Key Performance Indicators (KPI) are financial and non-financial metrics used to help an organization define and measure progress toward organizational goals. The problem is that too many SEO clients and SEO consultants are focused on the wrong ones.
Ranking reports like the ones from WPG are not only against Google’s terms and conditions but because of the introduction of Universal search (now experiencing its first birth day) they don’t return the value they once did. Google is focused on personalization, and localization. This means what you see in SF isn’t what I might see, and it certainly isn’t what a searcher is seeing in Miami. IE that ranking your are so focused on, might only be there because you love your own site so much, or your query is deemed to be relevant to your location.
This one drives a lot of clients crazy. Why did my PR drop, what have I done wrong. Or on the flip side, look how great I am, my site is a PR 7. Well here it is, toolbar page rank doesn’t matter at all anymore. It’s a gimmick and has very little value. You could argue that it is an indicator of quality but that’s it.
What KPI’s should you use?
For SEO light weights
For SEO middle weights
For SEO heavy weights
The focus of this post was to open your eyes to what matters and doesn’t matter. My list will always be incomplete, but I encourage you to send me your SEO KPI so I can add it.
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