SEO KPI Framework
A tiered set of measurable indicators aligned to business stage and team responsibility.
Analogy Mental model
Performance metrics in a football team: forwards are judged on goals, midfield on passing and assists, defenders on tackles, the keeper on saves, and all of them on winning.
In practice What you actually do
Three tiers. Leading indicators the specialist controls directly: pages indexed, crawl frequency, keywords entering the top hundred and the top twenty, pieces published, new referring domains, performance pass rate. Lagging indicators the team owns: non-branded clicks, top-three positions, share of voice. And business outcomes aligned with leadership: leads, revenue, acquisition cost, return.
Where people get burned Pitfalls
In the first quarter of a new site, only leading indicators are fair. Being pushed to promise revenue in month one sets up a conversation nobody can win, because that period is planting rather than harvest.
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