Back in 2008, when I introduced my job to others, I would need to explain about what SEO is.
Today, that is no longer the case. Most businesses have recognized SEO as the most effective digital marketing tactic.
With more businesses are applying SEO, we have a new challenge: Which SEO KPIs do we need to measure?
What is Meaningful SEO KPI?
Meaningful SEO Key Performance Indicators (KPIs) have obvious impact on your SEO campaign. They also provide actionable insights in making business decision. Some examples of SEO KPIs include:
- Organic search growth
- Click-through-rate (CTR)
- Ranking positions
- Conversion rate
- Bounce rate
Measuring Meaningful SEO KPIs
epic content coming soon.
Ranking Position: Does it Still Matter?
Ranking position is the most common SEO KPI you have probably heard of. Afterall, “higher rankings = more traffic“, right?
Unfortunately, not really.
Here are a number of reasons why:
- Google Ads lower your clicks. Throughout the years, Google is making their Google Ads design less obvious as an ads. With up to 4 Google Ads on top, there is no surprise you receive less clicks even if you ranked on position #1.
- Google Maps lower your clicks. Google Maps help users to find places in their community. Combining Google Ads and Google Maps, it often take 4 mouse scrolls until we see the organic listings.
- The keyword has low search volume. It is obvious that you would not receive many clicks from keywords that has only 10-100 searches per month.
- Poor meta tags. Meta title and meta description are the first things most searchers would scan and decide if they want to enter your website. Poor meta tags can hurt your Click-through-rate (CTR). I have written a blog on how to improve your CTR.
But Why Are There so Many SEO Agencies Still Measuring Ranking Positions?
It Makes the SEO Proposal More Attractive
If you engaged with an SEO specialist in Malaysia before, some of them would provide some sort of rankings guarantee (which is actually against the Google’s guidelines). These kind of guarantee might do more harm than good for your SEO campaign. In the future I can write another topic on this.
Rankings Are Easy to Understand
Ranking positions are self-explanatory: the higher, the better. It saves the time and energy of SEO providers to communicate SEO campaign performance to their clients.
Rankings Can be Good Complimentary KPI
Lastly, many Malaysia SEO agencies are still using ranking positions as KPI because it still matters, at least to certain extent. Rankings can be good complimentary KPI to organic search growth.