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11 Necessary eCommerce SEO KPIs to Measure.

eCommerce kpis

If you want to reach your eCommerce sales goals, you need to track your eCommerce SEO marketing success.

To properly track this success, you need to be aware of these 11 (KPIs) key performance indicators.

Ecommerce website optimization is an overwhelming task to do, its process is long and protracted and it takes time before you will see the result of your effort.

You might have a long-term goal to increase your eCommerce store revenue, but having a short-term sales goal is also of utmost importance too. 

Your short-term goal can be focused on building the visibility of your eCommerce store in the search engines and driving more online traffic to your store to convert your customers

Monitoring and measuring your SEO key performance indicators (KPIs) will put you in the know about what is working right and what necessary adjustment is needed.

I want to talk about the 11 essential eCommerce SEO campaign KPIs that you will need for the improvement of your store sales.

11 Essential eCommerce SEO KPIs You Need to Track.

1. Your store's Organic Revenue & Transactions

The first and foremost eCommerce SEO KPI to track your marketing effort is your organic revenue and transaction

The term “revenue” is the amount of money your eCommerce store has generated for you.

In order for you to understand the overall success of your eCommerce store SEO efforts, you will need to track the amount of revenue you have generated from your website's organic traffic.

Your store KPI can be tracked with numerous digital tools, but the best tracking tool I will advise you to use is Google Analytics.

This is a free analytics tool that was created by google, it is also the best and most preferable tracking tool used for numerous websites. 

It gives you the ability to compare your website analytics with other performances of your marketing campaign.

And while the overall goal of an eCommerce store SEO campaign is to increase sales revenue, the next most important thing you should try to increase is your transaction that is attributed to your website's organic traffic.

Sales Revenue and transactions are two different things entirely because there are likely to be product promotions, cheaper products being added to the store, or other natural factors that will affect your sales revenue over time.

But your website transactions are still signs that your SEO marketing campaign is effective.

2. Assisted Organic Conversions

There are no full attribution settings you can do in Google analytics that can relay the full information of how many sales conversions your website traffic source has acquired.

When it comes to online marketing, a singular conversion can only happen through multiple website visits from your target customers.

Fortunately, there are assisted conversions in the google analytics dashboard just under the conversions. It goes like this “from Multichannel funnels to assisted conversions”.

This will give you a better idea of every conversion your organic traffic has generated for you and how sound and effective your SEO campaign is.

3. Conversion Rate

Conversion rates are indicators of the success of your website's on-page SEO campaign. Having higher conversion rates from any online traffic source will give you a better chance of good checkout flow, more understandable copy, or a better website experience for your website visitors.

With what I just said, preferably, you will surely see an increase in your website conversion rate while working on your website's on-site SEO optimization.

To go deeper into what you are doing, you might have a look at the rate of your conversion for your website's organic traffic.

Then you can compare it to the conversion rates of other marketing channels, is it slightly higher or lower, or are both marketing at the optimal level?

This is relevant information that will help you to set benchmarks for your KPIs and do the necessary website optimization that will move your business in the right direction.

4. Organic website visitor's Lifetime Value

To drive traffic to your eCommerce website through your SEO campaign effort is one part, driving valuable traffic through your SEO campaign is the focused goal.

Google analytics has included lifetime value tracking in its beta version and website users love it. As it is a valuable option for them to track customer value.

Lifetime value by default is broken down by channels, which makes it easy to see the value of your website's organic search as time goes by.

A higher lifetime value of your website's organic users as time goes by can be traced back to the ranking of more essential keyword queries.

You will have to compare the value of your website organic traffic to your other marketing channels to see how well they work.

When you analyze your data, you will also need to consider the information online users might have had when they are coming from other marketing channels.

How well will you present the information to your website's organic visitors?

5. Non-Branded (But Still Relevant) Keywords

Tracking keywords is a necessity for SEO professionals. An SEO must know how to track and split branded and non-branded keywords.

In eCommerce, this is especially important as SEO professionals want to rank for keywords related to their products or services or the issues that their products or services solve.

Tracking keywords can be done in various ways.

