In SEO, success isn’t just about driving traffic. It’s about achieving goals that truly matter to your business — like generating leads, increasing sales, or building brand awareness. To understand if your SEO is working, you need to measure the right Key Performance Indicators (KPIs).
Why SEO KPI Reporting Matters
The purpose of SEO is to improve online visibility and help you achieve key business outcomes, such as:
Capturing customer attention.
Generating qualified leads.
Driving product purchases.
Boosting sales or enquiries.
KPIs help you track whether your SEO efforts are contributing to these goals. Without them, it’s difficult to know what’s working — or where improvements are needed.
What Are SEO KPIs and Why Are They Important?
KPIs are data points that show how well your SEO strategies are performing against your objectives. They help you:
Measure progress at each stage of the sales funnel.
Spot opportunities or issues early.
Make informed decisions based on evidence, not assumptions.
Monitoring KPIs over time also reveals trends — such as seasonal changes or unexpected events — so you can adjust strategies when needed.
Turning KPIs into Useful Reports
A good SEO report is more than a list of metrics — it should highlight what matters most to the business. For example:
A high bounce rate is usually seen as negative, but for an emergency service website, a fast exit might mean users quickly found the phone number they needed.
By focusing on KPIs that reflect your specific goals, reports become more meaningful and actionable.
Choosing KPIs for Different Stages of the Funnel
Different goals require different KPIs:
Top of the Funnel (Awareness)
Organic search visibility.
New visitors from search.
Top-performing landing pages.
Middle of the Funnel (Engagement/Consideration)
Leads generated.
Opt-in form conversion rates.
Bottom of the Funnel (Conversion)
Sales or completed transactions.
Aligning KPIs to each stage of the funnel ensures your reporting focuses on what drives growth at every level.
Using Hike’s Report Builder
Hike’s Report Builder makes it simple to create customised KPI reports:
Select the metrics that matter most to your clients.
Add widgets and data from spreadsheets for deeper insights.
Track changes over time to show progress and results.
Reports can also be fully branded using Hike’s White-Label features, so they match your company’s logo and style when shared with clients.
Conclusion
Choosing the right KPIs keeps your SEO strategy focused and results-driven. With Hike’s Report Builder, you can deliver reports that highlight progress, uncover opportunities, and demonstrate real value to your clients — all in one place.