KPIs – The ones you really need to know – Part 2

KPIs - Welche du wirklich kennen solltest - Teil 2 - SEO & SEA

With these KPIs you understand your customers better and become even more successful!

Welcome to part 2 of our KPI series. In the first part we talked about the basic Key Performance Indicators. We learned that the most important KPIs are the conversion rate, the costs per conversion, the number of conversions and the return on investment.
If you have not read the first part yet: this way.

But now let us take a look at the key performance indicators for SEA & SEO.

SEA KPIs – a brief explanation of the basic indicators

No other marketing channel is as measurable, evaluable and algorithmically automatable as SEA. But of course you still decide how much you want to let go. To be able to make this decision correctly, you should consider the following key figures.

Here you can find out more about how conversion-optimised sliders can help you optimise the performance and how to make the best use of them.

CTR (Click-through-Rate)

This KPI shows you how many people who have seen your ad actually clicked it.
A high CTR speaks for the relevance of your ad content matching the search terms. However, don’t forget that the position in which your ad is placed has an influence on your CTR as well.
Also important: always keep an eye on the length of the visit and / or the conversion rate. Even the best CTR is useless if users cannot find what they expect or are looking for on your website.
Calculation: number of clicks / number of Impressions

CPC (Costs per Click)

This KPI shows you how much a click on your ad costs you on average. This value is usually only really interesting if you do not automatically control your campaigns with a target CPA. A higher CPC in the auction gives you a competitive advantage and a usually higher position.
Calculation: costs / number of clicks

But don’t forget to keep an eye on the conversion rate. Coordinating CR and CTR optimally brings you closer to a successful performance. As a rule of thumb: Once you have optimised your CTR, the next step is to focus on CR in the website and questionnaire optimisation. That means testing, testing, testing. We have summarised here at a glance what you need to consider when testing and optimising: A/B Testing: The most important questions and answers at a glance!

Share of possible clicks

This KPI shows you your share of clicks in the maximum number that would presumably be possible. It also shows you whether you are already making full use of the potential. This depends on your targeting, budget, release status and bids.
Calculation: number of clicks / estimated maximum number of possible clicks

Optimisation factor

This KPI is provided by Google as an indicator and is an estimate of the performance of your Google Ads account. With values between 0% and 100%, it tells you whether you are already achieving the maximum potential or whether there is still room for improvement.

Don’t forget to make the appropriate setup configurations, only then can you track the correct data. How exactly you can do this and what you have to pay attention to can be found in our help centre.

2. SEO KPIs

Both a clear definition of objectives and measurements are a little more difficult. Nevertheless, we will show you some KPIs that can help you to track and optimize your SEO performance.

Keyword-Rankings

The ranking of your keywords is often seen as the KPI of success par excellence and shows the position of your website in relation to a particular search query.
You should consider this value together with your traffic and sales to see how successful your SEO strategy is.

CTR (SEO)

For many keywords you will find a CTR in the Google Search Console. Your page title and meta description have influence on this. You also have the possibility to optimize your CTR by using feature snippets in Google.de.
Calculation: number of clicks / number of organic search results

Domain Trust

This is where the rate on how trustworthy and high quality your incoming and outgoing links are.
The Domain Trust value is a measure of the quality of the website’s outbound and inbound links. These KPIs are also collected by various SEO tools.

User Signals

Take a closer look at how your users* move around your website. The length of stay and bounce rate are particularly important.
Too bad user signals will most likely have a negative effect on your ranking, as the algorithm is signalled that what was searched for was not found on your site and should therefore be kept in mind by you for two good reasons. To improve the user signals you can either change your keyword or fill the content on your site better and more suitable to your keyword, so that the users really feel picked up.

Page Index

Here you can see how many of your individual pages of the website are indexed by Google. This is important, because only these can rank.
If more indexed pages are shown than the website has, this is double content, which is very bad for your ranking. If the index is smaller, some pages are apparently not findable by Google. Of course, this should also be fixed as soon as possible so that you can achieve your goal of a good page index.

Last but not least: Do not think in KPI boxes!

Clearly, there are different KPIs for each channel, which are more important than for others. But never lose sight of the overall situation and try to understand the interrelationships. Your CTR has increased – actually great. But is your turnover stagnating or even declining while your reach remains the same? Maybe you are promising the wrong thing in your ad or the users* don’t find what they need immediately? Then start here and improve the customer journey. For example, with optimised online questionnaires or personalised approaches, you can make it super easy. Find out more about it here.

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