Fluxx Tech
Many SEO reports are full of charts but leave owners asking: “Is this actually working?” The answer lies in a few key numbers, starting with enquiries and working back.
The 8 KPIs that matter
# | KPI | Where to find it | Why it matters |
1 | Organic enquiries | GA4 key events, call tracking, CRM | The result that pays for SEO |
2 | Organic traffic to key pages | GA4 | Are the right people visiting? |
3 | Rankings for target keywords | Rank tracker, Search Console | Progress on the searches that matter |
4 | Impressions | Search Console | How often you appear in Google |
5 | Click-through rate (CTR) | Search Console | Are your titles and descriptions attractive? |
6 | Google Business Profile actions | Profile performance | Calls, directions and website clicks from Maps |
7 | Conversion rate | GA4 | Share of visitors who enquire |
8 | Cost per organic lead | SEO spend ÷ organic enquiries | Compare with ads and other channels |
Leading vs lagging indicators
SEO results take time, so watch both:
• Leading indicators (move first): impressions, rankings, indexed pages, new reviews
• Lagging indicators (move later): traffic, enquiries, revenue
In the first few months, rising impressions and rankings show progress even before enquiries grow.
Numbers to be careful with
• Total traffic: traffic to blog posts that never convert may not help the business
• Number of keywords ranked: ranking for irrelevant terms is meaningless
• Domain authority scores: third-party scores are estimates, not Google metrics
• Backlink counts: quality matters more than quantity
A simple monthly SEO report
Ask your team or agency for one page with:
1. Organic enquiries this month vs last month and last year
2. Top keywords and their positions
3. Google Business Profile actions
4. Work completed this month
5. Plan for next month
Frequently asked questions
What is a good organic conversion rate? It varies by industry and offer. Track your own trend and improve it over time.
How soon should SEO KPIs improve? Impressions and rankings often move within one to three months; enquiries usually follow from three to six months.
Should I judge SEO on rankings alone? No. Rankings matter only when they bring the right visitors and enquiries.
