SEO Benchmarks (25 Metrics to Measure SEO Performance) – How To Learn SEO

In this article, you will learn everything about SEO benchmarks.

When you monitor certain website statistics to benchmark SEO performance, you can track and measure key performance indicators (KPIs) that can help you evaluate the effectiveness of your SEO campaigns.

To help you do this, you’ll find a list of the top SEO benchmark metrics you can record as well as a comparison table containing the most common benchmarks for popular industries.

The ultimate goal here is to give you a digital marketing guide that you can refer to when developing a set of KPIs to track your website’s search engine optimization performance.

SEO Benchmark

What are SEO Benchmarks?

SEO benchmarks are KPIs to measure the SEO performance of a website for digital marketing. Examples of SEO benchmarks include average session duration, bounce rate, keyword ranking, conversion rate, page load speed time, number of backlinks, domain authority, page authority, and organic search traffic.

How Do You Benchmark SEO Performance?

You benchmark SEO performance by analyzing key website metrics for search engine optimization and user experience to determine a baseline for your data points. You then measure SEO performance over a period of time to gain perspective and insight into these tracked benchmarks before and after.

You can benchmark your SEO performance using the free data provided in Google Analytics and Google Search Console and measure it on a daily, weekly, monthly or yearly basis based on the components of your SEO campaign. You will find a list of the top SEO benchmarks to consider tracking for your website below.

Why is SEO Benchmarking Important?

SEO benchmarking is important because it helps businesses improve their SEO campaign performance. By measuring and tracking SEO benchmarks, you can understand how important each part of your SEO strategy is to increasing your website’s organic search traffic and other key metrics for user experience and conversions.

Benchmark Your SEO Performance List

SEO Benchmark List

1. Average Session Duration

This SEO benchmark metric measures the average time spent per session on your website by dividing the total time spent across all user sessions by the total number of sessions.

2. Number of Sessions Per User

This value measures the total number of sessions divided by the total number of users. Higher numbers indicate repeated sessions per user.

3. Bounce Rate

This KPI reveals the percentage of people who visit a web page and leave without visiting any other page on the site. A low bounce rate indicates that the average user is clicking around to visit more pages and stay on your website longer.

4. Unique Visitors

This data point tracks the number of unique visitors (i.e., new users) who have visited the website at least once during a specific time period. Check out this other guide on how to add keywords to a website to optimize your web pages to get more specific visitors.

5. Returning Visitors

This data point tracks the number of returning visitors who have previously visited your website during a specific time period.

6. Unique Pageviews

This SEO number tells you how many times a specific web page was visited by each user at least once. Unique pageviews data aggregates all pageviews generated by the same user during a single session.

7. Total Pageviews

This number tells you the total number of times a specific web page has been viewed by all users. It does not collect data for each user session.

8. Admission

This SEO benchmark provides the number of sessions recorded (or initiated) on a particular web page. In other words, the number of times the user visited the page the first time they visited your website.

9. Exit %

This SEO metric gives you the percentage of exits where the target page was the last page viewed during a session. A user may have visited several pages on the website before choosing to exit the site with that page, which is why the exit rate is different from the bounce rate.

10. Organic Search Traffic

This SEO performance benchmark shows the amount of organic search traffic arriving to your website through unpaid search results listings on search engines such as Google, Yahoo, and Bing.

11. Average Page Load Time

The measurement provides an average time (in seconds) it takes for a page to load from the start of pageview to completion in the browser.

12. Total Impressions

This metric tells you the number of times users have viewed a link to your web page in Google search results.

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13. Total Clicks

This data point indicates the total number of clicks that sent users to a web page from a Google search.

14. Average Click-Through Rate (CTR)

This KPI reveals the percentage of impressions that resulted in a click on a web page.

15. Average Keyword Position

This SEO value refers to the average topmost keyword position across all impressions for each keyword that ranks the web page in Google search. You can also benchmark SEO performance by drilling into a specific keyword for the target URL to see the average keyword position for that single term in Google search over an even longer period of time. Check out this other guide on how many keywords per page you should focus on for SEO.

