What are the key SEO metrics to track for landing pages from Bing Ads?

Tracking key SEO metrics for landing pages from Bing Ads helps you understand how well these pages are performing and identify opportunities for optimization. Here are the crucial SEO metrics to monitor:

### **1. Traffic Metrics**

**1.1. **Sessions and Users:**
- **Definition:** Total number of visits and unique visitors to your landing pages.
- **Importance:** Indicates overall traffic volume and user engagement.
  - **How to Track:** Acquisition > All Traffic > Channels, then filter by `bing / cpc` to see traffic from Bing Ads.

**1.2. **Organic vs. Paid Traffic:**
- **Definition:** Comparison of traffic from organic search versus paid ads.
- **Importance:** Helps evaluate the effectiveness of Bing Ads compared to other traffic sources.
  - **How to Track:** Acquisition > Source/Medium to differentiate between `bing / cpc` and organic search.

### **2. Engagement Metrics**

**2.1. **Bounce Rate:**
- **Definition:** Percentage of visitors who leave the landing page without interacting further.
- **Importance:** High bounce rates can indicate that the page isn't relevant or engaging enough.
  - **How to Track:** Behavior > Site Content > Landing Pages, then check bounce rates for each landing page.

**2.2. **Average Session Duration:**
- **Definition:** Average amount of time visitors spend on the landing page.
- **Importance:** Longer durations suggest that users find the content engaging and valuable.
  - **How to Track:** Behavior > Site Content > Landing Pages, and view average session duration.

**2.3. **Pages per Session:**
- **Definition:** Average number of pages viewed per session.
- **Importance:** Indicates whether users are exploring more of your site or leaving after viewing the landing page.
  - **How to Track:** Behavior > Site Content > Landing Pages, and check pages per session.

### **3. Conversion Metrics**

**3.1. **Conversion Rate:**
- **Definition:** Percentage of visitors who complete a desired action (e.g., form submission, purchase) on the landing page.
- **Importance:** Measures the effectiveness of the landing page in converting traffic into leads or sales.
  - **How to Track:** Conversions > Goals > Overview, and filter by source `bing / cpc` to see conversion rates.

**3.2. **Goal Completions:**
- **Definition:** Total number of completed goals (e.g., form submissions, downloads) on the landing page.
- **Importance:** Directly measures the success of your landing page in achieving its objectives.
  - **How to Track:** Conversions > Goals > Overview, and analyze goal completions from Bing Ads traffic.

**3.3. **Cost Per Conversion:**
- **Definition:** Total cost of Bing Ads divided by the number of conversions.
- **Importance:** Helps evaluate the cost-effectiveness of your Bing Ads campaigns.
  - **How to Track:** Use Google Analytics combined with Bing Ads data to calculate cost per conversion.

### **4. User Behavior Metrics**

**4.1. **Behavior Flow:**
- **Definition:** Visualization of how users navigate through your site, from landing page to other pages.
- **Importance:** Helps identify where users drop off and how they interact with your site.
  - **How to Track:** Behavior > Behavior Flow to see user paths and identify any friction points.

**4.2. **Exit Pages:**
- **Definition:** Pages where users leave your site.
- **Importance:** Identifies if users are exiting after visiting the landing page, which may indicate issues with the page or its content.
  - **How to Track:** Behavior > Site Content > Exit Pages, and see if the landing page is among the top exit pages.

### **5. Technical SEO Metrics**

**5.1. **Page Load Time:**
- **Definition:** Time it takes for the landing page to fully load.
- **Importance:** Affects user experience and can impact bounce rates and conversions.
  - **How to Track:** Behavior > Site Speed > Overview to check page load times and identify areas for improvement.

**5.2. **Mobile Responsiveness:**
- **Definition:** Performance of landing pages on mobile devices.
- **Importance:** Ensures that the landing page provides a good user experience across all devices.
  - **How to Track:** Use the Mobile Overview report under Audience > Mobile > Overview to see mobile performance.

### **6. SEO Performance Metrics**

**6.1. **Keyword Performance:**
- **Definition:** Performance of keywords driving traffic to your landing pages.
- **Importance:** Evaluates how well your targeted keywords are performing and if they need adjustments.
  - **How to Track:** Acquisition > Search Console > Queries to view keyword performance.

**6.2. **Organic Search Rankings:**
- **Definition:** Ranking position of your landing pages in organic search results.
- **Importance:** Helps understand the effectiveness of your SEO efforts in complementing your Bing Ads campaigns.
  - **How to Track:** Use Bing Webmaster Tools or other SEO tools to track keyword rankings.

### **7. Landing Page Health Metrics**

**7.1. **404 Errors and Broken Links:**
- **Definition:** Pages that return a "404 Not Found" error or contain broken links.
- **Importance:** Affects user experience and can impact SEO rankings.
  - **How to Track:** Use Google Search Console and Bing Webmaster Tools to identify and fix errors.

**7.2. **SSL Certificate Status:**
- **Definition:** Whether your landing page uses HTTPS.
- **Importance:** A secure connection (HTTPS) is important for user trust and SEO rankings.
  - **How to Track:** Check the HTTPS status of your landing pages directly in the browser or use site audit tools.

### **Example Workflow for Tracking Key SEO Metrics:**

1. **Set Up UTM Parameters:**
   - Ensure Bing Ads URLs include UTM parameters for accurate tracking.

2. **Monitor Traffic Sources:**
   - Use Acquisition reports to track traffic from Bing Ads.

3. **Analyze Engagement Metrics:**
   - Check bounce rates, average session duration, and pages per session for landing pages.

4. **Evaluate Conversion Metrics:**
   - Review conversion rates, goal completions, and cost per conversion.

5. **Assess User Behavior:**
   - Use Behavior Flow and exit pages reports to understand user navigation.

6. **Track Technical SEO Metrics:**
   - Monitor page load times and mobile responsiveness.

7. **Review SEO Performance:**
   - Analyze keyword performance and organic search rankings.

8. **Check Landing Page Health:**
   - Identify and fix 404 errors, broken links, and ensure HTTPS is used.

By tracking these key metrics, you can gain insights into the performance of your landing pages from Bing Ads, make data-driven decisions, and continually optimize your campaigns for better results.