SEO KPIs (also called SEO metrics when no goal is attached) are measurements that show whether search optimization is reaching a defined goal. KPI stands for key performance indicator. In common usage, a number becomes a KPI when it is linked to a target, for example more leads from organic search.
Metrics from Search Console
The performance reports in Search Console define four values:
- Impressions. How often someone saw a link to the site on Google. Depending on the result type, the link might need to be scrolled or expanded into view.
- Clicks. How often someone clicked a link from Google to the site.
- CTR. Clicks divided by impressions.
- Position. A relative ranking of the link, where 1 is the topmost position. Shown only for Google Search results. In reports it is the average across all queries where the content appeared.
Metrics from analytics
Google Analytics assigns visits from non-ad search results to the Organic Search channel, including Google’s AI Overviews and AI Mode. Classic and AI-supported results therefore share one channel there. Whether visits lead to leads or sales depends on the goals configured for the site.
Ahrefs argues that bounce rate, exit rate, pages per session and session duration are unreliable for judging SEO. The article calls them skewed by setup, ad blockers and session timeouts.
Common mistakes
- Reading average position as a fixed rank. It is an average over many queries.
- Treating Search Console clicks and analytics visits as the same number. Each tool counts in its own way.
- Reporting metrics without a goal or time period.
Sources
- Impressions, position, and clicks – Search Console Helpsupport.google.com
- Default channel group – Google Analytics Helpsupport.google.com
- 10 SEO Metrics That Actually Matter (And 4 That Don't) – Ahrefs (secondary, 2021)ahrefs.com
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