• Impact Web Design

SEO Audit Key Performance Indicators

The most essential data:

  • Can be easily collected

  • Can be monitored on a regular basis

  • Give you the opportunity to make decisions

Some of the metrics listed below will be accessible via your Google Analytics account. If it hasn't already been set up, you may do it by following the directions on the Google support page. You will need access to the Google search console as well.


1. Keep a Broad Eye On Your SEO Performance

2. The Impact On The Business

3. Track Your Sub-Indicators

4. Check The Quality Of Your Content


seo-audit-KPI

1. Keep a Broad Eye On Your SEO Performance


A. Traffic Volume


Google Analytics

The number of people who visit your website.

Find out what can help your business and set up goals.


We will track this volume as a priority in Google Analytics, which will allow us to observe whether there is an increase or drop in traffic.


We'll be able to see how this volume changes in comparison to your site's other traffic sources (referral, social networks). Whether it is trending upwards or lower in comparison to the preceding week, month, or year. Consider the impact of seasonality (if there is a month of the year that is still low in terms of results).


How does this channel stack up in comparison to other traffic sources?


Google-analytics-acquisition-overview

















We'll be able to see how this volume changes in comparison to my site's other traffic sources (referral, social networks). Whether it is trending upwards or lower in comparison to the preceding week, month, or year. Consider the impact of seasonality (if there is a month of the year that is still low in terms of outcomes).


How does this channel compare to other traffic sources?


Although traffic is important, it's preferable to have less of it but on more targeted queries.


B. Average Position


Google Search Console

It is the easiest indicator to see what is your average ranking. You can even look for your position on specific keywords.


This will help you in monitoring the outcome of your content creation and backlink generation; either to keep your ranking or to improve it over time. The higher you go on search results, the more certain you are of capturing a bigger portion of the traffic.


Google-search-console-ranking

C. Impression


Google Search Console

It's the number of times your site appears in a Google search result. This is determined by your ranking. Websites placed on the first page, for example, will receive more impressions than those ranked on the fifth.


''Impression'' does not indicate that the user saw your website, but rather that it appeared on a page that the visitor visited (example: You are on position 10 on the first page but the visitor only saw the first three results).


Sometimes the impression value is low, indicating that there is no demand for this specific term. You must also consider if this demand is increasing (an increasingly popular topic) or will increase in the near future (great potential). If this is the case, working on this or that term may enhance your chances of getting some results.


D. Clicks


Google Search Console

Number of times a visitor clicked on a Google search result.


If you have a strong impression but just a few clicks on your website, this indicates that there is room for improvement:

  • Improve your ranking (top 3)

  • More appealing Title

  • Work on your meta description


E. Clik-Through-Rate


Google Search Console

The ratio between click and impression. How many of the 100 people who viewed the search result clicked on it?


If you have a high impression but just a few clicks on your website, this indicates that there is room for improvement:

  • Improve your ranking (top 3)

  • More appealing Title

  • Work on your meta description

  • Improve your URL

  • Additional indications

  • 5-star rating

  • Rich results

  • Site links (subpages)


D. Brand Strength


Google Search Console

% of visitors that searched for the brand directly. A large number indicates a strong brand.


We must distinguish between two kinds of research:

  • Brand search: a search that includes the name of your brand or the name of a product linked with your activity. You were the one who generated the demand.

  • Generic search: people are seeking information on a certain topic, and you have provided non-branded material. This one is the most important in SEO because people find your website without even looking for it.

Examine the proportion of research that originates from generic sources and how that amount is changing.



2. The Impact On The Business


We can no longer be happy with the number of visits, but with how they are conducted and the outcomes they produce. We can have a look at some standards indicators.


A. Session Duration


Google Analytics

The average length of a visit on the website.

  • Evaluate your content's quality in relation to the visitor's research.

  • Make your content richer for a longer period of time.


B. Landing Page


Google Analytics

Encourage them to spend more time on the initial page they arrive at.


Google-analytics-landing-page














C. Bounce Rate


Google Analytics

Prioritize traffic conversion and internal networking improvements.

  • In the event of informative research = the website provides the precise solution and the user does not need to go any further, the bounce rate will be high, which is OK.

  • If it is more general (the person is interested in a product) = Improve the proposals, provide content suggestions, and recommend items that are related to the page the visitor is visiting.


D. Number Of Pages Per Session


Google Analytics

Number of pages visited during a session

  • Provide similar (but unique) content for each page.

  • Make content production a top priority.

Keep an eye on how these data compare to other traffic sources.

Is your natural traffic generating longer and more valuable visits than visits from social media?

Do people find what they're searching for?

Do they only require information and then leave?


We will be able to estimate the quality of the traffic.


Divide natural traffic into searches (product searches vs. those that come from blog content).


Make sure to offer different topics across the page where they will land (present more articles or complementary products or categories of interest) Show what could be interesting on the site in relation to what they initially looked for.


E. Conversion volume


Google Analytics

The number of goals attained (lead generation, on-site purchase). Google Analytics will help you determine the profitability of your SEO efforts. If you've been a trainer and the site's goal is to collect newsletter subscriptions, the conversion goal will be to fill out a form for a training request. If this is an e-commerce site, the conversion goal will be to make a purchase.


F. Conversion rate


Google Analytics

The percentage of sessions that resulted in the achievement of a Google analytics goal.

As your traffic grows, be sure that it converts into business interest.


See how it affects your activity in a tangible way. Your conversion rate is a reference point for enhancing the site and providing more conversion routes.

Which spots bring in the most conversions out of all of them?


In addition, there are numerous steps in the purchase process. It is also not essential to be extreme and believe that just the most recent research resulted in the conversion.

It can be from a long-tail keyword or informational research.



3. Track Your Sub-Indicators


A. Indexed pages


Google Search Console

The number of pages that can appear in Google search console search results (eligible to appear on search engines).

Is it going up? down? Make certain that the number does not drop.

⟶ Prioritize your content creation.


Speed-index-google-search-console











B. Indexing Errors


Google Search Console

The number of pages that may show in search results with Google search console errors. Indexed when they shouldn't have been.

⟶ Identify and fix any mistakes as soon as possible.


C. Page Speed Index


Google Search Console

A score from 1 to 100 based on the website speed.

⟶ Work on your slow URLs


D. Mobile Ergonomics


Google Search Console

The number of pages that have an issue in their mobile version. You need to correct the design problems that are detected.


E. Incoming Backlinks Volume


Ubbersugget

The Ubersuggest tool will show you the number of backlinks referring to your website.

⟶ You can ask for a second, third, and fourth link from websites that only have one.


F. Domain authority


Ubbersugget

A score from 1 to 100 indicating the importance of a site in comparison to all other sites.

Is the authority of the sites that link to you are high or low? If you see that you don't have authority websites, remember that quality is better than quantity.


Where do all of your backlinks lead? Identify opportunities. What works, and what doesn't should be fixed.


⟶ If you find that some of your most important pages are lacking in backlinks, here is where you should concentrate your efforts.



4. Check The Quality Of Your Content


A. Duplicate Or Similar Content


Siteliner.com

The percentage of your content that is totally or partially repeated throughout your website.

⟶ Personalise the content of duplicated pages. Ideally = 0 or try to keep it as low as possible.


B. Internal links


Google Search Console or Screaming Frog

⟶ Maintain a link/page ratio > 5


Internal links should ideally expand over time, and they should all relate to the same semantic topic.


Finish your SEO assessment by addressing all relevant technical concerns.