Feeling like your local SEO efforts are a bit of a guessing game? Many small business owners put in the hard work to improve their local online presence, but then wonder if it’s actually making a difference. After all, it’s tricky to know what to measure or which numbers really matter when it comes to local SEO.

But don’t worry, today’s blog post is a detailed breakdown of KPIs for SEO success that you need to track and measure how well your local SEO strategy is performing.

Not sure if you’re tracking the right numbers? At Make Me Local, we specialise in helping businesses like yours make sense of these metrics and turn them into actionable steps that bring real customers through your door.

Give us a call on 0800 772 0022 or email hello@makemelocal.com and let us make your local SEO work harder for you.

“At Make Me Local, we don’t just build websites or boost rankings — we build visibility, trust, and real connections between local businesses and their communities.”

What Are KPIs?

KPIs, or Key Performance Indicators, are measurable values that help evaluate the success of specific business activities, such as local search engine optimisation (SEO) efforts. They provide clear benchmarks to assess whether your strategy is effectively increasing local visibility, driving website traffic, and generating customer enquiries.

The KPIs For SEO Success That You Must Know About

Now that you know about KPIs, below is a deep dive into the 16 essential KPIs that define local SEO success:

1. Google Business Profile (GBP) Performance

Your Google Business Profile is a critical asset, and understanding Google Business Profile insights allows you to monitor key engagement points.

Key GBP metrics

Views: Total appearances in local search results and Google Maps.
Search queries: The geo-targeted keywords users type to discover your profile.
Customer actions: Clicks on calls, website visits, directions, and photo interactions.
Phone calls & direction requests: Direct engagement indicators.
Post engagements: Interaction with GBP posts.

Why it matters

Tracking these customer engagement metrics helps improve your local search rankings and guides online reviews management strategies. This is foundational in KPI tracking for SEO success.

2. Local Keyword Rankings

Local keyword rankings focus on your business’s position for geo-targeted keywords within your service area.

What to track

Rankings for location-specific queries like “best bakery in [town].”
Appearances in the local pack visibility (Google’s 3-pack).
Featured snippet presence.

Tools
SEMrush, Moz Local, and Ahrefs are the best tools to measure local SEO success in the UK and globally.

Why it matters
Higher local search rankings increase organic local traffic and drive qualified visitors, a key factor in KPI tracking for SEO success.

3. Website Traffic From Local Searches

Understanding organic local traffic helps confirm if your SEO efforts are attracting the right audience.

Metrics to analyse

Sessions from local searches (using Google Analytics geographic filters).
Breakdown of new vs. returning visitors from targeted locations.
Traffic sources include organic search, direct, and referrals.

Why it matters
Accurate traffic analysis informs your SEO performance and helps refine your SEO campaigns.

4. Online Reviews And Ratings

Effective online review management is essential for local SEO.

Key indicators

Volume and velocity of reviews across platforms.
Average star ratings and sentiment analysis.
Response rate to reviews.

Why it matters
Positive reviews build trust, improve local search rankings, and increase local pack visibility. They are also a major component in your KPIs for SEO success.

5. NAP (Name, Address, Phone Number) Consistency

Maintaining NAP accuracy is crucial for establishing trust and maintaining a consistent online presence.

What to monitor

Consistency of your NAP across citations and directories.
Elimination of duplicate or outdated listings.

Why it matters
Proper citation consistency improves local SEO rankings and is crucial for optimising NAP accuracy for better local search visibility.

6. Click-Through Rate (CTR)

Click-through rate (CTR) measures the effectiveness of your listings in search results.

How to track

Google Search Console for organic click-through rates (CTR) on local keywords.
GBP insights showing profile clicks.

Why it matters
A high CTR correlates with strong user intent and better SEO performance, boosting conversions from local searches.

7. Conversion Rates From Local Visitors

Tracking actual customer actions completes the feedback loop on SEO effectiveness.

Metrics

Phone call tracking tied to local searches.
Contact form submissions and online bookings.
Foot traffic is measured using either point-of-sale (POS) or manual counts.

Why it matters
Conversion tracking is the most direct KPI reflecting ROI from your local SEO campaigns.

8. Mobile Performance

With the rise of mobile searches, mobile search optimisation is a must.

Percentage of mobile users.
Bounce rates and session duration on mobile.
Mobile page load speeds.

Tools
Google PageSpeed Insights and Google Analytics mobile reports help identify issues.

Why it matters
Good mobile performance enhances customer engagement metrics and improves local pack visibility.

9. Local Backlinks

Backlinks from local, authoritative sites reinforce your relevance.

Quantity and quality of backlinks from local directories, news outlets, and blogs.
Anchor text relevance to your business and location.

Why it matters
Quality local backlinks boost your authority and improve local search rankings as part of your KPIs for SEO success.

10. Return On Investment (ROI)

Measuring ROI ensures your SEO campaigns deliver business value.

How to measure

Track revenue linked to local search traffic.
Compare marketing spend against generated income.
Use CRM tools to connect leads and sales.

Why it matters
ROI validation supports ongoing investment and prioritises effective tactics in your KPI tracking.

11. Search Visibility & Organic Traffic

Search visibility includes your ranking breadth and impression share.

Key points

Visibility score from SEO tools.
Volume of organic local traffic.
Impression share in local search engine results pages (SERPs) and Maps.

Why it matters
High visibility ensures sustained traffic and brand presence in competitive markets.

12. Engagement Metrics On Website And GBP

Monitoring both site and profile engagement provides a full view of user behaviour.

Website engagement

Time on site, pages per session, and bounce rate.

GBP engagement

Clicks on calls, website, and directions.
Post and photo interactions.

Why it matters
Engagement signals SEO performance and helps improve local search rankings.

13. Lead Conversions & Branded Traffic

Tracking leads and branded traffic gauges brand strength and conversion effectiveness.

Lead conversions

Leads from local search are identified via UTM codes or call tracking.

Branded traffic

Brand-specific searches drive traffic.

14. Local Pack Rankings

Presence in Google’s local pack has a significant impact on visibility.

Why track
The local pack visibility is prime real estate, capturing significant local search traffic and conversions.

15. Content Localisation & Social Media Engagement

Localised content and social signals enhance your SEO footprint.

Content localisation

Use geo-targeted keywords.
Incorporate local events, news, and testimonials.

Social media

Likes, shares, and comments on location-focused posts.

Localised content and social media engagement contribute to improved local search rankings and overall SEO performance.

16. Core Web Vitals And Website Performance

Google’s Core Web Vitals affect ranking and user experience.

Key metrics

Largest Contentful Paint (LCP)
First Input Delay (FID)
Cumulative Layout Shift (CLS)

Fast, stable websites enhance engagement and rankings, which are essential for sustaining key performance indicators (KPIs) that drive SEO success.

Make Me Local: Your Partner In KPI Tracking And Local SEO Success

At Make Me Local, we turn local SEO from a mystery into a measurable growth strategy. From improving local pack visibility to tracking geo-targeted keywords, we help businesses monitor key SEO performance metrics that matter.

Our tailored approach focuses on keeping track of your KPIs for SEO success, including website traffic, mobile performance, conversion rates, and Google Business Profile insights, ensuring every element of your SEO strategy delivers real results.

So, are you ready to take control of your SEO performance? Call on 0800 772 0022 or email hello@makemelocal.com today.

10th June 2025