Unfortunately, Google does not provide a step-by-step set of instructions for optimization that encompasses every single website. Every website is unique and every Search Engine Optimization strategy is specific to each website and is critical to the website’s success. All of the websites on the World Wide Web represent new and interesting optimization challenges and all require a degree of experimentation. Most SEO strategies follow strict methods of testing, monitoring, and measuring so that we know what is working for your strategy and what is not working.
At Tandem Interactive, we know that keywords are a great measure of SEO success but, reporting solely on keywords devalues the marketer’s roles and does not paint a full picture of exactly why SEO is so important to an organization. Once you go beyond keyword rankings, marketing teams will be able to showcase what is truly effective, how organic search is bringing revenue and profit to a business. Fortunately, there is an amazing tool that is freely available to measure SEO success- Google Analytics!
SEO specialists know that every enterprise is unique and that each website has different metrics that contribute to its success; however, this blog aims to encompass the 5 universal Google Analytics techniques to convert data that directly correlates to the success of your business’s SEO efforts.
1. Viewing only organic search traffic.
Contrary to popular belief, the decline in overall website traffic does not mean the loss is due to a decline in organic search traffic, which is a common conclusion drawn by companies. Digging a little deeper will actually reveal that organic traffic is up while other sources of traffic are down, resulting in an overall traffic decline.
The first step to looking at Organic Search traffic will be to open your Channel Grouping report, where you will be able to see traffic sources segmented by channels. Selecting the “Organic Search” channel will bring you to a more detailed report that includes only organic search metrics. From this report, you will be able to determine the top landing pages for search traffic, keywords that drive the most traffic, search engines that contribute the most to search traffic, top exit pages and much more.
2. Measuring the quality of SEO traffic.
Many people hold the notion that “quality” is subjective and therefore cannot be measured. However, SEO agencies in South Florida believe that there are a lot of ways to measure the quality of a traffic source. One way to measure the improvement or decline in the quality of search traffic is via the Assisted Conversions report.
You will have the option to select a month-to-month comparison of conversions directly from search, or conversions where search played a role but is not directly attributed to the conversion. If you noticed a decline in conversions from search, yet your overall search traffic is steady, it’s easy to determine that the traffic from search is either un-qualified or of high quality.
3. Identification of slow landing page time.
This aspect to an SEO strategy is often overlooked. Slow loading pages affect the user’s experience and have become a major factor in search rankings. If a company is investing time and money into SEO and keyword rankings, it will be useless if your website has slow loading times.
The report that measures page load times will show the average page load time site wide, and the average exit percentage on a page-by-page basis. As page load time surpasses the site’s overall average, the exit percentage will sky rocket. Once the page load time is optimized, you will be able to compare the new report with the old data to show how much search traffic is being retained.
4. Assign monetary value to organic traffic.
This is a good strategy for businesses who seek a more traditional way of understanding the value that SEO strategies bring to their business by assigning a dollar value to their organic traffic results. To assign a monetary value to a site’s organic traffic, you can compare how much the keywords would cost if they were purchased in a Google AdWords campaign, then cross compare them with the keywords that are being targeted in their SEO campaign. This is great strategy to visualize the amount of money a business’s SEO strategy is saving them, that they would otherwise have to pay for.
5. Create an SEO dashboard.
Present Google Analytics and SEO data with the use of the built in Dashboard interface, which will pull all of the individual reports into a single view that is easy to access, share and print. Having this dashboard will also cut down on time spent reviewing, analyzing, and interpreting Analytics, which will allow you to focus on physically doing the SEO work.