How To Track the Success of your SEO Campaign
Measuring the Success of your SEO Campaign
Welcome to the last chapter of beginners guide to SEO. In this 10th chapter you’ll learn about how to measure the success of your SEO strategy.
In this guide to search engine optimization we cover the following:
Now, lets get into it.
How To Track the Success of your SEO Campaign
The best method in tracking the success of your SEO campaign is to track specific metrics over time.
SEOs track data, backlinks, traffics, rankings, etc, in order to gauge the success of our search engine optimization strategy. We then use the data to plan what to do next.
Which metrics should I measure for my SEO campaign?
Every business owner who has a website, will have different goals they set and want to reach.
Depending on what goal you want to achieve, different metrics will be measured.
However, these are the general SEO metrics that should be measured:
Number of referring visits
In search console, make sure to regularly check the sources that send the most amount of traffic to your website.
You should look into: Direct navigation (bookmarks, email list), referral traffic (external websites that send visitors to your site), and search traffic (traffic from the search engines).
Having knowledge of the exact numbers will help plan your next course of action.
For example, if you know that a popular website in your industry is sending traffic your way (via backlinks, or sharing your content) on a regular basis, you know that your SEO strategy is working.
However, if you get a lot of links from low quality, spammy sites, it’s a good indicator that your marketing strategy needs reviewing.
Referrals from search engines
Google is the most used search engine, and is the search engine you should be mainly focused on.
However, there are others like, Bing and Duck Duck Go, that still have a percentage of the market share that shouldn’t be ignored.
Knowing the amount of referrals the individual search engines give you, is also great in diagnosing any issue relating to loss of traffic.
For example, if all the major search engines send you less traffic, it’s a good indicator they couldn’t access your site, and you have an issue on your site which is preventing accessibility.
On the other hand, if one particular search engine, say Google, drops its traffic to your site while the others remain the same, it’s very likely a result of a Google update and you’ve received a penalty.
Keywords and queries that send you the most traffic
Knowing what keywords send you traffic is a great way to identify wheather or not you’re performing well for targeted keywords, and a great way to find keywords that are sending you a lot of traffic that you’re not even optimized for, let alone targeting.
You should also be aware of the search terms that are the most valuable to your business.
These are the queries, keywords, and phrases that essentially make you money.
If you’re traffic isn’t stemming from these valuable keywords, a change in strategy is necessary to better target these keywords.
Conversion rate for each keyword(s)
Knowing what keywords or search queries have a direct impact on your bottom line, is crucial if you want to make money from your website.
Once you find which search queries make you money, you can then continue to optimize for those keywords, and also improve the web page(s) the visitors land on when they make their search.
In order to convert more people, all you have to do is create a better user experience on those specific pages, and it will guarantee an increase in conversion rates.
Individual pages that are indexed by search engines
In SEO, it’s very important to know which pages are indexed by search engines.
By checking to see if individual pages receive traffic from search engines, is an effective way to see if they have indexed that web page.
Tools and Software
Here are some paid & free tools you can use to measure metrics on your website.
- Google Search Console
- Bing Webmaster Tools
Extracting meaning from the data
Knowing the numbers isn’t helpful in itself.
You have to know what to do with this data, in order to make the correct adjustments in your SEO campaign.
Below I have outlined some common problems you may face during your marketing efforts. I have also outlined possible ways to detect, and resolve the problem.
If your website is doing the “Google Dance” (changing positions in the SERPs), it’s only a cause of concern if your traffic drops alongside it. If this is the case, it could be a result of losing links (link juice).
Your site may have lost some links from powerful sites, which would have resulted in a loss of traffic.
Run your site through one of the software tools mentioned above, to see if the links you once had that were sending you traffic still exist.
If this isn’t a problem, it could be down to the search engines giving you a penalty. Check webmaster tools, to see if this is the case.
Fluctuating in the search results is normal.
It happens millions times a day, and effect even the most biggest websites out there. Don’t stress out if minor fluctuations occur, in terms of rankings, it happens to everyone.
Remember, your competition are also trying to produce content, and build links to their site.
So it’s hard staying in one position for long periods of time, especially if it’s for a competitive keyword.
If however, you notice a considerable drop in ranking, here is what you an do.
Audit your site to see if you have lost any links, and double check to make sure you haven’t over-optimized a web page, or broken any of the search engines guidelines.
If this drop in rankings occurs shortly after you’ve published new content, don’t worry. This is normal as well.
Anytime new content is produced, it often goes through a period where it has high visibility, and you may see a temporary increase in rankings. However, after some time, the rankings will drop, back to ‘normal’.
In SEO this is called “freshness boost”.
If you find yourself in the position where you have lost a ton of traffic from one particular search engine, there are a few reasons as to why this has happened:
- You received a penalty from the search engine.
- You have blocked the search engines bot, so it can’t crawl your site.Check your robots.txt file to see if you have blocked any search engines.
- There’s been an algorithm update, and your site has been affected. You may not have a penalty, but the links pointing to your site may have. This has a knock on effect on your site.
Don’t get caught in the hype and expect instant results. For example, just because you’ve acquired some backlinks, or made some on-page SEO improvements, don’t expect your site to move up the search results overnight.
The search engines have to first crawl a web page, then index and process the links they find. You may have to wait weeks or months to notice any changes.
That’s all there is too it. Now you know how to track the success of your SEO campaign.
Congrats! You’ve finished reading the Serpjump Beginners Guide to SEO!
Now you can go and optimize your site, and really put your SEO knowledge to the test.
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