Keeping track of relevant metrics is crucial because SEO is becoming a significant aspect of digital marketing. KPIs, however, are not all created equal.
Setting SEO metrics to enterprise companies is a fantastic technique to demonstrate its value and bring about business benefits for enterprise firms. But it’s also crucial to understand which metrics to pay attention to and how to interpret them.
Search Rankings
Search is one of the essential marketing channels for any enterprise. It’s the number one source of referral traffic for most companies and complements other marketing activities such as PPC, social media, and content marketing. Getting your content to rank higher in the search engines can significantly impact your bottom line and should be an integral part of your SEO strategy.
The search engine ranking algorithm features hundreds of ranking factors, but a few are particularly important. These include topical authority, content quality, user experience, and mobile-friendliness.
In short, a well-designed website and well-written content can rank high on SERPs. Viewing the search results for keywords you’re targeting is often helpful to better understand what makes for a good SERP.
Aside from the link above, another metric that needs to be more noticed is how many pages are indexed by Google and other search engines. This can indicate your site’s visibility and where technical SEO issues may be lurking.
Traffic
In the world of online marketing, traffic is the number of visitors to a website. It can be derived from many sources, including paid search engine traffic, digital ads, emails, and direct visits (perhaps following in-store promotions).
This metric shows how well you drive targeted traffic to your site. It’s a great metric to monitor to see how your SEO strategy is performing and to ensure that you’re getting the most out of your efforts.
Another essential metric to measure is organic search traffic. This metric is the number of visitors visiting your website via Google and is tied closely to keyword rankings.
You can track this metric in various ways, but the most important thing is to look at the bounce rate and time spent on the page to determine how engaged your visitors are with your content.
It’s also a good metric to track year over year since seasonal businesses may show predictable increases or decrease around specific times. In this way, you can monitor your performance and identify areas that need to be improved.
Conversions
Conversions are a key metric for SEO because they provide valuable information about how well your public-facing content is performing. A higher conversion rate shows that your online content converts users into leads, customers, or other interested parties.
A conversion can generally be any desired action a user takes on your website or app. This includes everything from clicking a button to filling out a form or purchasing a product.
The goal of every website or app should be to drive visitors down the sales funnel toward a purchase, and conversions are a crucial step in that process. However, conversions don’t necessarily have to be purchases – they can also be actions or events that indicate customer interest in your business and move them further along in the buying cycle.
Optimizing your website and app to improve your conversion rates is essential. This involves studying your data and identifying weak areas that are hindering conversions. It also means testing different strategies to see which ones work best for your audience.
Keywords
SEO is essential to marketing any business, but gauging whether your strategy works can be tricky. That’s why it’s crucial to track and monitor your SEO results.
One of the best ways to do this is by monitoring keywords. This metric lets you see which pages are performing well and which need improvement.
It also helps you spot any potential crawlability issues on your enterprise website. These problems can affect your rankings and organic traffic.
If you see many crawl ability errors, there’s likely an issue with your site that you need to fix. It could be a missing link on your site, a technical problem with the content, or even the page needing to be indexed.
Another metric to consider is the engagement rate of users on your client’s site. This metric is usually expressed as a percentage and shows how many users stay on your clients’ sites for more than one visit.
Competitive Analysis
A competitive analysis is a great way to identify your company’s USP and what sets you apart. It can also help you identify gaps in the marketplace that you need to learn about.
Once you have gathered this information, brainstorm ideas you can implement to improve your business. These ideas range from hiring more content creators to implementing new selling strategies.
You should perform this research at least twice yearly to keep up with market trends. Regularly using this data will allow you to spot potential opportunities other companies might overlook.
Next, you should look at what competitors do online to promote their products and services. This means analyzing their social media channels, blog articles, and other digital content.
