Consistently measuring SEO results and success is crucial to maintaining an effective SEO strategy. But what exactly should you be basing your SEO success off of? With so many different measurement strategies, you need to make sure you’re choosing what’s relevant to your company. What small business consider successful for an SEO campaign, large corporations probably would not.
While all businesses are aware they should be focusing on SEO to generate website traffic, it can still be a struggle to create an effective and comprehensive campaign, especially when it comes to small businesses.
Standard Measurements of SEO Success
Website traffic and conversions are the top two ways businesses measure SEO success. While traffic is important, focusing on that alone puts businesses at risk of missing other crucial metrics. Conversions do often equal success, but it’s almost impossible for a company to have a 100% conversion rate. It also depends on what the company considers a conversion. If it’s an online retail store a conversion is probably a purchase. But often times conversion doesn’t equal new business. For example, an online loan company would consider a conversion someone submitting an application, but what if the application was denied because they didn’t meet the requirements?
The metrics chosen should be relevant and align with your company’s ultimate goals and objectives. The most important aspect to be tracked is overall traffic and conversion quality. Are those coming to your website or filling out forms turning into new and legitimate business opportunities?
Time on Page & Pages Per Visit
Depending on what your goal is when a visitor reaches your site, these two things may be beneficial to track. For example, you posted a new blog and you know it takes an average of 3 minutes to read, but the average time visitors spend on that page is only 10 seconds. That probably indicates people are not sticking around to read it. It’s the same with pages per visit. Is the goal to keep users engaged on one page, or is there a final step you want them to reach? If your site’s pages operate independently then this wouldn’t really matter, if not, this may be something you want to consistently track.
Bounced sessions indicate that a searcher visited the page and left without browsing your site any further. Bounce rate can determine not only traffic quality, but also quality of the site itself. A high bounce rate can sometimes indicate your website needs improvements. Making it more engaging by including links to other posts or pages is one strategy to keep visitors interested. Though a high bounce rate doesn’t always mean the website needs to be updated. This can also mean visitors are just quickly finding exactly what they needed, such as hours, menus, addresses, etc.
Scroll Depth determines how far visitors are scrolling through each individual web page. Are visitors regularly reaching your most important content or the call to action? If not, consider rearranging the content of the page, putting the more important information higher up. Consider the quality of the content as well. While keywords are important and should be included, you don’t want that to be the extent of your content. The information included on the page should be enticing and valuable. Put yourself in the user’s place, what would make you continue to scroll down the page?
Backlink quality is measured by the number of links from websites with high domain authority. While you can’t control all the links that come back to your site, you can target backlink quality by reaching out to other sites that provide domain authority and a new, but similar audience. Keep in mind relevance and novelty. Endorsements from new sites can have a greater impact than repeats. The more relevant the site is to your content, the better endorsement as well.
Putting Your Resources to Use
Google Analytics is a great way to track and measure all of this data in one place. If you already enacted an SEO campaign, you most likely have access to all these capabilities. Google gives you an extensive list of metrics to use, but it can be difficult to know where to start or exactly what the data means. A few places to start could be by tracking isolate organic traffic, page visits, campaign traffic, or click through rates.
How Onimod Global Can Help
As experts in SEO and Google Partners, we know exactly what you should be tracking, and how. As one of our core attributes, we can develop SEO campaigns across all major search engines that deliver increases in organic traffic and natural rankings. We are cross-channel digital marketing experts that work with companies of all sizes, all around the world. Read more about what we do here, or contact us with any questions here.