Main KPIs for SEO

Have you ever found yourself in a situation where you are defining your ranking strategy and you do not know which KPIs are more relevant for a SEO campaign? Do not worry: we tell you what are the main KPIs you can use to analyse the results of your ranking strategy.

Any SEO strategy should define some goals to achieve good results in the ranking of our clients or our own webpage. These goals are called Key Performance Indicators (KPI) and they have to be adapted to the ranking strategy we are going to carry out.

What exactly is a KPI?

Key Performance Indicators (KPI) are metrics used for measuring the results of our actions within a strategy. In this case, the KPIs are focused on a SEO ranking strategy.

KPIs are divided into quantitative and qualitative.

What are quantitative KPIs?

Quantitative KPIs make reference to a specific figure linked to a measurement. They are represented in absolute data.

What are qualitative KPIs?

Qualitative KPIs refer to specific qualities of the parameter subject to analysis and which correspond to an abstract analysis not based on data, but on the interpretation of different aspects that provide the results obtained.

What KPIs can we use in a SEO strategy?

There are countless KPIs that you can include in a SEO strategy. They will depend on the kind of campaign we are carrying out. However, here we bring you some of the most relevant that you can use in any SEO strategy.


No. of organic visits: Comparing organic visits over a defined period of time (e.g. previous month) with another period relevant for our strategy (e.g. same month of the previous year). With this we can estimate the results throughout the development of the campaign.
No. of clicks: Using the tool Search Console, we can see the number of clicks from users towards the SERPs.
No. of impressions: Search Console can also tell us how many impressions our webpage has got for each URL and keyword we rank for.
Average position: Average position of the keywords we rank for according to the queries we have performed on Search Console about our website.
New and repeated visits: We analyse how many visits are new and how many are repeated so that we can test the satisfaction level of the user with the contents in our website.
Time spent on the site: We study the average time spent on the website.
Bounce rate: We analyse the bounce rate on the webpages of our website.
No. of keywords ranked: We study how many keywords search engines rank.
Keywords ranked under the TOP 5, 10, 20 and 50: We analyse the rankings of the different keywords depending on the SERP where they are, classifying them into different types of ranking.
Visits per keyword: Visits generated with the ranking of certain keywords.
No. of pages indexed: Total no. of pages indexed on search engines.
No. of links: Measuring incoming and outcoming links.
No. of SEO conversions: Measuring conversions through the SEO channel to compare them with other channels and check their development.
Page authority: Measuring page authority using tools like Moz.

KPIs cuantitativos SEO


Comments and reviews: Analysing comments and reviews of the webpages that make up the site so that you can test the user satisfaction with the page and its contents.
Ranking of ratings: Measuring the ranking of ratings of the pages that include this option so that you can see the satisfaction level of a user with the contents and/or products.
Shared contents: Analysing the number of publications, products and/or pages shared by users on social networks to measure the level of interest of the site.
Questions and complaints: Analysing questions and complaints that might come up on the site, especially when these are negative, so that we can analyse them and develop further improvements.

KPIs cualitativos SEO


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