Measuring the success of any SEO campaign can seem like a daunting task for both webpage owners and those responsible for managing them. However, the task is not as difficult as it appears. Measuring the exposure your website receives on the world wide web is in fact, a fairly straightforward and transparent process which can be broken down into a few simple steps based upon a number of key performance indicators.
One question that you need to ask yourself is whether or not this traffic is producing the specific goal of your SEO campaign, and consequently, the desired result of your business and corporate ambitions. If revenue is in the question, then are visitors to your site actually buying your product or are they simply browsing your page and worse yet, leaving only after a few minutes.
The key to ensuring you are receiving the exposure you are looking for, and that it is bringing you the desired results, is found in your web analytics. Review the sources of your traffic, i.e. which search engines are producing the most traffic for your website and on which ones is your SEO having the most success – Google Analytics is one way to go about it. The SEO feature of the program uses webmaster tools to develops reports based on Google web search queries that have returned URL results from your site. Some of the information that the reports provide is the queries users type to reach your site, the number of impressions of your site’s URLs in search results pages, as well as the number of clicks and ratio of clicks to impressions for your websites URLs among other factors.
Tracking this information and taking notice of any trends across these key factors helps to shed light on loopholes in your SEO efforts, as well as the efforts that are leading to your desired outcome. For example, which specific customer actions (such as the ones examined above) are leading to conversions that you believe are valuable; i.e. web page visits, leads or sign ups. Taking these measures will not only reveal the ROI (Return on Investments) for your SEO efforts, but it will also help you to better understand where revisions in your SEO campaign are needed in order to optimise your efforts and achieve the ultimate result.
How far up the search results page your site appears upon being queried in most common search engines, for many, would appear to be the single most indicative factor of SEO success. However, this is only a common misconception and although page ranking is most certainly a valid indicator of the level of exposure your web page is receiving, it is only second to the level and quality of traffic it draws as an effective measure of SEO success. Page traffic (among other factors) is ultimately what is going to bring your rank up ensuring your site is receiving the greatest exposure possible.
So how do you get Google to be kind to your site and increase your pagerank? There are a few simple steps. For one, as mentioned above, to get a good pagerank you need to have good traffic. So how do you ensure you are receiving the appropriate level of visitors to your page? It’s simple, provide a high quality site that offers value to your target audience. If you can achieve this, your target audience will naturally flock to your site as a reputable and valuable resource. Moreover, Google won’t have a negative impression of your site and won’t view it as spam ensuring you don’t end up on page ten of the search pages.
Now that you have an acceptable pagerank, how do you increase that pagerank from a 1 to 2 ranking or better yet, from a 3 to 4 ranking? This is where things get more difficult as each higher pagerank is harder to obtain, and efforts have to be doubled via an effective SEO and content marketing campaign.
As examined above, page ranking is important when measuring SEO success, however it requires an effective SEO and content marketing campaign to make it progress. Increasing your Google pagerank requires effective content marketing which can be achieved via diversifying, expanding and broadening your page content as much as possible in order to create the most promising online presence for your website.
This primarily includes connecting and networking with other reputable sites to a high degree in order to increase your online audience, and also gain greater exposure for your content. For instance, when connecting with other sites in your field, you can effectively network with them by guest posting on their site and providing high quality valuable content that not only their readers but others will find useful as well. This will encourage them to navigate to your site for further information as they now view you and your content as reliable and worthy of their attention.
These same guidelines should be followed when posting content on social media and providing links on quality sites as well, as the effects and outcomes are similar depending on the content you produce.
Effective backlinking, guest articling and a solid social media presence will go a long way in promoting your site, pagerank and business as a whole as it will direct, encourage and maintain the flow of exposure your site receives; i.e, all three of these channels link back to your site and business. It will also transfer the value of the external website you are focusing your backlinking efforts on onto your own simply by being associated with them should the site have a high page ranking.
By exposing your content as much as possible no matter the medium (be it social media or guest blogging and backlinking) there is no limit to the level of exposure you can receive. The more the merrier as this will directly go to increase your traffic which goes hand in hand with your pagerank, and ultimately the success of your SEO campaign.♦ End