What is KPI?
Key Performance Indicator (KPI) is a measurable metric used to track progress toward specific business objectives. In SEO, KPIs quantify the effectiveness of optimization efforts by monitoring metrics like organic traffic growth, keyword rankings, conversion rates, and revenue from search. Selecting the right KPIs ensures SEO strategy aligns with business goals and demonstrates ROI.
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What You Need to Know about KPI
Align KPIs With Business Objectives
The metrics you track should directly connect to revenue goals, not just vanity metrics. Focus on conversions, customer acquisition cost, and organic revenue rather than traffic alone.
Track Leading and Lagging Indicators
Leading indicators like ranking improvements predict future performance, while lagging indicators like revenue show results. Monitor both to understand what drives outcomes and adjust strategy.
Avoid Vanity Metrics
High traffic numbers mean nothing without conversions. Prioritize metrics that measure business impact—conversion rates, qualified leads, and customer lifetime value from organic search matter more than raw visitor counts.
Set Baseline and Target Values
KPIs need context to be meaningful. Establish current performance baselines and set realistic targets based on historical data, competitive analysis, and business capacity to handle growth.
Review KPIs Regularly
Monthly reviews identify trends and issues early. Weekly checks during active campaigns help catch problems quickly. Annual reviews ensure your KPIs still align with evolving business priorities.
Segment KPIs by Channel and Page Type
Product pages, blog content, and landing pages perform differently. Tracking KPIs separately reveals which content types drive results and where optimization efforts should focus for maximum impact.
Frequently Asked Questions about KPI
1. What KPIs should ecommerce sites prioritize?
Organic revenue, conversion rate, average order value, and product page rankings matter most. Track assisted conversions to see how organic search influences purchases across multiple touchpoints before final conversion.
2. How many SEO KPIs should you track?
Five to eight core KPIs provide sufficient insight without overwhelming analysis. Select metrics that directly tie to business goals and can be acted upon when they move in the wrong direction.
3. What’s the difference between SEO metrics and KPIs?
Metrics are any measurable data points. KPIs are the specific metrics that matter most to your business success. Not every metric deserves focus—KPIs represent the vital few that drive decisions.
4. How often should SEO KPIs be reported?
Monthly reporting works for most businesses, providing enough data to spot trends without excessive noise. Executive stakeholders typically need quarterly reports focused on business impact rather than technical details.
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