How is your SEO campaign going? What are the different metrics that you need to be looking for and how well are you faring for each of them?
If SEO campaigns are bugging you and you’re not sure where your SEO campaign’s going, here is an article to help you. Let’s start with the different ways you can know more about how your SEO campaign’s going and the strategy you can use to get the most out of it.
Using Google Adwords
Any SEO strategist will help you to use Google Adwords, a primary reason being that we’re mainly looking at Google for SEO. However, you need to track the results of your Adwords campaign properly, and look at your conversion rates. If you are seeing a sudden drop or increase in traffic, it might be for a number of reasons that can be difficult to analyse even after looking at your Adwords campaign. Let’s look at what Adwords can do (and what it cannot).
The drop might be because one of your competitors has been using the keywords more effectively than you. It can also mean that you’ve been slapped with an over-optimization penalty from Google. Either ways, you will see your traffic slipping sharply.
- Measuring the metrics
One of the best ways to know how successful your SEO campaign is, is to compare the performance over fixed periods of time. It’s important to understand the traffic sources – who are your customers and are you seeing an increase in a particular niche of customers?
If you’re selling lingerie, you might want women to visit your site more and a good SEO metric indicator would be the increase you see in the number of women visitors in your site. It would just tell you that your SEO campaign is focused and is bringing in the people you really need.
Also, keep a check on the direct traffic and referral traffic your site has versus the search engine traffic your site’s getting. An increase in search engine traffic is one of the primary indicators that your SEO campaign’s kicking off.
- Understand the Sources
You need to understand the sources from where you traffic’s coming from. If you’re getting in more visitors from social media sites like Facebook, you may need to invest more on your social media strategy. Alternatively, if the social media sites’ contribution is negligible, you might want to rethink your social media strategy. Google Adwords isn’t the only solution to know the sources, there are a number of other cool SEO tools as well, that can even offer you a deeper look at your sources than what Adwords currently does.
- Find your website’s market share
How well is your website doing? You can use Alexa to know the improvement in your SEO rankings. Alexa doesn’t update your site daily so the result of that something that you have done good today, might just show up a week or so later.
- Understanding the different SEO tactics
Your SEO strategy needs to be focused on the search engine you are trying to rank on top of, which most probably is Google. This is because while most of the strategies are applicable to all search engines out there, some search engines like Google reward certain factors more than others. Here is a case in example – content marketing and longer content, like this one is a more useful factors to rank higher in Google than say in other search engines. Using long tail keywords, on the other hand, can fetch you better results with Bing.
- Where are your visitors landing?
Are you looking to optimize certain pages of your website more than the others or hoping that visitors visit say your Services page more? Well, you might want to check out the sources again for this one – Google Adwords can tell you which pages your visitors land in. Check the number of page views an understand which pages or posts are the most popular.
- What’s the domain authority?
These are one of the indirect effects you get with good SEO – your domain authority increases too. If you’re building on your brand, you’d need to build on your domain authority. Here’s how it works. You have good content and bring in more traffic which in turn helps you build your brand. This contributes to increasing Google’s search engine rankings for the different webpages. With Google favouring your website over your competitors, you will have a better domain authority.
SEOMoz uses more than 150 factors in a single unified system to come up with the ranking of your website in a 1 to 100 scale. 100 is the number you would try to achieve but you are a website to look out for if your domain authority is more than 70. In fact, it isn’t just SEO that the domain authority tool looks at when evaluating your website, it takes into factors as diverse as the trust your website has within the online community. You can easily check out the domain site authority through the Open File Explorer.
- Keyword rank tracking
This is again one of the most crucial factors to help you understand your SEO progress. Any SEO expert will help you form some primary keywords that has the potential to drive in the maximum traffic to your site and keywords that you would be focusing on when developing the content. You need to check out a number of things before deciding on the keywords including:
- How many competitors are using the keyword?
- How many traffic searches does the keyword have in a month?
- How relevant is it to your business?
- How are you planning to use the keyword?
You need to keep a progress check on how many visitors the keywords have been able to get you – a great indicator to know how well your SEO campaign is working. You would do good with a keyword ranking tool and you might be better off not using Adwords here. You need to track the keyword rank, and services like iSpionage help you do it easily.
- What’s the performance?
Let’s evaluate the progress each month. Understand how much your website traffic has increased in the period of one month. When you initially start SEO, there might not be any visible progress for the first few weeks but you would definitely see a change after the first month’s over. The real progress reports come in after you have been SEO-ing for three months or more.
You can focus on Google, Yahoo and Bing for the most part, these three search engines take up a market share of nearly 95% in countries like the U.S. today. You can try to look out the people from different countries, which might be important if you’re offering a service available to people all over the world. Remember though, in areas like technology and internet services, you would find it a lot tougher to see the results, with the increased competition today.
- Strategize easily
You need to change the SEO strategy time to time. Do not change your strategy every single week, give time for the results to show before you start changing the strategies. For instance, it’s Google who has come out with Google Semantics search today and aren’t looking at keywords but rather the relevance of the content today. In other words, on-page optimization like keyword usage and including meta tags are as important as before for search engines like Yahoo! and Bing.
Also check out different factors like PageRank and SERP. PageRank is a good indicator to know how authoritative your webpage is, and is calculated between 0 to 10. However, an improvement in PageRank can be seen only after few months.
Last but not the least, don’t forget the conversion ratio
At the end of the day, you’re looking for conversions and that’s what matters. Prepare timely SEO reports to know how your conversion rate’s increasing; you might try out a SEO audit for this purpose.
You can trust SEO-Experts.gr with your SEO needs – we will prepare a SEO audit that will sum up all the factors that determines what’s working for your site’s and what’s not.