A search engine optimisation strategy is more of a marathon than a sprint, which requires you to overcome all small targets before achieving your main objective. But then how do I know if my SEO strategy is producing results? The answer: use metrics. These are technically known as KPI´s (Key Performance Indicators), which can be obtained from any web metrics system. The most popular KPI and the one we recommend as a starting point is Google Analytics. Traditionally, all progress reports were centered around the God of metrics, or in other words, “positions”. But this metric has been banished from Olympus for its lack of use when making a fair assessment of our strategy. Why? Because the positions can change, depending on where the search was conducted from, whether or not you´re logged in, from the insertion of results in the vertical searches etc. But before all this, a client was able to directly ask its agency: So how can I know if your work is improving my business, making it more successful and earning us more money? Before this question, there were other SEO metrics that clients could easily understand:
Volume of traffic for source type: it’s important to show the number of visits that are the result of organic traffic, but without losing sight of the role other sources play. It is absolutely essential to analyse your progress, which is why it would be more precise to make year-on-year comparisons, especially if there are seasonal patterns.
Number of conversions for each source type: a detailed analysis of the number of conversions that are a result of organic traffic allows us to identify areas of improvements for our landing pages, better optimisation based on the user origin source, etc…
There are also a number of other metrics which allow for a general analysis of the quality of traffic. These metrics are: (i) Time spent on the sight, (ii) number of page visits, and (iii) bounce rate. If users find us but then leave our site, it’s because what we offer isn’t what they are or looking for, or it isn’t presented in an appropriate manner. In this case it would be necessary to make a more comprehensive analysis of these particular landing pages.
These are just some of the metrics we could analyse, and as Professional Web Analyst Genna Muñoz (AKA @sorprendida) says: “We could spend hours and hours analysing, segmenting and diving deeper into the information each time until we get lost.” In order to avoid all this, we wanted this blog to show you our 5 most important metrics to use when evaluating the success of an SEO strategy. This will bring us much more than just a change of position. That said: on your marks, get set, measure!