41 Top Enterprise SEO Metrics (For 2025)

Enterprise SEO metrics are specific measurable insights that track the progress of SEO (search engine optimization) improvements or strategies for a B2B business. These trackable metrics are usually strong leading indicators of future growth, revenue, and overall business performance from organic search as a marketing channel.

Key Takeaways

• There are 41 potential enterprise SEO metrics that can be tracked. From website performance metrics to lead generation metrics. All of which are leading indicators to an enterprise companies growth of revenue.
• The top enterprise SEO metrics to track are lead metrics like lead velocity rate, SQL rate, and lead to customer conversion rate by the organic search channel.
• The top tools to use to track these enterprise SEO metrics include GA4 (Google Analytics), Hubspot, Salesforce, and Google Search Console.

All Enterprise SEO Metrics

Here are the top enterprise SEO metrics that an enterprise company should be tracking:

1. Website Performance Metrics for Enterprise

Website performance metrics can be important for tracking the User experience of enterprise websites, which are often leading indicators how a visitor is going to respond to the page (and potentially become a lead).

Page Load Time

Metrics like Core Web Vitals (Largest Contentful Paint, First Input Delay, Cumulative Layout Shift) and latency of the page completely loading (including images).

Bounce Rate (for organic visitors)

The number of Users that went back to search engines and didn’t get their question answered.

Pages Per Session

The average number of pages that an individual User from organic search browsed.

Average Session Duration

The amount of time an engaged User spent on the website.

Exit Rate (by page)

The rate of browse to page exit.

Related: SaaS SEO Metrics

2. Enterprise Keyword and Search Visibility Metrics

Search visibility metrics help to track when and how an enterprise website is appearing in SERPs (search engine results pages).

Keyword Rankings

Keyword rankings track the number of keywords ranking for branded terms and non-branded terms. The position changes of those keywords and how much of those keywords are shared amongst competitors.

Click-Through Rate (CTR)

Looking through Google Search Console for the click-rate of specific pages or the website as a whole.

Impressions

Total impressions can help to be a leading indicator of future clicks.

SERP Features Coverage

Rankings in featured snippets, knowledge panels, or local packs.

Organic Traffic

Total organic User sessions by specific cohorts. As well as tracking new vs. returning organic visitors.

Related: SaaS Marketing Metrics

3. Content Performance Metrics for Enterprise

Content performance metrics track overall content marketing effectiveness from organic search.

Top Landing Pages (by organic traffic)

Tracks the top landing pages from content marketing or SEO efforts.

Content Readability Score

When tracked across multiple pages, can be a great way to determine the overall content quality of the website and its helpfulness.

Top Exit Pages

Which pages are not meeting User expectations.

Engagement Metrics

Scroll depth, time on page, and dwell time can be great indicators of the quality of a page and its alignment with the User.

Related: MQL vs SQL

4. Conversion and Lead Generation Enterprise Metrics

Arguably, lead generation metrics are some of the most important for enterprise companies. Here are metrics that would track leading indicators of revenue.

Lead Conversions

Tracks the number of leads that came from organic search and the conversion rate of that traffic (traffic to lead ratio).

Goal Completions

Common goals would be MQL type of indicators like contact form submissions, whitepaper downloads, demo requests, etc.

Organic Revenue (if applicable)

Overall B2B sales from organic search.

Customer Lifetime Value (CLV)

The average contract length or value of that individual User.

5. Technical SEO Metrics for Enterprise

Technical SEO metrics can be indicators of a website's overall health and performance in the eyes of search engine crawlers.

Indexation Rates

The number of pages held in the Google Search Console index.

Crawl Errors

The number of pages and the amount of crawl errors indicated in Google Search Console. 

Log File Analysis

To identify crawling patterns and prioritize SEO-critical areas.

Canonicalization and Redirects

When there are issues with duplicate content or broken redirects, usually placed under Google Search Conosle.

Schema Markup Coverage

The total number of pages with enriched structured data.

Related: What is SaaS Marketing?

6. Enterprise Competitor and Market Insights

Enterprise businesses will usually have a firm understanding of their direct competitors and how their direct competitors are performing in SERPs (search engine results pages).

Competitor Organic Traffic

Identifies page and keyword gaps that should otherwise be filled by the enterprise SEO team.

Keyword Gaps

Specific keywords that should be utilized on a given enterprise website.

Link Profile Benchmarking

Helps to understand where a website is getting promoted and how it’s getting promoted.

Related: SaaS SEO Guide

7 Local SEO Metrics for Enterprise

Many enterprise customers serve a local market. As a result, there may be more local enterprise SEO metrics that you would want to include in your reporting:

Google Business Profile Metrics

Views, clicks, impressions, and more. General visibility metrics for your GMB profile.

Local Keyword Rankings

Performance by keyword for specific geographies.

Citations Consistency

Reports on the accuracy of an enterprise business name, address, and phone number.

8. Enterprise SEO ROI Metrics

Enterprise SEO may have very specific metrics that are tracked on behalf of the business objectives set by the marketing leader.

Revenue Metrics

Revenue metrics can be the north star of any enterprise SEO campaign:

Organic Revenue Growth

Revenue growth from organic search as a marketing source (usually determined by Hubspot or Salesforce lead source tags).

