Key SEO metrics to include in your marketing reports

A successful SEO strategy is never static—it must continuously adapt to evolving search engine algorithms, emerging technologies like AI, and shifting user expectations. To steer this evolution effectively, tracking the right KPIs is essential. In this article, we explore the core performance indicators every business should monitor to strengthen its SEO efforts, while keeping in mind that some metrics may gain relevance depending on specific contexts such as industry, company size, or market focus.

In this article, you’ll discover the key SEO KPIs to track, where to access them, and a few free reporting examples to help you get started. The goal: help you focus on what really matters and make data-driven SEO decisions.

Essential SEO KPIs to track

In the following sections, we’ll walk through 14 essential SEO KPIs, grouped into four strategic categories:

• Visibility, to measure how well your site appears in search results
• Technical and linking performance, which impact crawlability, indexing, and authority
• User experience, to understand how visitors behave once they land on your site
• Conversion, to track how SEO contributes to business outcomes

These categories follow the natural flow of an SEO journey—from being found to converting visitors—while integrating the key factors that influence performance at each stage.

Impressions

Impressions represent the number of times a page from your site appears in users' search results, regardless of whether they click. This KPI gives you an early signal of visibility and search engine exposure.

• ‍Where to track: Google Search Console → “Performance” report‍
• Reporting tip: Track impressions over time per query or page to identify opportunities for ranking optimization.

Clicks

Clicks measure how often users choose your content in search results. It's a direct indicator of interest and relevance, showing whether your title and meta description resonate with search intent. An increase in clicks typically means better alignment between your content and user needs.

• ‍Where to track: Google Search Console → “Performance” report‍
• Reporting tip: Monitor click trends by page or query, and correlate with metadata improvements or changes in position.

CTR

Click-Through Rate is the ratio of clicks to impressions. It reflects how compelling and relevant your search snippets are. A strong CTR often signals that your content is competitive in SERPs, even if you're not ranking first.

• Formula: CTR = (Clicks / Impressions) × 100
• Where to track: Google Search Console
• Reporting tip: Filter by high-impression, low-CTR queries to identify pages where meta title and description updates could improve performance.

Position

Position refers to the average ranking of a URL for a specific query. It helps you understand your visibility level and how it compares to competitors. The closer to position 1, the more likely your content is to be clicked and drive traffic.

• Where to track: Google Search Console → “Performance” report
• ‍Reporting tip: Track rankings for priority keywords over time and analyze correlations with content updates or link acquisition.

Error 4xx

4xx errors (like 404 - page not found) occur when a page is requested but cannot be found. They can harm user experience and block search engines from crawling your site properly. Monitoring them ensures your site remains healthy, navigable, and SEO-friendly.

• Where to track: Google Search Console, Screaming Frog, Ahrefs Site Audit
• ‍Reporting tip: Report the number and type of 4xx errors monthly, and highlight resolved vs. remaining issues.

Web Core Vitals

Core Web Vitals are Google’s performance signals measuring loading speed (LCP), and visual stability (CLS). They directly affect user experience and are officially part of Google’s ranking criteria. Poor scores can reduce both rankings and conversions.

• ‍Where to track: Google Search Console → “Core Web Vitals”, PageSpeed Insights
• ‍Reporting tip: Include pass/fail status by URL group and show progress over time on key metrics.

Domain Authority (DA) / Domain Rating (DR)

DA (Moz) or DR (Ahrefs) is a proprietary score estimating your website’s authority based on the quality and volume of backlinks. While not a direct ranking factor, it strongly correlates with your ability to rank competitively.

• ‍Where to track: Moz, Ahrefs‍
• Reporting tip: Track changes in DR alongside backlink growth, and compare with competitors to benchmark SEO authority.

Backlinks Volume and Quality

This KPI measures both the quantity of referring domains and the authority or relevance of those links. Backlinks are one of the most impactful SEO signals—they indicate trust, authority, and help pages rank better.

• ‍Where to track: Ahrefs, Semrush, Majestic‍
• Reporting tip: Distinguish between total backlinks and referring domains, and highlight high-authority or contextually relevant links gained.

Sessions

A session is a set of user interactions with your website within a single visit. It reflects the volume of traffic your SEO is driving. Tracking sessions helps you assess the reach and scalability of your organic strategy.

• ‍Where to track: Google Analytics (GA4)‍
• Reporting tip: Focus on organic sessions and segment by landing page or content type to see which areas perform best.

New Users

New users are first-time visitors to your site. This KPI shows how effective your SEO is at reaching fresh audiences and expanding your visibility. High new user rates can signal strong discoverability and top-of-funnel performance.

• ‍Where to track: Google Analytics (GA4)‍
• Reporting tip: Break down by source/medium and geography to align with audience targeting goals.

Engagement Rate (or Bounce Rate)

Engagement rate measures how many sessions included meaningful interactions, like clicks, scrolls, or conversions. It reflects how relevant and engaging your content is to users coming from search. A high engagement rate means users are interacting with your site, while a low one may signal content mismatch or usability issues.

• ‍Formula: Engagement Rate = (Engaged Sessions / Total Sessions) × 100‍
• Where to track: Google Analytics (GA4)‍
• Reporting tip: Track engagement rate by landing page and device to identify content that holds user attention—or doesn’t.

Session Duration

Session duration is the average length of a user visit. Longer sessions generally suggest higher content value or user interest. However, it should be contextualized—high duration without conversion might indicate friction.

• ‍Where to track: Google Analytics (GA4)‍
• Reporting tip: Compare session duration across page types or funnel stages to assess engagement depth.

Conversion Volume

Conversion volume is the total number of desired actions (like purchases, signups, or form submissions) from organic traffic. It directly connects SEO performance with business value and helps justify ROI.

• ‍Where to track: Google Analytics (GA4), CRM tools, e-commerce platforms‍
• Reporting tip: Attribute conversions to landing pages and query types to identify your top SEO drivers.

Conversion Rate

Conversion rate is the percentage of visitors who complete a conversion. It measures the efficiency of your SEO efforts in driving meaningful results—not just traffic, but value.

• ‍Formula: Conversion Rate = (Conversions / Sessions) × 100‍
• Where to track: Google Analytics (GA4)‍
• Reporting tip: Segment by device, channel, or audience type to find friction points or high-performing user segments.

‍

From SEO KPIs to actionable strategy

Measuring SEO performance goes far beyond tracking rankings or traffic alone. By focusing on a combination of visibility, technical health, user engagement, and conversion KPIs, you gain a comprehensive view of what’s working—and where to improve. These 14 indicators provide a solid foundation for monitoring your SEO strategy, aligning efforts across teams, and demonstrating tangible results to stakeholders.

To simplify and centralize this data, tools like Catchr can help you connect sources such as Google Analytics and Search Console, and turn your KPIs into automated, visual reports.

Keep in mind that the relevance of each KPI can vary depending on your goals, industry, and business maturity. The most effective SEO reporting is not just data-rich—it’s insight-driven. Start with these core metrics, adapt them to your context, and use them as a compass to guide your SEO decisions in an ever-changing digital landscape.