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How do you differentiate between SEO KPIs and metrics?

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If you want to measure the success of your SEO efforts, you need to know the difference between SEO KPIs and metrics. KPIs are key performance indicators that align with your specific goals and objectives, while metrics are data points that provide information about various aspects of your website and online presence. In this article, you will learn how to differentiate between SEO KPIs and metrics, and how to use them to improve your SEO strategy.

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1 Why SEO KPIs and metrics matter

SEO KPIs and metrics matter because they help you evaluate your SEO performance, identify areas of improvement, and adjust your tactics accordingly. Without them, you would be operating in the dark, relying on guesswork and intuition. SEO KPIs and metrics also help you communicate your results to your stakeholders, clients, or bosses, and demonstrate the value of your SEO efforts.

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Dan Taylor ?

Enterprise SEO Consulting | Partner & Head of Technical SEO at SALT.agency | 2018 TechSEO Boost Innovation Prize Winner | F. Inst. TT
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Any SEO metrics should be aligned with wider business objectives to help ensure that SEO efforts contribute directly to the overarching goals of the organization.

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Cory Jaccino

Google Ads since 2007, Google Analytics since 2011, 9x Google Cloud Architect, 9x Microsoft Azure Data Scientist & AI Engineer, Amazon AWS, 5x Oracle OCI Generative AI Professional, ISC2 Certified in Cybersecurity
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A KPI is a key performance indicator. It’s typically a metric which needs dimensional data for calculation in order to evaluate performance. The word “key” in KPI is key — it tells you that it’s important relative to most other metrics. Therefore, KPIs should and usually do receive the most attention. A KPI tells you how well you are performing in line with a goal or objective, those of your company, or to whom your efforts immediately report or contribute. In high-performing companies, efforts and results are usually aligned to support higher-level organizational objectives. As a result, company wide KPIs are usually aligned as well. Consider how well aligned the goals of superiors and direct reports are before deciding on a KPI.

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2 How to define SEO KPIs

SEO KPIs are the specific outcomes that you want to achieve with your SEO strategy. They should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, if your goal is to increase organic traffic, your SEO KPI might be to grow your monthly organic sessions by 20% in six months. To define your SEO KPIs, you need to understand your business goals, your target audience, your competitive landscape, and your current SEO performance.

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3 How to measure SEO metrics

SEO metrics are the quantitative and qualitative data that you collect and analyze to track your SEO progress and performance. They can be divided into four categories: traffic, engagement, conversion, and authority. To measure SEO metrics, you need to use tools such as Google Analytics, Google Search Console, and other SEO software that can provide you with insights into your website's performance, user behavior, ranking, and backlink profile.

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4 How to align SEO KPIs and metrics

SEO KPIs and metrics are not mutually exclusive. They are complementary and interrelated. To align your SEO KPIs and metrics, you need to map out the metrics that correspond to each KPI, and monitor them regularly. For example, if your SEO KPI is to increase organic traffic, some of the metrics that you need to track are organic sessions, organic bounce rate, organic click-through rate, and organic keywords. By aligning your SEO KPIs and metrics, you can ensure that you are focusing on the right aspects of your SEO strategy, and that you are measuring what matters.

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5 How to optimize SEO KPIs and metrics

SEO KPIs and metrics are not static. They are dynamic and evolving. To optimize your SEO KPIs and metrics, you need to review them periodically, compare them with your benchmarks and industry standards, and identify the gaps and opportunities for improvement. You also need to test different SEO tactics, such as content creation, keyword research, technical optimization, link building, and user experience, and measure their impact on your SEO KPIs and metrics. By optimizing your SEO KPIs and metrics, you can enhance your SEO performance, and achieve your desired results.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dan Taylor ?

Enterprise SEO Consulting | Partner & Head of Technical SEO at SALT.agency | 2018 TechSEO Boost Innovation Prize Winner | F. Inst. TT
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Arbitrary SEO stats can often be misleading. For example, a spike in website traffic sounds impressive, but if that traffic doesn’t convert into sales, sign-ups, or whatever the main business objective might be, then it doesn't offer genuine value. Vanity metrics look good on paper but might not have a substantial impact on business performance.

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How do you differentiate between SEO KPIs and metrics?

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1 Why SEO KPIs and metrics matter

2 How to define SEO KPIs

3 How to measure SEO metrics

4 How to align SEO KPIs and metrics

5 How to optimize SEO KPIs and metrics

6 Here’s what else to consider

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