Important SEO Metrics

Search engine optimization (SEO) doesn’t produce results overnight. Effective SEO techniques take time to reach their full potential. With added weight given to social media, SEO tactics are changing. How will you know if your strategy is working? You need a way to measure any success or failure so you can decide which techniques need to be tweaked or altered to help you meet your long-term goal.

SEO results are measured with metrics, which will vary depending on your goals. The following metrics are universal and useful regardless of the individual goals.


The total number of relevant inbound links is important to track. The higher the number of backlinks, the more your ranking and traffic will increase. Conversion rates will increase as well. Avoid buying backlinks to make the number go up. Focus on creating a variety of links from pages with high-quality, relevant content, using a wide range of anchor texts. Keep in mind that a high number of linking root domains is important. Lots of links from lots of different domain names is much better than the same number of links from the same root domain.

Conversion Rates

High traffic volumes and high ranking won’t mean much if users don’t actually convert. You need to make sure that your SEO strategy is driving traffic that converts. Choose the most important conversion for your site and track it closely. Track other conversion events as well, whether or not they drive income in and of themselves (such as newsletter subscriptions).

Social Media Referrals

Social media is an important part of good SEO strategy. Keep a close eye on social referral traffic. A singe tweet or Facebook share from an influential individual with a large following can generate a large volume of traffic to your site.

Social Media Shares

The total number of social media shares demonstrates how engaged users are with the content you provide. The goal is a steady increase in tweets, comments, likes and +1s. Track the total, but also track the numbers for each social media platform you use. You’ll find out more about who your target demographic is (or should be) and which social media platforms you should focus your attention on.

Unique Keywords

Keep an eye on the total number of unique keywords that drive traffic to your site. If this number is rising, it’s a clear indication that things are going well.

SEO metrics will help keep your overall strategy on track for success. Make a list of the goals you want to accomplish, and find a way to track results for each goal. If you can’t measure it, you can’t determine if it’s working or not. Check out for more information.

Leave a Reply