Post by sumiseo558899 on Nov 7, 2024 1:59:07 GMT -5
In this article, we will tell you what types of KPIs exist in SEO and provide a step-by-step algorithm for choosing KPIs that will make cooperation with SEO specialists as effective as possible.
Why do we need KPIs in SEO?
KPI - key performance indicators. And this is exactly what will allow you to express in numbers the gradually achieved result from search engine optimization. At the first stages of work, they are absolutely irreplaceable, because financial investments have already been made, actions have been taken, but a quick monetary "return" is not yet visible.
It is important to understand that in terms of return on investment, SEO does not give a sprint result. SEO is more like a marathon. On average, several months pass before reaching the break-even point, and then the stage of making a profit. It will be unrealistic to evaluate the effectiveness of SEO in monetary terms during this entire period. But no client wants to be in an information vacuum.
In order to provide the customer with the opportunity to control the expenditure of funds and evaluate the effectiveness of search engine promotion, KPIs are selected. They are agreed upon at the start of work and become the main criteria for evaluating the work performed in the future. KPIs may include transitions to the site, calls, submission of applications, and so on - depending on the specifics of the business.
How to choose KPI
Most often, search engine optimization content writing service
is used for information sites, service company sites, and online stores. Each of these types of projects has its own characteristics, and, accordingly, their “needs” are different. This means that there will be differences when choosing KPI.
As a rule, the main needs of an information site are to increase the number of its visitors (traffic growth) and the number of views of messages from advertisers. In such a situation, it is logical to take the indicators of the quantity and quality of incoming traffic, which can be studied using a marketing funnel, plus the clickability of banners of commercial partners, as KPI.
Service websites generally expect specific actions from visitors. These actions (leads) will be the target indicators of the effectiveness of the work performed by the SEO specialist. In this case, it is reasonable to indicate the number of calls received by the client from website visitors and the number of completed applications for the provision of services offered on the website as KPI in the contract.
The main "interest" of an online store is to increase sales, so all KPIs here are tied to them. The key performance indicator will be the number of purchases made by site visitors.
What you should know about KPIs
KPI in SEO can be divided into two types - economic and non-economic. Both are related to ROI (Return On Investment), only the former - directly, the latter - indirectly. Economic KPIs include those whose achievement clearly leads to increased sales and growth of financial profit. In other words, the results of work on such KPIs are obvious, they can be "touched". Non-economic indicators cannot be measured in monetary terms, but they are also important.
One of the most popular wishes of customers is to get the site into the TOP-10 of the search engine for several keywords. Often it seems to them that achieving this goal will naturally lead not only to an increase in traffic to the site, but also to direct economic benefits.
However, in reality, this KPI is included in the non-economic group, and it is impossible to express the benefit of achieving it in monetary terms. In addition, by setting such a task for an SEO specialist, the customer focuses the contractor's attention on it. As a result, the optimizer's motivation to perform a wider range of work on website promotion decreases. In general, getting into the TOP of the search results for several "keywords" is overestimated today. And this is one of the reasons to more thoughtfully select the performance indicators specified in the contract.
In any case, both economic and non-economic KPIs allow you to evaluate the dynamics of changes on the site in quantitative terms. Fortunately, there are now many tools for obtaining such statistics.
Cooperation based on the selection of KPIs is the key to mutual understanding between the client and the contractor during the project, as well as an excellent platform for the most effective promotion.
Step-by-step algorithm for choosing KPI
Let's look at an approximate algorithm for independently selecting KPIs.
Step 1: Determine the specifics of your site. If it is an information resource, it is enough to link the KPI to the incoming traffic indicators.
news
We take one initial cutoff before the start of work, for example, in the graph above it is 1 month from Yandex.Metrica, we forecast growth based on competitor analysis and fix the target level.
If your site is commercial, let's move on.
Step 2: Evaluate consumer demand in your trade niche. You can do this using the Yandex.Wordstat service, which will allow you to check the frequency of use of the words you are interested in among all search engine user queries. It is not difficult, but it is worth understanding how the service works. If you are not ready to do this yourself, contact an SEO specialist. It is advisable to select transactional queries with the words "buy" or "order". In most cases, a figure of several dozen impressions (frequency) of a query is enough to select it for evaluation.
