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Search engine rankings (by keyword) and click-through rate

Strategic perspective

Marketing and sales perspective

Key performance question this indicator helps to answer

How well are we optimising our internet strategy?

Why is this indicator important?

Along with page views and bounce rates (see KPI on page 155), search engine rankings (by keyword) and click-through rate are among a number of metrics that are used in website traffic analytics for assessing the effectiveness of an organisation’s internet strategy in attracting and gaining value from visitors.

Search engine rankings (by keyword) is simply a measure of website ranking based on relevant keywords. Unlike web directories, which are maintained by human editors, search engines ...

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