Leta SEO Content Strategy

Explore

Leta SEO Content Strategy

SEO Metrics and KPIs

The tables below include the Top 10 KPIs in Growth, Engagement, and Revenue.

The tables are neither exhaustive nor definitive, but provide structure for understanding how to monitor your SEO efforts and ensure they provide ROI.

Use the tables to guide your reporting and resource investment in the coming 12 months, and add to them as you see fit. For the best results, I suggest creating specific goals and metrics internally, rather than using the examples provided.

Finally, any SEO can create reporting mechanisms to send regular updates on each, with suggestions on actions you can take in response to the data provided.

Growth

KPI

Definition

Why it Matters

Example Goals

Organic Traffic

# of visitors coming to your site from search engines

Indicates the overall health and success of your SEO efforts, and business growth

10% MoM organic traffic increase; Achieve 5,000 organic visits per month within 1 year

Keyword Rankings

Volume and position of keywords the website appears under in search engine results pages (SERPs)

Gauges the success of your keyword strategy and content relevance; Increases visibility, traffic, and conversions from search

Achieve top 3 rankings for 100 high-value keywords by end of 2024

Branded Keyword Rankings

Volume and position of keywords related to the company name (ie, Leta) and variations

Demonstrates overall business growth and success of all marketing and sales efforts

Secure #1 ranking for brand name within 6 months (already achieved)

Click-Through Rate (CTR)

% of search engine users who click on your site's listings and results

Measures your search result listings' appeal and relevance; optimizes for higher CTR to drive more traffic

Maintain 3%+ CTR across all search results

Backlink Quantity and Quality

The # and quality of external sites that link back to your website

Signals to search engines that other websites consider your content valuable; impacts search rankings and visibility

Acquire 300 additional high-quality backlinks (DA 30+) by EOY

New Users

# of new visitors to the website

Simple measure of growth and attractability of search results and similar SEO efforts

Grow to 5,000 new users per month from organic within 1 year

Referral Traffic

# of visitors from referral sources such as websites, LinkedIn, and content partners (i.e., newsletters)

Demonstrates effectiveness of outreach, collaborations, off-page SEO, and many more growth tactics

10% MoM increase in referral traffic

Local Search Visibility

Rankings and visibility in local search results

Leta has lots of potential local search traffic (i.e., “logistics company Nairobi”); the more visible you are for these results, the more high-intent traffic you can expect

Earn top 3 local pack rankings in Kenya by EOY

3rd Party Reviews & Ratings

The quantity and quality of reviews on your Google Business Profile and relevant directory websites

Positive reviews enhance credibility and search rankings, directly impacting customer acquisition

Maintain an average rating of 4.5+ stars; Gain 5 new reviews MoM

There are no rows in this table

⁠

Engagement

KPI

Definition

Why it Matters

Example Goals

Total Conversions

Total # of website visitors who take assigned actions (ie, book a demo)

Tracks overall performance of demand generation, marketing, and website design

Increase total conversions by 10% MoM

Conversion Rates

% of visitors who convert on desired actions

Measures website/funnel optimization effectiveness

Achieve and maintain overall conversion rate of 3%

Highest Converting Pages

Pages or blog posts generating the most conversions

Identifies high-value content to optimize/promote

Double conversions from top 5 highest converting pages

Demos Booked

Monthly totals across the website

Measures effectiveness of marketing, website, copy, and similar metrics

75 new demos booked per month

Return Visitor Rate

% of website visitors returning from a previous session vs. new visitors

Measures brand loyalty, messaging, copywriting, re-targeting, and similar metrics

Achieve and maintain 30% return visitor rate

Direct Signups

# of new signups to Leta

Assesses highest-intent visitors to the website and marketing efforts that attracted them

