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SurfSense/.cursor/skills/performance-reporter/references/kpi-definitions.md
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feat: enhance SurfSense with new skills, blog section, and improve SEO metadata 
- Added multiple new skills to skills-lock.json from the repository `aaron-he-zhu/seo-geo-claude-skills`.
- Introduced `fuzzy-search` dependency in package.json for improved search functionality.
- Updated pnpm-lock.yaml to include the new `fuzzy-search` package.
- Enhanced SEO metadata across various pages, including canonical links and descriptions for better search visibility.
- Improved layout and structure of several components, including the homepage and changelog, to enhance user experience.
2026-04-11 23:38:12 -07:00

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SEO/GEO KPI Definitions

Complete glossary of SEO and GEO key performance indicators with calculation formulas, data sources, benchmark ranges by industry, and interpretation guidance.

1. Organic Search KPIs

Organic Sessions

Attribute Detail
Definition Number of visits to your site originating from organic (unpaid) search engine results
Formula Count of sessions where medium = "organic"
Data Source ~~analytics (Google Analytics, Adobe Analytics, or equivalent)
Good Range Growing month-over-month; 3-10% MoM growth is healthy
Warning Decline >10% MoM without known seasonal cause
Segmentation Always separate brand vs. non-brand organic sessions

Interpretation:

  • Growing organic sessions with stable conversion rate = SEO strategy is working.
  • Growing sessions but declining conversions = traffic quality issue; check keyword targeting.
  • Flat sessions despite new content = content not ranking or cannibalizing existing pages.

Organic Click-Through Rate (CTR)

Attribute Detail
Definition Percentage of search impressions that result in a click to your site
Formula (Organic Clicks / Organic Impressions) x 100
Data Source ~~search console
Good Range >3% overall; varies significantly by position and query type
Warning <1.5% overall or declining trend
Segmentation By query type (brand vs. non-brand), by page, by position range

Benchmarks by Position:

Position Expected CTR Range
#1 25-35%
#2 12-18%
#3 8-13%
#4-5 4-8%
#6-10 2-5%
#11-20 0.5-2%

Interpretation:

  • High impressions but low CTR = title tags and meta descriptions need optimization.
  • CTR declining for stable positions = SERP features (AI Overview, PAA) stealing clicks.
  • CTR higher than position benchmarks = strong brand recognition or compelling snippets.

Average Position

Attribute Detail
Definition Mean ranking position across all tracked keywords or queries
Formula Sum of all positions / count of keywords
Data Source ~~search console (query-level), ~~SEO tool (keyword-level)
Good Range <20 for tracked keywords; improving trend
Warning >30 or rising (worsening) trend
Segmentation By keyword group, by page, by intent type

Interpretation:

  • Average position is a directional indicator, not an absolute measure. A few very low-ranking keywords can drag the average down significantly.
  • Always pair with keyword distribution (how many keywords in top 10, top 20, etc.) for a complete picture.

Keyword Visibility Score

Attribute Detail
Definition Weighted score combining keyword positions and search volumes into a single index
Formula Sum of (estimated CTR at position x monthly search volume) for each keyword
Data Source ~~SEO tool
Good Range Growing over time; absolute value depends on niche
Warning Declining trend for 3+ consecutive weeks
Segmentation By topic cluster, by competitor

Interpretation:

  • Visibility score accounts for both ranking position and keyword importance (volume).
  • A single high-volume keyword moving from #1 to #5 can cause a larger visibility drop than 20 low-volume keywords dropping off page 1.

Pages Indexed

Attribute Detail
Definition Number of your pages included in Google's search index
Formula Count of valid indexed pages in Index Coverage report
Data Source ~~search console (Index Coverage / Pages report)
Good Range Indexed count close to total intended indexable pages; growing with new content
Warning Indexed count dropping without intentional removal; large gap between submitted and indexed
Segmentation By sitemap, by content type, by subdirectory

Interpretation:

  • Indexed < submitted = quality or technical issues preventing indexing.
  • Sudden drop in indexed pages = possible noindex tag, robots.txt change, or manual action.
  • Indexed > intended = duplicate content, parameter URLs, or faceted navigation issues.

