FEATURED ARTICLE — October 18th, 2019

5 Reasons Why Every SEO Should Have Share of Voice as a KPI

By Zac Heinrichs

If you’ve been working in SEO for any length of time, you have undoubtedly been asked the question: “How do we know if your SEO recommendations worked?” Or, “When will we know if our SEO campaign was successful?”

About once a quarter, I’ll still wake up in the middle of the night with a cold sweat because some C-suite stakeholders stormed into a meeting and demanded to know the ROI for SEO. But that’s not how SEO works!

There are too many other deciding factors at play. Not the least of which is the fact that Google tweaks its search algorithm thousands of times a year.

So, how do you measure SEO success?

Like so many other things in SEO, the answer is, “it depends.” There are several SEO metrics and KPIs that you can use based on the type of campaign or initiative you are running, but most SEO KPIs can boil down into four categories:

Technical metrics

Technical SEO metrics include things like site speed, broken links, and indexed pages.

Engagement metrics

Engagement metrics are some of the most fundamental and include bounce rate, time on page, pageviews, and website conversions.

Traffic metrics

Traffic metrics measure the number of searchers you get to your site, including click-through rate from search engine results pages (SERPs), and the number of users and sessions in your analytics platform.

Visibility metrics

Organic visibility might be the easiest to understand for most people: search impressions and keyword ranking.

Rankings are a slippery slope for SEOs because there are so many ranking factors that are out of our control. Individual keyword rankings will become a point of fixation for most clients, especially those with just enough SEO knowledge... Read More