As a B2B company analysing your SEO KPIs, you understand the importance of running an effective SEO campaign to attract customers to your website.
Measuring the right KPIs will provide your business and executives with actionable data that you can use to maximise the effectiveness of your SEO.
However, if you aren't actively measuring the effectiveness of your SEO strategies, you will most likely lose market share to your competitors.
As one of the leading Enterprise SEO Agencies in Australia; our experts at Marketix focus on the key B2B KPIs that provide true value and are important to measure as part of your campaign.
In this short guide, we'll walk you through the 10 Critical SEO KPIs for B2B Marketing, taking our clients' SEO to the next level.
B2B websites typically have longer lead times than either B2C service, or eCommerce B2C websites.
The regular user will first visit the site to educate themselves before taking action. Then they'll usually go consult internally with a company decision-maker and stakeholders to approve any transaction.
Here are the top 10 KPIs and metrics that should be analysed and used as KPIs for B2B websites.
One of our first tasks when evaluating your various KPIs is to check your indexation. This shows the number (and ratio) of existing pages that can be found on Google. Keeping an eye on this figure will allow you to determine if Google has found any issues with your website or pages.
Additionally, you want to make sure that no technical errors are preventing Google from either crawling or understanding the context behind the pages of your website.
This area falls under the realm of Technical SEO, which is to ensure that Google understands the technical architecture of your website and can effectively crawl your website.
Your SEO efforts will only be effective if Google recognises, indexes, and lists the pages of your website. Whether it's for B2B or any other kind of business, checking your indexation is a crucial starting variable to work with.
The term "organic visits" refers to visits that originate from search engines.
Providing your audience with relevant and high-quality content helps to ensure that your organic SEO generates more clicks. It also increases your website's credibility and authority in the eyes of Google. This also means that users will find you more frequently as they search for a range of keywords.
Needless to say, if you're receiving zero organic search hits, your search engine optimisation efforts are failing.
Page impressions indicate how frequently your website and its subpages are visited. When a browser requests a website, the server sends the corresponding HTML document. This action records the visit as a page impression in the server's log file.
Page impressions are important because they indicate how appealing your website is to your visitors. Companies can then use this key figure to determine which pages to advertise on or to place key conversion calls to action. Page impressions also reveal which channels visitors use to reach your page, indicating specific optimisation opportunities.
SEO entails much more than simply having your website rank higher in the SERPs (search engine ranking position). The ultimate goal is to drive as much relevant organic traffic as possible to your website. Your click-through rate, or CTR, informs you about the performance of your SERP-ranking pages.
Measuring the CTR of your ranking pages will tell you how many people visited them out of the total number of SERP users searching for a given query.
Any time a website visitor takes the next step toward becoming a client, that is a conversion. It usually happens when someone fills out a form on your website, gives you their contact information, and becomes a lead or MQL.
Your conversion rate is usually the same as the number of leads that your website generates.
Your conversion rate is the percentage of visitors who convert after visiting your website. To calculate that percentage, your analytics software examines the total number of visitors to your site over a specified period. This total is then divided by the number of conversions on your site.
This gives you the overall conversion rate of your website. Individual pages will have different conversion rates, and your site's overall conversion rate is an average of all of your pages.
Your conversion rate indicates whether your website is effectively generating new leads and tracking them on a per-page basis this allows you to improve your conversion rates for core commercial pages.
The keyword intent represents the user's search intent. It's what a user is likely to do when looking for a specific phrase. Whilst we cannot always be certain, we can build assumptions on the intention.
The intent of a keyword can be split into 4 categories, according to SEMrush:
Informational intent: This type of intent is often associated with keywords that people use when they are looking for information or answers to a specific question. For example, someone might search for the keyword "how to bake a cake" with the intent of learning how to make a cake.
Navigational intent: This type of intent is often associated with keywords that people use when they are looking for a specific website or web page. For example, someone might search for the keyword "Facebook" with the intent of finding the Facebook homepage, or "Google Search Console documentation" with the intent of finding GSC documentation to help anlayse their search data.
Transactional intent: This type of intent is often associated with keywords that people use when they are looking to make a purchase or take some other specific action. For example, someone might search for the keyword "buy laptop online" with the intent of purchasing a laptop from an online retailer.
Local intent: This type of intent is often associated with keywords that include a location, such as a city or region. For example, someone might search for the keyword "IT security consultant near me" with the intent of finding a local IT security consultant that comes on-site.
Commercial intent: This type of intent is often associated with keywords that people use when they are considering making a purchase but are not yet ready to commit. For example, someone might search for the keyword "best laptop for businesses" with the intent of learning more about different laptop options before making a decision.
It is also possible for the intent of a keyword to belong to multiple categories.
When it comes to keyword research, keyword intent is without a doubt the most important concept. It enables you to better meet your users' needs and align your content and landing pages with their intentions so you can have the desired outcome; whether that is a conversion at the bottom of your funnel, or an educational piece (like this one) to build trust in your brand.
Keyword Ranking shows how well (or badly) your target keywords rank in the search engine result positions. The higher the ranking, the more visitors the website receives. This will bring you much closer to your other goals, such as traffic, conversions, MQLs, and leads.
This key performance indicator is directly related to the success of your SEO campaign. It informs you whether or not your relevant main keyword is ranking. The goal should be to rank on the first page for your given keywords and in the best case, the top 3 SERP positions.
Your bounce rate is a measure of how frequently visitors to your site leave after only viewing one page. A high bounce rate may be a sign of several issues, including poor site design, lengthy load times, or uninteresting and irrelevant content that is missing the mark.
While a 100% bounce rate is bad for an online store, it is meaningless for a blog. After all, an article can be read without clicking through to another page; unless you are using closely related internal links that will guide users through to other relevant pages that will capture your audience.
A Marketing Qualified Lead, also known as an MQL, is a website visitor whose level of engagement indicates that they are likely to become a customer.
A lead might have read your blog posts, read feature pages, downloaded content, reviewed your customer case studies, and visited your pricing page. These events qualify the visitor as an MQL, and therefore your sales team can and should now engage with the visitor promptly.
The significance of individual b2b SEO KPIs can shift as the Google algorithm evolves, and you must constantly keep up to date with these important changes.
Our SEO experts can assist you in developing a strategy to keep your B2B business relevant and competitive in today's market.
Our team can help you understand and benchmark your current B2B KPI metrics against industry standards.
We’d love to help, get in touch with Marketix today.