What Organic SEO Metrics Should You Track?
Digital marketers often obsess over numbers.
That’s because every strategy decision we make is based on data. By paying close attention to key metrics, we’re able to optimize content accordingly and deliver the best results we can.
However, we know it can be challenging to gaze upon the vast amount of data available in Google Analytics and pull out clear insights. This can be especially tricky when forming a solid search engine optimization (SEO) organic strategy for web content.
Today, I’ll explain which key metrics are best to track when measuring your organic SEO performance.
Organic SEO Tracking in 5 Easy Steps
Tracking SEO performance isn’t that difficult when you know where to look. The metrics below can all be found in Google Analytics.
The data points described below offer you a good place to start. To get an even fuller picture of your website’s performance, tailor your reporting in a way that makes sense for your business goals.
Before we dive in, be sure you set the right date range in Google Analytics. I recommend starting with performance over a three-month period to give you a good gauge of your content. You can increase or decrease the date range depending on what information you need.
1. Bounce Rate Metrics
Your bounce rate is a good indication of whether your content is performing well with searchers. It’s the percentage of visitors who land on a webpage and leave without engaging or clicking to another page.
Take a look at your average bounce rate by device. Navigate to Audience > Mobile > Overview.
Compare the numbers between desktop, mobile, and tablet. A high bounce rate might indicate that your content is not rendering well for a particular device or that it simply isn’t meeting the needs of searchers.
Google wants users to have a good experience on your website. A high bounce rate on a mobile device will tell Google that your site isn’t mobile friendly, which will negatively affect your SEO.
2. Exit Page & Entrance Metrics
Tracking your top exit pages for organic traffic is a great way to see where visitors are leaving your website.
Pages with high exit average percentages might suggest that the content isn’t interesting or helpful to your audience. See what can be done to improve and keep visitors around longer.
The best way to get this information in Google Analytics is by navigating to Behavior > Site Content > Exit Pages.
You should also track where your visitors are coming from. Check out the average session duration by channel to locate the specific sources of your most engaged traffic.
Navigate to Acquisition > All Traffic > Channels, and look for the data under % New Sessions.
Viewing new session data according to each channel helps you identify where to spend the most of your marketing budget to get the best return.
3. Site Speed Metrics
The faster your site load time, the better your organic SEO.
To see how long it takes for your website to load, navigate to Behavior > Site Speed > Overview.
Here, you can get a good look at your average page load time (in seconds) according to different Internet browsers.
Just under the Overview tab is Page Timings. This is a good place to identify which pages might be loading slower than your site average.
Overall, this data will guide you to problem areas on your website. When you know what they are, you can decide whether you should fix or delete those troublesome pages.
4. Goals Conversions Metrics
Setting goals in Google Analytics helps you measure the specific goals you want your business to achieve with your website.
Take time to consider what those are, and determine your SEO benchmarks. Use these benchmarks to set up goals. If you haven’t had much practice doing that, follow this comprehensive Google Analytics goals guide to learn how to create, edit, and share goals.
After you set up your goals, track the conversions by navigating to Conversions > Goals > Overview.
This is where you can find metrics like goal completions and goal conversion rates. These metrics will tell you if your website visitors are doing what you want them to do.
5. Keyword Ranking Metrics
You can’t rank for every keyword that’s relevant to your business. Focus your efforts on the keywords with high volume, low competition, and strong ranking position on the first page of Google.
I recommend enabling Search Console data sharing so you can get search query information in Google Analytics.
After you enable Search Console data, navigate to Acquisition > Search Console > Queries.
These queries are the exact terms users are searching that bring them to the content on your website.
Using keyword ranking data is a great way to inform your SEO strategy. With this information, you can easily figure out what terms you need to include on a webpage.
Learn More About Organic SEO
Now that you know which organic SEO metrics to keep an eye on, you can form a solid strategy to get more traffic and leads on your website! Again, these data points won’t give you a complete picture, but they’ll give you a great place to start. Good luck!
Taking small steps toward better SEO each time you work on your dealership’s website can help you stand out. See more recommendations throughout season two of 9 Clouds Live!