In the ever-evolving world of digital marketing, keeping an eye on the right metrics is essential to understand the success of your search engine optimisation (SEO) efforts. While traffic and rankings are often the most talked-about figures, there’s much more to effective SEO measurement. If you’re working with an affordable SEO agency, they’ll help you track and analyse the key performance indicators (KPIs) that truly reflect your site’s growth.
An affordable SEO agency knows that real success goes beyond vanity metrics. Whether you’re focused on boosting organic traffic, increasing conversions, or improving technical performance, the right KPIs provide valuable insight. Let’s dive into the top SEO metrics you should be tracking in 2024 to ensure your strategy is data-driven and results-oriented.
1. Organic Traffic
Organic traffic measures how many users land on your site through non-paid search engine results. It’s often the most important metric for gauging the impact of your SEO strategy.
Why it matters:
- Indicates how well your site is ranking in search
- Highlights audience interest in your content
- Correlates with better brand visibility
Tools to track it:
- Google Analytics (GA4)
- Google Search Console
Regular monitoring of organic traffic helps you identify which marketing channels are performing best and which areas need attention.
2. Keyword Rankings
Tracking keyword rankings tells you how your pages are performing for specific search terms. While rankings fluctuate, monitoring trends helps identify what’s working and what needs improvement.
What to monitor:
- Movement in high-value keyword rankings
- Average position across your keyword portfolio
- Featured snippets and SERP features
Pro tip: Don’t obsess over single keywords; instead, focus on topics and keyword groups that demonstrate user intent.
3. Click-Through Rate (CTR)
CTR measures how often people click on your link when it appears in search results. It shows how compelling your title tags and meta descriptions are.
Why it’s important:
- Low CTR may indicate poorly optimised metadata
- High CTR contributes to higher overall visibility
How to improve it:
- Write clear, benefit-led meta titles
- Use emotionally engaging language
- Add relevant schema markup for rich results
4. Bounce Rate and Dwell Time
Bounce rate shows the percentage of users who leave after viewing only one page, while dwell time is the duration a user stays on a page before returning to the SERP.
What they tell you:
- Whether your content meets expectations
- If your site has usability issues
- How engaging your content is
Improvements to consider:
- Clear calls to action (CTAs)
- Engaging visuals and multimedia
- Better internal linking to related content
5. Pages per Session
This metric shows how many pages a visitor views during one session on your website. It reflects user interest and site structure efficiency.
Why it matters:
- Indicates strong internal linking and user engagement
- Highlights successful content pathways
An affordable SEO agency will often use this metric to redesign content flows and navigation to maximise session depth and engagement.
6. Domain Authority (DA) or Domain Rating (DR)
Though not official Google metrics, DA (Moz) and DR (Ahrefs) are useful indicators of your site’s backlink profile and perceived authority.
Why it matters:
- High DA/DR suggests better ranking potential
- Reflects trustworthiness and link-building success
How to improve:
- Secure backlinks from relevant, high-authority sites
- Create original, link-worthy content
- Disavow low-quality backlinks
7. Backlink Profile
Backlinks remain a core ranking factor. It’s not just about quantity but also quality and relevance.
What to track:
- Total number of backlinks
- Number of referring domains
- Anchor text distribution
- Rate of new vs. lost backlinks
Tools like Ahrefs, SEMrush, and Moz are excellent for backlink analysis and competitor comparison.
8. Page Speed and Core Web Vitals
Website speed and performance affect both user experience and search rankings. Google’s Core Web Vitals are a set of specific factors it considers important for a webpage’s overall performance.
What to monitor:
- Largest Contentful Paint (LCP)
- First Input Delay (FID)
- Cumulative Layout Shift (CLS)
Ways to improve:
- Compress large images and switch to WebP
- Use browser caching and CDNs
- Minify CSS and JavaScript
A slow-loading site increases bounce rate and lowers dwell time, which negatively impacts your overall rankings.
9. Index Coverage and Crawl Errors
Index coverage refers to how many of your site’s pages Google has indexed. Crawl errors prevent search engines from accessing your pages.
Check for:
- Indexed vs. non-indexed pages
- 404 and soft 404 errors
- Redirect errors and DNS issues
Tool of choice: Google Search Console is invaluable for monitoring index coverage and crawl errors. Fixing these issues ensures your important content is discoverable.
10. Conversion Rate from Organic Traffic
Traffic alone isn’t enough. What matters is whether that traffic converts into meaningful actions for your business.
What counts as a conversion:
- Online purchases
- Enquiry form completions
- Newsletter subscriptions
How to optimise:
- Align landing page content with user intent
- Simplify the conversion process
- Use persuasive and strategic CTAs
An affordable SEO agency can help you track these conversions and adjust strategies accordingly to improve ROI.
11. Top Performing Pages
Your best content deserves regular attention and optimisation. Knowing which pages bring in the most traffic and engagement helps you capitalise on what works.
Track the following:
- Organic traffic by landing page
- Average time on page
- Engagement metrics like scroll depth
Tips to maximise value:
- Update content regularly to keep it relevant
- Add internal links to newer content
- Repurpose successful content across formats (e.g. videos, infographics)
12. Mobile Performance
Mobile devices now account for over half of all web traffic. Google’s mobile-first indexing makes mobile usability a non-negotiable SEO factor.
Track with:
- Mobile usability report in Search Console
- PageSpeed Insights (mobile tab)
- Bounce rate by device
Key enhancements:
- Responsive design
- Mobile-friendly navigation
- Faster load times and compressed assets
Bonus Metric: User Engagement Signals
User behaviour, like scroll depth, session duration, and social shares, can indirectly influence rankings.
Why monitor engagement?
- Indicates content value
- Predicts likelihood of return visits
- Guides future content development
Using tools like Hotjar or Microsoft Clarity gives further insights into how visitors interact with your site.
Final Thoughts
Measuring the right SEO metrics ensures that you can adapt, refine, and scale your strategy with confidence. While it’s easy to get lost in surface-level numbers, working with an affordable SEO agency helps you focus on what truly drives growth.
Whether you’re aiming to boost visibility, enhance engagement, or grow conversions, these KPIs provide the direction and clarity you need. Make 2024 the year your SEO reporting becomes a powerful tool for business decision-making. By keeping your strategy data-driven, you’ll be well-equipped to stay ahead of the competition and deliver measurable results that matter.
