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KPI: Definition, Metrics, and The Tools To Check It

Last updated: Aug 25, 2023

What is KPI?

Key Performance Indicators or KPI is measurement that can be used to measure company performance in achieving business goals. Meanwhile, SEO KPI are a combination of metrics used to measure SEO performance on a web page over a certain period of time.


SEO KPIs According to Business Objectives

Based on the business objectives to be achieved, the metrics used in measuring the success of SEO are divided into

Brand Awareness

SEO can be used to build audience awareness of the brand. For example, you want potential customers to recognize and remember your brand based on the name, logo, or slogan used by your brand.

To measure brand awareness, you can use the metrics such as organic traffic, brand impressions, CTR, number of backlinks, keyword ranking, and total searches & traffic on branded keywords.


The implementation of SEO aims to increase audience interaction with brands. For example, an SEO campaign is said to be successful if the number of site impressions is high, viewers leave comments, and so on. KPI metrics that measure engagement are bounce rate, page load time speed, average time on page, and more.


Conversion is related to transactional activities such as purchases or the number of leads. The metrics that commonly used to measure conversion success are the number of sales, the number of leads, the number of users registered in the system, and others.

Customer Retention

User retention measures how many users return to your brand. It indicates audience loyalty to a particular brand. In other words, the implementation of SEO is also carried out to achieve customer retention which shows the number of repeating customers that a brand has.

Brand Reputation

One of the goals of implementing SEO is to build a brand reputation. A brand with a good reputation can drive customers to put their trust in the products and services offered.


SEO KPI Metrics

There are several metrics that can be measured to determine the success of SEO implementation, including

Return on Investment (ROI)

Tracking ROI is very important to know the success of SEO implementation. You can measure ROI based on the amount of money you invested in SEO and the profit you made. To see ROI takes at least six to twelve months or more.

Organic Traffic

Organic traffic is the number of visits that come from organic searches on search engines. With this metric, you can measure how much influence SEO has on the number of visits generated. Next, you can evaluate whether the number has reached the targeted number.

Click-Through Rate (CTR)

Click-through rate (CTR) is an SEO KPI metric that shows the percentage of clicks on a web page. The higher your site's CTR, the more organic traffic you will receive. You can use this CTR to identify how relevant your title tag and meta description is to a user's search query.

Keyword Ranking

Tracking keyword ranking is useful to see how your business is growing. Your site manages to provide better content than competitors if it is successfully displayed at the top of the SERP ranking. The higher the ranking of a keyword, the higher the brand awareness, organic traffic, and potential web conversions.


Before measuring the success of your business, you need to determine the conversion target you want to achieve. After that, you can measure how many purchases, the number of leads, and other metrics to see if your business has achieved its conversion targets.

Average Time on Page

This SEO KPI metric is used to assess how much time the average user spends on your web pages. The longer users spend on your page, the higher the engagement rate. That way, the chances of conversion will also increase.

Bounce Rate

Bounce rate is an SEO KPI metric used to measure whether your content has caught the user's attention and is relevant to their search query. A high bounce rate indicates that the web page is not able to provide the user's information needs so the potential for conversion will decrease.

Page Experience

This SEO KPI metric measures the user experience when interacting with your web pages. A good user experience can help you achieve your business goals faster.

There are several metrics you can evaluate, such as page loading speed, the responsiveness of the page on mobile devices, to the security of sites marked with HTTPS implementation.


Backlink is one of the Google ranking factors. To assess the SEO implementation, you need to know whether the quality of the backlinks is obtained or not. Here are the metrics you need to measure such as total number of backlinks, number of domains you referred, number of missing links, malicious backlinks, and more.


Tools for Measuring SEO KPI

You can use Google Search Console or Bing Webmaster Tools to measure those metrics. Both SEO tools provide data such as traffic information, CTR, and website ranking. In addition, you can also take advantage of paid SEO tools such as cmlabs 3.0.

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