Revenue Per Organic Visit

Revenue per organic visit would be calculated by the total number of visitors (per month or per year) divided by the same timeframes overall revenue from that marketing source.

Average Contract Value (ACV)

To calculate, it’s the revenue from SEO it’s the number of SEO driven contracts divided by the number of total contracts (and their total value).

Customer Lifetime Value (CLV): 

Calculated by having the total projected revenue from organic-acquired customers over their relationship with your company.

Cost Metrics

Cost metrics would relate to the average fees or cost of hiring a team to execute against the enterprise SEO campaign.

• SEO Cost Per Lead (CPL): Total total investment going into SEO divided by the number of leads generated from the channel.
• SEO Cost Per Customer Acquisition (CAC): Total investment going into SEO divided by the number of new customers acquired via organic traffic.

Lead Metrics

Lead metrics would indicate the quality of leads and the rate of which enterprise leads are coming into the website.

• Lead Velocity Rate (LVR): The month-over-month growth rate of leads generated through SEO. Rate would be dependent on at least three months of numbers.
• Lead-to-Customer Conversion Rate: The percentage of total organic leads converting into paying customers.
• Sales Qualified Leads (SQLs) from Organic: The total number of leads coming from SEO that meet specific sales-readiness criteria.

Engagement Metrics

• Average Deal Cycle Length: The time it takes to close a deal from an SEO-generated lead.
• Marketing Qualified Leads (MQLs): This would be organic leads deemed ready for nurturing by marketing.

ROI Ratios

• SEO ROI Ratio: (Revenue from SEO – SEO Costs) ÷ SEO Costs.
• Payback Period: Time taken to fully recoup the SEO investment via generated revenue.

10. Enterprise-Specific Metrics

Account Metrics

• Account-Based Engagement from Organic Traffic: The total number of high-value accounts (e.g., enterprise clients) engaging via organic search. As determined by having audience and first-party data insights.
• Target Account Reach: Percentage of target enterprise accounts engaging with content via organic search. Determined by having audience and first-party data insights.

Pipeline Metrics

• Pipeline Contribution: The total percentage of the sales pipeline attributed to having come from SEO efforts.
• Sales Velocity: (Number of deals × ACV × Conversion Rate) ÷ Average Sales Cycle (specific to SEO leads).
• Lead-to-Account Mapping: The number of organic leads matched to key B2B or enterprise accounts.

Buyer Journey Metrics

• Content Consumption by Buyer Persona: Which persona consumes SEO-driven content and how it influences their decision-making in becoming a contracted customer.
• Intent Alignment Metrics: Organic sessions and conversions segmented by high-intent keywords or queries. Usually determined by cohorts of content types and the information taken from the lead generation.

Localization Metrics (if applicable)

• Regional Performance: SEO performance broken down by their geographic regions (e.g., APAC, EMEA).
• Localized Organic Pipeline Growth: Organic revenue or leads from specific territories. And calculated by overall pipeline count.

Advanced Attribution Metrics

• Multi-Touch Attribution for Organic: Contribution of organic traffic across different touchpoints in the sales funnel.
• SEO Impact on Assisted Conversions: The number of conversions where organic traffic was part of the user journey.

Market and Competitive Insights

• Market Penetration via SEO: Organic reach compared to overall market opportunity. Sometimes considered to be market share or share of voice.
• SEO Contribution to Market Share: The percentage of overall market traffic captured via organic search.

Content Metrics

• Content Efficiency Ratio: (SEO Revenue or Leads from Content) ÷ Content Costs.
• Recurring Organic Value: Looking at long-term value derived from evergreen content.

Customer Retention Metrics

• Retention Rate of SEO-Acquired Customers: Calculated by looking at the percentage of customers acquired via organic traffic that renew contracts or make repeat purchases.
• Churn Rate of SEO Customers: The percentage of SEO-driven customers lost over a specific period.

How to Track These Enterprise SEO Metrics

Attribution is always one of the hardest challenges for the marketing team. Depending on the number of tools and software solutions that you use to attribute where the customer came from and what stage of the enterprise sales process they’re in, it can become quite difficult to assign the correct User journey from start to finish.

However, some tools make it slightly easier to do this. In particular, tools like Hubspot and Salesforce are particularly useful at connecting the dots between organic search and the sales (or SQL process).

Tools that we often use to get most of the metrics above include:

• Google Analytics (GA4): Goal setting and the use of custom events can give us a strong indication of lead generation rates and velocity rates when calculated over the total organic visitors and traffic coming into the website.
• Google Search Console: Google Search Console is particularly useful as seeing what types of queries were used to generate the leads. Which can both give feedback to the SEO team as well as better understand the Users primary pain points for the sales team. This gives a better picture of what issues the prospect was trying to solve as they started their buying journey.
• Hubspot or Salesforce: Both Hubspot and Salesforce make it particularly easy to setup where the contact was created (i.e., inside the CRM you can tag the attribution source as having come from organic search or from form fills). This can give a better picture in how the buyer went from prospect to poetnailly “contact signed” stage on behalf of the sales team.

Lastly, we always recommend just simply asking your customers how they found you and what they were looking for when they did. Especially customers who have signed long-term contracts with the enterprise solution. This is not only a great opportunity to connect with the customer and better comprehend their needs, it’s useful feedback for both the marketing team as well as the EPD (engineering and product development) team.