I’ve written up a list of KPI’s which i think are critical to running a project, both on ‘Brand cleanup’ i.e. making sure a brand looks good on Google and the usual rankings.

Because of Google Not provided ( link for more info here ), to see what success looks like its  a case of mixing up indicative KPI’s and Core ones. Core KPI’s will be things like rankings in search results, although even these can vary depending on a users ‘filter bubble’ (see here for more info).

Indicative ones will be correlative data showing in probability that something has an effect on something else i.e. Google webmaster tools data showing more traffic coming through on a given keyword.  When both are combined you can get a fairly certain view of what a good outcome s and whether this outcome is being met.

Indicative KPIs

Brand Search Volumes

As the [Brand] gets more traction, people will look for it more. Part of that is making sure Google trends shows an uptick in interest and search volumes for brand phrases are increasing. It’s indicative because of Google [not provided].

Bounce Rates

As the search results ‘clean up’ around brand, we should see a decrease in bounce rates as users are effectively funneled into your URL.  (Found in Google Analytics) It’s indicative because of Google [not provided].

Organic Traffic Volumes (brand and non brand)

We are looking for a rise in organic search traffic through brand searches, accounting for overall search volumes and rankings. As the search results fill up with  [Brand]  related content and as you get greater click through rates, you will get a larger share of page real estate because you will get the ‘6 pack search results’ but also uses will fewer distracting results (Source: Google Analytics). It’s indicative because of Google [not provided].

Higher Click through rates on Brand keywords

As the search results get ‘cleaned up’ i.e. more content about you, there should be an increase in the click through rates on brand searches (Source: Google Webmaster Tools).  It’s indicative because of Google [not provided].

Core KPI Brand SERPS

Target Pages Ranking

How many targeted pages actually rank in the top 10 for the target phrases i.e. ‘ [Brand] ’ , ‘ [Brand] + Phrase ’, ‘ [Brand] + Phrase + Phrase . Success will look like the number of results and what ranking they have. The greater the number of results and the higher their ranking, the better.

Which Pages Rank Where on Brand SERPs

Some pieces of content are more positive than others so we are interested in certain content ranking more highly than other content. If the content ranks in the desired position, then its positive.

Core KPI – Non Brand SERPS


An easy way to pick non brand search results is to (obviously) use Google KW tool, take the search volume and multiply by cost per click. The list is then ordered by the largest number 1st. By picking the keywords with the highest figure and greatest relevance to [Brand], we can then KPI off that keyword. The KPI is therefore what ranking position the site has on that keyword.

Indicative KPI

Non Brand Search Volumes

We can get Google Webmaster tools data showing estimates volumes of traffic per keyword, what we don’t know is exactly what page was the source for that traffic. Saying that for ‘short’ and ‘medium’ tail phrases we can reference ranking data and review search traffic estimations from Google KW tools and make some estimates.

Higher Clickthrough Rates on Non Brand Keywords

We can get Google Webmaster tools data showing estimates on click through rates per  keyword and from that were looking for a rise in the CTR rate over time.

Active Users Originally from Search – Active and New User Volumes and Revenues per Average User

Because of [not-provided], we can’t tell what keywords a user converted on, so the only KPI we can use is number of active players and new funded players that came from search as a whole. More new users are better, greater revenue per average user originating from organic search time is better

Nick Garner

Nick Garner

Nick is founder of 90 Digital. Previously he was head of search at Unibet and prior to that search manager Betfair.

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