Joined the scene however in 1996 seo really took off

joined the scene. However, in 1996, SEO really took off when Sergey Brin and Larry Page began
building what would become the biggest, most recognized search engine to date: BackRub.
Thought I was going to say Google? Well, you’re right because BackRub eventually became
Google and was registered as a domain in 1997.
SEO Evolution:
In the beginning, anything went in terms of SEO. The rules were fast and loose. So, marketers
could use hacking practices and leverage keyword stuffing and spammy links to rank higher in
search results. Google saw an opportunity to do something that other search engines weren’t. It
began working on algorithm updates that would reward quality, relevant content to connect users
with what they really want to find. From then to now, hundreds of algorithm changes have been
made, and SEO has rapidly evolved, forcing marketers to explore alternative strategies. SEO’s
history teaches us that the best way to prepare for the future of SEO is to not cut corners; it’s to
use ethical optimization techniques and publish content that holds actual value for your visitors.
Criteria of measure key performance indicators:

Actionable: Capable of being changed to improve business performance.

Directional: Help to determine if a company's results are improving.

Practical: Integrate with existing company processes well.

Quantitative: Represented in the form of percentages or numbers.
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SEO
Some of the most common examples of KPIs for SEO include:
 Number of new customers acquired.
 Customer lifetime value.
 Cost per customer/acquisition.
 Return on Investment for ad-spend
 Customer attrition rates.
 Social media/brand awareness rates.
Objectives and KPI’s:
To accurately measure SEO success, we must know what we are trying to achieve and
the various steps necessary to do so. If we have followed a structured methodology for creating a
digital marketing plan, then we will have identified some specific objectives for the business and
our marketing. Our measurement KPIs should map to these objectives, allowing us to clearly
demonstrate how the activities we undertake in an SEO campaign are helping us move towards
our business objectives. If a customer comes to you and asks to rank for a given keyword, then
you need to dig deeper. You have to ask, “Why? Why do you want to rank for that keyword?
What do you believe this will do for your business?” You want to develop a strategic
understanding of why the client wants more relevant traffic from a search engine and understand
the real business objectives at play. When you understand the customer’s real objectives behind
ranking for a given keyword, you can provide more value and better service.
1. Organic Sessions
Organic sessions measure earned visits to your website from search engines such as Google and
Bing. A session is defined by a visit to the website, the actions taken by the user during that visit,
and then the exit of the user from the site. If a user idles, their session will time out after 30