No matter what your business, every SEO strategy can benefit from three key performance indicators. These figures can help you to turn an abstract campaign into real results, and will tell you where you need to focus your energy to improve.
While rankings aren’t the ‘be all and end all’ of SEO services in Adelaide, they certainly are important. You need to carefully select relevant keywords that deliver the best content to internet searchers. It’s about adding the most benefit to your strategy. The most competitive keywords aren’t always the best bet, but then again, ranking in the top spot under a search term that no one actually uses, or that is not practical to your content, is also a bad idea. It’s about striking a balance and finding out what works best for your business.
Of course, keyword results never stay constant. Keeping on top of monitoring your results means that you can always update your strategy to the current situation. Staying on the first page, or ideally in the top three spots, should be the goal you are working towards. Focusing on 10 well-performing keywords rather than spreading out your budget over 20 or 30 can pay off, if it means having all those 10 on the first page. When you are making significant strategic decisions like this, tracking your data will ensure you can see what is working and what isn’t.
Remember how we said that coming in number one under a search term no one actually uses is useless? Your traffic metrics will keep you from making ill-informed mistakes like this. Traffic volume measures how many people are visiting your site, having clicked on your organic search result. Obviously, this number will vary depending on whether you are talking to a local, national or even international target demographic. A local SEO company in Adelaide will be able to provide the best advice on targeting local markets, or expanding to interstate.
To make it a little trickier, not all traffic is good traffic. If you’re using irrelevant keywords, plenty of people might visit your page hoping to find good information, only to be let down and leave straight away. Make sure your keywords are not ambiguous, and directly relate to your service. Average visit duration, bounce rate and pages per visit are three traffic metrics which can alert you of this problem, suggesting you should focus on either more relevant keywords, better site content, or better site experience. If your site is difficult to read, difficult to navigate, or people cannot find contact information when they need it, it needs work.
Lots of good, targeted traffic spending plenty of time on your site is fantastic. It’s less fantastic if all that work into your SEO doesn’t actually result in any conversions. Conversions fall into a number of categories, but they are ultimately about taking the visitor out of the consideration phase and into the action phase.
Perhaps you want to focus on getting more leads. These conversions may take the form of phone calls, appointment requests, contact forms or online quotes. Perhaps you want concrete sales. This is most likely going to be online sales through an e-commerce site. Alternatively, perhaps you are just starting out and want to focus on building your reputation. People are still taking action when they subscribe to your blog, download material or visit your social pages.
Dig a little deeper into these three key metrics to ensure ongoing success of your SEO campaign.