In today’s world, we have the ability to find a solution to any problem with the click of a button. Google has transformed the way to try to solve our biggest challenges, both personally and in business.

As a result, Search Engine Optimization (SEO) has become an increasingly important priority for most marketers. According to Hubspot’s State of Inbound Report, 66% of marketers say that growing SEO and organic presence was their top priority for inbound campaigns.

Many of the business owners or CEOs I meet these days realize the importance of SEO, but they aren’t quite sure where to start. And while business leaders definitely don’t need to know the detailed algorithms for how to improve their brand’s SEO, it’s important to have a general understanding for how SEO impacts the bottom line.

3 Important SEO Metrics Every CEO Should Know

Here are three metrics I encourage business leaders and CEOs to pay attention to when it comes to evaluating and improving their SEO efforts:

1. Keyword rankings

These can be used to track specific terms that you’re trying to rank for. They can help determine if you’re choosing appropriate words when trying to outrank competing sites. Keyword rankings can tell you whether you’re growing over time, as they should improve in ranks. Every time you add a post, you should add keywords as well and see how they rank.

2. Organic search traffic

You must ensure that your search engine traffic is increasing. Looking over a period of a few months is a good rule of thumb because seasonal changes can affect traffic. You also have the option to view daily traffic. Regardless of what analytics tools you use, most will allow you to break down search traffic by specific search engines.

3. Average time on page

How much time are users spending on your page? Seeing how much time users spend on each page will give you a sense of what content is working and what’s causing them to leave. Think about your content on a page. If it’s short, you shouldn’t be alarmed when there is low time spent, because it’s a quick read. However, if your content is heavy, and you’re seeing that people are spending only half the time, something may need to change.

Search Engine Optimization (SEO) is an ever-changing industry. What’s hot and relevant one month might not be the next. Business owners and marketers need to stay current on trends in SEO if they want to be at the top of their game.