The only thing more important than having an SEO campaign is having a successful one. The only way to ensure this is to reach your goals.
How can you determine if you’re reaching them?
Well, if you can’t measure what you’re doing, then this becomes impossible. The key is to consistently measure different aspects of your campaign, so you know what requires improvement.
Maybe you’ll find you need to switch up your keywords. Or maybe the content needs a new direction. Whatever it may be, you will need a means to track data so you can perform an on page SEO analysis.
There are various tools you can use to do that. In this guide, we’ll cover some of the things you should measure to reach your campaign goals.
Ignore Vanity Metrics
It’s very easy to get swept up into the world of vanity metrics. Receiving a high amount of traffic, followers and user engagement doesn’t mean anything if it’s not converting into sales.
This is where many businesses mess up. They believe that the end result is getting a boatload of traffic. Then they’re left wondering why it’s not helping their bottom line.
Make sure you’re looking at the conversion rates more than anything else. Without improving this, you’re not succeeding.
Focus On Conversion Rates
What does it matter if your website reaches to the number one page on Google if it’s not boosting your sales? Now, there are different ways you can track this. For instance, you can take all the traffic coming into your site based on a particular keyword.
Then you can see how much of the traffic is converting. Now, there are different types of conversions. For example, you can track how many calls or forms are completed from organic search. Or how many Google My Business calls you received.
Track everything, so you can better perform an on page SEO analysis.
Use Dynamic Numbers to Keep Track of Calls
You may wonder how you can track calls from your campaigns. One way of doing so is to insert dynamic numbers. This is an essential part of your SEO strategy. It will greatly help on page SEO analysis.
You can use tools like CallRail and Call Tracking Metrics to help track the source of your incoming calls. It’s better than using a call tracking number.
If you don’t already know, your NAP (name, address and phone number) must be consistent on the web. Then as an added bonus, you can set it up so that your dynamic numbers have goals in Google Analytics.
Find out which landing pages are responsible for generating the most calls.
Determine the Quality of Your Traffic
Now, the quality of your traffic is key because it’s what will determine whether it’s worth your time, money and effort. If you’re spending thousands on SEO and getting a bunch of traffic from the wrong audience, then you’re wasting time.
It’s important to measure the quality of your SEO traffic to avoid this. There’s a report in Google Analytics you can use called the Assisted Conversions report. Activate this report and you can use it to see data based on a date range.
For example, you can look at the last month and compare it to the previous period. A month-to-month comparison from search is what you’re left with. This will tell you about conversions related directly to search and conversions where search played a role but wasn’t the direct cause of the conversion.
For instance, someone found your site using search, but then they returned directly and then converted. These reports are valuable for your on page SEO analysis. They help you to see both the decline and improvement in your search traffic conversion rates.
If there’s a decline in your search conversions, but still have a steady flow of organic traffic, then this means your search traffic is low-quality.
On the other hand, if you see an uptick in conversions from search traffic after refining your keywords, then your traffic is now good quality.
Set Dollar Values for Your SEO Traffic
If you’re like most businesses, you want to know the return on investment your SEO brings. You can determine this by assigning a dollar value to your organic search traffic.
The first step is to identify the cost of buying the keywords for a Google AdWords campaign. With your Adwords connected to your Google Analytics, you can review the Queries. Afterward, go to the Keyword Planner and select ‘Get search volume data and trends.’
Enter your top keywords from the Queries report, then hit ‘Get search volume.’ Next, click on ‘Keyword Ideas.’ You’ll see a suggested bid amount for each of the keywords, which is an estimate for the per click rate advertisers are paying.
Now, take a look at all your traffic-driving keywords and check to see how many clicks they get. Then estimate the per-click cost. The total comes from multiplying the cost per click by the number of clicks.
Here, you have the value of each of your keywords.
Get Help with Your On Page SEO Analysis
It’s alright if some of this stuff went over your head. You’re a business owner, not a marketer, so it’s natural that you lack the knowledge of running a successful SEO campaign.
That doesn’t mean you should give up on having one. You can hire an SEO agency to handle it for you. At Fanatically Digital, we have a team of online marketing professionals.
We can analyze your SEO performance, build a plan from scratch, and even assist with paid search marketing. Not only do we help with on page SEO, but off page SEO as well. This includes social media and email marketing.
Need help with content and editorial calendars? We’ve got you covered. Contact us today to see how we can improve your business’s SEO.