KPIs For SEO Success

Overall keyword rankings

There are three key things to keep an eye on when it comes to your keyword:

• • Non-branded keywords - you ideally want to focus more on non-branded keywords; this number should be growing as it means you’re driving more new users based on terms not related to your brand but to what you offer.
  • High-intent keywords - your hero keywords that don’t just say “renewable” which could be put in front of a user Googling ANYTHING related to that term, but more intent-driven traffic such as “renewable energy recruitment” which is very clear in the sense that a user is looking for either a job or recruitment support and their intent is more established.
  • Number of keywords - the more keywords you rank for, the better!

Keyword positioning

How many of your target keywords appear in top 3 and top 10 positions in search results

Organic traffic

If your keywords are increasing, your organic traffic should start increasing as well. However, sometimes we see a dip in organic traffic so this will not always be a gold standard KPI, why?

• • It may be that you’re getting less organic traffic now that you’re targeting high-intent keywords - but more of this traffic is converting so in the long run, it’s more valuable than having “blank users”
  • You may rank very well for your high-intent keywords but traffic isn’t up - this could be an indication of seasonality where users are just not searching for those terms as much.

Key Events / Conversion

The money maker! Job applications, CV uploads, Vacancy uploads, downloads, and most of all client enquiries.