16. Average Time on Page

This user experience metric shows how much time visitors spend on a web page before exiting.

17. Page Value

This value represents the average value of the page the user visited before completing a conversion or eCommerce transaction. By assigning a price to specific web pages, you get a better idea of ​​which pages contribute the most revenue to your business.

18. Number of pages indexed

How many of your URLs are discovered by search engine crawlers and indexed in search engines. You can use the “site:” operator followed by your domain to get an approximate number of pages indexed by Google. For example:

19. Number of connecting root domains

This backlink metric tells you how many unique root domain links a web page has. Two or more links from the same domain will only be counted as a linking root domain. You can benchmark your SEO link building efforts by tracking the total number of root domains your website (or a particular page) has submitted.

20. Number of Backlinks

This backlink metric tells you the total number of links pointing to a web page. It does not collect data for each root domain. If a domain links to your web page more than once, all occurrences of the link will be counted in the total number of backlinks. Check out these other guides on how to get high quality backlinks and how to get dofollow backlinks.

21. Domain Authority

This SEO benchmark metric is a search engine ranking score developed by Moz that predicts how likely a website is to rank in the SERPs. A higher domain authority score indicates a more reliable and high-quality site that typically ranks higher in the SERPs for its target keywords.

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22. Page Authority

This performance benchmark was also developed by Moz and is a search engine ranking score that predicts how well a web page will rank on the SERPs. Higher page authority scores indicate more quality links to the page, which is a ranking factor for SEO.

23. Quote Flow

Citation Flow is a benchmark for SEO developed by Majestic that predicts how effective a URL can be based on how many sites link to it.

24. Trust Flow

Trust Flow is another benchmark developed by Majestic that analyzes how trustworthy a web page is based on the quality of links pointing to it.

25. Core Web Vitals

Core web vitals are a set of factors that Google’s algorithm considers to be important in the overall user experience of a web page and affect your on-page optimization score.

These factors include:

  • Largest Contentful Paint (LCP): It measures page loading speed and marks the point at which most of the page content has been downloaded.
  • First Input Delay (FIP): It measures the speed of a user’s first initial engagement with a page.
  • Cumulative Layout Shift (CLS): It measures the amount of layout shift on the visible content of the page (i.e. visual consistency as the page is loaded and scrolled).
SEO Benchmarks by Industry

SEO Benchmarks by Industry (User Metrics)

industry average session duration average bounce rate
apparel 4:12 44%
motor vehicle 4:52 45%
b2b 2:16 75%
beauty 4:07 48%
Biotechnology 2:56 31%
Construction 3:18 47%
consumer Electronics 4:34 44%
e-commerce 2:03 35%
energy 4:08 38%
financial Services 3:07 47%
Grocery 5:01 40%
Higher education 3:34 51%
legal services 3:02 44%
luxury 3:38 46%
Production 3:37 36%
pharmaceutical 3:47 29%
real estate 3:52 40%
buying and selling 3:31 39%
travel 4:46 43%
telecommunications 2:54 56%
data source: content class And first page sage

The SEO benchmarks by industry in the table above give you two KPI metrics that you can measure by industry for your website (average session duration and average bounce rate). Other data points such as unique visitors versus returning visitors, average click-through rates, and number of pages indexed cannot be measured on an industry-wide basis because each website and business is unique.

The best strategy you can use to measure your digital marketing efforts for SEO campaigns is to choose the website performance metrics that are most important to your business. Then, track those data points over time to see if positive progress is being made. If not, you can adjust your SEO campaign and look for new ways to improve the user experience.

SEO Benchmark Summary

I hope you liked this guide on SEO Benchmarks.

As you found out, there are several ways in which you can benchmark your SEO to measure the performance of a website and the effectiveness of an SEO campaign. However, not all metrics for a business should be recorded or tracked, and not all benchmarks are the same for every industry.

When coming up with your own plan for assessing your own website, be sure to choose the data points that matter most to the business. This can be average session duration, average keyword position, monthly organic search traffic, number of backlinks, etc. Each website and metric considered for success will ultimately depend on your top priorities and goals for the business.

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