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How to measure SEO performance


If you are a business-to-business marketing manager who is looking to improve your company’s search engine optimization program, it can be difficult to know exactly how to reach your goals. Luckily, however, the professionals at SEO Service Crew have compiled a list of 20 metrics that you can use to measure your performance and ultimately, achieve success.

One very important note – SEO experts will tell you that it does you no good to know these metrics if you never actually check the numbers. Each of these metrics should be tracked regularly, at least once per month.


Start with the Basics

You must start here, tracking these fundamental metrics that are basic parts of every large or small business SEO program. B2B results are only peripherally affected by these metrics, but if these are out of line, the entire program is compromised.

Organic Search Engine Traffic – The most basic SEO performance metric

Percent of Traffic Due to Organic Searches – This number can vary depending upon the company’s online strategies

Traffic Sent by Unique Keywords – Tracked through the “search query reports” of Google Webmaster Tools. To increase this number, focus on adding new content that can be indexed by various search engines.

Traffic Received by Landing Pages – Again, using Google Webmaster Tools, this metric tracks which websites populating search results actually received traffic.


SEO Campaign Effectiveness

Once traffic growth and potentiality are being tracked, B2B SEO’s should analyze these next metrics as a means to keep local SEO company initiatives in line.

Organic Search Engine Traffic Conversions – Conversions can take many forms – registrations or white papers, for example – but in whatever form, the total needs to be tracked.

Conversion rate – Compare this to different Internet marketing channels to judge the overall traffic quality resulting from organic searches.

Events created – This is a perfect metric for tracking how many people click a link or image, view a video, or any other method of generating leads that is not sales-focused.

Revenue Resulting from Organic Searches – If you are able to track this metric.

Percent of Traffic From Non-Branded Keyword Search Referrals – You can track this metric if your Webmaster Tools account has been connected with Google analytics. You can compare the percentages of non-branded versus branded keywords.

Percent of Traffic from “Core Keywords” – Use Webmaster Tools to track the measurable visibility of your keyword targets.

Keyword Rank – One of the best indicators of how likely it is that someone will click through to your website.


SEO Productivity

Setting measurable goals for the execution of deliverables and the creation of links and content helps highlight an SEO marketer’s best course of action.

Inbound Links – Track the number of links researched, requested, and acquired.

Social Shares – Track the number acquired for each individual social media platform.

Contacts via Social Media – Track the number of contacts that have been researched, contacted back, and are actively being communicated with.

Content Creation – Track the amount of content that has been generated, reviewed, and optimized with a keyword strategy, and the total number of pages optimized.

Distinct domains – Create a comprehensive list of individual websites linking with yours.


Analysis of SEO Trends

By analyzing these metrics, B2B marketers can evaluate the performance of a particular marketing strategy over a period of time while also establishing future goals and benchmarks.

Month-to-month improvements/declines in performance metrics such as keyword referrals and organic search engine traffic.

Month-to-month improvements/declines in search conversions and rates of conversion.

Year-over-Year improvements/declines in such performance metrics as keyword referrals and organic search engine traffic.

Year-over-year improvement/declines in keyword visibility


There are, of course, many more metrics that can be applied in your specific situation. The above list was meant to act as a general guideline as to the most common and effective metrics that should be tracked on a regular basis by any B2B marketer hoping to succeed in the busy SEO industry.


One last word about tracking the various metrics – marketers with their eyes on the future know that the best way to get the most accurate barometer of business performance is to set benchmark goals that can be measured against direct competitors.