Landing pages remain one of the most crucial elements of conversion-focused SEO strategies this 2025. And as search engines continue to prioritise user experience (UX), speed, and engagement signals, brands and SEO professionals must adapt their approach to landing page optimisation. Gone are the days when a basic keyword strategy and a fast load time were enough. Today, performance metrics have become more granular, actionable, and tied directly to search rankings and user satisfaction.
To stay competitive, marketers must understand the latest landing page performance metrics that matter— and how to measure, interpret, and optimise for them. This article covers the most important metrics for 2025, why they matter for SEO and conversions, and actionable insights on how to improve them.
Core Web Vitals- Still Crucial, Now Expanded
Google’s Core Web Vitals, first introduced as a ranking factor in 2021, continue to be central to page performance in 2025. These metrics measure how users perceive the speed, responsiveness, and visual stability of a page. While the original trio, Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), remain, Google has expanded these metrics for greater precision.
Latest Core Web Vitals (2025 Update)
Interaction to Next Paint (INP): Replacing FID, INP measures the entire responsiveness of a page, capturing all user interactions and evaluating the worst-case delays. Optimising for INP means ensuring minimal lag throughout the user journey, not just at the first interaction.
Largest Contentful Paint (LCP): This measures how quickly the largest visible content element (e.g., a hero image or headline) loads. The 2025 threshold for a "good" score is under 2.5 seconds.
Cumulative Layout Shift (CLS): This tracks unexpected layout movements. Google now places greater emphasis on CLS in mobile environments, where poor layout stability often leads to accidental clicks and abandonment.
For SEO, optimising Core Web Vitals is non-negotiable. These metrics directly affect search rankings, especially for mobile-first indexing, and heavily influence bounce rate and engagement time, which are indirect ranking signals.
Engagement Rate and Time on Page
Google Analytics 4 (GA4) shifted the focus from traditional bounce rate to Engagement Rate — the percentage of sessions that last longer than 10 seconds, have at least one conversion event, or involve multiple page views.
In 2025, SEO professionals now optimise for Average Engagement Time and Engaged Sessions per User. These metrics provide a clearer picture of how users interact with landing pages.
A high engagement rate signals relevance and user satisfaction, which search engines value when determining rankings. To improve these metrics, SEO writers must focus on clear value propositions, strong above-the-fold content, and scannable layouts with CTAs that encourage interaction.
Additionally, interactive elements such as calculators, sliders, or embedded videos increase dwell time and interaction, signaling content quality to search engines.
Conversion Rate Per Source
While conversion rate has always been a key metric, 2025 demands a more source-specific view. Understanding how organic traffic converts compared to paid, social, or referral traffic allows SEO teams to refine keyword targeting, content strategy, and on-page UX for organic users specifically. For instance, landing pages that convert well from organic often include SEO-optimised headings, trust signals (like reviews or certifications), and fast-loading elements that align with the intent behind the search query.
SEO writers must now consider intent segmentation, ensuring that each landing page targets specific stages of the funnel (awareness, consideration, decision) with appropriate CTAs, and A/B test content to increase organic conversion rates.
Scroll Depth and Click Maps
In 2025, scroll depth tracking has become a critical metric for SEO and UX alignment. It shows how far users scroll down a page, helping marketers understand content consumption and where drop-offs occur.
Heatmaps and click maps, offered by tools like Hotjar, Microsoft Clarity, and GA4’s user path analysis, reveal engagement hotspots and underperforming elements. For SEO writers, this data informs content placement strategy, ensuring that key information and keywords appear early on the page, while CTAs are placed where users are most likely to interact.
Pages that align with user behavior patterns, delivering valuable content where attention is highest, are more likely to see higher engagement rates and lower exit rates, both of which are positive SEO signals.
Mobile Responsiveness and Tap Target Metrics
As mobile-first indexing dominates, Google’s Page Experience signals now include tap target spacing, viewport configuration, and touch element usability. Poor mobile responsiveness leads to higher bounce rates, lower engagement, and ultimately reduced rankings.
In 2025, Google’s updated mobile usability metrics penalise pages with overlapping elements, unreadable fonts, or buttons that are too small or too close together. These metrics are now more strictly enforced in mobile search rankings, especially in local SEO and competitive niches. SEO writers and designers must collaborate closely to ensure responsive content blocks, mobile-friendly layouts, and touch-friendly navigation. Optimising mobile experience now directly impacts organic traffic retention and conversion rate.
Page Indexing Rate and Crawl Frequency
Google’s Crawl Budget Management continues to evolve. In 2025, page indexing rate and crawl frequency have become key metrics, particularly for large sites or brands with frequent updates.
A slow indexing rate can delay visibility in search results, while irregular crawl frequency may indicate crawl inefficiencies or technical SEO issues.
SEO professionals must monitor Google Search Console’s Indexing Reports, ensuring that new or updated landing pages are quickly discovered and indexed. Using XML sitemaps, internal linking, and structured data, brands can improve crawl efficiency, which in turn supports faster rankings and visibility.
Structured Data Coverage and Rich Result Performance
Structured data markup is essential in 2025 for landing pages that aim to earn rich snippets, FAQs, reviews, or video thumbnails in search results.
Metrics such as rich result impressions, click-through rate (CTR) from rich results, and schema validation success rate are now key performance indicators for SEO success.
Landing pages that utilise structured data effectively see higher CTR, better SERP visibility, and improved engagement rates. SEO writers should ensure that all relevant schema types — including Product, FAQ, Article, and Video — are correctly implemented and tested via tools like Google’s Rich Results Test.
Organic CTR and SERP Appearance Metrics
Click-through rate from search results is one of the most telling SEO performance indicators. In 2025, tracking organic CTR per keyword, impressions, and SERP position volatility helps marketers understand title tag and meta description performance.
A decline in CTR may indicate that a page’s search snippet is underperforming, perhaps due to unappealing titles, outdated meta descriptions, or competition from SERP features like ads, knowledge panels, or featured snippets.
SEO writers must continuously test and refine meta tags, using A/B testing frameworks (e.g., split-testing title tags) and focusing on emotional triggers, clear value propositions, and keyword placement to improve CTR and maintain organic traffic levels.
Page Experience Score and User Feedback Signals
Google’s Page Experience Score, an aggregate metric derived from Core Web Vitals, mobile usability, and HTTPS security, is now displayed in Search Console and impacts rankings more directly in competitive sectors.
Beyond technical signals, user feedback metrics such as Net Promoter Score (NPS) collected via on-page surveys or user satisfaction ratings (via optional feedback buttons) also contribute to search quality assessments, especially for YMYL (Your Money, Your Life) pages.
SEO professionals should not overlook subjective user feedback — it offers insights that analytics can’t always capture and can inform content improvements that boost both user experience and SEO outcomes.
AI Content Detection Metrics and Authenticity Signals
With the rise of AI-generated content, Google’s algorithm now includes authenticity signals. Metrics like content uniqueness, author authority, and citation quality are more important in 2025 than ever before.
Landing pages with high-authority bylines, verified brand authorship, and original research or insights perform better in organic search due to trust and expertise signals.
SEO writers must balance efficiency with authenticity, ensuring that content is human-reviewed, adds unique value, and adheres to E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness).
Final Thoughts: Performance Metrics Drive Strategic SEO
SEO professionals must constantly monitor and optimise for these metrics, integrating UX design, content strategy, and technical SEO into a unified approach. By focusing on the latest KPIs, brands can ensure their landing pages not only attract organic traffic but also convert and retain users effectively.
The landscape will continue to evolve, but the principle remains the same: optimise for the user, and the search engines will follow.
