SEO, or search engine optimization, unites several strategies to improve the website’s position in search results. What can you do to improve SEO? The algorithm used by Google includes more than 200 ranking variables. Due to this, activities range from relatively straightforward ones to technically demanding tasks, including:
For example, you may boost the website positions by inserting keywords in your copies or rewriting titles and meta descriptions. The content will become more SEO-friendly, with higher chances of attracting the needed audience.
As time passes, you may begin to question if you are doing things correctly. That’s where the issue of tracking SEO performance takes the stage. In this article, we’ll zero in on this task and enumerate some useful SEO measurement tools.
The end goal of SEO is to ensure stable traffic of unpaid visitors. It means search engines don’t charge the website for every click it gets. What matters when making the link appealing to click? It’s position.
The website should show up on page one of search engine results (SERPs). The most desirable place is as close to the top as possible since the first Google search result gets more than 25% of clicks. Higher positions on SERPs create a better business image and present it as an authoritative leader in its sphere.
However, many website owners understand that SEO is a time-consuming process. It takes time to show SEO results compared to paid advertising. You start from zero and build up the website’s authority every day. And consistency is the most critical aspect of SEO.
Compared to SEO, PPC (pay-per-click) works from the first moment of paying. The website appears in a special section for ads, having greater prominence than other results. However, the benefit of investing in SEO is that people perceive organic results as more reliable and authoritative than PPC ads. So it’s better to balance the two promotional methods.
As the outcomes from SEO aren’t immediate, you may spend weeks on insufficient strategies. For this reason, tracking SEO performance becomes crucial for preventing wrong investments and lost sales.
You may have heard the common knowledge that you can improve only what you measure. And that’s where the first roadblocks emerge. There is a lot to track in SEO. And some unsatisfactory SEO results (as they may seem to you) don’t indicate issues with the website. Let’s look at the main website metrics connected to the effectiveness of SEO strategies.
Another signal when measuring SEO success is the bounce rate. It’s a metric in Google Analytics showing the percentage of people leaving the page.
The main point here is that visitors don’t take any action. No conversions. No clicks to other pages. They may still copy the contact information and buy on different channels, so the bounce rate doesn’t imply issues with the website. But in most cases, a high bounce rate often indicates that you need to optimize the website.
One of the common reasons may be irrelevant content or not meeting the user’s request in the first place. Other reasons include sluggish page loading, unreadable texts, or anything irritating and evoking the only desire to close the page immediately.
Here is how crucial SEO metrics and SEO measurement tools look. Now you can start measuring SEO success and improving the website’s ranking. How do you usually check whether the website moves in the right direction? Drop your comments below and share your tried-and-true strategies.
Kate Parish is a chief marketing officer at Onilab. She has almost a decade of experience in the company and is still enthusiastic about every aspect of digital marketing. Kate sees the marketing mission in ensuring sustainable business growth. For this purpose, she helps companies and readers create efficient campaigns, solve common problems, and enhance crucial website metrics, such as conversions, bounce rates, and others.