Search engine optimization, or SEO, as it is more commonly known, is at the heart of virtually any digital marketing campaign. While just about any business owner can appreciate the need for SEO content on their pages, many of them fail to review their metrics on a regular basis.
Marketing metrics are important because they provide you with measurable values that demonstrate the effectiveness (or ineffectiveness) of your current advertising campaigns.
By analyzing these SEO metrics, you can stay ahead of the competition. Here are our top 5 ways that SEO metrics can improve your campaigns.
1. Monitor Search Rankings
The primary goal of SEO practices is to allow your pages to rank high in Google’s search algorithms. However, that is only part of the battle. You should also strive to create an enjoyable user experience once people actually click on your page.
By monitoring key metrics like pages per session and average load times, you can ensure that your site stays on the first page of search engine results. If you find that clients are viewing less than two pages of your site on average, it is time to rework your campaign.
2. Overcome the Hurdles of Paid Advertising
While there is certainly a time and a place for PPC advertising campaigns, SEO allows you to organically grow your brand. By relying on proven SEO metrics, you can reduce advertising expenses and still draw in prospective clients. This is especially true for modern audiences that are more likely to be wary of paid advertising.
3. Improve Conversions
Many people believe that SEO metrics only address how visible a site is during a web search. However, there are SEO metrics for every aspect of your advertising campaign.
By monitoring metrics like leads generated or sales made, you can see which content is performing well. If you have a particular piece that seems to be outperforming other content, consider modeling future material after that page.
4. Know Your Audience
It’s no secret that search trends change rapidly. Unfortunately, so do Google’s search algorithms.
The best way to keep your content relevant is to analyze week-over-week data related to your organic traffic. Month-over-month data is important, as well.
If you noticed a sudden downturn in traffic, check to see whether Google recently updated its algorithm. If so, then it is time to revamp your campaign accordingly.
5. Become More Engaging
One of our favorite metrics for gauging SEO success is known as the bounce rate. Google uses this term to refer to the percentage of sessions that were single-page visits only. Put simply, a bounce occurs when someone clicks on your site and then leaves it without interacting with any of your content.
If you find that your bounce rate is high, then your home page content might not be engaging enough. Reevaluate your SEO strategies and seek out a way to draw users in so that they interact with your page.
Leverage Metrics to Grow Your Business
The importance of SEO metrics cannot be overstated. However, understanding and applying SEO metrics to your ad campaign can be difficult if you’re not familiar with the tools.
If you are ready to revitalize your company’s SEO strategies, contact Net Profit Marketing. We have helped hundreds of clients grow their businesses by creating tailor-made SEO campaigns. Call our team to receive a free quote today!