Measuring, Prioritising, & Executing SEO
The saying that ‘when something can be measured, it can be improved’ is also applicable to SEO. This is because SEO keeps track of everything, from ranking to lost links, and this helps enhance the value of search engine optimization. When you can measure the influence of your work, you can constantly improve your success rate by constantly refining it. The ability to measure SEO also helps you prioritize better and know what is working and what isn’t.
Begin with a goal in mind
Although it is normal to have a number of goals, it is more important that you have a specific end goal you intend to meet. The most effective way to determine what the primary goal of a website should be is to have proper knowledge of the target audience’s needs or the website’s goals. In order to meet your client’s needs, you have to understand your client. Ask your clients questions which can help you understand them better. Questions asked by clients will not only help you know where to direct your effort, but also let you know your client has a genuine interest in your website.
Some of these client questions could be:
- Can you share your company’s history?
- Which of your services or products are most profitable?
Helpful tips to have in mind when establishing the primary goal for a website include:
- Let it be measurable: It is important that your goal is measurable. If you cannot measure it, it will be impossible to improve it.
- Be specific: Make sure you are specific with the exact goal you intend to achieve at the end of the day.
- Share the goals: Sharing your goals with your clients and the people in your team can help increase the chances of making them a reality.
After your goals have been set, the next step is to assess the extra metrics which can push your website towards its end goal faster. Measuring these extra benchmarks can assist you in keeping a better track on the development and growth of the site.
Engagement metrics help you figure out the actions your audience take when they arrive on your website. Some metrics which can help you measure the engagement your audience makes with your website content are:
- Conversion rate
The conversation rate is the total number of conversations, divided by the visitor’s number. This conversion rate can be used to measure anything. Knowledge of your conversion rate will make it possible for you to predict the investment return you can get from your website traffic.
- Time on page
Knowing how much time visitors spend on your site is another way to measure your site’s progress. For example, if you post a 1500 word content on your site and your visitors are spending no longer than 30 seconds on the page, it is possible that the content is not being read. This could mean that this content is not meeting your audience’s needs. But if the visitors are spending over 5 minutes on the page, then the content is getting and keeping their attention.
- Bounce rate
Bouncing implies that an online user went on your page and exited quickly without going through your website. This metric can be helpful for measuring the engagement on your site, but sometimes it tells little about online user’s experience. This is because the information the target audience needs from the site could be the first thing they see on the page; hence they exit immediately after finding the needed piece of information.
- Scroll depth
The scroll depth provides a measurement of how far down visitors scroll on webpages. This helps you know if the visitors are scrolling far enough to view your important content. If it turns out that they are not, you can raise your important content to the top part of your page.
A website’s ranking on search engines is a helpful way of measuring your site’s performance; still, the measurement of the site’s organic performance shouldn’t stop there. Even if your website ranks highly on search engines, but your site gets little or no traffic, you cannot achieve your goals. Below are a number of ways to tell the percentage of traffic your site gets from search through google analytics.
- Isolate organic traffic
Google analytics makes it possible for you to see the traffic on your site with the channel. This could soften scares caused by the changes to a different channel.
- Site traffic over a period of time
Google analytics lets you view the total sessions, page views or users on your site within a particular period. It can also let you compare two different date ranges.
- Number of visits gotten by a particular page
Google analytics have site content reports which are good for assessing the performance on a certain page. This can include how many numbers of unique visitors a page receives at a particular date range.
- Specified campaign traffic
With the aid of UTM codes, you can get better attribution. Appoint the source, campaign, and the medium, then affix the codes at the end of the URL. When visitors click on the URM code link, the data will show in the Google Analytics campaign report.
- Click through rate
Your click-through rate can give you insight on how you have optimized a webpage’s title/meta description. This data can be found in Google Search Control. You can also make use of Google Tag Manager to track specific activities on the website.
How to Evaluate a Website’s Health With SEO Website Audit
An understanding of specific parts of a website (i.e., the website’s position in search, how online users interact with the site, the performance of the site, the content quality, its structure e.c.t.) can help you locate SEO opportunities more effectively. Making use of the search engine tools can provide you with these opportunities and potential setbacks.
- Google Search Console: Google Search Console provides with practical reports which can help you spot any website errors, your user engagements, and opportunities.
- Lighthouse Audit: Lighthouse audit is an automated tool from Google which can be used for measuring a site’s accessibility, the performance and so on. The provided data can also enhance your knowledge of how your website is faring.
- Bing Webmaster Tools: This tool is similar to Google Search Console in terms of functionality. It lets you see how your website is faring in Bing and shows you an opportunity for improvement.
When auditing your website, ensure that:
- Your webpages can be crawled through by search engines. If they aren’t then it is possible you are blocking Googlebot with your robot.txt file.
- Your pages can be found through Google search. Your pages have to be indexed for this to be possible.
- Your titles and Meta descriptions properly summarize the content of your pages.
- Your page has good speed. Find this out by seeking how the websites perform on Lighthouse or mobile devices.
- Your website has quality content which can meet your target audience’s needs.
You can also prune your website to improve its overall quality. A high percentage of your website’s success is contingent on how well you can schedule your SEO tasks. Using these metrics to measure your website’s progress can help you improve the quality of your website.
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