Even though SEO could be a driving force for an online business, most marketers underestimate it. The fact remains is that SEO is both an art and a science. Results may take a backseat if one fails to accurately apply the strategies and analyze the metrics it provide. For an SEO campaign, deep analysis of search data and others is significant. You must understand that a website’s ranking solely can’t tell you the whole success story. The article covers 11 important search metrics that are inevitable to your SEO campaigns. They unveil decisive insights about your campaign health.
An actionable matrix is specifically important for e-commerce websites and helps online business experts to accomplish all the action measurement activities and result evaluation together. Matrices are the building blocks that evaluate an SEO campaign based on several vital parameters. A matrix is said to be actionable if it accomplishes all the action measurement activities and results together.
These actionable matrices are a big help for SEO professionals when they initiate their further actions to turn their campaign into a big success. The article here illustrates some of the very popular action matrices used by search engine optimization professionals.
11 Important SEO Metrics to Watch Out For
With this article, I am trying to unleash a few of those SEO metrics that are important and can impact your business. This write-up is an attempt to see them from a technical point of view.
1: Organic Traffic
The visitor traffic that your website gets from the search engines without paying them is called organic traffic. Organic traffic is the foremost reason why marketers work hard on SEO. It helps them to scale high in the search engine ranking pages. More higher they rank in SERPs, more the organic traffic they generate. Considering how powerful the Metric is, you should observe your overall organic traffic. It will help you find how many people are visiting your site as a result of your SEO efforts.
Google Analytics helps you track and analyze the organic traffic you are receiving. Using this Google-owned tool, you can easily track the web pages and locations your visitors are coming from. Based on the organic traffic report GA generates, you can find which pages are ranking poor and what is needed to do to improve their rankings.
2: Organic Bounce Rate
Bounce rate presents a picture of the visitors that visited (one) page but left instantly within seconds. The metric is measured in percentage. A high bounce rate is a signal that all is not well with the page. To lower down the bounce rate you should offer more engaging content on the page. Engaged users devote more time to a site which eventually results in a bounce rate drop.
Scan through landing pages to find the pages that are throwing the maximum bounce rate. It will paint a picture of the most engaging and least engaging pages on your website. It’s also a good idea to inspect the bounce rate by the landing page. That way, you can see which landing pages tend to turn away visitors and which ones keep them hanging around for more. A high landing page bounce indicates that the page doesn’t have adequate information about the search term that the visitor searched for.
3: Organic Conversion Rate
Conversion rate is the rate at which your potential visitors convert into buyers. However, good traffic influx doesn’t guarantee conversion. It’s exaggerated to assume that all 100 visitors visiting your website will buy a service or product from your site. This is why it’s important to monitor your conversion rate.
Overall conversion rate renders an idea of how well your website is appealing to visitors who arrive at your site from the search results. You may also track conversion by landing pages. If you get to know that one of your landing pages has a much higher conversion rate than another, then it may be the case that the lacking page doesn’t have an effective marketing message in place.
One May also tracks conversion by geographical location as well. It will help you to find those locations where people are responding to your messages. If you get to know that your marketing messages resonate well in one area and fail to get traction in others, you can strengthen your marketing strategy to capture customers in those locations.
4: Top Exit Pages
Top exit pages are those pages that visitors just visit before leaving your website. They are important metrics and need to be monitored. These pages could be troublemakers. Once users reach there they lose interest in your site and go elsewhere. Prepare a strategy to improve the content belonging to those pages. This way you can see your visitors hanging around there for a little longer.
5: Ranking Keywords in Google
Keywords your website is ranking for is another important metric to track and monitor. Tools like SEMrush provide an overview of the total number of keywords for which your site ranks in Google SERPs. Once you get the idea about those ranking keywords, you can use the data to reshape your running SEO strategy. If some of your keywords are running in top SERPs, you should focus on those keywords in your content marketing campaigns. This way you can ensure that your strong keywords keep shining for longer.
6: Local Visibility
Local visibility of your business is another important factor you may want to focus on. If you have your business physically located at one or more places where visitors may visit, you must keep track of its local visibility. Run a check to find if your website is appearing in the local 3-pack for niche-related keywords or if it is showing in search results when people type the name of your town or city. If your website is not able to mark its local visibility, then you have to push your local listings further.
7: Click-through rate (CTR)
When you go through Google Search Console, you can find a Search Analytics report that tells about the average percentage of people who click on one of your links after seeing it in the search results. The percentage of clicks is called the ‘Click Through Rate.’ This directly indicates how much the content engages to people. If the content appeals to the people, they will click the link, otherwise, they will move.
8. Matrices to Measure Contents:
With its inception to the marketplace, Google Panda update has started taking care of several quality content issues including the amount of content and its quality quotient to the audience. Since duplicate or substandard content pages can downsize the value of content to Panda, you must measure your website content using custom variables. In case you run an e-commerce-based website, content matrices help you a lot.
9. Product Page Visit:
A matrix is specifically important for e-commerce websites. Business owners usually presume that a user can easily find a product page among several pages on the website. Ill-designed navigation, not-so-good internal site search, and ambiguous category names, etc. can make users' site search tough. As an eminent SEO services company, you may use matrices to get exact result reports on several issues. These issues include improved internal site search and enhanced navigation menus on your website.
10. Internal Site Search:
It has been observed that a user finds the right product on your website but leaves the place without buying one. You should therefore involve a competent site search matrix to know why it happens and what are the reasons behind such a debacle. If internal search pages are badly designed and ill-crafted, considerable sales loss is the first thing you get closer to. Test your matrices to ensure their continuity.
11. Measure Page Load Speed:
For the end user, browser speed matters a lot. A slowly loading page frustrates users very much. Google likes a page that loads fast. SEO Services experts believe that site speed is a vital part of the Google algorithm and has become popular with Web master tool and Google Analytics as well. A better SEO page load speed matrix looks at the sections of the pages that take more time to load and also helps search engine optimization professionals to improve the speed of the product and transaction pages.
Tarun Gupta, CEO of Brainpulse Technologies, is a prolific author and digital marketing specialist. His insightful writings span SEO, content marketing, social media strategy, and email campaigns, offering invaluable expertise to businesses worldwide. Tarun’s contributions continue to shape the digital marketing landscape, guiding success in multiple niches.