Why do we need KPIs in SEO?
KPI - key performance indicators. And this is exactly what will allow you to express in numbers the gradually achieved result from search engine optimization. At the first stages of work, they are absolutely irreplaceable, because financial investments have already been made, actions have been taken, but a quick monetary "return" is not yet visible.
It is important to understand that in terms of return on investment, SEO does not give a sprint result. SEO is more like a marathon. On average, several months pass before reaching the break-even point, and then the stage of making a profit. It will be unrealistic to evaluate the effectiveness of SEO in monetary terms during this entire period. But no client wants to be in an information vacuum.
In order to provide the customer with the opportunity to control the expenditure of funds and evaluate the effectiveness of search engine promotion, KPIs are selected. They are agreed upon at the start of work and become the main criteria for evaluating the work performed in the future. KPIs may include transitions to the site, calls, submission of applications, and so on - depending on the specifics of the business.
How to choose KPI
Most often, search engine optimization content writing service
is used for information sites, service company sites, and online stores. Each of these types of projects has its own characteristics, and, accordingly, their “needs” are different. This means that there will be differences when choosing KPI.
As a rule, the main needs of an information site are to increase the number of its visitors (traffic growth) and the number of views of messages from advertisers. In such a situation, it is logical to take the indicators of the quantity and quality of incoming traffic, which can be studied using a marketing funnel, plus the clickability of banners of commercial partners, as KPI.
Service websites generally expect specific actions from visitors. These actions (leads) will be the target indicators of the effectiveness of the work performed by the SEO specialist. In this case, it is reasonable to indicate the number of calls received by the client from website visitors and the number of completed applications for the provision of services offered on the website as KPI in the contract.
The main "interest" of an online store is to increase sales, so all KPIs here are tied to them. The key performance indicator will be the number of purchases made by site visitors.
What you should know about KPIs
KPI in SEO can be divided into two types - economic and non-economic. Both are related to ROI (Return On Investment), only the former - directly, the latter - indirectly. Economic KPIs include those whose achievement clearly leads to increased sales and growth of financial profit. In other words, the results of work on such KPIs are obvious, they can be "touched". Non-economic indicators cannot be measured in monetary terms, but they are also important.
One of the most popular wishes of customers is to get the site into the TOP-10 of the search engine for several keywords. Often it seems to them that achieving this goal will naturally lead not only to an increase in traffic to the site, but also to direct economic benefits.
However, in reality, this KPI is included in the non-economic group, and it is impossible to express the benefit of achieving it in monetary terms. In addition, by setting such a task for an SEO specialist, the customer focuses the contractor's attention on it. As a result, the optimizer's motivation to perform a wider range of work on website promotion decreases. In general, getting into the TOP of the search results for several "keywords" is overestimated today. And this is one of the reasons to more thoughtfully select the performance indicators specified in the contract.
In any case, both economic and non-economic KPIs allow you to evaluate the dynamics of changes on the site in quantitative terms. Fortunately, there are now many tools for obtaining such statistics.
Cooperation based on the selection of KPIs is the key to mutual understanding between the client and the contractor during the project, as well as an excellent platform for the most effective promotion.
Step-by-step algorithm for choosing KPI
Let's look at an approximate algorithm for independently selecting KPIs.
Step 1: Determine the specifics of your site. If it is an information resource, it is enough to link the KPI to the incoming traffic indicators.
news
We take one initial cutoff before the start of work, for example, in the graph above it is 1 month from Yandex.Metrica, we forecast growth based on competitor analysis and fix the target level.
If your site is commercial, let's move on.
Step 2: Evaluate consumer demand in your trade niche. You can do this using the Yandex.Wordstat service, which will allow you to check the frequency of use of the words you are interested in among all search engine user queries. It is not difficult, but it is worth understanding how the service works. If you are not ready to do this yourself, contact an SEO specialist. It is advisable to select transactional queries with the words "buy" or "order". In most cases, a figure of several dozen impressions (frequency) of a query is enough to select it for evaluation.