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How to measure the success of SEO campaigns 4

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Sanja Pasic
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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.

Traffic

The level of traffic your website draws is arguably one of the most revealing SEO performance indicators out there. The amount of hits your page is receiving directly correlates with the efforts of your SEO campaign, and ultimately it’s overall success. Your web analytics will provide you with the traffic flow you are receiving and the type of exposure your SEO is creating. The catch here however, is that not all exposure is good exposure or in other words, the kind of exposure you are hoping to gain. It’s a simple case of quality over quantity. Sure your page might draw a lot of traffic, but what that traffic is doing on your page and the end result of it is far more important.
Recognising which SEO efforts are gaining exposure for your website is the key to a successful SEO campaign.

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.

Ranking

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.

Importance of SEO and Content Marketing

 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.

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About Sanja Pasic

Sanja Pasic
Having grown up in Canada and lived and traveled abroad, Sanja has experienced various international markets which have given her a distinctive insight into the global atmosphere. This knowledge has enabled her to produce effective online marketing campaigns in the business world and excel in her current work environment. She enjoys travelling and experiencing new cultures and people and has a keen interest in international issues and the world we live in. She holds a B.A. in Political Science and International Development from the University of Waterloo (Canada) and a post-graduate diploma in Human Resources Management from Conestoga College.
  • Sara

    A very well written article. I recommend this to anyone who is struggling with gaining exposure for their website. Thanks Sanja!

    • Hi Sara,

      Thank you very much for your comment. Gaining exposure for your website is difficult these days. I’m glad you found the article useful.

  • seaadams

    Thank you very much for publishing this kind of article this
    information is really helpful. Thanks You Quick question regarding tracking
    success/monitoring backlinks, etc….what about all these other little tools
    and widgets out there – anything worth checking out. I mean there are major
    softwares out there for big bucks of course, but I’m talkin like SEOQuake for
    Firefox, etc. I’m currently working for a company in northern Germany – they
    use sitefactor which seems pretty good…there gotta be some other stuff
    though…maybe you can share some ideas (or point me

    to one of your comments where you have done that in the past). Thanks.

    go here
    Thanks
    Allmoh

    • jsimakovic

      Hi Allmoh,

      Thank you for your feedback. I am glad you found this article helpful.

      In regards to your enquiry, there are numerous tools and widgets out there. A common one that is used is deepcrawl.

      If you are looking for something simple, I would recommend MOZ. It is a cost effective tool. Keep in mind that every software used always requires that the user has some background knowledge so that they are able to effectively use it.

      Below are some links that would be useful for moving forward:

      https://ahrefs.com/
      http://moz.com/
      http://deepcrawl.co.uk/

      Please do not hesitate to contact us if you have any further questions.

      Thanks!