The Ultimate Guide to SEO KPIs with Mavlers

So, you are a brand or business owner who has decided to outsource your brand’s SEO requirements to an offshore outsourcing agency.

In your endeavor to find the right fit outsourcing digital marketing agency, you might have chanced upon Mavlers, a full-suite digital marketing agency that might fit the bill for you. 

Are you wondering how to select the ideal agency for your business? Here’s a comprehensive list of factors that you should carefully consider to ensure you make an informed decision! 

But before you sign across the dotted line, you must be clear on SEO benchmarks so that you can fully understand the pertinent concern: “How to measure SEO performance?”

In today’s blog, we will walk you through the following concerns that you might have before partnering with Mavlers for your SEO needs. 

• Understanding KPIs in SEO
• An insight into how we conclude KPI numbers at Mavlers 

By the end of this blog, you will have clarity on how to measure SEO performance when you partner with Mavlers with a deeper understanding of SEO benchmarks.

Let’s switch the rank up, people, shall we?! 😉 

Source

Understanding KPIs in SEO

KPIs are specific metrics used to evaluate the success of an SEO campaign. They help understand whether the strategies implemented are leading to the desired results and where improvements are needed. At Mavlers, we prioritize two primary KPIs that we believe are the most indicative of successful SEO efforts.

1. Traffic

Traffic refers to the number of visitors that come to a website. In SEO, different types of traffic include Organic, Direct, Referral, and more. However, at Mavlers, organic traffic is considered the primary KPI.

An overview of traffic in the context of SEO: Traffic measures the number of visitors to a website. It is a fundamental indicator of the website’s visibility and attractiveness to potential users.

Let’s delve into the different types of traffic:

• Organic traffic: Visitors who find your website through search engines.

• Direct traffic: Visitors who type your URL directly into their browser.

• Referral traffic: Visitors who visit your website through links on other websites.

• Social traffic: Visitors who come from social media platforms.

Importance of organic traffic as a primary KPI: Organic traffic is crucial as it indicates the effectiveness of SEO strategies in attracting visitors from search engines. At Mavlers, the number varies from client to client, with a minimum of six months to provide a KPI shared in the third month. Organic traffic growth reflects successful optimization and relevance of content to users’ search queries.

Tools that we use at Mavlers for measuring traffic: Tools like Google Analytics are used to monitor and analyze traffic data. It provides valuable insights into various aspects of traffic, such as the source, behavior, and conversion rates of visitors.

2. Ranking

Ranking refers to a website’s position in search engine results for specific keywords. Higher rankings typically lead to increased visibility and traffic.

An overview of keyword ranking in the context of SEO: It is the position a website holds in search engine results for a particular keyword. High keyword rankings are indicative of effective SEO strategies and relevant content.

Let’s now delve into the role of keyword research in ranking: Keyword research is vital and is prioritized in the first month. We then align keywords with different, relevant pages and set KPIs for 15 keywords to improve their rankings. Effective keyword research identifies the terms and phrases most relevant to the business and its audience.

We must now acquaint ourselves with the importance of tracking keyword positions. Tracking keyword positions helps understand how well the website performs in search results. Continuous monitoring allows for timely adjustments to SEO strategies.

Here’s an insight into the tools we use at Mavlers for monitoring rankings: Monitoring rankings involves manual efforts and tools like SEMrush. These tools provide detailed insights into keyword performance and competitor analysis. You can check out our whole tech stack here!

Now that we are clear on the primary KPIs (traffic and SERP rankings), let’s explore how we set SEO benchmarks at Mavlers. 

An insight into how we conclude KPI numbers at Mavlers 

At Mavlers, concluding traffic and ranking KPIs involves a detailed process that ensures realistic and achievable targets.

Let’s now explore how we conclude traffic KPI at Mavlers. 

