It is clear that any business cares about leads, sales, profit. But demanding this from SEO is like asking a cleaning lady… sorry, a cleaning manager for sales growth in a supermarket. Yes, the top positions of a site in search results affect the ultimate goals of a business. But making a site generate leads from traffic is already the task of a web analyst, and converting them into purchases is the job of a sales manager.
Two main KPIs are use in SEO : positions and traffic.
The choice of indicator for an SEO campaign depends on the features of the site and its current positions in search results.
For example, the target queries of the germany whatsapp data resource are in the top 5. Measure SEO Performance work is being do on it, but the traffic is stagnating.
This is a normal situation, such a site is considered successful. But even if the positions grow by a point or two, there will be no dramatic increase in traffic.
If you choose traffic as a KPI for such a site, it is difficult to say how effectively the SEO specialist earns his salary. If you take positions as a KPI. Measure SEO Performance then their dynamics will show that the work produces results – improving the visibility of the resource in the search results.
Let’s figure out in which cases which indicator should be taken as a KPI.
Positions
Positions — the site pages strive to occupy / already occupy the first 10 lines (top) of search results for target queries. This KPI is suitable for small online stores and service sites of any subject. An important condition is that the main demand is distributed over a finite number of queries.
Pros:
Any result is achieved through positions: if target queries are at the top of the search results, the site receives target traffic. Here, for forecasting. Measure SEO Performance we focus on specific queries, so at any moment we can understand what is happening with them and whether there is any dynamics in the positions.
The indicator indirectly influences the increase in brand/company recognition: if the request is in the top positions and is in demand, the number of users who see the site increases.
Randomization of search results.
Search engines (SEs) periodically fluctuate search results to show users sites they have not yet seen (pages outside the top 10 for target queries). In this way, search engines protect themselves and their algorithms. Measure SEO Performance which often do not allow high-quality sites to reach the top. In the case of randomization, such sites can accidentally get into the coveted top ten.
It is impossible to predict data monetization: even more value for your data randomization and, moreover, to influence its results; all that remains is to work on the quality of the site.
This fact forces marketers and business owners to agree in advance which query will be successful and how many days it should be in the target top to be consider successful (usually more than 15 days/month).
Personalization of search results .
Yandex adjusts the search results to the personal preferences of users. The algorithm is based on the analysis of user behavior, the history of their search queries and visited sites. For example, if you often search for recipes or places to eat, then the first thing you will see when you type “Caesar” is a salad recipe, not a biography of the ancient Roman emperor.
Thus, the same query can be in phone number vietnam the eighth position for one user and in the tenth for another. In both cases, the query is at the top, but the higher the position of the resource, the more likely it is to be visit.
Position does not mean transition. Yes, the first positions significantly increase the probability of user transition. Measure SEO Performance but no one can guarantee this: neither the search engine, nor the SEO specialist.