Owners of even the smallest, most humble website today have some kind of SEO strategy in place for it.
But that doesn’t mean that it is the best strategy or even particularly strong relative to changeable search engine ranking factors. Key to knowing if your SEO strategy is effective to your business model is to analyse performance based on existing data.
By doing this, you can see reactions to changes in your strategy in real time, and also identify areas of weakness. Perhaps a keyword that attracts people in the wrong mindset, or a page that isn’t ranking as well as it should.
Great, but how?
Here are some of the KPIs to take a look at in relation to the success of your SEO:
Volume of traffic is an obvious metric, but just as important is to see where it is coming from. Looking at the data on traffic coming to your landing pages can tell you plenty. It can tell you which of your pages are getting more attention than others and help you to sharpen the focus that would get you more SEO effectiveness.
For example, if the page featuring one particular product you offer might be the first point of contact for browsing customers, so to optimise in the direction of that product may result in better effective traffic, and possibly a niche of your own.
Branded or non-branded search traffic
Whether the traffic coming in knows specifically who you are or not can tell you plenty about the effectiveness of your marketing strategy as a whole.
Since making a conversion is the real aim of SEO, or having a website in the first place, it is useful to know how many people have arrived at your page with cash in their hand, as opposed to merely seeking information generally.
When you attract branded traffic, they have heard of you, and arrive in a position more prone to make a purchase. Evidently, your marketing is doing well to generate primed leads.
Attracting non-branded traffic means that people are curious generally about the type of services you offer, but might not have heard of you, and are less likely to be in a position to buy today.
If your metrics tool shows that a high proportion of non-branded traffic is hitting your site, then depending on the nature of your industry, you may wish to adjust your marketing strategy with a better look at searcher intent and to communicate better what your business is about.
Loading time and Bounce rate
A surprise to some is that Google uses factors outside of keywords to rank pages.
One of these is load time, another is broken links, and both of these can lead to a high bounce rate.
You might want your site to be quite fancy, for example, with amazing background videos and clever features, and if your business relies on impressing the branded traffic that has come looking for you, then such a page can work well and make the conversion for you.
But if your business requires a volume, a fresh search, possibly on their mobile, then potential customers may not wait for such a page to load before clicking off, and that high-end site can be doing you a disservice.
Efficient SEO reach
Without a good knowledge of what works and what doesn’t in your marketing and on your site, then attempting to expand your reach by spending more money, say on advertising, will not be as efficient as it could be.
In fact, if the problem is a high bounce rate, or frustration at your site, then spending more on publicity may well be sending you backwards.
It is important to have someone on your side who knows how to measure SEO improvements can assess the right metrics and prescribe the right tools and solution to suit your business.
An external company, with experience in providing effective solutions for best SEO results to a range of comparative businesses, can analyse SEO performance, and tailor your website to suit your needs and make your marketing efforts more effective.
Come and give us a call at Grid Concepts to sharpen your SEO focus.