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SEO Performance Metrics
CID in INFORM
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SEO Performance Metrics and Search Ranking Statistics

SEO is vital for a high and lasting online presence; creators, marketers, and businesses value statistics for tracking and improving their SEO performance.

Because research and statistics-informed updates and improvements will always outperform other strategies.

The result is a booming online business with a boost in traffic and conversions.

I aim to portray these key SEO performance metrics in this guide.

SEO Performance Metrics and Search Ranking Statistics

Here are the metrics and statistics you need to keep under your belt at all times.

Organic Search Traffic Share

Various studies have found that organic search drives a significant portion of every website’s overall website traffic.

On average, organic search can account for around 50% or more of website traffic.

  • According to BrightEdge’s Organic Search Report, organic search contributes to around 53% of all trackable website traffic, while paid search contributes to about 15%.

Click-Through Rates (CTR) by Position

first result on first page of Google receives more clicks

Intuitively, it’s not hard to understand why a higher-ranking position equals more clicks.

Research has consistently shown that higher search result positions lead to higher click-through rates.

For instance, the first result on the first page of a search engine results page (SERP) tends to receive roughly 30-35% of all clicks

The second result gets around 15-20%, while the third result gets around 10%.

The rest of the results, share the remaining 35% – 45% of clicks that happen on the first page and other remaining pages.

Of course, these numbers vary based on the query and other factors, but the trend of decreasing CTR with lower positions is generally observed.

  • From Advanced Web Ranking’s CTR Study, the first organic result receives an average CTR of 28.5%, followed by 15.7% for the second result, and 11% for the third result.

Backlinko’s Google CTR Stats show even more interesting insights about click-through rates and ranking position.

  • Longer keywords generally exhibit a superior click-through rate: keywords consisting of more than 3 words garner 1.76 times more clicks than single-word terms.

Example single word term: “pasta”

Example longer keyword: “Easy homemade vegetarian pasta recipes with creamy tomato sauce”

  • There is a comparable click-through rate for titles with and without questions.

Search Result 1: Title: “Boost Your SEO Performance: Proven Strategies and Metrics”

Search Result 2: Title: “Improving SEO Performance – What Metrics Matter?”

In this example, both search results are related to an SEO performance statistics and metrics post.

One has a question in the title, while the other does not.

After analyzing the data, you find that both search results roughly have a comparable click-through rate, meaning they receive roughly the same number of clicks.

This shows that whether the title includes a question like “What Metrics Matter?” or not, people are equally interested in clicking on both results when searching for information about SEO performance statistics and metrics.

There are instances where this is not the case.

  • The click-through rate for organic results positioned between 8 and 10 is almost identical.

last results on first page of Google receives same number of clicks

So, moving up a few positions from near the bottom of the initial page may not yield a noteworthy increase in organic traffic.

  • URLs including terms similar to a keyword enjoy a 45% greater click-through rate in contrast to URLs lacking a relevant keyword.

Examples:

URL Without Relevant Keyword:
https://auditorical.com/blog/1

URL Including Relevant Keyword:
https://auditorical.com/best-seo-software-tools/

  • Title tags containing 40 to 60 characters show the highest click-through rates.

Example title tag containing below 40 characters:
Title: “Best Shoes”

Title tag containing within the 40 – 60 characters range:
Title: “Top Women Running Shoes for Beginners”

Title tag containing beyond the 40 – 60 characters range:
Title: “The Ultimate Guide to Finding Affordable and Stylish Footwear for Your Active Lifestyle”

This statistic demonstrates that pages featuring title tags ranging from 40 to 60 characters achieve significantly higher click-through rates, compared to those with titles outside of this range.

  • On Google’s organic search result page, the first result displayed typically receives an average click-through rate of around 27.6%.

first result on first page of Google receives more clicks

  • Titles with a positive tone potentially elevate the click-through rate.

Findings indicate that titles conveying a positive sentiment enhance the click-through rate by approximately 4%.

Example title with a positive tone: Learn How to Get Stuff Done Happily: Make Your Work Easier!

  • Generally, near the top of the page, advancing by one rank in search results leads to a 2.8% surge in click-through rate.

The extent of the increase in CTR depends on the specific position you are moving from and to where.

Moving from the third to the second spot of the SERP often results in a considerable CTR upswing.

Whereas shifting from the tenth to the ninth position doesn’t hold substantial statistical or SEO performance significance.

Mobile vs. Desktop Traffic

With the increasing use of mobile devices, it’s important to consider the split between mobile and desktop search traffic.

Mobile searches have been surpassing desktop searches in recent years, making mobile optimization a critical aspect of SEO strategies.

As of 2023, over 55% of website traffic comes from mobile devices alone.

And another research found more:

  • A staggering 92.3% of internet users have embraced the mobile revolution.

Looks like the digital age decided to go mobile, and it’s taking us along for the ride!

Brace yourself for a jaw-dropping number.

  • As of 2023, there are now 4.32 billion active mobile internet users.