Organic Conversion Rate

Attribute Detail
Definition Percentage of organic sessions that complete a defined conversion goal
Formula (Organic Conversions / Organic Sessions) x 100
Data Source ~~analytics
Good Range >2% for lead generation; >1% for e-commerce (varies by industry)
Warning <0.5% or declining while traffic grows
Segmentation By landing page, by keyword intent, by device

Industry Benchmarks:

Industry Typical Organic CVR
SaaS / Software 2-5%
E-commerce 1-3%
Finance 3-6%
Healthcare 2-4%
B2B Services 2-5%
Media / Publishing 0.5-2% (ad-supported)
Education 2-5%

Non-Brand Organic Traffic Share

Attribute Detail
Definition Percentage of organic traffic coming from non-branded search queries
Formula (Organic sessions - brand query sessions) / Organic sessions x 100
Data Source ~~search console + ~~analytics
Good Range >50% of total organic; growing
Warning <30% (over-reliance on brand awareness, not SEO)
Segmentation Trend over time

Interpretation:

  • High non-brand share = SEO is driving new audience discovery.
  • Low non-brand share = organic traffic is mostly people who already know your brand; SEO is underperforming for acquisition.

2. GEO / AI Visibility KPIs

AI Citation Rate

Attribute Detail
Definition Percentage of monitored queries where your content is cited in AI-generated answers
Formula (Queries where you are cited / Total monitored queries with AI answers) x 100
Data Source ~~AI monitor
Good Range >20% of monitored queries
Warning <5% or declining trend
Segmentation By topic cluster, by content type

AI Citation Position

Attribute Detail
Definition Your average position among cited sources in AI-generated responses
Formula Sum of citation positions / count of citations
Data Source ~~AI monitor
Good Range Top 3 sources on average
Warning Not cited or consistently cited in position 5+
Segmentation By query, by topic

AI Answer Coverage

Attribute Detail
Definition Percentage of your target topics that appear in AI-generated answers
Formula (Topics with AI answers / Total target topics) x 100
Data Source ~~AI monitor
Good Range Growing over time as AI answers expand
Warning Declining coverage may indicate content quality issues
Segmentation By topic cluster

Brand Mention in AI Responses

Attribute Detail
Definition Number of times your brand is mentioned in AI-generated responses across monitored queries
Formula Count of AI responses containing your brand name
Data Source ~~AI monitor
Good Range Growing; present in responses for your key topics
Warning Zero mentions for topics where you are an authority
Segmentation By query category

3. Domain Authority KPIs

Domain Rating / Domain Authority

Attribute Detail
Definition Proprietary metric estimating the overall strength of a domain's backlink profile (0-100 scale)
Formula Varies by tool (logarithmic scale based on backlink quantity and quality)
Data Source ~~SEO tool (Ahrefs DR, Moz DA, or equivalent)
Good Range Growing; competitive with top-ranking sites in your niche
Warning Declining or significantly below competitors
Segmentation Compare against competitors

Benchmarks by Site Stage:

Site Stage Typical DR/DA
Brand new (0-6 months) 0-15
Early growth (6-18 months) 15-30
Established (18-36 months) 25-50
Mature (3+ years) 40-70+
Industry leader 70-90+

Referring Domains

Attribute Detail
Definition Count of unique domains that link to your site
Formula Count of distinct root domains with at least one dofollow or nofollow link
Data Source ~~link database
Good Range Growing MoM; higher than primary competitors
Warning Net loss of referring domains for 2+ consecutive months
Segmentation By authority tier (DR 0-20, 20-40, 40-60, 60+)

Backlink Growth Rate

Attribute Detail
Definition Net new backlinks acquired per month
Formula New backlinks gained - backlinks lost in the period
Data Source ~~link database
Good Range Positive and steady; proportional to content output
Warning Negative for 2+ months; sudden spikes (may indicate spam)
Segmentation By link quality tier

Toxic Link Ratio

Attribute Detail
Definition Percentage of your backlinks classified as toxic or spammy
Formula (Toxic backlinks / Total backlinks) x 100
Data Source ~~link database (toxic score/spam score)
Good Range <5%
Warning 5-10% (monitor and clean up)
Critical >10% (immediate disavow action needed)
Segmentation By toxic type (PBN, spam, irrelevant)

