Metrics that matter most
As we enter the final quarter of the year, it’s important to look at the success of your 2018 SEO efforts. Doing so allows you to see what worked and what didn’t. What you learn helps you to recognize which efforts to continue and which ones to avoid. Because there are a number of variables in any campaign, it can sometimes be a challenge to understand the science of SEO. Let this guide you.
Why SEO efforts are important
If your business has a website, you want it to work for you. The best way to drive traffic is through SEO efforts. Using keywords in website content (such as blogs) executes search engine optimization that helps establish a strong online presence. That, in turn, can boost brand awareness and gather interest from potential customers.
Putting time and energy into SEO efforts is an important step, but perhaps more importantly is the information you gather after implementing the campaign. Only then will you be able to benchmark your ROI and know how to make improvements to help your growth.
Measuring SEO efforts
To see how your SEO campaign is doing, you’ll need a platform to peek at web analytics. There are a number of options available for free or a fee. These include Google Analytics, Google Search Console, Lucky Orange, Raventools and others.
Instead of sifting through the numbers to track individual metrics, it’s good to use a multi-metric tracking system to determine success.
Metrics to monitor
While every business is unique and websites differ, there are some metrics that are universally important to determining SEO efforts. These include:
Referral traffic. See where traffic is coming from. Remember that SEO efforts sometimes have more positive results on some search engines over others. Identify successful tactics on each.
Bounce rate. The organic bounce rate reveals how many visitors leave the website after viewing only one page. A lower number is better. This metric provides insight on what is needed to keep visitors around.
Conversion rate. SEO efforts can direct visitors to the website organically, but that doesn’t mean it gets anything more than a look. That’s why it is important to analyze the conversion rate as well. It will show the quality of traffic. You’ll get an idea of how well the website appeals to your target audience what drives them to interact and take action.
Page visits. Look for web pages that receive at least one visit from search engine traffic. This metric reveals insight into indexation, pages from your website that search engines keep in their indexes. A website cannot be ranked until pages are indexed by engines.
Keyword ranking. Find out how the keywords on your site rank in Google.
Continue to use keywords that rank in the top 10. They will likely bring in the best traffic and lower the bounce rate.
Informed decisions about SEO efforts
When you gather and review these metrics, you can make smart decisions about how to move forward, optimize efforts and drive higher ROI. At Talent Evolution, our team can take the guesswork out of SEO efforts and how to make the most of the metrics. Contact us to discuss ways SEO can be of benefit to you.