The 8 Most Important SEO Data Points of Any Website

The 8 Most Important SEO Data Points of Any Website

Data is the currency of online marketers. If you’re an SEO or digital marketer, you know exactly what I mean. You live in a sea of data — numbers, line graphs, bar graphs, pie graphs, venn diagrams, percentages, proportions, analyses, analytics, and every combination of said metrics.

I get that. I’ve helped to found two analytics companies. Sometimes, though, it’s necessary to get the quick-and-dirty on things — the barebones numbers that provide the core information source on a website.

Those are the numbers that I want to explain in this article. When you’re finished reading this article, you’ll know the eight data points that will give you an accurate read on your website. Then, you can take action based on what you know.

What you’re about to discover will enhance your ability as an SEO, a marketer, and a digital expert.

Domain Authority

The Domain Authority of a website is a number developed by Moz that functions as a comparative metric for how important and powerful your website is.

Here’s how Moz defines it:

Domain Authority is Moz’s calculated metric for how well a given domain is likely to rank in Google’s search results. It is based off data from the Mozscape web index and includes link counts, MozRank, and MozTrust scores, and dozens of other factors. It uses a machine learning model to predictively find an algorithm that best correlates with rankings across thousands of search results that we predict against.

Domain Authority is measured on a 100-point scale. If your site is in the 20s, it’s not so hot. If your site is in the 90s, you’re doing really well.

Why It Matters

The Domain Authority metric has proved to be one of the most reliable numbers for determining the success of a website in the SERPs. A higher DA invariably translates into bigger traffic and better search ranking.

I’ve developed a chart to help you understand your DA. Find out your domain authority (“Where to Find It” below), and then find out how you’re doing.

Thankfully, you can improve your Domain Authority through careful and persistent work.

Where to Find It

Domain Authority is publicly available for any website. You can use the following free sources

Site Speed (Load Time)

A website’s speed is basically how fast it appears in a user’s browser.

Technically, site speed is dependent upon load time. Load time calculates the latency from the point at which a user submits a request. The network server time and browser time are both factored into the equation, along with the page size (measured in bytes), and requests.

Though there are a variety of technical factors to load time, the most important issue to take notice of is the number of seconds/milliseconds it takes for your page to appear.

Why It Matters

Site speed is crucial for two related reasons — 1) SEO and 2) user experience.  From an SEO standpoint, it’s apparent that Google devalues sites with long load times. This may be tied to the user experience issue. Pages that take a long time to load have higher bounce rates and lower levels of engagement.

You know this experientially. If a page takes a long time to load, you probably become impatient. You may click off to a new tab to pass the time while the slow-loading page comes into view. Or, you may just forget about it altogether.

Where to Find It

There are a variety of helpful places you can get site speed metrics. Here are the top three free places:

Quicksprout – (full disclosure, this my company) My analysis tool gives you both a basic speed score, and a full report. The “speed score” is a handy number for determining how you rank, along with load time (in seconds), page size, and requests.

The 8 Most Important SEO Data Points of Any Website

A more advanced report (also free) provides a full graphical readout of speed metrics based on content analysis, page type/file/size/load time, scoring performance, along with a series of recommendations.

PageSpeed Insights – Google Developer Tool

Google’s pagespeed tool is another handy and freely available source of speed insights.

Their analysis provides desktop and mobile displays for your site, along with scores, images, and recommendations.

The 8 Most Important SEO Data Points of Any Website


Neil Patel
Neil Patel is the co-founder of KISSmetrics, an analytics provider that helps companies make better business decisions. Neil also blogs about marketing and entrepreneurship at Quick Sprout.

Comments are closed.

12 thoughts on “The 8 Most Important SEO Data Points of Any Website

  1. Great write-up Neil. Concise and to the point, I think these are great go-to metrics for measuring SEO. All too often, people forget to get back to the basics. This is a good summary of that. Also, love the Quicksprout analysis tool!

  2. Hi Neil,

    From the points you mentioned, I was ignoring two points one is bounce rate and another one is index pages.

    These days the average bounce rate of my blog is 68% and I actually worried about. To overcome this negative factor i am doing Internarlinking, trying to makeke content more interetsing and all. Any other tips ?

    By the way what is the average bouce rate for a blog ?

    To increase Index pages now i think i should be more active on blog and post more frequently.

    1. Hi Tanya,

      The standard bounce rate you see in analytics is a flawed metric because when a person visits your blog from the SERP and stays their for 10 minutes or so to read, it is considered by GA as a bounce.

      If you want to see the accurate bounce rate of your website you need to implement changes to your GA code. When implemented, you will see the Adjusted Bounce Rate for your website.

      Check out this article from SEW that can help you out in this matter:


      1. I think you meant seconds, not minutes. And it also depends on the type of page. Some pages only take seconds to perform the action or goal you intend your users to perform. Youtube has hundreds of tutorials explaining the features of Google Analytics. The Analytics team at G also holds Hangouts on Google+ sometimes, great resource’s. I manage a few sites, same theme/design/niche/topic… the only difference is the location we target. Some of the sites have a 30% bounce rate and others as high as 75%. Don’t sweat the BR too much, just deliver what your audience wants/needs and you’ll do well.

        Great tips Neal, thank you. Pingdom is great, their notifications are a lifesaver. Not a fan of the Google developers site test tool myself, some of their “recommendations” just aren’t actionable and a few are just crap… love your stuff though!

  3. Very informative post, Neil. Domain Authority of my blog is very low. I have been working very hard for the last few weeks to increase the DA. Hope I can see some improvement in next update.

  4. Some really great point, Neil. I am surprised to see how DA has almost replaced PR to become a de facto for an authority measurement

  5. I know this is from a slightly different angle but when I link to a site I look at their Alexa rank. After all, the aim is to drive traffic to your site so the lower their Alexa, the better the link is because there is more potential for traffic. I would be interested in other people’s opinion on this

  6. Found your post over Google+ this morning. I have gotten in the habit of collecting your articles to share with my peers… all your points that make perfect sense.

    Given the wax and wane of Google algorithmic updates, I have adopted a more pragmatic view as follows; “If you enjoy top 10, free organic page position, don’t hold your breath. After all it’s ‘free lunch’. And you know what they say about a ‘free lunch’.

    Google giveth, and Google taketh away.
    – Amen and Namaste to you brother Neil