10 new direct signups per month

Pages per Session

Average # of pages website visitors view in a single sesions

Measuresoverall engagement with content on the website and optimize accordingly

Achieve 3 pages per session

Bounce Rate

% of visitors who leave the website after viewing one page and taking no action

High bounce rates suggest low engagement and poor UX; Low bounce rates suggest the opposite

Maintain bounce rate under 60%

Time on Site

Average time visitors spend on the website

Measures overall engagement, similar to bounce rates; More time on site implies higher engagement

Achieve and maintain 1 minute average time on site

Newsletter Subscriptions

# of website visitors who subscribe to the Leta newsletter

Measures effectiveness of copywriting, brand loyalty and similar metrics; Builds an email list for email marketing and similar efforts

300 new subscriptions per month; Achieve and maintain 1.5% signup rate

There are no rows in this table

⁠

Revenue

KPI

Definition

Why It Matters

Example KPIs

Customer Acquisition Cost (CAC)

Total cost of acquiring a new customer, including all marketing and sales expenses

Measures your marketing efforts' efficiency and the value new customers bring to your business

Reduce CAC by 15% in the next 12 months

Revenue from Organic

Revenue generated from organic search traffic

Tracks revenue impact of organic search efforts

Increase revenue from organic by 35% YoY

Organic Marketing Efficiency

The return on investment from SEO efforts, measuring the profit generated vs the cost of those efforts.

Indicates the effectiveness and financial impact of your SEO strategy

Achieve $5 revenue for every $1 spent on SEO by 2025

Organic Customer Lifetime Value (CLV)

Total revenue from a single customer account throughout the business relationship.

Measures the long-term value of customers gained via organic search vs other channels

Grow organic CLV to $5,000

Revenue per page

The revenue generated divided by the total # of pages receiving traffic.

Identifies the most valuable pages in terms of revenue, and adjusts/optimizes accordingly

Increase revenue per page by 10% MoM

Organic Revenue Share

% of total revenue achieved via organic search and SEO

Measures overall performance of SEO vs other channels and initiatives

Increase organic revenue share to 35%

Revenue from Non-Brand Terms

Revenue specifically from non-branded keyword terms

Shows ability to rank for commercial terms

Increase by 10% MoM

Revenue per Keyword

Average revenue generated per target keyword

Prioritizes keywords with highest revenue potential

2x revenue from top 10 keywords

Organic Lead to Customer Conversion Rate

% of leads from organic traffic that convert into paying customers.

Measures the quality of leads generated through organic search vs other channels; Ensures SEO efforts are generating high-quality leads and ROI

Achieve 10% customer conversion rate from organic leads

Sales Cycle Length from Organic Leads

The average time from initial contact (via organic search) to closing a sale.

Measures the efficiency of your sales funnel and effectiveness of your SEO in attracting ready-to-convert prospects.

Shorten the sales cycle from organic leads by 10 days

There are no rows in this table

⁠

How to Measure These KPIs

The “Example Goals” provided above are for illustrative purposes. They don’t reflect Leta's unique situation, objectives, and available resources in the next 12 months.

To effectively adapt these KPIs to Leta’s business goals, follow these steps:

1. Choose the most relevant KPIs – Assess each KPI to determine its relevance to your goals for the next 12 months and the resources you can allocate to tracking them. Prioritize them accordingly.

2. Set realistic and specific goals – Define clear, achievable goals for each KPI based on industry benchmarks, your growth targets, and internal or external resources.

3. Establish monthly or quarterly reporting – Ensure your team understands how to track and report these metrics accurately. This may involve training sessions or creating data collection, analytics, and reporting documentation.

4. Use the right tools – There are 1,000s SEO tools to choose from, but they can be very expensive. See the

SEO Tools page⁠

for my top picks and how to use them.

5. Regular review and adjustment – Schedule quarterly KPI reviews to assess performance against your goals. Adjust if appropriate.

6. Outsource – If all this sounds too complex and time-consuming to manage, any SEO contractor can provide KPI and reporting services for a fixed monthly rate.

Gallery

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.