Most digital marketing professionals are in their continuous pursuit of improving on their SEO strategies and tactics, so that they drive and attract more visitors to their site, and then convert them into their leads and customers. Once SEO is implemented, then an important element in the SEO campaign is to analyze the performance of the SEO campaign, check whether the goals set were met through the SEO implementation and measure the success of the campaign through the Key Performance Indicators. Any SEO’s success is measured by its KPIs that are Rankings, Traffic and Conversions.
When you understand the true aim and purpose of your website, and are tracking them on Google Analytics, then you can efficiently measure the progress of your SEO Campaign.
Following are some of the SEO metrics that are useful in tracking the progress of a web presence in Organic search. Each metric provides signals and hints about what is working and what is not for the SEO efforts implemented, and how they can be tweaked every now and then to yield the best results.
Your company would have given a few keywords to get visibility on the Search engine, or to be found on the search engine when the appropriate or related search is given. Always remember that if you are not ranking for any keywords given by people, then you will not rank on the site. So, it’s important that the keyword research is done correctly, else the keyword will not pull in the relevant traffic to your site. Following your SEO ranking metric every day, every week and month, you can check whether your organization is expanding its web presence.
Discovery Index (Unique Keywords):
Keep checking how many unique keywords are being used to track or find your Organization on the web. If this number is taking an upward trend, then it means that more unique keywords are being used to find your company’s web presence. This is called the Discovery Index. Keep looking at these search keywords, and intelligently add them to your content to draw more qualified target audience to your website.
The quality of your website should grow in terms of increased backlinks when you build blog posts and web pages. You should be able to gauge the number of good authority backlinks your site is obtaining. A quick way to look at it is the DA of the site linking to yours, as a general rule of thumb, if a site that is linking to you has a higher DA than your site, then it’s worth having it.
You have more chances to be found, if more pages are indexed by Google. For example, if you have only 5 web pages indexed by Google, then it is difficult to rank for 100 keywords. The index count will grow as you add more blog posts, press releases and web pages.
Social signals are metrics such as Facebook shares, likes, Tweets, re-tweets, LinkedIn shares, Google Plus shares, which all include a backlink to a web page. Google and Bing factor social signals into their search algorithm to determine relevancy, share and then rank. Gshift tracks the number of social signals to your web content like web page, blog posts and press releases during a specified time period.
Organic search traffic is the visitors that come to your site, because they find you on search engines as Google. To get these figures, you need to track it using Google analytics. You need to check what percentage of your Organic Search traffic takes action on the website. You need to be aware of the keywords which are giving the most traffic. Also be aware of the keywords that are giving you a high bounce rate (visiting only one website). Tracking these metrics help you understand the success of your SEO better and help you optimize on your content marketing strategies.
Share of Traffic:
This SEO metric takes some time to really understand and put together, but it can be very useful. This aims of finding how much of the total traffic for a particular keyword is coming to your site. You need to use the Google AdWords tool and look up the traffic for your chosen keyword (use “Exact” and limit to your “country”). Once you have the estimate of how many people used a certain item for a particular period, head over to Google Analytics, and look out how many people came to your site for via the same keyword. Once you have both the numbers, divide your analytics number by the AdWords number then times by 100 which gives you the percentage share of the traffic for that keyword. You may be interested in tracking and seeing that this percentage increases.
Organic Search Value:
If you have paid for Google AdWords or for a paid marketing program, you have to know the difference or value of your Organic search as compared to the paid search. This metric helps you to set a budget for Organic Search or Content Marketing. It helps you to take a decision on whether to go ahead with Organic or Paid Search.
Website Traffic Segregation:
Understanding and tracking the website traffic is useful to understand SEO dynamics. Is the organic search traffic increasing or is the website getting direct traffic? Which of the social, referral or Organic traffic is yielding good results? Tracking these, helps you tweak and improve content marketing strategies to draw more Organic search traffic.
Finally to put in a nutshell, SEO is one of the most difficult marketing technique to implement, manage and also measure. But, it is highly recommended by experts that time and again , we work on a few metrics, collect and track the data, measure them, check on how they are doing, and if need be keep improving on them to get better results every time. This will increase in leads and conversions and SEO implementation surely becomes a success.