Broadley Speaking | How to measure SEO performance with clear, achievable KPI's. - Broadley Speaking

Arrange for a member of our team to call you back


How to measure SEO performance with clear, achievable KPI’s.

June 9th, 2017 by

SEO performance


“What gets measured gets managed”

(attributed to quite a few people).


When you establish your business’s  SEO goals, you should decide which metrics you are going to track as a measure of your SEO performance. Each business is individual, so there is no universal approach to this. Keep a few things in mind.

  1. Which metrics are important ?

This varies greatly depending on the nature and specific situations of your business; it is essential to think well of the metrics which are really useful for your specific needs and be as accurate as possible in measuring them. It’s not enough to know how many visitors have downloaded your e-book, subscribed to your newsletter or given you their e-mail; where your visitors are based, which referral they came from, which path they take across your website, what time they are more likely to interact with your website may also valuable pieces of information for your business. Get this right from the start, or you will lose important intelligence.

  1. How are you going to decide if your SEO goals are being met?

Set clear, measurable KPI’s before you start your SEO activities and always aim for quality metrics rather than quantity. KPI’s are like a warning system which will tell  you if your actions are being successful or if you need to change direction. Below are a few examples of measurable, meaningful KPI’s which -when met- will bring real value to your business.

A great KPI to measure your SEO performance is link building; if done well (ie through a proper outreach campaign), linkbuilding is a classic case of quality KPI: one qualified backlink may be more important to your business than dozens of random ones. Define what links matter to your business, how these links increase your Domain Authority and bring qualified visitors to the desired sections of your website. Then decide how many qualified backlinks you would like to get over one year. SEO is also a great Lead Generation tool so another KPI can be if your SEO activity is beingin the right business leads.  Segment your buyer personas based on your business (age, gender, location…), create targeted material for each of these segments; check if your SEO efforts are bringing the right audience to your website. Another clear, actionable KPI is the cost of lead acquisition: decide what landing pages in your website are meant to convert visitors into leads and define conversion paths. Optimise for those pages; check how many leads you get from visitors interacting with those pages over a qualified period; calculate the cost of all your SEO efforts and the value of the leads acquired over the same period.It’s important to prepare your website so that your metrics can be properly tracked.

       3. How to set up SEO goals in Google analytics.

Goal tracking on Google analytics is fairly easy to implement: visit Admin>Profiles>Goals from your Google Analytics dashboard and simply add the type of metric you want to analyse, like in the pictures below.


Measure SEO goals


Measuring SEO goals 2



      4. How are you going to share the results of your SEO activity with decision-makers inside your business?

Modern SEO should always be integrated with all other functions of your business or it will just remain a technical exercise: involve decision-makers from the start in deciding goals and KPI’s and decide clear, concise communication strategies to keep everyone informed of progress and success. Talk regularly and make sure other decision makers in your business understand the purpose of your SEO activity.

What are the SEO goals you have set for your business? How do you measure and share them with all the decision-makers?


If you would like help with your SEO strategy, e-mail

Intelligent Sales

“Our white board culture. When we refurbished the office a number of years ago someone came up with the neat idea that instead of using regular wallpaper we should cover the walls with write on / wipe off material, so effectively all available wall space has been turned over to one great big white board. The space is used for writing up team plans, monitoring performance, and listing achievements on a  team by team basis.”

Intelligent Sales

“Collaborative working – no sales person is an island, or they shouldn’t be! The calls have to go out and the spade work has to be done but when you’re working through the implementation of complex sales campaigns sometimes putting your heads together and combining intellectual property gathered on a call by call basis can bring great results. The Broadley Speaking teams get time to think and problem solve. Breaking new contracts, often measured in seven figures, is not easy work.”

Intelligent Sales

“Seamless connections with clients – We work with businesses, of all sizes, right across the UK, in  Europe and in North America. We work with them in our office and theirs and use our state of the art video conferencing facilities to keep in touch. This combined with our bespoke built campaign management software provides complete transparency across any campaign or programme of work.”

Intelligent Sales

“David and Hilary have worked together for the best part of 30 years. Between them they have sold and sales managed across 4 continents and across most business to business sectors. Hilary takes a hands on approach with all campaigns. She is a consummate sales director and has been nominated as a national ambassador for the Investors in People standard.”

behind the scenes at a high grade telemarketing company

“Holistic approach to sales – often we work with clients to help them reposition their sales propositions. Acting as ‘critical friend’ we’ll work right back to their core value proposition in order to refocus and provide new impetus to their sales campaign. Similarly we work with clients sales teams and management to provide individually crafted sales coaching and training programmes.”


“Our environment –  we have created a light, modern, ergonomically designed work area to allow for maximum efficiency, comfort and pleasure – yes pleasure! We all spend a good deal of time at work , and do difficult and challenging work on behalf of our clients ; but it should be fun. We are fortunate that we have been able to create this in an historically significant building in the middle of World Heritage site.”