People often ask, “I’ve spent a couple of months working on the website, but how do I know if SEO is working for my website? What can I do to measure my SEO performance?”
Does that sound anything like you? If you’re one of the people who wonders how, let me guide you through this post. As we all know, SEO is constantly evolving. Therefore, it is very important for us to measure SEO success.
Measuring SEO Success Helps To Strengthen Your Strategies
It is an essential to measure how your business is performing – the same thing applies in SEO world. We need to know whether our efforts made on inbound marketing approach is giving a good return in terms of traffic, ranking, and conversion.
“Do the users like what we’re selling to them? Are we on the right path?”
Planning your SEO strategy helps a lot because you’re creating a vision and direction for your business (we can create a strategy for you).
We have to measure our SEO success to know how we performed and see what’s working and what’s not. If it’s not working, then we wouldn’t get any visitors. At this point, we should come out with a solution to fix it – identify the problem and then change it, test and review.
So if you think that your content is not doing well, there are many factors that you should consider in improving it. One major factor that we often look at is by optimising the keywords in our blog posts. In this way, we get to provide quality content to our readers and they are able to find it.
Remember, content isn’t written only to educate or entertain the readers. You don’t write blindly just for the sake of writing. In fact, your content should serve a purpose.
Checking your SEO performance, local SEO or keyword optimised, helps to come out with more plans for your business. For example, if the results for plan A isn’t satisfying, then you can always come out with plan B before it’s too late. Having a backup plan allows your business to expand.
Identify The Goals You Want To Accomplish In Your Business
Before evaluating your success, ask yourself, “What is my KPI (Key Performance Indicator)? What do I want to achieve?”
Here at Bright Blue, our KPI is organic traffic. We aim to increase web traffic and brand exposure to get unique and new visitors at no additional cost. If you have identified your KPI, then you are already one step towards your success.
You can also pay for traffic through PPC platforms such as Google Adwords, which are also a great way of getting traffic and are a way to identify your target keywords and raise brand awareness, however Organic traffic is always better.
You have to know what you’re aiming for, then plan on achieving it. Well, it may take some time, but the progress matters. During the process, you’ll learn more about the consumers’ demand by studying the user’s intent. What do your customers want?
There are three user’s search intent when the users are looking for something, which are the informational search intent, navigational search intent, and transaction search intent. For more information on Users search intent for your search engine optimisation, stay tuned for a future Blog post on this matter.
After understanding what the users want, you will be able to tell if you’re in the right path in providing beneficial information to the consumers.
But how do you know if your content is valuable? This brings me to my next point, which is to find out how effective your content is.
Measuring Your SEO Success
First of all, you have to obtain your website data. Without data, you won’t be able to analyze the results. There are two main objectives to measure success in SEO:
First Objective: Traffic
When there are more organic traffic coming in to your website, it indicates that readers find your content relevant and useful to them.
Analyzing the traffic is the most common method to measure how well your website is performing. You can basically tell how engaging your content is just by looking at the amount of traffic coming to your website. There are three types of traffic to identify how your readers stumble upon your website, but what we will be focusing on is the organic traffic.
Organic Traffic Is A Major Part In Your SEO Success
Organic traffic is the best traffic for every SEO business because it is the leading source of traffic for a website. There isn’t any payment needed for advertisements to make the readers click into your website. Instead, the readers are clicking into your website willingly. So when your website has a lot of organic traffic, it will usually lead you to a higher ranking.
Google, Bing and other Search Engines will rank your website based on the relevancy of your content to what the users are looking for. That is why it is important to optimize your content for Google to identify your website in order to rank it on Googles pages.
The Other Sources: Referral Traffic And Direct Traffic
Other than organic traffic, there are referral and direct traffic. Both of these traffic are non-organic because these traffic either came from social media shares, e-mails, and other websites, or when readers type in your URL straight away and have a direct access to your site.
While referral and direct traffic are important, both traffic only play a minor part in measuring SEO success. Therefore, I will not highlight about this traffic today. But the question is: How do we know which traffic is organic traffic, and which is non-organic traffic?
Google Analytics Keeps Track Of Your SEO Achievements
To identify the organic and non-organic traffic, Google Analytics is everyone’s favorite tool as it is user-friendly and probably the most comprehensive tool out there. It presents us the graph and statistics on how well we are performing. To learn how to use the Google Analytics tool, you can visit the Google’s guide here.
Second Objective: Ranking
Your website will perform better if it is able to be ranked on Google's first page because that’s where most people will notice your website.
After analyzing the traffic in your website, you should look at your website ranking. The simplest way to check your ranking is to search for your targeted keywords on Google, then look for your website to see which page is it on.
Although this may be the easiest way, but sooner or later, you will realize that it’s actually very time consuming because you have to scan it page by page on Google. That's where we can help as we have the tools and knowledge to measure your website further and analyse your traffic and website to optimise it further for the best results.
SEO Success Is Important, So Is The Success Of Your Content
Not only you are measuring your SEO success, you have to ensure that your content will be a success too. Other than SEO copywriting, there are other ways to achieve the success for your content.
Interaction With The Readers
One way to measure your content success is to analyze the data by the amount of social activities (shares, comments, likes) or feedback from the visitors and communities. Be it from Facebook, Twitter, or Google+, they are all your sources of traffic.
Connecting with your readers is a great way to getting more exposure, growing your Brand and engagement, all of which leads to increased traffic.
Social activity is one of a good way to measure how well your content is performing because having more shares means that people like your content.
It is even better when you receive feedback from the readers and at the same time, you’re able to reply them. In this way, you’re interacting with your readers. Not only you are writing for them, but you’re also listening to them. With this, readers & customers will feel appreciated.
Content With Good Conversion Rate Is A Success
You have already written good content to transform your readers into buyers. But how do you measure the conversion rate?
Other than looking at the interactions and feedback from the readers, another key indicator to measure your content success is to look at the conversion rate.
For most blogs, the marketers measure their conversion rate based on the amount of readers subscribing to their newsletters, which is also known as the opt-in rate. Opt-in is a process where readers decided to subscribe to your newsletters & videos. To calculate your opt-in rate, you can refer to this formula:
Subscribers / Visitors = Opt-in Rate
For example, if there are 100 visitors stumble upon your website, and 20 visitors have subscribed to your newsletter, then you will have a 20% opt-in rate.
Now that you know the formula to measure your opt-in rate, remember to optimise your content in getting a better conversion rate.
Maintaining this is a constant and time consuming process, but when done can really pay off.
Celebrate Your SEO Success!
If you’re able to follow the steps mentioned above, I’m sure that you will be able to see how well your website has performed so far. It is very important to measure your website current performance because if you don’t, you will probably end up spending more time and money on work that has a poor return. Why waste something valuable when you can do it better?
You have to always track your website performance to ensure the business’ future success. For some people, they think that as long as their website is ranking in the top search results, it is already a victory. But then, what happens after that?
At the end of the day, you still have to know if you are able to convert the visitors to customers. In every business, conversion is more important than ranking. Plus it is a lot of work to get to the top spot and even more to stay there.
Remeber we can help and if you are struggling with SEO, head over to our new YouTube channel, where our director is going through step by step SEO and Social Media Marketing processes, to help you further understand digital marketing and what SEO Agencies, Social Agencies and full Digital Agencies actually do.
Thanks for reading, remember to like and comment below.