12 Essential SEO KPIs to Track for Business Growth


Search engine optimisation (SEO) has become an indispensable tool for businesses looking to maximise their online visibility and reap the rewards of increased revenue. SEO is a powerful tool that can help you increase organic search traffic, click-through rates, conversion rates, backlink quality and quantity, and on-page SEO scores.  

But how do you know if your SEO efforts are paying off? Tracking key performance indicators (KPIs) is essential in order to accurately measure the success of your SEO campaigns and ensure continuous business growth. The 12 essential KPIs outlined in this article will be a game changer for any business serious about leveraging the power of SEO for long term success. 

Unlocking the potential of these KPIs will provide invaluable insight into the effectiveness of your campaigns – allowing you to make data driven decisions that result in improved ROI and greater opportunities for growth. 

Organic Search Traffic 

Organic search traffic can provide an indication of the effectiveness of a business’s SEO strategy, with higher volumes representing increased visibility. 

Content optimisation is one major factor that contributes to improved organic search traffic, as businesses need to create content that is tailored to their target audience and appropriately optimised for different keywords. 

Similarly, keyword research plays an important role in understanding which words and phrases are most effective in targeting potential customers. 

Other ranking factors such as local SEO and meta tags should also be taken into consideration when attempting to increase organic search traffic. 

All of these elements contribute towards creating an effective SEO strategy that will result in more natural and organic traffic from search engine results pages (SERPs). 

By monitoring organic search traffic, businesses can assess how successful their strategies have been and make adjustments where necessary. 

Click-Through Rate (CTR) 

Click-Through Rate (CTR) is a key metric for gauging the performance of online content. Studies indicate that an average CTR of 1% can generate hundreds of thousands of clicks per month. Optimising CTR is essential for website authority and SERP dominance, as it affects keyword rankings and content visibility. 

Therefore, it is important to track the CTR closely to maximise the potential for organic search traffic growth. This involves keeping an eye on how different keywords or pieces of content are performing in terms of click through rates. It also involves identifying what changes need to be made in order to increase their visibility on search engine result pages (SERPs). 

Additionally, tracking competitors’ CTRs can help identify areas where improvements could be made or areas where additional efforts may be required in order to outrank them in SERPs. 

By optimising CTRs and keeping up with the latest trends and best practices, businesses can ensure that they have a strong online presence. This, in turn, will lead to increased organic search traffic growth. 

Conversion Rate 

Conversion rate provides an important measure of success for digital marketing campaigns, allowing marketers to see how many visitors are taking the desired action. It is essential for businesses to track their conversion rates in order to optimise their SEO strategies and boost growth.  

To maximise conversions, businesses need to understand the factors that affect conversion rates. These include keyword density, site structure, page speed, content optimisation, and meta tags. 

Keyword density refers to the number of times a particular keyword appears on a page relative to its total word count; it should be used judiciously in order to avoid penalisation by search engines and ensure that website content reads naturally. 

Site structure refers to how webpages link together; this needs to be built correctly so that pages load quickly and users can find what they are looking for without difficulty. 

Page speed is also critical as slow loading pages often lead visitors away from websites before they have had a chance to convert. 

Content optimisation is also necessary in order for search engines like Google and Bing to properly index websites; this includes using relevant keywords strategically throughout webpages as well as including meta tags which help define each webpage’s content for crawlers. 

If businesses get these factors right then they will be more likely able to achieve higher conversion rates which will ultimately lead them towards business growth. 

Backlink Quality and Quantity 

Having a good backlink profile is critical to success in the digital realm, as quality and quantity of links can make or break a website’s search engine rankings. 

Anchor text, link diversity, link velocity, link authority, and link juice are all important factors when considering the overall quality of a backlink profile. 

Link diversity refers to having a variety of different types of websites linked to one another; this creates an organic look that search engines view favorably. 

Link velocity measures how often new links are created – too many at once may indicate manipulation while not enough could be indicative of stagnation. 

Link authority relates to how authoritative each website linking is on its own; if the majority have high domain authority scores then it bodes well for the website being linked to and vice versa. 

Lastly, link juice refers to how much value or “juice” each link passes along; higher value sites will pass more than lower value ones. 

All these factors combine together to create an effective backlink profile that will help any business increase their visibility online and drive growth through SEO efforts. 

On-Page SEO Score 

Improving a website’s on-page SEO score can be a powerful tool for driving meaningful engagement and visitor loyalty. 

Factors that are important to consider when focusing on the site’s SEO include keyword ranking, domain authority, canonical tags, page speed, and image optimisation. 

Keyword ranking is a critical component of the success of any SEO strategy because it determines where your content will appear in search engine results. 

Domain authority speaks to the overall strength of your website across a variety of factors, such as backlinks and content quality. 

Canonical tags are used to help inform search engines about which version of your web page should be indexed and featured in search engine results pages (SERPs). 

Page speed is another important factor since visitors tend to leave slow loading websites quickly. 

Lastly, optimising images is necessary for improving page load times as well as providing good user experience. 

 All these elements must be taken into consideration when aiming for improved on-page SEO score for business growth. 


The importance of tracking SEO KPIs for business growth is undeniable as it helps businesses to better understand how their SEO efforts are performing and the potential areas for improvement. 

Knowing which metrics to track and analyse can be a daunting task, but understanding these essential 12 SEO KPIs provide valuable insight into organic search performance. 

Utilising this information can help businesses make informed decisions that will help them enhance their organic search visibility, improve user experience, and ultimately drive conversions. 

Focusing on these key performance indicators will not only aid in reaching short-term goals but also support long-term success. 

By leveraging the right metrics to track and measure results, businesses can gain invaluable insights into the effectiveness of their SEO strategy and strive for continual growth.