Have you started an SEO campaign? Do you know if your strategy is really that effective? To ensure the success of your SEO campaign, you have to make sure that your efforts are driving tangible results. For this, you have to track the right performance factor or metrics.
Here are some of the most important metrics that you need to monitor for your SEO campaign.
This metric measures the way the site is drawing visitors from the organic search results. It is one of the top metrics to be considered. When it grows, you will know that you have reached the primary SEO objective that is to grow the number of people who are checking out and visiting the website.
In case you are working with Google Analytics, you will be able to track the everyday searches in the site traffic. Just go to ‘Audience’ and then to ‘Overview’ report. Thereafter, click on ‘Add Segment’ and choose the ‘Organic Traffic’ field.
Increase in Keyword Ranking
Keyword ranking means the position of your keywords in major search engines such as Google or Bing. The closer it is to the first ranking, the better it is for your website. It is always better for your website to have higher ranks for high volume keywords. There are various tools that will help you with keyword ranking. There are certain keywords that will give you higher ranking naturally like the location or the brand name. This can also be a long-tail keyword specific to your location or service that is highly targeted. Keyword ranking correlates directly with your SEO Australia success. Hence, keep a close eye on them.
Conversions and Leads
The first two metrics are related to attracting visitors towards the site from the search engines. However, what after that? What do you want your users to do after they land on your site?
Obviously, you would like to convert it into a sale. A potential customer is said to be a leader. This can be a phone call, newspaper signup, completed purchase, and registration for the webinar.
In case you have set up events and goals in Google Analytics, you will be able to track leads in different dimensions. An increase in the lead doesn’t only imply you are attracting more visitors but also the visitors are completing the required action in greater numbers.
Organic Bounce Rate
The bounce rate shows the number of people that have bounced away from the site just after checking out one page. This is measured as the percentage of people visiting the site. Hence, lower is the number, the better it is for you.
In case you come across a higher bounce rate at your site, it implies you will have to put in some effort to keep people on the site. Check the bounce rate by landing page. In case the landing page has a higher bounce rate, it could mean that the page’s content didn’t match the keyword that the visitor typed into the search engine.
Sessions and Pages
Pages every session is another simple metric that can measure the number of pages the user is visiting in a session, on average. It will also count the repeated views on one page.
What can be considered to a strong session or page will depend on the complexity of the conversion funnel and the site’s architecture. In case you have a single page website, 1 page every session is perfect. However, if it is a content-heavy site such as an eCommerce site, you can expect to see many more pages in every session.
Page Load Time
You might not have noticed this yet but the page load time is an underlying factor contributing to most of the metrics that have been discussed till now. If you think from the viewer’s perspective, if the site takes more time to load, you might experience a more bounce back rate. Moreover, slow loading will also keep the user from exploring the site. They are less likely to interact since their first experience has been frustrating. Most of the users tend to abandon a site if it takes more than 3 seconds to load. Hence, while taking a website action, keep the loading speed in mind.
Average Session Duration
This means the average length of a user’s visit to the website. The details are your site structure and content, the longer will be the duration. The session is an important metric as it determines the site’s content quality. In case you notice a drop in the session duration, check if there is something that is frustrating to the users. Focus on clear and prominent CTAs that convert the potential audience into customers.
Cost Per Click
Unlike paid campaigns, you don’t have to pay any money to Google for each click by your visitors from organic search results. Nevertheless, organic traffic also comes at its own cost. Cost per click defines how much you will have to pay for every visitor that is coming to the website from this organic search result.
Your budget is the money that you are spending on SEO that includes SEO tools, SEO professional’s rate, copywriting, etc. In case the SEO strategy is effective; CPC is going to decrease every month.
Top Exit Pages
An exit page is a page that the visitor visits last before ending their sessions. If your user is leaving from the purchase confirmation page, it is not necessarily a negative experience but if your visitors are leaving from a page from where you would not like their journey to end then there is room for improvement.
Make sure you also calculate the exit rate along with the number of exits.
Crawler like Googlebot should be able to see and access the site fully to assess its relevance and value. In case your site has crawl errors, it means that the bot has some trouble in assessing the site or reading the content. You can test the crawl ability by using a tool. In case you see an increase in crawl errors, you should take immediate action.
Return on investment is an indicator that helps in measuring your SEO campaign. Calculate your SEO ROI and you can decide if the net income is worth the money you have spent to optimize the website.