI, but not all of them give you exact results. Traffic on the website can be analyzed thanks to tools such as Ahrefs or SEMrush and Semstorm. However, the results provided by these tools are estimated based on the number of phrases the page is visible for. It is useful for analysis, to get to know approximate data, but if you want to know the real results of traffic on the website, you should use Google Analytics and verify the traffic there from organic results. However, this is only possible with your own website.

3. Number of conversions

One of the surefire ways to check if a page is positioned correctly is to track organic conversions. These are, for example, selling a product, subscribing to a newsletter, subscribing, etc. A high number of conversions means that your actions are getting the desired effect. In order to correctly determine the effectiveness of activities, it is worth making a comparison of the current results with the average conversion results from three months before the campaign began. Conversions can be measured using Google Analytics. There, you will learn which pages support the conversion, what subpages the user visited before the goal was achieved, and what conversion value is being brought by the current traffic on the website. You will also get to know your users – are they more likely to buy from a computer or mobile devices? Do men or women buy more? This is a very important and useful KPI for SEO.

4. Impressions and clicks

To effectively measure SEO KPIs, it is also worth using Google Search Console. This tool will allow you to check how your website (specific URL) is doing in Google’s organic results. Does the page show up in organic search results at all, and if so, for what phrases? Are users willing to click on the address shown in organic search results? If the impressions are low, you should probably invest in effective positioning of your store or website. If the number of views is high, but there are few clicks on the link, work on the title and description content for the subpage. Check how to prepare effective title and description.

To verify SERP visibility, it is also worth using the Organic Research tool in SEMrush. There you can check how the visibility of the website has changed for all indexed keywords, including those in lower positions.

5. CTR ratio

Click-through rate from a specific country like Indonesia, also known as CTR, tells you how many people decide to click your site address in organic search results. In other words, it is an indicator that will help you understand whether the meta titles and meta descriptions you are using are effective for a specific query. This ratio will also help you determine how successful your SEO strategy is. CTR for organic results can be checked in Google Search Console for the selected address.

6. Visibility and traffic on nonbrand phrases

Google Search Console also allows you to exclude brand-related searches and look at free clicks for non-brand terms. Why is it so important? Because it allows you to check the effectiveness of positioning among new users who have not had the opportunity to get to know your company and offer before. To check these indicators, follow the steps below:

– Go to the Performance Report;
– Press the “+ New” button, where you can filter your brand by selecting “Queries Not Containing”;
– Enter the brand name and possible variations)
– Check the results and find out how non-brand traffic works.

To analyze the results for a specific period of time, such as month-to-month or year-to-year, click on the date at the top of the screen, then select “compare” and select a specific time period. Check why your website is not on Google and how to position yourself on brand phrases.

7. Visibility and traffic to brand phrases

Without knowing how to check the SEO of a page, you can easily misunderstand the results provided by the tools. Be sure to check both brand and non-brand words. Brand traffic will show you how many people already associate your brand – this is an excellent measure of success. It is command-driven traffic and the ad performance that your customers remember. On the other hand, traffic not related to the brand is most likely the effects of positioning – users came to your website by entering the selected word related to the product or service in the search engine.

8. Number of organic sessions

An increase in the number of organic sessions can also be a key indicator of your SEO strategy. If you see an increase in organic impressions on a page, you can expect an increase in the number of sessions as well. Impressions cause traffic that could turn into a conversion. Hence, the increased number of organic sessions is a really important SEO KPI. How to check? We recommend using Google Analytics for this purpose, you can do it by going through the Acquisition> All traffic> Channels tabs.

9. Bounce rate / engagement rate

We also recommend tracking user engagement on the website and adjusting the website content to the users’ needs and expectations. Until now, they could be checked by verifying the bounce rate. If your website’s bounce rate was high, it could mean that the content is poorly structured and requires optimization or editing. Otherwise, it will not bring you the expected conversion.

How to check the bounce rate?
– Go to Google Analytics.
– Go to the Behavior section.
– Go to the Site Contents section.
– Go to the All Pages section.

In the new version of Google Analytics – GA 4 – the bounce rate has been replaced by the “Engagement factor”. An engaged session is defined as a session where the user:

– spent at least 10 seconds on the website / application,
– displayed at least 2 screens / pages,
– made the conversion.

