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.
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