If you asked a group of five SEO professionals what they thought the top SEO data metrics of a site are chances are high that you’d get 5 different responses. Some answers may be similar but typically SEOs have their own opinion about what’s most important.
If you’re into SEO like we are you know it’s all about data – numbers, line graphs, pie graphs, percentages, etc. We do a lot more than just analyze data, but data that tells us how we’re doing and what we should do next. Because of that we’ve quickly put together some of the top SEO data metrics of a site.
Visitors (now referred to as “sessions” in Google Analytics) help us figure out what we’re doing right and wrong with the site. It’s all about analyzing user interaction. Learning where they click and how long they stay can say a lot about your site. Visitors can also provide information about the bounce rate, page views, form submissions, and the list goes on. Naturally you want to see the number of visitors increase over time, but it’s just as important to focus on other metrics along the way.
Organic visitors are those who found your site using various keywords and phrases. They weren’t searching for your site but they happen to find it and click on it. One of our jobs as an SEO is to increase organic search visits.
The bounce rate is a metric that Google definitely uses to measure the quality of a site. It is the percentage of visitors who find your site and leave it (bounce) after only viewing one page. A site with a high bounce rate will not be valued in Google’s eyes and therefore it will appear less frequently in search results.
Opposite of the bounce rate is visit duration and pageviews. You want to look at this data because it tells you how visitors are interacting with your site. Ideally you want visitors to navigate and read the content. It means you’re providing them with information they want. If you’re wondering if you can improve user interaction, start by evaluating the visit duration and pageviews before anything else.
Number of Pages
Although Google has made it clear that the number of pages a site has does not impact its ranking, it only makes sense to say that having fewer pages means you may attract less visitors. If you increase the number of quality pages on your site you increase your chances of getting more traffic. Having more pages won’t help with the overall ranking of your site, but it is important to always be growing whether through individual landing pages or blog posts.