Blume
GTM Field Notes: B2C Edition
Blume Podcast Season 4
SEO & Content Marketing

6. Setting up KPIs and Analytics for SEO Evaluation

  • Aditya Shankar Growth & Marketing Leader, xto10x

There is a lot that you can measure with SEO, but I have kept it as precise as possible. 

Slide titled ‘The Evaluation phase – Analytics and KPIs,’ describing SEO performance tracking, including setting up Google Analytics, key indicators such as organic traffic, keyword rankings, click-through rate, conversion rate from organic traffic, bounce rate, average session duration, and backlink metrics, along with guidance to interpret data, run A/B experiments, focus on top-performing pages, and monitor metrics weekly with ownership
Aditya’s slide on Analytics and KPIs for SEO.

Here is what you need to track -

  1. Organic Traffic: Monitor this on a month-over-month basis. How is it increasing? Is it increasing by 2% 5% 10%?
  2. Keyword Rankings: Keep a close eye on this. If you’re currently ranking for six keywords, set a goal to get to ten over the next six months.
  3. Click-Through Rate (CTR): CTR is critical in evaluating how engaging your content is. Are people clicking on your search result? This is where meta descriptions play a vital role.
  4. Meta Descriptions: Meta descriptions are the snippets that appear in search engine results alongside your content. They used to be something you could control directly, but recent Google updates have changed that. Now, Google scans your entire content and selects the most relevant pieces to display. So, that makes it even more important to write for humans and not search engines.
  5. Bounce Rate and Average Duration: These metrics, along with backlink quality, quantity, and authority, are also key indicators of your SEO health.

These are all the KPIs I think you should track, but you also have to focus on interpreting them right to make informed decisions. This happens with A/B experiments.

Don’t expect that whatever you do will land in the very first attempt. Track your top 5 to 10 pages that bring the most traffic, monitor key metrics weekly.

Don’t try to do this on your own. Assign an internal owner, an internal marketing champion, who’s ready to give you like organic report, monthly, weekly, whatever works for you based on the importance and based on the priority, but definitely make a template and ask that person to keep telling you.

Some questions to ask here are how is the organic funnel performing? How many people are becoming aware of your brand? How are awareness metrics changing the website on the traffic? How is the traffic converting to form fields, and so on.

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