Establishing KPIs for SEO

When we first start working with a new client at Appyness, one of the first things the team does is to establish clear Key Performance Indicators (KPIs) that we can all agree shows growth. Each KPI is specific for each client, because every marketing push and every app is unique. For a mobile app client, a KPI could be a certain cost per install, while for a Digital Marketing Client it could be a cost per lead (CPL) by channel, depending on the client’s goals and business objectives.


Traditionally, Search Engine Optimization (SEO) KPIs tended to focus on gaining a certain ranking in the search engines for a particular keyword ranking. However, we don’t stop there because that’s not always the best strategy for individual clients’ needs. While ranking on page 1 for a particular high volume keyword can definitely drive organic traffic to a landing page, that doesn’t necessarily equate to revenue. In our experience, we’ve seen many of our clients drive more revenue from landing pages that rank for more phrases, like keyword strings, versus broad, exact match keywords.

Search Engine Land recently put out a great article, KPIs for SEO: measuring SEO success, which highlighted some of the KPIs that can be established on both the agency and the client side. Just as this article suggests, at Appyness, we define KPIs for our clients depending on their business objectives and goals. For example, let’s say we have a client that wants to increase their organic leads from an SEO page. The KPI we would establish around that SEO page for our client would be organic lead volume with secondary KPIs focusing on conversion rate and traffic volume.  

Search engines have also adapted their algorithms to focus more on quality content that is cited and shared across the web. Trust and quality metrics such as MOZ’s Domain Authority, Page Authority, and Spam Score, have become vital KPIs that can detect SEO health and performance.

These are just a few of the KPIs that we like to focus on for our clients at Appyness. If you’re looking to improve  your digital or app marketing performance, connect with us today.