10 must-have search marketing metrics
Organic search traffic is the backbone of SEO. Services such as Google Analytics, Moz, Searchmetrics, and Alexa gather extensive search marketing data that you can track, and in turn help you drive more leads to your website. With great data comes great responsibilities...Get it! But seriously, gathering search marketing data means all kinds of things, but it’s important to remember that action is dependant on what you are looking for, a question that relies on the metrics you decide to track. I’ve brought together 10 of the most important and informative search marketing metrics to my team.
Digital marketers are constantly trying to increase their company’s SEO visibility, and it can be difficult to manage, analyze, and implement the right content and data to do this. Here you will find a multitude of metrics that will help you build out a sleek search marketing dashboard and better understand how to define your organization's KPIs.
I have even more good news: building a search marketing dashboard isn't hard! Each of the metrics shown in this blog are only a few clicks away. All you need is a Klipfolio account (which you set up using our free trial), and then click the add a Klip button to add the metric to your dashboard. It's really that simple.
Search Marketing Dashboard
In recent years, social media has become increasingly influential in the realm of marketing and consumer behaviour. For that reason, marketing teams are allocating a significant portion of their work towards social media marketing. That being said, it’s easy to forget there’s another major conversion driver: search engine traffic. Search engine traffic is, and will always be, a crucial component of company awareness and success. Pushing out great content that prospects are searching for and wanting to read increases brand trust, and the more you do this, the more visibility you will gain.
I want my team to be able to see how our content pages are ranking and how effective our pages are at converting users into leads. More importantly, we want to be able to seek out opportunities and measure how our efforts respond to these gaps. Our search metrics dashboard gives them insight into the metrics that matter and provide them with actionable data.
10 essential metrics to have on your search marketing dashboard
Keeping track of all your search engine marketing metrics can get overwhelming, and knowing which metrics to monitor can be tough. Here are a few of the top metrics used to monitor search marketing metrics:
Google Analytics
1. Web Traffic Targets
Make sure you are hitting this month’s targets for driving traffic to your website. Monitor key stats on every channel source and compare it to the previous month.
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2. Landing Page Performance for Organic Searches
Find out which landing pages are the most popular with organic search traffic, and analyze the experience of those users on your website.
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3. Landing Page Performance by Total Search Traffic
Get a quick, at-a-glance reference on how your landing pages are performing against your total search traffic.
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comScore Digital Analytix
4. Referrer Drilldown
Delve into the details of your referrers by clicking on each Entry Type (past 30 days).
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Alexa
5. Links In
Track your website's backlinks and compare it to your competitors.
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6. Average Rank
How popular is your website? Compare your average website ranking against your competitors.
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7. Daily Rank
Monitor your website ranking over the past 30 days and compare it to your competitors.
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Moz
8. Top Pages by Page Authority
Discover the top pages on your website by ranking them by Page Authority.
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9. Domain Authority
Predict how well a website will rank on search engines by tracking Domain Authority and comparing it with competitors.
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10. External Links
Monitor the number of external links to your site and compare it with your competitors.
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Even more metrics to help you stay in control of your search marketing in our Integrations section.
Originally published August 9, 2016, updated Jun, 12 2019
