Every year, beginners just starting out with SEO tend to ask the same question: what are the key metrics or indicators used to track or evaluate the performance of SEO? Because when many people think about SEO, they think only of Ranking, or the position of their website.
But these days, many people with long experience in SEO know that Ranking, or website position, is no longer the only metric popularly used to measure results. There are also many other KPIs that can be used to gauge the success of your SEO efforts.
In this article, we have gathered tips for choosing the 5 key metrics in the world of SEO in 2023. We guarantee these are the latest updates, ready for you to apply to your work right away. If you're ready, let's dive in.
5 Key SEO Metrics on GA4
Google Analytics 4, or GA4, is a fundamental tool that every novice SEO marketer should know and be able to use. Importantly, this Analytics Tool comes with many key metrics that will help you evaluate the results of your SEO. Here are the important metrics across various categories that we'd like to highlight:
1. Engagement Rate
Engagement Rate is one of the new metrics that has just been introduced in GA4. Many people may already be familiar with this metric, because in almost every aspect of the online marketing world, this term is plastered across nearly every platform. Previously, Google's Analytics Tool, the old Universal Analytics 3, used the term Bounce Rate to assess the performance of a website by measuring whether people clicked into a web page and then closed it without any interaction.
But after the arrival of GA4, a metric called Engagement Rate was added specifically to make the assessment of people's engagement clearer, allowing users to pinpoint the rate of people engaging with the website in greater detail.
2. Enhanced Measurement
Since GA4 is an Analytics Tool that focuses primarily on measuring results through what is called an "Event," one of the Event categories that is included and plays an important role in helping to measure results effectively is "Enhanced Measurement Events." These are supplementary pieces of data that GA4 collects in what are known as Data Streams, giving users more information to evaluate. These include:
This group of Events is recorded automatically when enabled, with no need to write any additional code. It's considered a basic step in enabling Event Tracking for every beginner.
3. Landing Page
A website's Landing Page can be likened to the front door of a house, drawing people in to visit the various content on your website. On GA4, users can create a Report for Landing Pages to evaluate various data such as Users, Engagement Rate, Average Engagement Time, Event Count, and Conversion, or you can add other Metrics and arrange them as needed. For anyone who wants to know how to create a Report page, you can study more in this article
4. The New Bounce Rate
Previously, Google had stated that there would be no Bounce Rate as a Metric, after it had been used for a long time on UA3. But in the end, Google decided to add Bounce Rate back into GA4, placing it within the Exploration Reports page. However, the key difference with this new Bounce Rate is its calculation, which is more detailed and accurate. Instead of counting in the old way, where a visitor who might spend a long time carefully reading the content but did not perform any other interaction and exited within 10 minutes would be counted as a Bounce Rate, which made the results seem rather unfair to the website. With this new update, Google has completely changed the calculation method, instead counting it as the remainder from the Engagement Rate, making it more accurate and reliable than before.
5. Social Media Traffic
On GA4, there is another Report page that is a standout feature for marketers who use marketing channels on social media platforms, whether Facebook, LinkedIn, Instagram, or Pinterest. This data is included within the Traffic Acquisition Report, which helps users check where the various Traffic coming to the website is coming from, making it useful for carrying out various online marketing efforts more effectively.
You can view this through the Social Overview Report page
- Click Acquisition
- Click Social
- Then select Overview
Conclusion
And that's all of the 5 Metrics for SEO that novice marketers should not overlook if they want their website to rank as expected. However, the content in this article does not mean that everyone should only consider these 5 Metrics. Rather, these are the basic fundamentals that will help every marketer develop better content through various insights. So always remember that being obsessed with tracking insights is not wrong, but you must choose to track what is useful and most relevant to your intended objectives.
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