4 Top SEO Areas to Measure
Top SEO indications of marketing success range from site traffic to revenue generation. The details can help marketers decide what to do in the “4 Key Areas You Should Measure for SEO.”
That article in Search Engine Journal on Tuesday is a high-level view from Jenny Halasz, president and founder of JLH Marketing, who tends to get very technical in her consulting.
Here’s what she cites as top SEO markers of success:
Track organic traffic only, rather than including it as a percentage of paid search, because paid efforts fluctuate, Halasz says. Track SEO traffic landing on main, category, product or informational, and blog or news pages.
Tracking these pages for SEO impact make continued optimization efforts easier, Halasz says.
SEO Position or Ranking
Ranking No. 1 isn’t as important as other factors, she says. It’s a lot like picking social media influencers. Influencers matter to brands and audiences, or they don’t matter at all.
In SEO, a marketer’s keywords matter, so grouping them and seeing their average rank is more important than one of them being No. 1. After all, in SEO, the rank is probably somewhere around No. 7 for just the organic result, which will be below paid search and local listings.
Check for ranking fluctuation. If a certain word for a certain page sees a lot of ranking change, others may be competing for that word, Halasz says.
“With personalization, localization, numerous search features (e.g., featured snippets, Knowledge panels), and so many other variables at play in the SERPs, saying you’re ranked No. 1 for a term has little meaning.”
First, marketers have to decide what customer engagement means to them, then measure it. Halasz asks marketers if they’re looking for a specific customer action on landing pages, such as purchases or form fills. Maybe they’re seeking returning customers? New customers?
“While customer engagement metrics vary greatly, it’s a key element of measuring SEO success, and it should be part of your overall goals.”
Revenue or Leads Generated
Most marketers track revenue generation on their sites, which is a fairly easy metric, Halasz says.
Scoring leads is a bit more complicated, but it can become “a viable metric that can be trended and tracked,” she says.
What do you think, marketers?
Please respond in the comments section below.
Related story: How’s Your Competitive Keyword Research Going?