Measuring the success of your search engine optimization efforts is important in determining if your time, money and efforts are allocated effectively. SEO is one of the most common methods of driving relevant visitors to your website who become paying customers because they are more likely to be interested in buying your products or services.
To measure the return on investment or ROI of your SEO campaigns, use Positionly and Google Analytics aggregate information to extract data and analyze traffic patterns, link increases, sustainable traffic and, above all, revenue increases.
- Increasing Non-Branded Organic Traffic
An increase in traffic to your website is usually a good sign that your business is well suited to your keyword searches in search engine results. However, it is important not only to get more traffic from the visitors who are looking for your business by brand name but more related keywords that are not branded. Browse the unbranded keywords that drove traffic to your website by viewing the Google Analytics Acquisition section, then Keywords, and finally the Organic report.
To filter the report’s brand keywords to easily separate what traffic non-branded vs. branded keywords drove, select Advanced in the Organic report. From there, select Exclude from the first drop-down menu, then select the keyword from the first drop-down menu and add all versions of your tag to exclude them from the keywords that appear in the report by clicking Add a dimension.
It is important to differentiate this traffic to your website and understand if it is growing effectively over time because this traffic is usually composed of new visitors strange with your business but possibly in need of your products or services. Organic brand traffic is visitors already familiar with your business, some of which are existing customers.
Using the integration between Positionly and Google Analytics, it is possible to filter which traffic is the one that allows you to have a better idea of what is happening with the visitors of your website. To illustrate the success of your unbranded keywords in search engines, generate a traffic report in Positionly to understand the types of traffic that are being brought to your site. Use this metric for success to better understand whether your business is growing traffic to new visitors, existing visitors or both.
- Boost in incoming links
Inbound links are the soul of SEO. When another website links to yours, it is a vote of confidence that is taken into account by Google to determine which topic of a particular company is an expert and rank your site accordingly. Increasing the variety of inbound links to your website is an effective way to gain more visibility in the search engines and therefore, the rankings of bettors, more traffic, and increasing income.
To quickly and easily monitor incoming links that your website is generating overtime, use Majestic SEO’s free backlink tool to know how many external backlinks there are in total pointing to your website and the number of referrals of those links’ domains since the variety of sources of these links is important.
Measure the increase in incoming links over a period of three, six and twelve months to understand what content on your website helped you to draw most of the links. Increasing inbound links to your website can help inform your future content marketing efforts by shining light on what works and what does not. Analyze what infographics, blog posts, product pages, webinars, eBooks, white papers, etc. Driven most of the incoming quality links to your website and then try to duplicate your success.
- High-quality traffic
Sending a lot of unskilled traffic to your website is useless, but unfortunately, this often happens when the professional SEO black hat strategies are involved. Traffic in high numbers is important for the company’s continued growth, but this traffic must be relevant to the offers of your website or traffic will leave your website shortly after they reach your home page.
Quality traffic to your website is more likely to turn into customers since your offers are related to the interests of the visitors. To access this report in Google Analytics and fully understand the quality of traffic to your website, visit the Audience section of the control panel and visit the Behavior report.
Measure the quality of your traffic by analyzing the rebound rate, time on site, and pages per visit, all of which indicates that a visitor is, in fact, more committed to your website. If rebound rates start to rise, time on site and pages per visit begin to fall, then it is time to evaluate the sources of traffic that are driving visitors to your website. The goal is to generate quality links to your website, invited blog in relevant publications, use social media wherever your audience is active and more to help ensure your audience is as relevant as possible. Turning traffic into customers is when the return on your search investment can be clearly seen.
- The most important – Revenue
Above rankings, links and any other metrics to determine the ROI of your SEO, revenues are by far the most revealing and critical measurement means for your company. The quality of your traffic and links to your website affect the revenue generated by your SEO efforts, but they only make no sense if they do not become money for your business.
To ensure a profitable SEO return for your business that generates consistent revenue, work on driving traffic conversions that are highly targeted and interested in your company’s offerings. Focus on building links to your website from relevant sources where your ideal client is more active to help encourage more conversions.
A conversion can be a complete sign of your email newsletter, which is considered a goal completion in Google Analytics that will result in future revenue or a purchase directly from your website. The multi-channel funnels report in Google Analytics is extremely useful for visualizing which marketing channels helped a user on their journey towards conversion on their website. Last-click attribution was the standard for measuring conversion, but today many touch points in the purchase funnel affect a consumer’s decision to make a purchase and convert. It is important as a business owner or a salesperson to understand how these channels affect another and can drive more conversions for your business in the future.
It is not about the amount of traffic or links but rather the approach to attracting the right kind of quality people to the website that is further away from the buyer’s pipeline and ready to make a purchase once they have found the Ideally suited product) or learned something profitable from its content.