With every SEO campaign it takes an investment of time and money, but how can you tell if your campaign is working for you? Here we take you through some of the main areas we focus on when measuring the success of an SEO campaign.
5 Key Metrics to consider
When creating an SEO campaign, there are 5 main areas we can measure;
- Keyword Ranking
- Inbound Links
- Organic Traffic
- Referral Traffic
- Conversion and Revenue
In the beginning, it is important to highlight which keywords and phrases you wish to rank for. Some more competitive words and phrases may be an unrealistic objective, but by speaking to a Digital Marketing expert, you will gain knowledge on what people are searching for and can then target your SEO efforts in order to gain visitors in that way. This can be achieved by creating relevant, optimised content to tap into the particular keyword traffic. Content within your site as well as regular blogs and articles can really help here.
If other websites are linking to your website content, this is a good indicator that your reputation is growing. Google views link-building highly in terms of where you rank in SERPs (search engine results pages).
Organic traffic refers to the amount of visitors that have clicked onto your website coming from search engines. This provides a good indicator of your visibility as well as to what extent your website is improving in terms of popularity and reach.
Referral traffic are those visitors who have come through to your website by clicking on direct links from other websites, rather than coming directly through from search engines. If you are building external links you should expect to see this increase over time.
Conversions and Revenue
Linking through to your sales strategy you should then be able to correlate any increase in visitors and enquiries to your website and convert them into sales. By measuring any new sales and revenue you will be able to conclude whether your SEO campaign is making a ROI, in relation to your original objectives.
SEO doesn’t show instant results, but should be a long-term strategy. You can usually expect to see real results after around 6 months. It takes time to establish your reputation through link building, good content and on-site optimization. After a year or so, you can usually expect a leveling off and will need to continue to make small changes in order to stay where you are in terms of SERPs. New algorithms and changes in the digital sphere mean that there will always be things that can be improved upon and changed along the way, in order for your website to stay in a good position.