SEO tracking: Which SEO metrics should my business be tracking in 2025?

June 12, 2025

SEO Tracking

What is excellent about investing in search engine optimisation (SEO) is that, quite literally, everything can be measured and evaluated. For example, keyword positions, as well as the number of backlinks, can all be analysed in SEO tools.

However, with that said, there are well over 200 various ranking factors that Google and other search engines such as Bing use to determine how effective a business’s search engine optimisation is. This, therefore, begs the question: which out of the 200+ SEO metrics should a company monitor and improve to decide whether the SEO improving?

SEO performance

For some businesses we consult with, they tell us that 100% of their sales come via our organic search engine optimisation work. Therefore, month on month, it’s essential that you monitor the key statistics, such as where certain keywords have moved to in Google’s search engine results pages.

Summary of contents:

Which SEO metrics does your business monitor?
Conversion rate
Organic traffic
Keyword rankings
CTR
DA score or domain authority
Dwell time or time on page

What is SEO tracking?

What SEO methods and techniques work for one business may not work for another. For example, if after multiple months, you are not seeing the results you want, you may have to adjust your marketing strategy accordingly. Therefore, this ensures that you are offering the client the best value for their money that they can obtain.

But which SEO metrics should we be monitoring?

CRO

Conversion rate is how many customers your business says sign up for a newsletter.
Or let’s see how many of your customers have called the business or sent an email, for example?

Search intent

A large part of SEO is about whether you have satisfied the shopper’s search intent – what do we mean by that?
Well, it’s all too easy to bring a massive amount of organic traffic to a website on false promises.

For example, offering a product at bargain basement prices, or optimising a page for “e-bikes under £500” when, in fact, you may only have one product below that price point.

This leads to dissatisfied customers, resulting in a higher bounce rate, which indicates that dwell time is very low. Not to mention that, but also, it could mean a very low conversion rate, coupled with very high organic traffic. This means that you are not helping the customer at all.

They have come to the site to buy a product or a service, yet because the conversion rate is very low, it means they haven’t found what they want to buy, so they have swiftly left.

Organic traffic

Organic traffic is similar to counting the number of shoppers entering a store. Organic visitors are simply the number of shoppers who have clicked on a business’s organic SERP result on Google’s organic results. Ideally, you want the organic traffic to be as high as possible, and also for the conversion rate to be as high as possible. There’s no point in attracting 1 million visitors if none of them buy a product or a service from you.

Keyword rankings

Keyword rankings state where your business ranks in the search engine result pages on Google.

For the clients we consult with, they are only interested in where the business ranks on Google.

We therefore use Google Search Console to offer monthly reporting on where the company ranks for specific keywords. We aim to optimise the website for keywords with very high search volume, helping our clients attract more organic visitors.

Why it’s crucial to rank at the top of Google’s results?

Many SEO agencies widely claim that ranking first, meaning being at the top of Google’s results, results in an average click-through rate improvement of 31.7% for Google’s organic traffic. This is 10 times higher than a business ranking at the bottom of page one, which is position 10 in Google’s organic results.

CTR rate or click-through rate

What many digital marketing agencies will tell you is that it’s arduous work to get any business on page one of Google.co.uk.

However, the hard work doesn’t stop there, because even when you’re on page one of Google, you’re still competing with other businesses to get those shoppers to click on you. For example, companies will advertise using Google Ads, Google AI Overviews, Google Business results, and Google organic results as well. Therefore, you still have to compete with these businesses to get your company clicked on.

Therefore, businesses globally can improve their CTR, or “click-through rate”, by adding schema markup to increase the business’s chances of appearing as a featured snippet in the SERP’s. Additionally, the click-through rate increases as your company rises higher up the ranks. Additionally, changing the wording of the meta title and meta description can also help draw in more organic traffic.

What is the domain authority of your website?

The Domain Authority (DA) score is a rating on a scale of 1 to 100, first developed by Moz. It is essentially a score indicating the overall strength of a company’s SEO, primarily based on the quality and quantity of the business’s backlinks.

Well-known global brands, like Nike, will have high domain authority as they are a very established business. Global brands typically have a domain authority score of between 95 and 100, which is very difficult to achieve. A brand-new website, with a domain name that has just been registered, typically has a domain authority score of zero.

Dwell time / average time per person.

The dwell time, or average time spent on a page, is simply the amount of time that a shopper spends on a page or your entire website. You want shoppers and organic visitors to spend as long as possible on your company website. This indicates a high dwell time, which signals to search engines, such as Bing and Google, that the page is of interest to shoppers. For instance, if the average shopper has spent 7 minutes on average browsing through the many electrical items, including fridge-freezers, that you have for sale, this would indicate a high dwell time.

Relevant

If a shopper spends a long time on your website before returning to the SERP’s, or ending their quest to buy a product, because they have purchased from you, this shows that your website is relevant.

Many of the top SEO companies globally believe that a high dwell time can significantly improve a business’s SEO. The reason is that if shoppers spend a long time on the site, it means your website is relevant and is selling the right products they are looking for.

Let’s give you an example: somebody is looking to buy a car care item, such as high-quality wax to protect their car. If they search on Google for “Aston Martin car waxes for a graphite paintwork” and they spend a long time browsing the website, this indicates that you have the right items in stock and that the dwell time is high. This means that you have satisfied search intent.

Backlinks

Backlinks can have a significant effect on your business’s search engine optimisation. For example, if your businesses manage to get excellent backlinks, let’s say your company gets a few backlinks from the BBC, because the domain authority of the BBC is so high, what this means is that then this can massively help improve your businesses search engine optimisation, if that link equity is passed through to your website.

However, many businesses build spam links instead, which means that the opposite can happen; rather than a website moving up Google’s ranks, it can also move down if the backlinks are of poor quality.

Therefore, only build quality links.

Which SEO tools would you recommend for monitoring SEO metrics?

Google Search Console

This is a free tool, made by Google, so it is 100% reliable, offering reliable SEO data.
For example, Google Search Console can be used for a wide range of purposes. You can check everything from your website’s backlinks, through to where your website ranks on Google. Additionally, you can also see how many clicks your website is receiving and gaining, such as over the past 24 hours, last week, or last month, for example.

Google Analytics

This is an excellent SEO tool that allows you to check your website’s dwell times, number of organic visitors, and other essential metrics, such as the company’s bounce rate.
For example, you may want to check the bounce rate on the home page. If the bounce rate is very high, what you might want to do is work hard with your web designers to make a series of improvements, which may reduce the bounce rate.

Moz Pro

Here at Walsh & Partners, our favourite and we think the best SEO tool available is Moz Pro.
We utilise Moz Pro to analyse our competitors’ backlinks and identify link-building opportunities for our valued clients.

Who are Walsh & Partners?

Walsh & Partners is a long-established SEO agency working with our valued clients in Cardiff, as well as Penarth. We help these clients improve their visibility on Google. This means we help our clients rank higher on Google, allowing them to improve their CTR and gain more clicks.

We partner with businesses across Wales for the long term. For example, we have some very valued clients that we have worked with over the last decade. We have not only helped businesses reach page one of Google, but we have also managed to maintain their presence on the first page, despite numerous Google algorithm updates, which demonstrates the expertise of our well-known and respected SEO company in Cardiff.

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