SEO Benchmarks - what is it and how important is it?

SEO (Search Engine Optimisation) is increasingly important in analysing your website statistics, measuring performance and setting conversion goals. There are several technical terms used when talking about these digital performance analysis metrics, which we will clarify in this article.

Rita Russo
Jul 25 2023 • 3 min reading
SEO Benchmarks - what is it and how important is it?

Benchmarks act as performance indicators and are used to measure the success rate of the efforts used to optimise your website for search engines. Benchmarks utilise KPIs (Key Performance Indicators), which are metrics that can be used to measure the performance of your website over time and gain insight into the effectiveness of your organic performance and SEO campaigns.

Benchmarks are important because they allow you to understand the evolution of any performance indicator - of a KPI - and whether the strategy adopted for your website is resulting in more traffic, conversion and lead generation, or whether it needs to be adjusted.

You can analyse the statistical data of your website or landing page through tools such as Google Analytics or Google Search Console, which do all the analysis on a daily, weekly, monthly and even annual basis. Monitoring your SEO strategy is an important step to raise your positioning in search engines and compare your evolution with the competition on platforms like Semrush.

There are several types of SEO Benchmarks that you can use, here are some of the most common:

  • Organic Traffic: refers to the number of visitors that arrive at a website through organic search results on search engines - like Google, for example. It's a good way to see if your site is using good keywords and how much quality traffic it has;
  • Keywords Ranking: is related to the ranking of keywords in search engine results pages. Monitoring these rankings helps you understand which keywords you should use to improve your site's performance. Losing keyword rank means losing traffic on your site, so it is important to always be aware of this issue - create a campaign, as it will track your rank automatically on a daily basis;
  • Click Through Rate (CTR): Click Through Rate refers to the percentage of users who click on a website in Google search results, for example. You can see if your meta titles and meta descriptions attract users' attention and interest;
  • Conversion Rate: is the percentage of visitors to your website who complete a desired action - examples: making a purchase, subscribing to a newsletter or even filling in a contact form;
  • Page Speed: The time it takes for a page on your website to load influences your SEO ranking. Faster loading times make for a better user experience. A good way to see if your website's Page Speed is positive is to use PageSpeed Insights;
  • Backlinks: Backlinks are links found on other websites that point to your website. This point is one of the most important in Google's ranking factors. Tracking and monitoring your backlinks is very important and you can do it through Backlink Analytics.

It is important to realise that SEO Benchmarks can vary depending on your business area, your competition and the specific goals you want to achieve with your website.It is essential to set realistic and relevant benchmarks so that your SEO strategy is successful and you can monitor it regularly.

Keeping up to date with these Benchmarks is the key to being able to follow the evolution of your positioning in search engines.

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