Ever since SEO became the marketing mainstay that it has become, it’s no surprise that people are beginning to see a long level of success thanks to their long-term efforts when using SEO. When done correctly, it can be an accurate and powerful method of marketing for your business that will pay dividends down the future and can be a source of traffic that simply won’t ever go down or go away; for any business, this can be the ideal solution to be in.
But, given the relative nature of SEO – battling against competitors for individual keywords and the like – how can you really manage the success of an SEO campaign? Is there any specific metric(s) that you should be looking to as a sign of your respective success or failure?
Well, there are three main things that you can always look to with relative ease to see just how successful you are being at the moment with your SEO campaigns, and they are;
Your ranking on the search engine should be the real indicator of your success, but this can be relative. For a competitive keyword in a big industry, you will find that thousands worth of SEO research and development might not be enough to get you to the top of the tree
However, you could live in a small town that requires only some smart SEO strategies and quality content to have you consistently at the top; therefore, you should only use ranking in line with what you are actually competing against
How many people are coming in relative to the monthly searches for your keyword? Are you expanding enough in terms of who is seeing your site? You need to make sure that the traffic you are generating matches the kind of KPIs that you agreed with when working with an SEO contractor at the offset.
Make sure you have clear traffic goals as; again, this can be entirely relative to where you are and what you are competing against. Also, take into account the traffic quality – how high is your bounce rate? Is the average visit duration as high as it should be?
For most sites, this is the big factor that you need to have high. Whilst not all visitors are there to buy, or ready to buy, you need to be making sure that those who are will be more than happy to make a purchase from your site.
Conversion tracking is vital as you need to be getting a strong indicator about just how many visitors are turning to make a purchase. Using an ROI tracker can be effective in this instance, helping you measure your success more effectively
As you can see, managing a website and its SEO performance can be quite a hard thing to do; there’s a lot more to consider than just the basics such as how many sales you got. It all needs to be relative to both goals that you set, and goals that you have been striving for in the previous years.
Image courtesy of Walter Lim on Flickr.
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