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SarahNavina SEO KPIs: tool and protective screen for professional work
03 May 2017, 20:33 by SarahNavina

EOs should be more paying people than abdomen. Of course, 10 percent of the measures are also a question of intuition. But when it comes to the result and the 90 percent "standard measures", all participants should see the same values and figures. And such values and numbers are commonly called "KPIs" (Key Performance Indicator). Therefore, a few words about what a KPI is, which makes sense in SEO business and how to deal with it.

EOs should be more paying people than abdomen. Of course, 10 percent of the measures are also a question of intuition. But when it comes to the result and the 90 percent "standard measures", all participants should see the same values and figures. And such values and numbers are commonly called "KPIs" (Key Performance Indicator). Therefore, a few words about what a KPI is, which makes sense in SEO business and how to deal with it.

Who or what is a KPI?
First of all, to explain: A KPI is an indicator with the progress and / or the degree of fulfillment of a target is measured and displayed. It is therefore not a number that is "good" or "bad" in itself - but always shows its true value only in the course of time or in comparison with competitors. So if we have 10,000 unhealthy 404 pages on our website, this is neither good nor bad, but depends on how big our page is. But if that gets weaker from week to week, we get closer to our goal of a flawless side. Numbers without a thematic background are not very helpful and should not be collected at all.

The number of pages in the index is a fine example: First, it should be assumed that this number should always grow. Sure, because the more pages you have in the index, the more possibilities for a hit. However, in our customer projects, we almost always encounter the opposite: there are too many senseless pages in the index. These must then be swept out by suitable means. The goal of this KPI is to go down to the start of the project. If we then found a good relationship between the pages in the index and the existing content, the KPI should rise again. The direction has thus changed.

If the download directory has chip coughs, the overall visibility rangles. But is this also a cause for concern?
In addition, KPIs are often already aggregated data and sometimes contain several sub-data. For example, the visibility of a page consists of wanted and unwanted rankings. If there are rapid changes, this is a reason for increased attention - but still no reason for panic. Because if only the unwanted rankings crashed, then everything is all right.

Recommendation: Build KPI Dashboard
Therefore, I recommend every SEO, his personal SEO services in Lahore Dashboard to assemble. In this, for example, come the numbers, which are important weekly. And after just a few weeks, a single short look shows whether the week has gone off particularly well, really badly or as expected. It makes explicit (almost) no sense, if one in the case of a massive ranking loss starts with all possible numbers. This is about as if you think about a backup of the computer after a hard disk crash ...

KPIs for each case
Note: There is no (NO) default table for SEO KPIs. I can only specify many frequently useful numbers, which can be used to monitor and control a semi-normal website. This requires several tools. I assume that the Searchmetrics Suite, Google Webmaster Tools, and Google Analytics (or any other web analytics) are available.

Visibility KPIs
• Organic Visibility (S)
• Universal Visibility (S)
• Paid Visibility (S)
• Project Visibility (S)
• All these metrics compared to the competition (S)
• Directory Visibility (for important directories, possibly with other competitors) (S)
• SERPs-Spreading (in the course of time and with samples eg Peak to 30 -> Penalty) (S)
• Number of keywords in the index (S, GA)
• Position of selected keywords (S)

Visitors from Google
• Google Referrer (GA)
• Traffic of selected keywords (GA, S)
• Duration, bouncerate by Google visitors (GA)

Technology KPIs
• Pages in the index (S, GWA)
• XML data (submitted, indexed) (GWA)
• From the robots.txt blocked URLs (GWA)
• Crawling errors of any kind
• Forwarding errors (eg also mixed forwarding lines)

Content KPIs
• Conversion of SEO visitors (relative to all visitors) (GA)
• Error or missing keywords in meta tags or title tags (S)
• Missing keywords in headlines (S)
• Error in ALT tags of images (S)

Link KPIs
• Link popularity (S)
• Domain popularity (S)
• IP popularity (S)
• IP Class C Popularity (S)
• Aggregated link data such as "Page Strength" (S)
• Anchor texts (S)
• Ratio nofollow-follow (S)
• Ratio Home, Deeplinks (S)
• Links of message pages (S)
• Error in internal link (S)
• Error in forwarding (S)

* The letters in the brackets are the source: "S" for Searchmetrics Suite / Essentials, "GWA" for Google Webmaster Tools, and "GA" for Google Analytics.

How to find KPIs - and verified
The list of KPIs here is only for inspiration and for selection. It also makes no sense to monitor all of these numbers - some of the data can also be captured well in a "normal" tour of the tools. In the KPI dashboard, only numbers that are important and secondly important should be accessed. And with "goal", for example, a publisher's website is basically the reach in visits or even the page impressions (possibly in particularly well-marketed areas). In a shop or an affiliate site, on the other hand, the number of conversions - if possible in areas with high margins. If you only have a web page as a business card, you will probably have to deal with specific keywords, since conversions and / or reach are not really important.


48 errors and 188 warnings in the V3C validator - and still raises super. Good KPI? Bad KPI?
In any case, the KPIs always point towards the company's online marketing goal. And this always points in the direction of strategy or vision. But that's almost going too far. What is certain, however, is that we do not develop these KPIs better than SEOs in the quiet chamber - but together with the people who sell our products or who complete our websites. Only if they also believe that the targets and the KPIs are well-chosen, they will do everything in the case of a KPI large alarm to turn the situation. If, on the other hand, the marketing boss is suddenly confronted with the fact that W3C conformity has not existed since last week, he will just shrug his shoulders and go to work.

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