SEO Services For Businesses That Want More Sales

Our KPIs - How We Measure Your SEO Success

North West SEO has more than 10 years experience in SEO, and that means we have always worked towards tangible value-creating KPIs, not vanity metrics. Our work aims to increase revenue share of the organic channel by targeting customers in both search engines and LLMs. We measure our work through:

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GA4

Google Analytics reports form the basis of our KPI tracking.

• Sessions (especially to core, revenue-making pages): We separate pages into core, revenue driving pages, and support pages. We ensure traffic is reported not just site-wide, but to core pages.

• AI Source Sessions: businesses that are keen on AI visibility can track traffic that comes directly from LLMs with our dedicated reporting. Note: LLMs are powerful keyword discovery tools, so traffic alone is not a perfect tracking method.

• Traffic Conversion Rate (Session to Start, or Session to Form rate): The conversion rate from when sessions begin the conversion journey, especially for businesses that have enquiry forms with multiple stages. Session to start measures the intent to make a purchase.

• Traffic to Form Completion Rate (Session to Lead rate): Session to Lead measures the users that made it to the end of the enquiry process. Tracking this helps monitor high-intent traffic. 

• Daily Lead Flow (for lead generation clients): top level enquiry metrics, usually compared against a quarterly budget.

• Daily Sales (for e-commerce clients): completed sales, compared against a quarterly budget.

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Search Console and Bing Webmaster 

Both Google and Bing provide excellent first-party performance data, both for organic search and now for generative AI performance also. We ensure these metrics are monitored and reported on weekly and monthly.

• Clicks

• Impressions

• CTR

• Average Positions

• Generative AI Performance

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Ahrefs metrics

North West SEO uses Ahrefs as its third party SEO tool of choice. While we can and do offer top-level reporting, we find that tracked keywords provide the best sense of commercial SEO performance, that is to say SEO performance for the keywords that drive revenue.

 

• Share of Voice (vs competitors): tracking clients positions vs competitors give insight into market share that the client website has.

• Average position of tracked keywords: Looking at average positions over time gives us a sense of direction of travel of SEO work.

• AI citations: Using third party AI citation tracking software give us a sense of visibility in generative AI platforms that GA4 traffic may not offer. 

• Rankings of tracked keywords: By honing in on high-value keywords we can focus on the keywords that will drive organic channel performance, and filter out traffic increases that have no purchase intent.

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In-house data metrics

Your business will use any range of third-party software to track performance of metrics like sales and revenue. We'll report on these data points to track SEO and organic channel performance.

 

• Sales: daily sales measured against budget and targets are an essential part of SEO performance tracking.

• Revenue: reporting on revenue ensures SEO efforts are being focused on the highest margin parts of your business first.

• Revenue per lead: businesses need to remain profitable and keeping an eye on revenue per lead ensures SEO is targeting the leads that matter most, by optimising for the keywords that deliver higher revenue users where possible.

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Reporting frequency

Our strategy is often based on quarterly sprints, although we generally provide in weekly top-level reporting to track performance to targets via Teams calls and monthly calls with more in-depth performance reports. Weekly reports will showcase performance vs targets, while monthly will be a comprehensive list of KPIs to track and compared month on month and year on year.