Having a solid SEO strategy for your business can work wonders for digital visibility. It allows you to reach new customers, generate new leads and recognise the impact of your activity. SEO takes time, tweaking, expertise and dedication to get the best results.
The internet and search terms that are being used by your audience are constantly changing. And, as a result, it’s important that you have the benchmarks in place to help you determine the success of your optimization. But how do you know if your SEO is performing well? And what are the main analytics you should be tracking to better understand this?
With any investment in time or money, it’s important to determine how successful and viable the related activity is. To do so, you should have a number of established KPIs (Key Performance Indicators) that help you to quickly determine this. These measurable values help a business to evaluate success by stacking them up against the desired targets. They are used in all areas from sales and eCommerce through to employee development and HR.
KPI’s are one of the most reliable and viable ways to check the progress of your SEO activity. Let’s take a look at 4 important ones that will help you to determine success.
The goal of SEO activity is to drive traffic to your website organically. You want to see more new, potential customers visiting and exploring your site. And, you want these users to have found your website via search engines by using the keywords that you have established and used throughout your strategy. The click-through rate on your website tells sites like Google whether or not your content is relative to the user’s needs. In turn, it is more likely that your page will be returned on certain searches.
So, in short, having an increase in website traffic is a good indicator that you’re doing something. Keep an eye on it on Google Analytics or your website analytics and track it against the activity from the previous month too.
The Bounce Rate is the percentage of users that leave your website after viewing just one page. Google and other search engines use this to determine whether the content you’ve suggested is relevant. If people leave straight away without searching through a number of additional pages, it’s likely that they left to find another website instead. Good SEO will highlight the relevant terms your potential customers are using. And, with this you’ll be able to create content that answers questions and queries, giving value to your customers and ensuring they spend more time on your website.
Every business wants to see the number of conversions their website generates increasing. And, in order to do this, you need to be delivering relevant content and information, a service that fits the needs of the search engine user and a website that is easy to use. SEO plays heavily into this and watching your conversion rate closely will help define whether you’re putting time into the right areas for growth.
For the longest time, search engines have used backlinks on a website to determine quality. Where once it was the number of links generated, now search engines have evolved to determine when a site is likely to be spamming or abusing the system. Nowadays, it is the steady and consistent growth of quality backlinks from highly relevant websites paired with the number will give the best indication of the success of your SEO activity.
Using the metrics above along with other KPI’s established by your business will help you to clearly understand how well your activity is working. If you are ready to focus your activity on building a strong SEO strategy for your business, get in contact with the team here at JDP Digital today.