SEO KPI: How many of your pages generate traffic?

Knowing that your entire website is indexed is a valuable piece of information, as this tells you that the search engine in question has been able to access the page and recognized its content. However, what is even more important in terms of SEO, is how many of these pages are actually receiving organic traffic? Do you know this off the top of your head?

Let us imagine your store has 50’000 SKU’s, each of those products are unique (take that with a grain of salt ;) ). If you have a 100 items dedicated to Nike Shoes but it’s not mentioned on your front page (because a 100 items of 50’000 isn’t significant enough), wouldn’t you want people to still be able to find those products directly (or even know that you carry them)? This is why this metric carries so much value. You can’t optimize your home page and then not come up with a standardized and smart way to describe all other 50’000 pages. And if you’re not able to recognize which pages are not receiving any hits, you’ll lose out on plenty of traffic as every day goes by.

Case Study

Being consistent with the example of my client who is in the tourism sector, here is a chart showing you what percent of the all pages are receiving search traffic:

When I was studying the results of the first 2 months, I had noticed that a number of relevant pages were not getting any traffic (you can also see it took google 4 weeks to adapt to the new links despite the htaccess redirects). I optimized further based off existing data and was then able todeliver search traffic to a 100% of the pages (mind you, my client doesn’t have 50’000 SKU’s so every case is different). I wasn’t shooting for a 100% as I don’t feel something like search traffic to a “Contact Us” page will make or break the business, but it was satisfying to see. In short, identify the pages that are not performing in terms of search engine traffic and optimize till you’re happy. Once that is done, keep monitoring this statistic on a monthly basis to make sure nothing is falling off the grid.

Extracting from Google Analytics

Again this is a case where you’ll have to export from Analytics and then manipulate it  in Excel. To find the data, navigate to Content >> Top Landing Page, you’ll need to make sure that you only have search traffic selected and the correct dates. Take the value indicated below week for week, or month for month:

Further Reading

  • None yet, feel free to share any resources on this topic.
  • http://twitter.com/francoisgoube Francois Goube

    I was wondering if anyone has managed to get the number of pages generating traffic from the GA API so that we can automate the process. I know that SEOmoz is doing so in their pro dashboard. and it’s really cool.