When is SEO successful? When the website appears for a few favorite keywords? If more visitors come to my website? Or only if there is more money in my cash register at the end of the month? Presumably, each site operator has its own metrics, with which he measures the success of the SEO measures.
Hand on heart: Does any such KPI really have numbers that are regularly collected and compared over time? Because such key indicators are difficult to achieve, especially in the case of such a comprehensive discipline as SEO, and many of them are also not very effective. But this is exactly the point: the general goal of a website to recognize and then the goal achievement in figures "pour". And a "goal" does not necessarily have to be money in the cash office, but it can also mean range in the IVW or the dominance of search results for a specific topic.
And because the goals are so different, I will introduce some fairly simple figures. Thus, anyone can choose the numbers that match their goals.
For SEO little helpful key figures:
• The Pagerank is now at the latest, after a nearly half-yearly update interval, completely discredited. He may make sense for one or another analysis, but he is not helpful as a measure.
• The observation of single keywords is often the focus of website operators. The disappearance of a single search result has already brought some SEO services in Lahore department into a sweat despite increasing traffic and visibility figures. But at least for large websites, the performance of a keyword should not be the focus.
• And then the numbers of Alexa and Compete: It is true that these numbers can be found in the Searchmetrics Suite, but I think both sides, at least for German questionable and at most for a direct comparison of two thematically similar pages legitimate.
For SEO helpful key figures:
• Number of found keywords in the index: This is the one that is called in the performance analysis - ie the emergence of a domain when querying now 24 million keywords. This is something like an index-related visibility and says little about how many visitors you can expect. But sometimes, in some B2B areas, for example, it is also not about traffic. Then this figure is very good.
• Performance Index: Here then flow still the estimated values for the possible traffic. So I have 10,000 keywords in the index, but these are only rarely searched or my page is everywhere at position 99, so the performance index will be close to zero. If I'm in the first place with only one keyword ("Tokio Hotel"), it is very high. Searchmetrics' performance index also includes the results of the organic search as well as those of Paid Search and Video Search.
• Average position of the monitored keywords: The third and most concrete visibility value is the average position of the observed keywords or their occurrence in the index. A very tangible and also useful value - if the keywords really fit the goals.
• The actual traffic observed keywords is probably the closest to reality. For this purpose, the Searchmetrics Suite can be connected to the Omniture Site Catalyst, Google Analytics and now also to eTracker. Then the traffic figures show very accurately the actual visitors. We also learn how simple positional changes really impact - and whether you have put on the right keywords.
• Indexed pages: The more pages you have in Google's index, the more chances one has to be found. As far as the theory is concerned. There are also cases where too many pages are very unfavorable. But when choosing key figures, we take the value.
• The Audit Score is a compressed value, which summarizes individual values from a technical perspective, content representation and visibility in social media.
• Number of backlinks, number of linked domains, number of linked IP address, link thickness: Clearly indirect but important regardless of the number of links on the page. In view of the fluctuating quality here is a pure number indication however very inaccurately ...
• The Searchmetrics Value Rank (SVR) includes some relevant data and will reflect an overall view of the domain. Here, however, in particular, incoming and outgoing links play a role.
• The Searchmetrics SERPs Value (SSV) allows the comparison of multiple domains using the keyword sets - on category level. It allows a quick view of the actual market environment of a website. Provided the keyword fits.
More numbers for SEO from the web analysis:
• Ratio of search engine traffic to the total traffic
• Number of pages with Google traffic.
• Number of keywords (about visitors came)
• Reached with SEO users objectives (eg basket, applications, etc)