We can immediately say that if SEO works, then your site will bring such a stream of customers and profits that you basically will not have this kind of questions. If you go deeper, then you can focus on the following indicators:
- Target traffic.
- Positions in the search engine.
- Conversions.
- CTR (Click-Through Rate).
- Quality of leads.
Target Traffic
You have a website, and you want search engine users to visit it. In SEO terms, this is called traffic. Target traffic refers to visitors who have an interest in your site. This interest could be directly commercial, potentially commercial, or purely informational.
Your traffic should consistently grow. A general benchmark in SEO is a 100% quarterly growth rate. Don’t worry if you only see 10% growth or even experience slight dips. The important thing is that the overall trend remains positive. However, if a full year passes with no improvement despite your efforts, it’s a sign that your SEO isn’t working.
Now, let’s say your site is experiencing impressive traffic growth. That’s great – but it’s not everything. Some companies boost traffic through arbitrage (buying traffic from sources like TikTok and redirecting it to your site). This can look like targeted traffic on paper, but it may not translate to meaningful engagement. For example, if you run a pet grooming business, the traffic could come from people who simply like watching animal videos.
So, while traffic numbers might climb, your profits might not. The same applies to blog traffic. If you publish a highly popular article that ranks at the top of Google but isn’t directly tied to your services, the traffic might not lead to sales. In short, target traffic matters, but it’s just one piece of the puzzle.
Search Engine Rankings
Most website owners turn to SEO to rank on Google’s first page for key search terms. These terms are typically commercial and competitive, meaning users are more likely to buy or order something.
The first milestone is reaching the top 10, which places your site on Google’s first page. Ranking 10th might not drive massive traffic, but it’s a step forward. Next, the goal is to reach the top 5, and ultimately, the top 3. Consistently holding the #1 spot isn’t realistic – search engines fluctuate, competitors evolve, and Google updates its algorithms regularly. However, ranking in the top 3 usually results in significantly more clicks.
That said, even if you rank #1 for all relevant keywords, there’s no guarantee of profit. Sometimes, a lack of conversions stems from factors like poor reputation or high prices. Users might visit your site, read your content, and leave without making a purchase.
Competitive, high-traffic keywords often yield vague results. For example, a search for “buy a TV” could mean anything. But a search for “buy LG 42” TV model PG5400MHL with free shipping” shows clear intent. These detailed, long-tail keywords often lead to higher conversion rates.
If you’re serious about improving SEO, you need to go beyond rankings. Incorporating branding, adjusting pricing, and refining your keyword strategy can drive meaningful results. This level of optimization often requires professional expertise, like our online marketing agency Calgary Effortless Marketing.
Conversions
Traffic and rankings are essential, but ultimately, SEO is about conversions – generating orders and leads. Ideally, this would be the end of the story, but things aren’t always that simple. You might receive plenty of orders, but if your investment in SEO outweighs the revenue, the strategy isn’t sustainable.
For example, if you spend $10,000 on SEO but only earn $5,000 from clients, something’s wrong. A skilled Calgary SEO expert won’t let this happen. While SEO takes time, a well-planned strategy should eventually pay off.
Click-Through Rate (CTR)
Beyond revenue, another critical SEO metric is click-through rate (CTR), which measures how often users click your site after seeing it in search results. Your site might rank well, but if users aren’t clicking, your CTR will suffer.
CTR benchmarks vary, but for small service-based sites, a CTR of 3-5% is average. If your site ranks #1, a healthy CTR would be around 30%. This is a more technical aspect of SEO, but understanding the basics can help you assess performance.
Lead Quality
Finally, let’s talk about the quality of leads. An effective SEO strategy should not only drive traffic but also attract high-value customers. If your SEO efforts yield lots of traffic but minimal profit, the issue might be low-quality leads. Some campaigns focus too heavily on quantity rather than quality.
The goal is to work smarter, not harder – driving fewer, high-intent visitors who are more likely to convert. This involves refining keyword targeting, analyzing lead behavior, and continually adjusting your SEO strategy.
In conclusion, SEO success depends on a combination of traffic, rankings, conversions, CTR, and lead quality. By addressing all these areas, you can create a sustainable, profitable SEO strategy that grows your business over time.
