If you’re a small business owner, you want to know whether your online marketing efforts have been successful. When you have taken the time to set up a website, you want it to be effective, especially if you are paying for its maintenance. Fortunately, there are metrics that will tell you how well your site is working for you and give you an idea of what you may need to adjust.
While there are a variety of metrics that you can look at only occasionally, there are those that you need to stay on top of. Google Analytics is a great, free way to do so. Here are the 10 SEO metrics to consider and examine on a regular basis.
This is the traffic you are not specifically paying for. In other words, you are getting traffic to your site without having to pay to appear in search engine result advertisements. This occurs when you include the right keywords within your articles and pages. You can keep track of this both by location and by landing page. This means that you can see where people who are browsing your site live, at least in broad geographic terms, and which pages are drawing the most attention.
When people visit your site and then leave fairly quickly, they are said to have “bounced.” By taking a look at your organic bounce rate, you are able to see how many visitors leave your site after viewing only one page. The lower the percentage of bounce, the better. If you have a high percentage, it indicates that you have some changes to make. You want to make your site interactive and engaging to keep visitors onboard.
Organic Conversion Rate
Traffic only means that people have been visiting your site. Conversion rate means that you have made a sale, making it one of the most important SEO factors to consider. You not only want to know how many people arrive at your site organically, but how many people stick around to buy something. If your organic conversion rate is fairly low, there could be something that visitors find unattractive or difficult to use.
Did you know that you can view the last page your visitors view before they decide to leave your site? You sure can. When you see a specific page that has a higher percentage of exit, you have found what may be a problem with your site. Why are people losing interest and leaving? See if there are improvements you can make to this page, or these pages, to get your visitors to stick around longer.
Breakdown By Search Engine
Without a doubt, Google is the most popular search engine, but it is not the only one. You will likely have several potential customers who utilize Bing as well. Look for your organic traffic breakdown between these two search engines. If you think that you should be getting more traffic from one engine or the other, it may indicate that you need to up your SEO (search engine optimization) game.
Take a look at your top-ranking keywords and make sure they stay a strong part of your SEO campaign. Take a look at the keywords you aren’t being ranked for, and include them in your SEO campaign. Once you know which keywords are attracting the most people to your site, make sure those are the words included on the majority of your landing pages. That will help keep your bounce rate low and organic traffic high.
CTR – Click-Through Rate
Look to see which of your links people are clicking on, if they are clicking on them at all. This will give you a better idea of how much your content appeals to the general public. If people like what they see, they are clicking on your links. If they find it to be less than interesting, they are clicking on someone else’s links. You can look for your CTR results by both landing page and keywords. Pay attention to both.
If your webpage isn’t indexed, no one is going to find it. Don’t only worry about whether your page is indexed, but how many are indexed with relation to how many you have submitted. If there are only a small number of your pages being indexed, you may need to manually request that it happen. You can do so through the Google Search Console.
If your crawl budget is too low, essentially meaning your server size and speed, bots won’t crawl your entire site. If you notice that you have only a small percentage of your pages being crawled, take a look at your budget and increase it. A bot will avoid crawling your site if it will consume too much of your system’s resources.
Visibility to the Locals
If you have a brick-and-mortar location within your area, you want to ensure that your site is appearing to the people who live nearby. This is an easy search. Simply type the name of your industry along with your city into your search engine. Does your company come up on top? If you aren’t seeing your site appear, you want to start working on local SEO within your website.
There are dozens of metrics you can be looking at, but we suggest not overwhelming yourself and sticking to the most important. The ten metrics listed above will tell you plenty and give you a good idea of what’s working and what may not be. If you notice something that needs to be improved, concentrate your efforts on that to boost your online traffic.
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As we launch forward into 2018, local SEO is becoming more important than ever. We can help you make sure you’re meeting your local customers online by boosting your marketing efforts. Contact us today to learn more about how we can help you keep track of these SEO metrics to consider, or to start a free trial of our premium software package.