Measure assisted conversions to analyse conversion KPIs only, as Google Analytics attributes 100% of “last non-direct click” to one channel.
This piece highlights key SEO “KPI-worthy” metrics brands should measure to achieve their business and marketing goals. With SERP visibility indicating a website’s share of voice (SOV) in the market, marketers should ensure their SOV on SERP is high.
Compare projected organic search traffic with that of competitors’ to measure SERP visibility. Use tools like Ahrefs’ Batch Analysis and Rank Tracker to compare domains and keywords and to get insights on SERP visibility.
To measure real business value, ecommerce websites can track organic conversions attributed to organic traffic by choosing appropriate conversion goals on Google Analytics. However, the data must be taken with “a grain of salt” as it may be skewed due to ad blockers.
[5 minute read]