4. Technical SEO KPIs

Core Web Vitals

Metric Definition Good Needs Improvement Poor
LCP (Largest Contentful Paint) Time to render largest content element <=2.5s 2.5-4.0s >4.0s
CLS (Cumulative Layout Shift) Visual stability during page load <=0.1 0.1-0.25 >0.25
INP (Interaction to Next Paint) Responsiveness to user interactions <=200ms 200-500ms >500ms

Data Source: ~~search console (Core Web Vitals report), Chrome UX Report, PageSpeed Insights

Crawl Budget Utilization

Attribute Detail
Definition How efficiently search engine crawlers are spending their crawl budget on your site
Formula (Useful pages crawled / Total pages crawled) x 100
Data Source ~~search console (Crawl Stats), server logs
Good Range >80% of crawled pages are indexable, valuable pages
Warning High crawl of non-indexable or low-value pages
Segmentation By content type, by HTTP status code

Index Coverage Rate

Attribute Detail
Definition Percentage of submitted pages that are successfully indexed
Formula (Indexed pages / Submitted pages) x 100
Data Source ~~search console
Good Range >90% for sites with curated sitemaps
Warning <80% or declining
Segmentation By sitemap, by exclusion reason

5. Content Performance KPIs

Content Efficiency Score

Attribute Detail
Definition Ratio of content investment to organic traffic generated
Formula Organic sessions per content piece / cost per content piece
Data Source ~~analytics + internal cost tracking
Good Range Improving over time; varies by content type
Warning Declining efficiency despite continued investment
Segmentation By content type, by topic, by author

Content Decay Rate

Attribute Detail
Definition Percentage of existing content losing organic traffic over a defined period
Formula (Pages with >20% traffic decline over 6 months / Total pages with traffic) x 100
Data Source ~~analytics
Good Range <20% of pages decaying per 6-month period
Warning >30% of pages decaying
Segmentation By content age, by topic, by content type

Organic Revenue Per Session

Attribute Detail
Definition Average revenue generated per organic search session
Formula Total organic revenue / Total organic sessions
Data Source ~~analytics (e-commerce tracking or goal values)
Good Range Stable or growing; varies hugely by industry
Warning Declining while traffic grows (traffic quality deteriorating)
Segmentation By landing page, by keyword intent, by device

6. Competitive KPIs

Share of Voice (SOV)

Attribute Detail
Definition Your visibility as a percentage of total visibility across tracked keywords
Formula (Your visibility score / Sum of all tracked competitors' visibility scores) x 100
Data Source ~~SEO tool
Good Range Growing; leading in your core topic areas
Warning Declining for 3+ consecutive months
Segmentation By topic cluster, by competitor

Competitive Keyword Overlap

Attribute Detail
Definition Percentage of your tracked keywords where a specific competitor also ranks in the top 20
Formula (Keywords where both rank in top 20 / Your total tracked keywords) x 100
Data Source ~~SEO tool
Good Range Context-dependent; high overlap for direct competitors is expected
Warning New competitor appearing with high overlap indicates emerging threat
Segmentation By competitor, by keyword group

7. ROI and Business Impact KPIs

SEO ROI

Attribute Detail
Definition Return on investment from SEO activities
Formula ((Organic Revenue - SEO Investment) / SEO Investment) x 100
Data Source ~~analytics + internal cost tracking
Good Range >200% annually (SEO compounds over time)
Warning <100% after 12+ months of investment
Segmentation By content type, by campaign

Note: SEO ROI should be measured over 12+ month horizons. Short-term ROI calculations are misleading because SEO benefits compound over time.

Organic Traffic Value

Attribute Detail
Definition Estimated cost to acquire equivalent traffic through paid search
Formula Sum of (monthly organic clicks per keyword x CPC for that keyword)
Data Source ~~SEO tool (traffic value calculation)
Good Range Growing; significantly higher than SEO investment
Warning Declining traffic value despite stable traffic (keywords losing CPC value)
Segmentation By keyword group, by page

Interpretation:

  • Organic traffic value represents how much you would need to spend on PPC to get the same traffic.
  • Useful for communicating SEO value to stakeholders who understand paid media budgets.
  • A site with $50K/month organic traffic value that spends $10K/month on SEO is getting a 5:1 return.