The easiest is to use a keyword tracking tool. But for ease, you can make use of Google Analytics’ and Search Console integration.

6. Increases & Decreases In Your Keyword Ranking

Another essential thing you will need to track when you are working on your ecommerce SEO campaign is the position of your page target keywords.

There are using some of your website content you will want to increase or decrease your ranking for, and both can equally be tracked for optimization.

Meanwhile, you must not forget to take benchmarks before you start any work on your site SEO campaign.

These benchmarks will let you compare your marketing position before your SEO campaign efforts went into full effect to know where you ended up.

7. Your Website Click through Rate

In the marketing world, one of the most talked about SEO ranking factor is your website click-through rate (CTR).

It might or might not be a direct ranking factor in an SEO campaign, but it is necessarily an important factor to note.

If you optimize your website to increase your click-through rate, you will drive more organic traffic to your website, which gives you more chances to sale.

Your website click-through rate can either be tracked with your page keywords or through your website landing page or both.

You can track either of the two with Google Analytics through your website search console integration.

8. Organic New website visitors.

It is always exciting to get new website visitors coming to your website, it gives you another opportunity to gain new paying customers.

This makes it necessary to track any new website visitors that visit your website through your SEO campaign.

Clearly, you will likely want to track your website's new visitors and increases your new visitors along the line; you will also want to make sure that you track the engagement of the new website visitors.

The engagement tracking will notify you if your completed website optimization is attracting your target customers from the search engines.

9. Successful Orders from Google Merchant Center Free Listing

As an eCommerce website owner, you need to make sure you are making use of Google Merchant Center. If you are not using it yet then get on to it, it gives you the opportunity to track some of your ecommerce key performance indicators (KPI)

You will be able to buy shopping ads for your business if you are using Google Marchant Center, and you will be given free listings to organically promote your store products.

You will also be able to track the number of orders you have acquired through your Google Marchant Center as a result of your store product optimized listings.

10. Core Web Vitals

Search engine core web vitals are here to stay and not going down any time soon. Core web Vitals is used as the direct measurement of your website page experience that Google search engine has pointed out to be an important website ranking factor.

Your eCommerce website must not be slow to load, because slow website can increase your website bounce rate and decrease your product sales.

Core Web Vitals can only be tracked in Google Search Console and the ideal measurements you need to note and access carefully are as follows;

  • Largest Contentful Paint (LCP): You can use this to measure your website loading performance. LCP must occur within 2.5 seconds when your web page first starts to load so that you can provide your customers with a good user experience.
  • First Input Delay (FID): This measures the interactivity of your website. Before you can provide an excellent user experience, your web pages must have a first input delay of not more than 100 milliseconds.
  • Cumulative Layout Shift (CLS): This is for the measurement of visual stability, to give your website visitors a good experience, your web page should maintain a cumulative layout shift of 0.1 or less.

11. Return on Investment

This type of KPI varies differently depending on the business and investment.

You need to remember that you are always investing in a marketing strategy.

Before your marketing strategy can be executed, you will need to invest your capital and time on it, or you can invest both.

Your time investment on your marketing campaign might be contained to your personal time only, but you might be in a team, if you want to calculate the investment of your time, each of your team member time must be calculated and given a value.

What is the worth of your time per hour? Is it $30/hr? $50/hr?, or $100/hr?

After that have been decided, you will multiply each of your team member time investment by their hourly value so that you can calculate their investment.

If you hire a team of SEO professional and you want to pay them, their salary is part of your time investment.

You should also remember that the price of SEO tools that will be used will also be included in your calculations.

Start tracking your KPI today

If you want to have success with your eCommerce SEO marketing then you need to start tracking your campaign before you even need it.

You need to start tracking your eCommerce KPIs so that it can gauge your SEO campaign success.

Odebiyi Oladipupo

My name is Odebiyi Lateef Oladipupo, I am an SEO Expert with 5+ years of marketing experience in developing, and executing performance-based online marketing strategies that will enable small and medium-sized businesses to improve their website organic traffic, conversion rate, drive more qualified leads, and improve their return-on-investment (ROI) on their marketing investments.

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