If the engagement rate is 85%, it means that 85% of all sessions meet at least one of the above conditions. If you subtract the engagement rate from 100%, you’ll get a former bounce rate value that Google Analytics 4 doesn’t have.

10. Average session duration

Another of the key SEO KPIs is the average amount of time users spend on your site. Pay attention not only to the duration of your visit to the entire site, but also to individual pages. Think about how you can extend this time if it is too short. You can track the average session duration in Google Analytics under Behavior> Site Content> All Pages. If the average session duration is high, your website is engaging and your content and content are interesting and useful for the user. If the session duration is short, you may need to better match the content to the expectations of potential customers or improve internal linking.

11. Average number of pages per session

It is a simple indicator that will help you understand the operation process and the needs of users. You will learn how many pages users visit when visiting your site, and how many times they return to the same page. The obtained results will show how well your website is structured, how complex the architecture is and whether it meets the users’ needs. If users leave your site quickly, it may be counterintuitive. On the other hand, if they spend a lot of time on it, but it does not translate into conversion – consider a more appropriate CTA or analyzing the competition’s offer.

12. Indexing errors

Indexing errors also have an impact on whether website positioning will bring the intended results. The analysis of possible problems with coverage can be carried out in Google Search Console. There you can find information about errors such as:
– 5xx server errors;
– 4xx errors;
– Indexing anomalies;
– Pages with the robots noindex meta tag;
 – Duplicate urls;
– Site blocked by robots.txt file.

For example, indexing errors can be caused by a server error, if Googlebot is unable to communicate with the DNS server, or the selected request has timed out. Crawl errors can also occur at the URL level, when the site no longer exists or has a long redirect chain. By observing indexation problems, you can react quickly enough.

13. Percentage of users leaving the website

Verify why and when your customers leave the site. It is important to remember that simply leaving the website does not have to be considered a negative action in advance. It may take place, for example, after completing a purchase of a product or subscribing to a newsletter. However, if many users decide to close the website before converting, it may mean that it is worth improving the functionality of the website or the content offered.

How to check the percentage of users leaving the website?
You can find this information in Google Analytics by going to Behaviors> Site Content> Exit Pages. The report will be supplemented with information on the number of entries and the percentage of exits. This is a great way to check if the website is positioned effectively.

14. Page loading time

If you care about SEO effectiveness, remember to verify the loading time of your website. It is assumed that the optimal loading time for a website should not exceed three seconds. Of course, the result will vary depending on how the page is structured, and what the content has. Therefore, you should always bear in mind that each extra second of page loading is associated with the risk of an increased bounce rate. Unfortunately, when the loading time increases from one second to seven seconds, the risk of rejection increases by as much as 113%. Every change on the page – a new photo, a different site layout, etc. – affects its speed.

If you want to check how fast your website loads, use GTMetrix or PageSpeed Insights. Thanks to this, you will not only get information about the loading time of the website, but also get recommendations for changes to be made to speed up the work on the website. Your SEO strategy will benefit a lot from this!

15. Backlinks

You do not know how to check the SEO of the website? It is worth paying a lot of attention to the backlink rate as it is one of the three most important ranking factors in Google. If you want to get high SEO results, you shouldn’t forget about it. For better website positioning results, we recommend measuring:
– Total number of backlinks;
– The total number of referring domains;
– The number of links lost;
– Number of acquired links;
– Toxic links;
– The rate of link growth.

Backlink data can be obtained from Ahrefs in Site Explorer.

16. ROI (return on investment)

What is the purpose of SEO activities? For most companies, the main goal is to maximize ROI, so ROI should be considered one of the most important SEO KPIs.

How to calculate ROI? You can measure ROI based on your SEO investment and the revenue returned from your channel. The first step will be to calculate the total amount invested. Then divide the income by the total investment for a real ROI.

It is worth defining your goal in terms of ROI and measuring the results – possible increases and decreases. At the same time, it should be remembered that you usually have to wait for the results you want. Wondering when you will see SEO results? The minimum waiting time for a return on investment usually ranges from six to twelve months.

How to check the SEO of the website? Summary

Careful tracking of SEO KPIs will allow you to optimize your activities and adapt them to the needs of users. You don’t have to use all of them, but they are worth keeping in mind. Remember that in order to see the positioning results you want, the SEO strategy cannot be accidental. You already know how to check website positioning, so do an adequate analysis and enjoy the results!

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