Key Performance Indicators for SEO: A Comparison of B2B and B2C

Abstract

The rapidly evolving digital landscape has significantly transformed how businesses approach marketing, with search engine optimization (SEO) becoming critical for online visibility and success. This study investigates the key performance indicators (KPIs) essential for measuring SEO effectiveness. It explores the sequential relationships in the consumer journey through organic search within business-to-business (B2B) and business-to-consumer (B2C) sectors.

By utilizing secondary data, the study identifies KPIs like Position, Impressions, Clicks, Sessions, Conversions, and Total Revenue by combining quantitative data analysis with qualitative insights from industry experts. The findings indicate a significant distinction between B2B and B2C companies regarding SEO KPIs. There is a clear sequential relationship from Clicks to Total Revenue for the B2C company, and the B2B company shows a sequential relationship up to Conversions. The study emphasizes the importance of focusing on SEO KPIs to improve companies' digital performance.