In today's uncertain digital world, investment in SEO, and other corresponding digital marketing activities at a very competitive cost is slowly becoming a pressing requirement.
Clients, customers, and audience want a long-term online presence, especially at this time of digital disruption where Google algorithms are changing at the speed of light.
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Strategizing significant SEO campaigns to score a substantial reach that also is in sync with Google rules, is a task only professional SEO artists know.
Tracking of SEO results is essential and to achieve the success ratio, an appropriate calculation is necessary, as the outcome also decides the future SEO strategy.
Several factors influence the success of SEO metrics as nearly all SEO campaigns have noticeable and several touch points which start with an initial impression and ends with the final conversion.
To better understand different ways of SEO tracking, it is essential to learn a few terms, like:
What is SEO Tracking?
SEO isn's a cut and dry formula, and there are seemingly finite factors at play that can readily influence the website's ability to pull traffic.
To ensure organic traffic is behaving the way it should, monitoring and reporting of SEO results are increasingly necessary, for which several reporting and tracking tools can be used.
Below mentioned are few SEO tracking tools that you can use to monitor website traffic results and bounce rate performance:
Google Analytics:
Google Analytics has been there for a long time and, evidently is the oldest tool required to measure organic traffic and give SEO experts a more in-depth insight about events, goals, events, clicks, and conversions.
Google Search Console:
Google Search Console displays which search terms drive impressions and clicks.
It is a potent tool explicitly used for keyword optimization and analytics.
A must add for every beginner to an expert SEO specialist.
SEMrush:
Powerful to show any website's page ranking and how it is performing in comparison to the competitors.
SEMrush has been recommended by various SEO experts as it is an excellent asset to overall SEO optimization and keyword research.
How do you evaluate SEO performance?
For a more detailed overview of how to measure SEO performance, below mentioned is a step-by-step guide:
Conduct a Link audit first
You can disavow or cleanup links that are directed to your website and are disrupting your website presence search engine.
Check the technicalities of the website
These are a few questions you need to check before you move ahead to the next step.
Check your Social Media and Content Strategies
Content is the king and will always remain the king in the digital world.
Make sure that the content posted on your website and social media posts are constructed by Google rules, is not plagiarized and have correct grammar.
A lot of websites are very-well backed in terms of SEO but have a high bounce rate, as the content is not engaging, interactive, and result-oriented.
Few questions to answer for your SEO metric attestation:
- What is the improvement in your SEO rankings?
- How many news links have been added since your last check?
- What is the most and least performing contents?
- What is the visitor conversion rate? How many visitors are your customers now?
- How much traffic is coming from referrals?
What are the key performance indicators for SEO?
Organic traffic
The most accurate answer to your website performance will come from your organic traffic results.
It is essential to track organic sessions and bounce rate as they are undoubtedly the most reliable indicators of your current website standing in the Google search results.
CTR (click-through rate)
CTR or the click-through rate is an indicator of how many users clicked on your website after searching through your registered keywords (keywords designated by you for uplifting the website position in Google).
In case there were 200 users who saw your website result, but only 20 users clicked on the link, then the CTR will be 20%.
Conversions
When a visitor becomes your new or returning customer, then, it is known as a conversion/lead/sales of your website online.
SEO can only bring a visitor to the website, but the quality of your product and service decides the conversion.
Bounce Rate
The effectiveness of content is decided by the bounce rate of the website.
The higher the bounce rate, lighter, would be the quality of content.
Apart from content (70%), website design and navigation ease are also two decisive factors of bounce rate.
Focus on quality content, and the bounce rate would automatically drop, but make sure consistency is created.
Keyword Rankings (Keyword Positions)
Few more SEO tracking tools that you can use are MOZ, Bing Webmaster, and Keyword Planner are equally competitive.
Rankz is another keyword tracking tool where you can track the keyword position in Google using the tool.
It always depends on the choice of the SEO specialist which tool to pursue to measure SEO performance, but the mentioned have proven to be effective and 90% accurate in their results.
Links
A number of links directing to your website also decides your website's credibility in the Google search results.
You can use tools like Backlink Checker, that will give you an idea of how many referring and unique links are pointing to your website.
Crawl Errors
Make sure that you don't have any broken links and empty pages on your website, as Google skips websites that gives it a hard time to index.
To improve your site reachability, you should know what is technical SEO and it's implementation rules.
Fix all your crawl errors so you can help your website get noticed by search engine crawler.
How can I achieve success in SEO?
SEO has evolved in several ways in the past ten years, and with Google repetitively changing and creating new algorithms, SEO is slowly becoming challenging yet brilliantly creative.
There are plenty of online courses and tutorials available that can guide you and give you comprehensive knowledge about SEO, but the best learnings would only come from your professional experience.
If you are a beginner SEO, then make sure you understand the work-ability of all the essential SEO tools and their implementation.
Apart from this, design SEO strategies and be creative with your approach (only in line with Google algorithms), further, find startups who can allow you to experiment with your SEO strategies while you learn.
If you have any question, feel free to ask via comments
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