SEO/GEO Metric Definitions and Benchmarks

Organic Search Metrics

Metric Definition Good Range Warning Source
Organic sessions Visits from organic search Growing MoM >10% decline ~~analytics
Keyword visibility % of target keywords in top 100 >60% <40% ~~SEO tool
Average position Mean position across tracked keywords <20 >30 ~~search console
Organic CTR Clicks / impressions from search >3% <1.5% ~~search console
Pages indexed Pages in Google index Growing Dropping ~~search console
Organic conversion rate Conversions / organic sessions >2% <0.5% ~~analytics
Non-brand organic traffic Organic traffic minus brand searches >50% of total organic <30% ~~analytics

GEO/AI Visibility Metrics

Metric Definition Good Range Warning Source
AI citation rate % of monitored queries citing your content >20% <5% ~~AI monitor
AI citation position Average position in AI response citations Top 3 sources Not cited ~~AI monitor
AI answer coverage % of your topics appearing in AI answers Growing Declining ~~AI monitor
Brand mention in AI Times your brand is mentioned in AI responses Growing Zero ~~AI monitor

Domain Authority Metrics

Metric Definition Good Range Warning Source
Domain Rating/Authority Overall domain strength Growing Declining ~~SEO tool
Referring domains Unique domains linking to you Growing MoM Loss >10% MoM ~~link database
Backlink growth rate Net new backlinks per month Positive Negative trend ~~link database
Toxic link ratio Toxic links / total links <5% >10% ~~link database

Reporting Templates by Audience

Executive Report (C-Suite / Leadership)

Focus: Business outcomes, ROI, competitive position Length: 1 page + appendix Frequency: Monthly or Quarterly

Section Content
Traffic & Revenue Organic traffic trend + attributed revenue
Competitive Position Visibility share vs. top 3 competitors
AI Visibility AI citation trend and coverage
Key Wins Top 3 achievements with business impact
Risks Top 3 concerns with proposed mitigation
Investment Ask Resources needed for next period

Marketing Team Report

Focus: Channel performance, content effectiveness, technical health Length: 2-3 pages Frequency: Monthly

Section Content
Keyword Performance Rankings gained/lost, new keywords discovered
Content Performance Top pages by traffic, engagement, conversions
Technical Health Crawl errors, speed scores, indexation
Backlink Profile New links, lost links, quality assessment
GEO Performance AI citation changes, new citations
Action Items P0-P3 prioritized task list

Technical SEO Report

Focus: Crawlability, indexation, speed, errors Length: Detailed Frequency: Weekly or Bi-weekly

Section Content
Crawl Stats Pages crawled, errors, crawl budget usage
Index Coverage Indexed/excluded/errored pages
Core Web Vitals LCP, CLS, INP trends
Error Log New 4xx/5xx errors with resolution status
Schema Validation New warnings, rich result eligibility
Technical Debt Outstanding issues by priority

Trend Analysis Framework

Period-Over-Period Analysis

Comparison Best For Limitation
Week over week (WoW) Detecting sudden changes Noisy, affected by day-of-week patterns
Month over month (MoM) Identifying trends Seasonal bias
Year over year (YoY) Accounting for seasonality Does not reflect recent trajectory
Rolling 30-day average Smoothing noise Lags behind real changes

Trend Interpretation Guidelines

Pattern Likely Cause Recommended Action
Steady growth Strategy is working Continue, optimize high performers
Sudden spike then drop Viral content or algorithm volatility Investigate cause, build on if repeatable
Gradual decline Content decay, competition, technical debt Comprehensive audit needed
Flat line Plateau — existing strategy maxed out New content areas, new link strategies
Seasonal pattern Industry/demand cycles Plan content calendar around peaks

SEO Attribution Guidance

Attribution Challenges in SEO

Challenge Impact Mitigation
Long conversion paths SEO rarely gets last-touch credit Use assisted conversions report
Brand vs. non-brand Brand searches inflate organic metrics Always separate brand/non-brand
Cross-device journeys Mobile search to desktop conversion Enable cross-device tracking
SEO + paid overlap Cannibalization or lift? Test turning off paid for branded terms
Content assists sales Hard to attribute Track content touches in CRM