That’s more people than there are stars in the digital galaxy. Impressive, right?

And,

  • Africa takes the crown in the mobile internet arena, with a commanding 69.13% of its internet traffic arriving via mobile devices.

So it looks like mobile browsing is the hottest trend on the African continent!

A future prediction that’s both mind-blowing and fast-paced is that

  • by 2025, we’re on track to witness over 1 billion 5G connections worldwide.

It’s like the internet is gearing up for a data-driven marathon!

Bounce Rates and Dwell Time

Bounce rate refers to the percentage of visitors who navigate away from a site after viewing only one page.

Dwell time (also known as “dwell-on-page“) is the amount of time a user spends on a page after clicking a search result before returning to the SERP.

Both metrics can indicate how engaging and relevant the content is to users, which can directly and indirectly impact search rankings.

  • Websites with a bounce rate between 26% and 40% tend to be performing well.

Keyword Rankings

Monitoring the rankings of specific keywords is a fundamental SEO metric.

Tools and platforms like Google Search Console and third-party SEO tools provide insights into the positions of your website’s pages for various keywords.

Backlinks (links from other websites to yours) are an important factor in search engine ranking and overall SEO performance.

The quality and quantity of backlinks can tremendously impact a site’s search rankings.

Tools like Moz, Ahrefs, and SEMrush can help you analyze your website’s backlink profile.

And according to Ahrefs’ “How Many Backlinks Do You Need to Outrank Your Competitors?” research findings.

  • Pages in the top position of search results have an average of 3.8 times more backlinks than pages in the tenth position.

Page Load Speed

Google has indicated that page load speed is a ranking factor, especially for mobile search.

Slow-loading pages can lead to higher bounce rates and lower user satisfaction.

Aim for fast-loading pages to improve user experience and potential rankings.

Google’s “The Need for Mobile Speed“ found that:

  • A one-second delay in mobile page load time can decrease conversions by up to 20%.

Local SEO Statistics and Metrics

For businesses with a physical presence, local SEO is essential.

Metrics like Google My Business listing performance, local citation consistency, and customer reviews can influence local search rankings.

  • 46% of all Google searches are seeking local information.

With this, it’s a no-brainer that local SEO optimization is a priority for local-serving businesses.

You can learn more from Think with Google’s “How Local Intent Is Redefining the Consumer Decision Journey”.

Algorithm Updates

Major search engines like Google often release algorithm updates that can significantly impact search rankings, especially the core and major updates.

Keeping track of these updates and understanding their effects on your website’s performance is crucial for adapting your SEO strategies.

Google Rankings and SSL/HTTPS

  • Google, along with Mozilla and others, encourages websites to switch to HTTPS for better security and privacy.

  • Google’s algorithms prioritize websites with SSL/TLS certificates installed.

Trust and SSL Certification

  • Major search engines favor websites that are trusted, secure, and certified.

Connection Between HTTPS and Google Rankings

  • Google started emphasizing website security in 2014.

  • Websites with HTTPS encryption get priority in Google rankings.

HTTPS Correlation with Higher Rankings

  • Moz’s study found a 0.04 correlation between HTTPS and rankings.

HTTPS as a Competitive Edge

  • Google confirms that HTTPS can be a tie-breaker in similar ranking situations.

  • HTTPS gives a small advantage over HTTP for ranking.

  • Many webmasters are moving to HTTPS to gain a competitive edge.

Best Practices for Switching to HTTPS

  • Setting up HTTPS is not difficult with modest technical knowledge.
  • Add an SSL certificate to the website.
  • Migrate the website to HTTPS in one go to avoid SEO impact.
  • Use 301 redirects to move visitors from HTTP to HTTPS.
  • Configure CMS (e.g., WordPress) to use HTTPS.
  • Check for mixed content and broken links due to HTTP references.

Recommendation for HTTPS Adoption

  • Moving to HTTPS is recommended for user security and privacy.

Search Ranking Factors

Here are statistics-backed search engine optimizations that lead to better SEO performance:

  • experience,
  • expertise,
  • authoritativeness,
  • trustworthiness,
  • content quality and quantity
  • organic search traffic share,
  • click-through rates (CTR) by position,
  • bounce rates and dwell time,
  • backlink profile,
  • page load speed,
  • algorithm updates,
  • https and SSL certification.

Conclusion

SEO performance metrics and statistics, just like numbers and charts, when considered can be the missing piece to riding the waves of algorithmic adventures of ranking on Google.

These insights, rooted in data, complement the core elements of successful SEO: strategic keyword usage, content quality, user-intent satisfaction, niche-relevant authoritative backlinks, responsive and user-friendly website aesthetics.

I hope you have found this helpful and most importantly, informative.

Written By
CID

CID is a Software Engineer cum Digital Marketer. He launched Auditorical in 2018, a platform that empowers creators, agencies, and businesses with tools, software reviews and informational resources to create, distribute, and monetize content.

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