Sunday, 14 August 2016

Measuring SEO performance | SEO Marathon Free Training



Measuring SEO performance
One of the biggest challenges you might find, is in figuring out whether your SEO campaigns are succeeding or failing. SEO measurement not only involves the analysis of basic metrics like traffic resulting from organic search engines and specific keywords, but it also requires a holistic approach to measuring business outcomes and making adjustments based on data.

If you've never paid attention to SEO before, there are some basic things you'll need to have checked off your list. Before you can do anything you need to make sure that you have an analytic solution installed something like Google analytics, Adobe omniture sitecatalyst, web trends or core metrics will do the job. You want to invest some time and resources into making sure that your web analytics tracking is implemented and configured properly and recording data accurately. This means that you'll probably need to go beyond slapping some JavaScript on your pages and at a minimum you need to configure your analytic solution to track goals and business outcomes. But the sky is a limit on what you can track these days, ensuring a robust and complete implementation will make your data trustworthy enough that you can use it to make confident evidence-based decisions.
Once you're collecting the data, you'll need to define your business objectives and the key performance indicators or KPI's new used to measure them. For example, you might want people to submit a contact form on your website, in that case you can configure your analytic solution to track that is a conversion action and you might look at KPI's like the number of conversions that occur and the conversion rate. This is just one example but remember you'll have lots of goals for your website, and that means you have lots of KPI's to continually monitor and improve upon. You also want to establish some SEO specific APIs that can help you understand how your SEO efforts are paying off; things like organic search traffic or visits to your website from search engines that are not generated by paid search but organic listings. Your total organic search traffic compared to a previous timeframe, like month over month or year-over-year. Non-branded keywords searches or searches were your brand or your business name was not part of the search term, and target keyword rankings or how well you rank for each of your target keywords.
While this last one might not be available in your standard analytics reports there are plenty of tools out there that can automate the monitoring of keyword rankings over time. Anyone working in SEO that worth their paycheck, should be keeping an eye on these metrics at a minimum, but this is really just scratching the surface. While attracting traffic your website through your SEO program is certainly important. You also need to see what the traffic is actually doing once they get your site. When you analyze traffic that comes from a certain search engine as a result of a certain keyword search and lands on a certain landing page, you should also start to look at how that traffic converts on your business goals. if you're an e-commerce situation than you should obviously be looking at things like revenue, average order, volumes and other transactional data. But even if you don't sell your products online you still got lots of things to track. You can look at lead to come in the form of newsletter subscribers, social followers, event or demonstration sign-ups, driving directions to your brick-and-mortar store, contact forms or anything else you can dream of. In these days there lots of analytics solutions allow you to track phone calls back to the source of traffic as well.
Make sure that your measuring all of these important business goals, so that you can look at the conversions and conversion rates from the traffic your SEO is generating.  Ensuring that your collecting the right data, reporting on your KPI's in a meaningful way and analyzing the data to really understand what's happening with your SEO strategy is a foundation, but just looking at the data doesn't change anything.
Measuring and improving your SEO over time is a continuous cycle of measurement learning and taking action. You have to use the data to learn what changes you can make your strategy, and once you've made those changes you'll start the cycle over again by measuring whether or not those changes produced an improvement. Until you reach perfection, there's always something you can be doing better in a data-driven measurement plan for your SEO will have you on the path to continuous improvement

If you would like to know How to Analyze backlinks to your webpages  Check Out My New Post On Analyzing  Backlinks To your Webpages

 

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