Since natural referencing (SEO for friends) has become a real investment for companies (in time as well as in money), it becomes obvious to be able to create effective data reports to understand the impact of the actions implemented . So part of the work consists of creating “dashboards” which bring together the Key Performance Indicators (KPIs) corresponding to the identity, objectives and targets of your business …

Metrics and tools to measure your work

It is certain that KPIs can vary greatly from one website to another, if only by its category: showcase site, information platform, e-commerce site … Here I will present the 3 universal KPIs applicable in most cases: the traffic of a site, its ranking in the pages of search engine results, and its net-linking (its inbound links). And for each of them I will give you a short explanation and the appropriate tools.

Training & Co'm

Before I begin, however, I would like to remind you of a few things to keep in mind about KPIs: they should be indicated by ratios rather than by raw numbers, and they should also be based on comparisons – relative to each other, as well only between different time periods.


What and why?

The traffic performance on a site represents a wide range of data taken from a tracking script placed in the source code of your pages. The traffic-related KPIs are undoubtedly the focal point for observing the evolution of the “natural” ranking of a site. Traffic monitoring should be done on a day-to-day basis, and should obviously be supported by weekly, monthly and yearly reports in order to have a better overview of its progress.


  • Unique visitors ;
  • Seen pages ;
  • Conversion rate;
  • Duration of visits;
  • Visitor behavior;
  • Etc …


Undoubtedly the most advanced free tool for analyzing site traffic. This is where you will find everything you need to carry out effective observations and analyzes, with the possibility of cross-referencing the data and exporting it as reports.


What and why?

It is certain that all those who own or manage a website are obsessed by its ranking, its “rank” – this term referring to the position of a site in the search engine results pages for a word query – keys determined. This classification can be improved by various methods and actions that you are certainly starting to know: content strategy, inbound links, optimization of meta tags… all defined according to reasoning based on the analysis of “top requests” versus those “of long dragged “.


Google’s “confidence” indicator, rated from 0 to 9 according to criteria such as net-linking and the anchor text of these links, domain name, traffic, etc.

  • Ranking by keyword queries

The position of a page in relation to a specific keyword. This factor is one of the most important in the positioning strategy, and SEO work must include monitoring the first 5 positions in order to identify the places available.

An independent indicator that provides the position of a domain name in relation to the Alexa index (


  • “PageRank checker” extension for Firefox

Displays an icon in the navigation bar that gives the PageRank of the page you are visiting. Of course you can find such an extension for other browsers such as Chrome, Internet Explorer or Safari.

Check the relevance of the keyword queries on which you want to rank. The tool will give you a competitiveness index as well as the number of monthly requests, or even suggestions to improve your strategy.

Same as the previous tool to check the competitiveness of a keyword query. Enter the chosen URL and click on the “Search Keywords” button

Beyond providing the ranking of the top 30 million sites, Alexa also offers a comparative analysis of requests, and much more!


What and why?

As we know, inbound links (or “backlinking”) are important for SEO. But they have also become the spearhead of Google’s spam filters, the famous Panda and Penguin … So remember, work on QUALITY rather than quantity! Especially since the effectiveness of your linking strategy will depend on the “linkjuice” of the domains pointing to you – it is about the transfer of index of trust and popularity from one page to another.


  • Referring domains and total links

Two complementary indices used to know the number of sites and pages of sites pointing to yours.

  • Domain Authority and Page Authority

Two scores on 100 points indicating a sort of popularity rating, “the ability of a domain to rank in Google’s search results, […] how a page from one site will rank relative to a page from another site. ”


The “search engine for links created by SEOmoz. Explore your inbound links, their anchor text and more, for free, ”a benchmark in the field.

Excellent site explorer, including inbound links.

Obtain Domain Authority and Page Authority indices simply and efficiently.

A tool already mentioned above. In the case of a search for links, just click on the “Search Links” button.

NB: the data differ from one tool to another! This is normal and is due to the fact that the tools do not have the same amounts of sites indexed in their databases. The best is therefore simply to cross-check this data, why not by averaging it.


As you can see our 3 Key Performance Indicators are all connected, and therefore dependent on each other: the traffic of a site depends on both its positioning and its net-linking, its positioning depends on traffic and links , And so on… !

And you… ?

Which KPIs best fit your goals? Do you have other tools to measure them?