SEO improvements are directly beneficial to business goals. Search engines can account for 50% of a website’s traffic sources. In many cases, the relationship between website traffic and business is a direct one:
- Your website is your virtual storefront
- Future and current customers search for your business type or your products and services online
- Your website is your product
- Your website is your means of delivery
Qualified website traffic is therefore a strategic goal with high profitability that must be integrated into any global business objectives. And SEO makes it possible to generate qualified traffic with a ROI that can’t be equaled in other acquisition channels.
SEO KPIs are linked to your company’s business goals: SEO aims to improve visibility, traffic and sales. You need to link these marketing KPIs to the business targets of your stakeholders. To do that, clearly establish the relationship between technical elements on your website, their effect on traffic, and broader business data and company-wide KPIs. One of the most effective ways to do this is to cross-analyze data from analytics solutions such as Google Analytics with data from technical SEO audits. In Oncrawl, for example, this allows you to determine the SEO metrics that have the most impact on your site, and the optimizations that can make the most difference for SEO traffic. You can also use data scraping to obtain information about products (pricing, stock…) you might not otherwise have access to, and imports to include business metrics (priority markets, profit margins, conversion quality…) related to your website’s pages. Finally, you may also want to include SEO performance metrics in company-wide business analyses and dashboards.