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Flexible SEO optimization. What are KPIs and how to choose them for your own strategy?

5 minutes of reading
Flexible SEO optimization. What are KPIs and how to choose them for your own strategy?
Category SEO

Search Engine Optimization has been an important part of online marketing since before the internet as we know it today even existed! SEO means lots of different things to lots of different businesses, but one thing that it always means is knowing how to measure your success.

But what, exactly, are KPIs? What should you be measuring and what should you be aiming for? How do you make sure your efforts are paying off in the long run? All these questions and more will be answered in this article on how to use KPIs to measure SEO success!


What are KPIs?

Key performance indicators are a type of metric used to measure success of your (SEO) strategy. There is no one-size-fits-all set of KPIs. It is created independently, flexibly in relation to the needs of your own business. The best way to do this is to first identify what you want to achieve, and then select KPIs that will help you track progress towards that goal.

Do you need more than one KPI?

You might be wondering how many KPIs you need for your strategy. The answer is: it depends on your business goals. If you’re focused on SEO optimization, you’ll want to track key performance indicators like organic traffic and conversion rate. But if you’re also concerned with other aspects of your online presence, like social media engagement or email list growth, you’ll need to add additional KPIs to your strategy. Ultimately, the right number of KPIs will depend on what’s most important to you as a company.

How to choose the right Key Performance Indicators?

3 factors you should know before picking KPIs

There are a lot of factors that go into SEO optimization and it can be difficult to determine which ones are most important to your success. By choosing the right KPIs, you can measure your SEO progress and success. Before you begin, try to answer three questions.

1. What are your business goals?

2. What data do you have access to?

3. How will this data be used for future optimization of your site or page?

Types of metrics used by businesses

KPIs can be customized for each business and their specific goals. Typically, businesses use a mix of financial measures, such as revenue and profit, as well as non-financial measures, such as customer satisfaction or employee engagement. However, there are some common indicators that businesses can use to measure success. These include things like organic traffic, conversion rate, and keyword ranking. By tracking these metrics, businesses can get a better idea of how their SEO efforts are paying off.

Here are a few tips on how to choose the right KPIs for your business:

  • Define your goals. What do you want to achieve with your SEO campaign?
  • Identify your audience.
  • Know your competitors.
  • The goal should be specific and measurable.
  • Continually monitor results and make adjustments as needed.
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Types of metrics used by search engines

There are three types of metrics used by search engines: on-page factors, off-page factors, and engagement factors. On-page factors include things like keyword density and title tags. Off-page factors include things like link popularity and anchor text. Engagement factors include things like click-through rate and time on site. It is important to track your success with these different metrics in order to know how you should be changing your strategy.

Here are some of the most important types of metrics used by search engines:

  • Organic traffic;
  • Referral traffic;
  • Number of backlinks;
  • Number of keywords;
  • Total visits;
  • Pages per visit;
  • Bounce rate;
  • CTR.

A good idea is to use more than one metric so you can get a well-rounded view of your progress.

In a nutshell. List of the most used KPIs

  1. SERP visibility;
  2. Traffic on the site;
  3. Number of conversions;
  4. Views and clicks;
  5. CTR (Click-Through Rate);
  6. Visibility and traffic for non-brand phrases;
  7. Visibility and traffic to brand phrases;
  8. Number of organic sessions;
  9. BR (Bounce rate)/ engagement rate;
  10. Average session duration;
  11. Average pages per session;
  12. Indexing errors;
  13. Percentage of users leaving the site;
  14. Page loading time;
  15. Backlinks;
  16. ROI (Return On Investment).

Measuring the progress of an optimization

There are a few different tools you can use to measure the progress of your optimization efforts. Google Analytics is one option. You can also use webmaster tools, which will give you insights into how Google sees your website. Another option is to use a tool like Screaming Frog, which will help you crawl your website and find any issues that need to be fixed. Finally, you can also use a tool like Moz to track your keyword rankings and see how your website is performing in the search engines.


Data interpretation and analysis is a key part of any successful SEO strategy. By understanding how to read and analyze data from a variety of sources, you can make informed decisions about where to focus your efforts. But remember that not all data sets have the same reliability, so it’s important to weigh them accordingly. For example, Google Analytics will always provide more accurate numbers than Twitter analytics.


To sum it all up, using KPIs is an essential way to measure success, track progress, and make informed decisions about your SEO strategy. But not all KPIs are created equal—it’s important to choose the right ones for your business and your goals. You may find that you need a mix of short-term and long-term metrics to accurately tell the story of your digital marketing efforts. As a rule of thumb, if you’re trying to figure out whether something is working or not, you should check on your metrics at least once a month.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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