Some great KPIs include:
- Organic traffic: This refers to the results that appear on a search engine such as Google or Bing because of their relevance to the term that the user entered. Tracking organic traffic is extremely important; however the most beneficial way of using this KPI is in conjunction with others. Sure, focusing solely on organic traffic can help monthly organic sessions increase or even sora, but if could also cause other aspects of SEO, such as signups, to dip.
- MRR-based metric: A great KPI to pair with tracking organic search traffic is calculating monthly recurring revenue (MRR). Monthly recurring revenue is essentially the calculation of a company's revenue on a monthly basis, and therefore can be used as an indication of performance. But why should It be paired with monitoring organic search traffic, you ask? Well, the boss of SEO content for HubSpot, Aja Frost, answers that question:
|"Any metric--in isolation--can be misleading. For example, HubSpot's SEO team used to obsess over organic traffic. And it seemed like our focus was paying off: Monthly organic sessions skyrocketed. However, we'd lost sight of the quality of those users... and leads and signups weren't following sessions."|
KPIs are very useful for gathering performance metrics and providing insight into specific statistics. Yet, they are most effective when used simultaneously because relying on a single KPI can skew results.