Traffic sources

Traffic sources to the web site:

  • direct traffic: type in URL, bookmark URL, untagged emails and links from PDFs
  • referral traffic: visitors from other websites, backlinks
  • organic traffic: visitors from search engines, unpaid traffic

The SEO success is measured by keyword rankings, organic traffic, conversion and sales, referral traffic and link building KPIs.


Tools used for keyword ranking:



Organic traffic

The best tool to measure organic traffic is the Google Search Console and Google Analytics integrated into a web page. Google Analytics has a section pulling data from the Google Search Console too, providing a report on traffic impressions, search queries, landing pages and rank information.


Conversion and sales

It may happen that despite of good keyword rankings and traffic the conversion is low or there is no conversion at all. That might indicate that the keyword research and SEO strategy were wrong. Metrics of conversions and sales are the most important metrics in e-commerce and are considered the most important SEO success metrics as they are the most closely aligned to business goals.

In Google Analytics a conversion often is measured by goals: lead generation like a newsletter signup, PDF downloads and brochure requests.


Link building


One of the SEO strategies should be increasing the number of backlinks and the number of the root domain links from the right types of sites. Links are the most important aspects leading to SEO success.


Measuring a success

  • keyword ranking: for a targeted list of kewords
  • traffic: monthly organic traffic  and year-to-year referral traffic
  • conversions: total number of monthly conversions
  • links: a number of external links
  • technical: Google Search Console error diminish and indexation of landing pages
  • on-page: best practices in optimization of keywords on the key landing pages and avoidance of keyword stuffing
  • off-page: high domain authority, authority of key landing pages, backlinks