Underrated SEO Metrics

In our previous collaborative blog post, the Netvantage team highlighted search engine marketing metrics we consider important to include when compiling a report for a client. For this group post, we decided to share what SEO metrics are underrated. The metrics we feature below are ones that are easily overlooked but should be considered when evaluating the success of a project.

User engagement metrics can often be overlooked. Sometimes out of habit we often check organic traffic alone but don’t look to see how a user is actually engaging with our site. The average session duration and pages per visit can help determine if users are actively reading and engaging with your content. If you find that users are only viewing one page and leaving your site quickly, it might be time to see what improvements could be made. Is your site navigation user-friendly? Does it take a while for a user to find what they are looking for? Is the content on the landing page relevant to the reader? All of these are factors that affect engagement metrics and are metrics to check regularly. Abbey Hadar
Abbey Hadar
Twitter
Referral traffic is the most underrated in my book. Too many people think of referral traffic as unrelated to SEO, but in all honesty, it’s at the heart of your SEO. What metric could better tell you if you’re getting good links to your site than referral sites driving lots of traffic? The sites I see with the most organic traffic get that way from great links that refer traffic. Adam HenigeAdam Henige
Twitter
Landing pages are one SEO metric I believe can be overlooked sometimes. A landing page is where users end up on your website after clicking on a link in a SERP. This can be a blog post or even just your home page. It’s important to track these landing pages in Google Analytics so you can see which pages users are landing on the most. Once you see where your users are landing when they click on your site in Google search, you can then better edit the page and its content to keep users on your site and turn them into customers. Breanna Ratering
Breanna Ratering
Twitter
Mike’s answer below addresses the need to be attentive to mobile device numbers and I think that’s a metric of which everyone should be hyper-aware. Additionally, site speed continues to be the #1 metric that needs addressing on the majority of the sites we encounter. If you can’t get an “A” (or in the very least a “B”) on Google’s site speed test then you need to take a long hard look at what you’re not doing right. Low scores cost you rankings and visitor retention. This is especially important to keep in mind on new-build websites. I can’t tell you the number of times a brand new website is launched and the developer gave absolutely no thought at all to site speed. It’s important, people. Pay attention! Jerod KaramJerod Karam
Twitter
Search Analytics in Google Search Console is an underrated metric, especially when breaking down which pages are generating the impressions for specific queries. One of the reasons that this is underrated is that Google Search Console still is an unknown for many marketers. Google Analytics tends to get all of the attention, the Search Analytics feature in Google Search Console is often overlooked. Seeing this data allows marketers to figure out how keywords are ranking as well as keyword demand in impression volumes. From this, adjustments can be made to various pages to improve keyword density. This also can help with determining if a page should be edited, moved or left alone as it may be performing better than expected. Joe FordJoe Ford
Twitter
Going along with the theme of user engagement metrics, I think pageviews per visit is an easy metric to neglect to look at. With the number of resources available online, it isn’t enough to simply get users on your site. It is extremely important to create content that keeps visitors on your site or makes them take another step toward making a purchase. Lexie KimballLexie Kimball
Twitter
Analysis of acquisition numbers and user experience numbers when separated by device categories. In 2018 and beyond, the breakdown of people using mobile devices will continue to increase. If your website does not provide a mobile-friendly experience, you can expect to see an overall decline in your total visits and quality of visits metrics. Michael HallMichael Hall
Twitter
Analyzing organic traffic by location is often overlooked in favor of local search efforts. If a client is based in a large city, it can be easy to assume your strategy and keywords should revolve around that location. However, depending on the business type, there may be a larger geographic area you should target, especially if you’re creating content that is relevant to a larger audience. To ensure you’re making the most out of your content and campaigns and stretching them as far as they are relevant, check out the traffic by location metrics and make sure your keywords match those findings. Rianna Middleton
Rianna Middleton
Twitter

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