Posted by: Leslie Russell, Marketing Coordinator
Your search engine optimization (SEO) campaign is in place, but what are the metrics to measure its success? Are people really finding your site through organic listings? Are you bringing in new qualified visitors? Are your keywords the right keywords to optimize for? The success of your SEO campaign can be assessed in many ways:
When you began your SEO campaign, you determined a list of keywords to optimize for. Before optimizing, conduct some searches on the top three engines – Google, Yahoo! and MSN – to see what sites are coming up within the first page of results. Throughout the SEO campaign, perform spot checks manually, or utilize tools (some of which are subscriber-based), to determine if your site’s rankings have improved.
To gain insight into who is visiting your site and how they are getting there, enable analytics tracking. With an analytics tool, such as Google Analytics, you are able to determine the amount of traffic that is coming from organic searches compared to total online traffic. A successful SEO campaign helps you increase the percentage of organic traffic.
The non-paid referring keywords tell you the search terms people used to find your site and then visit it. If you are seeing a bunch of keywords that are not part of your strategy, consider making adjustments.
Pay close attention to the numbers of unique visitors and new visitors. Again, both of these metrics should increase throughout your SEO campaign. Look at time on site, bounce rates and pageviews. Analyzing this data will help you know if you are bringing in not just any visitors, but the right visitors. People who are finding what they want on your site spend more time there and view multiple pages.
This should help you measure the success of your SEO program. What metrics do you use?