1. Data analysis: We analyze data from the past 2 or 3 years to understand traffic trends and marketing events. This historical data provides a baseline for setting realistic KPIs.
2. Keyword ranking analysis: We check the number of keywords ranking each year. Understanding the existing keyword performance helps in setting achievable growth targets.
3. Growth estimation: We estimate growth in terms of ranking and targeting new keywords. This involves identifying opportunities for optimization and expansion.
4. Traffic calculation: Based on past Click-Through Rates (CTR), we calculate achievable traffic. Past CTR data helps in predicting future traffic based on improved rankings.
5. KPI basis: KPIs are provided on a Year-over-Year (YOY) and Quarter-over-Quarter (QoQ) basis. This approach accounts for seasonal variations and provides a consistent framework for performance evaluation.

Let’s now look at our six monthly KPIs for improving organic traffic:

6 Monthly KPI (Jun’24 to Nov’24)

Improve organic traffic – The objective is to increase relevant organic traffic to the website. 

• We aim to achieve an approximate 48% improvement in the XYZ client’s website’s organic sessions from June 24 to November 24.

Organic Traffic Scenario 

Last Year Performance

Next 6 Months Forecasting

MONTHS	ORGANIC SESSIONS	Sessions Type
Jun’24	4678	Forecast
July’24	5146	Forecast
Aug’24	5506	Forecast
Sept’24	5396	Forecast
Oct’24	6043	Forecast
Nov’24	5922	Forecast
Total	32,689

We will now delve into how we conclude ranking KPI at Mavlers. 

• Experience-based conclusion: Ranking KPIs are concluded based on experience. Our team’s expertise and historical data guide realistic target setting.

• Keyword targeting: We define target keywords aligning with client goals. Aligning keywords with business objectives ensures that SEO efforts drive relevant traffic.
• Position check: We check the current position of these keywords. Understanding the starting point is crucial for setting realistic improvement targets.

• Competition analysis: We analyze competition, backlinks, content, page speed, etc. Analyzing these factors helps identify the necessary steps to improve rankings.

• Final KPI setting: Based on this analysis, we conclude the number of keywords we can grow and achieve. This ensures that the KPIs are both challenging and achievable.

Let’s explore how we provide keyword-based KPIs for any client. 

The focus would be improving the targeted keywords’ visibility on https://www.google.com/’s SERP results. Currently, we are targeting 15 keywords. We have showcased the current ranking data, i.e., May’24 data, in one column and also given the projected score in another column for November ’24. 

We’re aiming to rank the targeted keywords as per the following projections by Nov’24:

• 12 keywords in the top 10  positions
• 3 keywords in the 11-20 positions

Organic Rankings Scenario

Keywords Position Distribution	Current No. of keywords (May 24)	Projected No. of keywords (At the end of Nov’ 24)
Top 10	7	12
11- 20	1	3
21-50	3	0
51-100	3	0
Not in 100	1	0

Setting SEO benchmarks

Setting SEO benchmarks is crucial for measuring progress and success.

• Importance of initial benchmarking: We conduct a Year-on-Year analysis of average traffic instead of a quarter-based analysis to iron out spikes caused by festivals, etc. This approach provides a more accurate picture of long-term trends.

• Analyzing historical data and competitors: Benchmarking involves analyzing historical data and competitors to set realistic goals. Understanding the competitive landscape helps in setting achievable and relevant targets.

Monitoring and reporting

Regular monitoring and reporting are essential for tracking SEO performance and making data-driven decisions.

• Regular tracking and analysis: Regular tracking helps keep employees updated on performance. Continuous monitoring allows for timely adjustments to SEO strategies.

• Tools and software for monitoring KPIs: Tools like SEMrush and Moz are used for monitoring. These tools provide detailed insights into various SEO metrics and performance indicators.

• Frequency and types of reporting: Reports are generated weekly, monthly, and quarterly. Regular reporting ensures that clients are kept informed about the progress and performance of their SEO campaigns.

Data interpretation

Interpreting data correctly is crucial for understanding trends and making informed decisions.

• Understanding trends and patterns: Analyzing trends helps in understanding performance over time. Identifying patterns allows for strategic adjustments.

• Identifying factors influencing changes in KPIs: Identifying factors such as algorithm updates, competition, etc., helps understand performance fluctuations.

• Using data to make informed decisions: Data-driven decisions help in improving strategies. Using data effectively ensures that SEO efforts are aligned with business goals.

The road ahead

We now suggest taking a deep dive into how pro Mavlers are at conducting technical SEO.