As much as you keep hearing about SEO and its importance for a business, it is not easy. Let’s say you have just started your business and are not very confident with your funds, this becomes all the trickier in a situation like this given how limited your time and resources are.
Nevertheless, businesses regardless of their size need an SEO strategy in place for their development. Once this is on track, you will need to find means to check if your SEO strategy that has been implemented is working or not, for this very reason, some metrics will be essential for you to pay attention to decipher this.
Here are a few to get you started:
Day-to-day organic traffic
You may be putting in the SEO effort, but is it leading to anything? This is the simplest way to find out. The traffic you get daily is one of the most important measures for you as a marketer. If you are seeing an obvious increase, it is probably because of the level of visibility your post or content is getting, which is a good sign. You will need to tap into your analytics to understand the data presented to you regarding what your users do per session or what kind of things they are looking for.
Users who land up on your other pages while looking for something specific, that traffic will not necessarily affect your homepage’s numbers. A deep dive into understanding where all your numbers are being distributed can be beneficial for you. Customer needs will become clearer. Traffic tends to split this way so, it is a good thing if as a business, you explore the various kinds of data that are presented to you. Use specific URLs to looking for how popular or unpopular they are.
Another thing to keep in mind is that searches can differ based on location too. Not only with user behavior, but in terms of what they search for. This is yet another dimension for your analytics that you will need to consider. Seasonal changes also need to be kept in mind. If your strategy to optimize has been knit to suit the needs of the audience from a specific location, then you will need to keep this in mind while monitoring your overall performance as a business. Objectivity needs to be maintained under such circumstances.
Wanting quality traffic is very natural for every business. While you gather all the above information via Google Analytics, you could use this knowledge to understand what kind of audience you need to go after because it is better to target those who are interested in what your brand has to offer rather than shooting in the dark, hoping to hit the mark.
Look into aspects like scroll depth – which is basically how many users go to your web page and scroll down. If they scroll fully till the end, it means they were interested in your content. Another aspect is the average bounce rate. These rates are visitors who visited your page but did not explore or browse anywhere else and simply left. These are good indicators of how your website is doing overall.
Conversions is the way towards revenue
Brands usually set up official websites in order to achieve conversions because they usually have services or products that are up for sale. Before getting into search engine optimization, it is important to realize what the goal of your business is. If it is monetary or whether you only want to gather leads, then you can strategize in a way that SEO helps you reach that goal.
If revenue is what you wanted all along, then these are the metrics you need to pay attention to. Look at your product’s performance and filter further into the source. This will point you towards the sales that originated just from traffic due to SEO efforts.
Conversions are your audiences, converting into clients. How many of them actually came to your site, added items to their cart and made it till the last step of making a purchase. These rates give you a picture of how effective your SEO strategy has been and whether or not it demands a change in approach.
This is very important to know of a small business to tweak performance. This kind of success hugely depends on how many leads you were able to generate. Conversions ultimately have an impact on your business’s overall revenue; hence, these metrics are extremely important.
On the other hand, if your brand’s goal is not only revenue, if you are looking for people to visit your site, subscribe, download your content, sign-up or follow you, then you could opt for custom analytics so these specific actions can be recorded via your search engine. You can treat site visitation as a separate metric, along with the specific goals you have for your website and its pages.
You know you are visible to the right kind of audience when people are coming to your website and buying things or simply signing up for future engagement. But, if your organic visits are leading to no such actions, then there could be an issue with your choice of keywords and ranking because clearly, the relevant audience is not able to see your site. So, ensure this is in place because there is no point showing content to people who do not have any use for it.
If your website has a good number of links that are of sites consisting of high domain authority, then you know that you have quality backlinks that ultimately reflect well on your website and improve its reputation both with the search engines and your visitors. The quality depends on how authentic these websites are, how relevant they are on your site and how impactful is their presence on your site. If the backlink quality of your site is well maintained, then the inbound links also will be impactful.
If your brand has a physical shop or chain of stores, tools can be used within search engines like Google to glean more information apart from just how your site’s performance is. You can get information on how users look for your brand, how they see it and what actions they choose to specifically take.
Category: SEO metrics
Keywords: marketing, SEO, metrics, keywords, optimization
Tags: SEO, metrics, optimization