What are Search KPIs and which ones should developers track?
After putting in the countless hours it takes to design a beautiful website, blog post, campaign, etc., you might feel compelled to post it and watch the success flood in without lifting a finger. However, in today’s world of expanding technology, there are factors involved where creators needs to track the analytics to truly measure success. The best way to achieve this is to track search KPIs.
Search KPI’s, or key performance indicators, are metrics that are used to demonstrate how successful a company is achieving its key business objectives. There are various ways to track search KPIs, whether it’s a simple measure of how many people visit a page or keyword rankings.
Here are eight of the most valuable search KPI’s to track.
Organic sessions measure the number of clicks a website gets from search engines like Google and Bing, and is one of the most essential search KPIs to pay attention to.
Each time a person visits a website, takes an action on the website while visiting, and then exits, it counts as a session. A single user can provide multiple sessions, depending on how long they spend on the site and what actions they take. However, if a user idles on a website for 30 minutes or more, their session will be timed out due to inactivity and will not increase traffic.
Users can use Google Analytics to measure sessions directly or use a reporting tool to measure analytics such as Agency Analytics. The latter helps more with cross-referencing with other measures of data.
Expected click-through-rate (CTR) increases with every single position on the search engine results page. Jumping from 3rd to 2nd on page 1 can result in a spike in organic sessions, not to mention if you’re able to jump from page 2 to page 1 of the results for a high volume keyword. You can help spur more organic sessions by crafting a compelling, relevant page title and writing a meta description with a clear, enticing call-to-action.
If there is growth on the site, that is an indication of more branded searches – the payoff of digital and traditional marketing that has been implemented. It could also be an increase in the click-through-rate – the number of users that click through to the website – due to a rise in position on the results page.
Duration per Session
This KPI is important because it allows the creator to measure how long a person is engaged with the content. If the content is long and in-depth, expect longer sessions. However, it should not be too long because the users want to get straight to the point.
This is the best way to critically adjust the content so that the users stay for the allotted time required.
Another important aspect of these sessions is how long users are staying on a certain page and how many they visit. If it’s a content-heavy site that intends to inform the user with multiple pages, dividing the amount of time spent on each page is crucial for SEO. This way, it informs the creator of how far the users will read and what may need to be condensed.
Increase in keyword rankings
If a person searches for a certain keyword that a website has a high volume of, that site will rise to the top of the results page. Therefore, keywords are crucial to tracking the production of a website as they hold a majority of the power that controls the results page.
Keyword ranking is an essential KPI because it is what users and clients correlate with SEO success. They want to see their site rank first, and it can’t do that if there is not a high volume of specific keywords.
Conversions and leads
Once other search KPIs have been implemented, it’s important to take action once users land on the site. A lead that converts a message to a sale or action by a potential customer will need to be generated.
Some examples of leads could be a:
- Newsletter signup
- Registration to an event or webinar
- Completed sale or purchase
- Submitted contact form requesting more information
To improve results for conversions and leads, be sure to focus on conversion rate optimization (CRO). This measures the percentage of users who take the desired action. While doing this, be sure to ask the following questions:
- Can users easily navigate the website?
- Am I clear about the actions I want from the user?
- Is the content trustworthy and clear?
- Can users easily take action?
If a site has crawl errors, it means Googlebot is having issues accessing the site and reading the necessary content. When a crawl error occurs, it essentially means that a search engine is attempting to access a website, but fails. If the message “ERROR 404 ERROR PAGE (NOT FOUND)” appears on a page, it means that the site has crawl errors and the users can not access it.
To fix a crawl error, take immediate action and test the crawl ability of a page by using the “Fetch as Google” tool in Search Console and select the “fetch and render” option.
Bounce rate is a popular metric used analytically for website tracking and marketing efforts. It tracks the percentage of users who load the page then immediately exit without taking any action.
About half of the average sessions do not have any interaction, with about 40 to 60% being the typical bounce rate. However, this does vary based on the audience a creator is attracting and the content.
The reasons for bounce rates may be because the keyword searched did not exactly match the first search result, it is not easy to navigate, or the user is questioning its trustworthiness/reliability. It is important to ensure the keywords are accurate to the website and included. Also, the website should be well-organized and visually appealing and is not something the intended audience would want to turn away from.
Page load time
No one likes a long wait for a page to load. Long wait times can influence a heavy bounce rate, influencing the user to move on to the next search result. If a site is very slow to load, users are less likely to even look at the other results.
Tools, such as GTMetrix, give you insight on how long it is taking for pages to load. It also represents any underlying issues that could be causing this problem. Additionally, optimizations made to the servers, codes, images, and content can prevent excessive load times.
Users use exit pages for positive gains for the creator, such as exiting a payment confirmation or thank you page, so it is not always a negative to see high exit rates. However, it is important to track where users are exiting from. Exiting from the first page is typically a bad sign that they did not want to stay very long to see the content.
CRO/UX improvements can fix this. To access the exit rate information, use Google Analytics by choosing Behavior Reports > Site Content > Exit Pages. After that, content makers can access the number of raw exits that are taking place on the page.
Focusing on KPIs can drastically affect the success rate of a website. Despite the amount of work that goes into the appeals and content of a website, tracking the impact it has on the viewers ultimately affects its success. By focusing on these KPIs, creators can expect increases in profit, ROI, and the number of customers.
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