If you want your website to make progress, you need to keep a close eye on your KPIs (key performance indicators) and make adjustments when necessary. But with so many tracking and monitoring services available today—GA, HubSpot, and SEMrush, we're talking about you—it can be difficult to determine which metrics are actually going to effect your website's performance.
So, for all of you who need some SEO tips, here are CNG's top-5 most-impactful KPIs to monitor on your website.
1. Bounce Rate
Bounce rate is the percentage of visitors who navigate away from your site after only interacting with one page.
And obviously, the goal of your site is to encourage users to spend more time on other pages and give you some amount of information, so we want this percentage to be as low as possible. Somewhere between the 1% to 10% range is acceptable; any more than that should raise a red flag.
Keep in mind, though, bounce rate is not always an accurate measurement of how you are communicating with your users!
In fact, if a user is spending a lot of time on one page—say your home page—and leaving, it could mean that you successfully provided the information that user was searching for. Successfully delivering information to users is what you’re trying to achieve!
However, if you maintain a high bounce rate AND the user doesn't spend a lot of time on your page, that usually indicates that users are not finding what they had been searching for (which suggests that your content could use some work).
2. Pages Viewed Per Session
Another key metric is the number of pages a user views per session. As a general principle, users that are engaged tend to click on more pages.
Again, though, this information can be misleading. If a user appears to be clicking on many different pages on a site, it’s possible that they are actually just having a hard time finding the information they want.
To help determine whether this is the case, consider analyzing the average amount of time users spend on a page, as well as the site’s conversion rate.
For instance, if you see that users are clicking around to your different service pages, but they aren't submitting a contact form or even clicking onto the contact page, the problem could be that they weren't convinced that your service is what they need.
3. New Organic Users
The term “new organic users” refers to the number of users who visit your site for the first time and were acquired by organic search. These visitors are identified by their IP address, which means that each user is counted once on each device they use to access the site.
Why does this metric matter?
It helps you keep track of your website's performance on search engines. When a new user is acquired from a search engine, it means the search engine has successfully indexed your site's keywords, and your SEO is working.
In layman's terms, more new organic users means that more people are discovering your business on search engines.
Based on this KPI, you can determine whether or not it's time to adjust your content and keywords to increase your chances of ranking higher on Google.
4. Average Time on Page
This metric is pretty straightforward: it measures how much time, on average, users are spending on a given page. As we previously mentioned, this reflects how engaged users are (and indirectly reflects how engaging your content is)!
So, how long should users be spending on a page? A good target is between one and two minutes on average. Three to four minutes is exceptional!
It takes about that long to interact with content in a meaningful way without skimming through. If users aren’t spending enough time on the pages, consider including more images between blocks of text, or evaluating the quality of the writing and calls to action.
5. Top Landing Pages
This metric is critical for understanding what pages on your site are attracting the most users via search or your blog.
The page with the highest traffic is usually the home page, but not always.
For example, if you publish a blog post on a hot topic, that post may actually acquire more traffic than your home page in a given period. In this instance, we strongly recommend implementing clear CTAs on that page, so to encourage the user to click-through onto the rest of your website.