Maximizing SEO takes time and involves an ongoing commitment to both on- and off-page activities.
With so many channels to monitor, it’s a real challenge to work out how to measure the success of your content-marketing strategy. But it doesn’t need to be. Here’s our take on the top seven metrics every small business should monitor.
1. Organic Search Traffic
The main objective of any SEO strategy is to maximize organic traffic. This metric is the best measure of how well your site is currently optimized and whether your brand visibility is increasing.
2. Keyword Rankings
Keywords highlight how relevant your website is, to a search engine, for a specific phrase or search term. Comparing your keyword rank with search volumes will tell you whether you’re targeting the right terms. If you are posting high-quality content to attract backlinks, then your keyword rank should also be increasing slowly over time. If you do not see any improvement, then it’s time to adjust your SEO strategy.
3. Referral Traffic
This metric shows you how people find your website. Tracing every referral path can be time-consuming, but the process will provide valuable insight into the influencers, social sites, and articles that direct the most traffic to your site.
4. Visitor Behaviour
Understanding how your visitors interact with your website is essential for maximizing engagement and increasing conversions. By monitoring the average time people spend on a page, you discover whether you are nailing user intent. Similarly, factors such as the number of pages people visit, the bounce rate and the return user frequency show how well your site structure and design works for your audience.
5. Crawl Errors
Crawl Errors indicate broken links and http problems. Error rates range from 0 to 100%, and high rates (100%) typically indicate an issue with the function of your website that, if left unchecked, could have a negative effect on user engagement, perception of brand quality and, eventually, SEO. Crawl errors also can be used to identify broken links and problems with 301 redirects, which should be fixed regularly to maximize the user experience and SEO.
Search engines like Google are focused on providing the best user experience, and PageSpeed is a consistent ranking factor. Google’s PageSpeed Insights even measures websites twice, once for desktop and once for mobile devices. PageSpeed scores fall between 0-100, and websites should aim to achieve 85 points or more if they want to maximize SEO and user engagement.
7. Lead Generation Cost
Attributing a dollar value to organic traffic is one of the quickest ways to assess the effectiveness of your content marketing strategy. Comparing the cost (in time and resources) of sales leads — generated by referral and organic search traffic — to the value of leads from paid advertising shows the relative cost of each aspect of your approach. A successful SEO strategy should see the cost per lead for organic traffic decrease over time.
Nailing Content Marketing
There’s no one measure guaranteed to tell you how your content marketing efforts are measuring up but, by combining insight from key metrics, Mindspin can provide reports to help you monitor the effectiveness of your SEO strategy, increase your returns and maximize brand exposure.