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Useful KPIs To Monitor SEO Performance

The natural referencing of a website is a long-term job that requires setting up a well-defined strategy. Throughout its service, your SEO agency will rely on precise data to develop this strategy. Its data is also called KPI for “Key Performance Indicator”. To optimize your SEO and to have a good overview of the evolution of your positioning, its performance requires regular monitoring.

There are many KPIs and they all bring different relevance and analysis to your SEO strategy. Also, what KPIs to track to monitor your SEO performance? The OMT digital marketing agency teams explain everything to you!

What are KPIs in SEO?

KPIs are not only used in SEO, these indicators are also used in the field of marketing, management, or analysis. They are used to assess the effectiveness of a strategy to adjust and develop it. KPIs are also useful for providing accurate data in the context of a customer relationship.

In natural referencing, KPIs are used to assess the proper functioning of the SEO strategy. Thanks to its data, your agency will be able to suggest that you implement corrective actions and adjust the action plan initially proposed. In short, KPIs are essential to improve your positioning on search engines and increase traffic to your site.

In SEO, performance indicators can be divided into two main areas: on-page data and off-page data. On-page data refers to metrics related to your site while off-page data takes into account elements outside your site such as netlinking (referring domains). Note that SEO KPIs also refer to natural referencing news.

The number of sessions and users

Sessions correspond to the number of visits to your site over a defined period. According to data from Google Analytics, a session lasts 30 minutes. Thus, the same user may have carried out several sessions in one day.

Users (or unique visitors) correspond to the number of Internet users who have visited your site over a given period.

These figures can be cross-checked with the duration of sessions, the number of new users, the number of pages visited per session, and the bounce rate.

The number of pages per session will, for example, give you visibility on the entry points of your site and the proper functioning of your internal linking. Session length will tell you how much potential your site has in terms of user experience and interface.


This is the sinews of war in terms of e-commerce: turnover. By implementing a natural referencing strategy, you commit time and money to increasing your turnover. Also, you must know the precise impact of SEO on this figure: if your sales come in part from Google’s organic results, you will of course have to monitor your positioning very closely.

The bounce rate

This KPI is particularly important in SEO since it measures the rate of Internet users who have visited a web page and then left the site without having visited other pages. The interpretation of the bounce rate varies depending on the type of site and the length of each session. It is estimated that a good bounce rate is around 30-50%. A high bounce rate can also be positive for sites with only one page: a user who is looking for a recipe or the definition of a word, for example, will only have to visit one page to find an answer. specific to his request.

The conversion rate

While this KPI applies to both showcase sites and e-commerce sites, it remains particularly important for commercial sites. The conversion rate can indeed designate both the act of purchase and the subscription to a newsletter for a showcase site. The conversion rate is the ratio between the number of Internet users who visit your site and those who make a purchase.

If your conversion rate is not sufficient, you can, for example, improve your sales funnel and page loading time. This KPI will also allow you to view the pages that generate the most and least conversions, so you can adjust the SEO of each page based on this data.

The ranking of keywords

This ranking is a fundamental KPI to follow the evolution of your target keywords in search engine results. This monitoring will also show you the progress of your site, so you can evolve your content strategy according to this data.

Duplicate content rate

Google does not like duplicate content at all. The search engine highlights original content and penalizes sites that use duplicate content. However, it is possible to have visibility on your duplicate content rate by checking the duplication of your Hn and title tags, your meta descriptions, your identical pages, and even your alt attributes.

Loading speed

The loading speed of a site (on mobile or computer) occupies a dominating place in SEO. A bad loading time has a direct influence on KPIs such as the bounce rate, the session duration, or the conversion rate. We all do it naturally: as soon as a site takes too long to load, we leave it to visit another one. Many tools will therefore allow you to visualize your “page speed” and plan technical improvements that will reduce the loading time.

Fewer backlinks

This KPI will allow you to measure the influence (positive or negative) of backlinks on your SEO. The performance indicator to follow is for example the number of monthly backlinks as well as the quality of these. You will also be able to analyze the number of referring domains, toxic links as well as lost and/or gained links.

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