Measuring the success of your SEO campaign is vital for your website, the measurement factors allow you to evaluate where you campaign needs to be improved or what is working well for your website. SEO may seem more difficult to measure compared to an AdWords campaign for example, where you can clearly see your results. This is a short guide on how you can measure the success of your SEO campaigns and ultimately the steps to follow in order to gain success.
You should have a list of keywords that your website has been, and is being, optimised for – these are the terms that you want your website to rank for. Measuring how highly your site is ranking for these terms over a time period is a great way to continuously measure how well Google is receiving your site – if you are ranking highly than your site is being optimised well for Google, but remember there is always room for improvement.
Using software such as AWR Cloud allows you to see the change in these keyword rankings over different periods of time – you can see any shifts in rankings and the amount of places that a keyword has moved. This is a great tool to monitor your success continuously and over a period of time, although this does not show you any data on the traffic or conversions your website receives.
Step 2: Traffic and Bounce Rate
The amount of traffic your website receives is a good indication of your SEO campaign being successful and a great way to track the success. Using Google Analytics, you can see how many visitors your website had in a select time period – this needs to be filtered to ‘organic traffic’ only. The organic traffic your website receives is a result of your SEO campaign, so if your traffic is steadily increasing month on month this is a sign that your SEO is working.
However, your website may be getting tons of traffic but they could be leaving straight away and clicking off, this is indicated by a high bounce rate. If your website has a high bounce rate it means that users aren’t finding what thy came for and clicking off straight away – Google also takes this into account negatively when ranking websites. A low bounce rate is a good indication that the content on your site and the layout is good and works for your customers. You also need to ensure that you are getting traffic of the right sort – visitors that are actually looking for what you’re offering.
Step 3: Conversions and Conversion Rate
A conversion is the action that you want a user to take – this may be calling your business, filling out a form or signing up to a newsletter. Whatever the conversion is you need to be tracking it, you can do this in Google Analytics as a tracked goal by simply adding some code into your website or a thank you page to your form and then adding a Goal for this in the Admin section. It is vital to be tracking all actions on your site that can create a conversion this includes call tracking which comes with a small cost but is 100% worth it when tracking your success.
Conversions are important for all businesses as this is what will hopefully turn into a sale and make this process profitable for a business, but it is important to look at your conversions in relevance to your website traffic. This refers to your conversion rate – this is calculated by how many conversions you receive divided by the amount of traffic you receive. You may feel like your conversions are low but if you have a high conversion rate then this is great for your business – you just need to work on increasing the number of visitors to your website.
Step 4: ROI
The last and final step to measuring the success of your SEO is probably the most important for all businesses, it’s the return on investment that you receive from this process. This is unique to every business, it is determined by the value each customer holds to your business over their lifetime. Your customers may spend little with you yearly so you rely on lots of individual customers to make profits, or on the other hand one customer could spend hundreds of pounds with you a month, meaning you only need a handful of new customers a year.
Once you have determined the value of a customer you can then determine your ROI – how many customers does your SEO campaign need to bring in a year for your business to make a profit on the campaign? If you are making a yearly profit then of course this is a success of your campaign and of course this could be improved year on year by increasing this level of profit and investing back into your SEO.
However, if you are not making a profit you need to evaluate where your SEO campaign isn’t working and this is where the above 3 steps come into play – is your website ranking on Google so people can find you? Is your website getting a good amount of traffic with a low bounce rate? And finally, are these consumers converting into customers? If the answer to one of these questions is no then you need to work to improve this area in order to improve your success rate.