Gauging your success in every initiative you have spent to optimize your website and promote it within your industry is critical. You need to know whether your initiatives in every strategy you’ve implemented in your marketing is giving you a good ROI in terms of website traffic, conversions, engagement and more. Apart from that, you need to know which of your marketing strategies are not executing well and exactly what you need to do to boost or eliminate from your strategy to enhance your SEO success for your website.
But exactly how do you find this data? How can you guarantee that you are tracking the correct and not incorrect data and most importantly, how can you use this data for your own benefits?
Thankfully, there is a method to track this information and measure your SEO success. Google Analytics is the best tool to track down the data you need to measure your SEO success. And guess what, it is FREE to use.
But what data should you be tracking and looking at to see your Analytics of your website?
Below are my endorsements for the sort of data you should be tracking to measure your SEO success in Google Analytics.
Audience – Geo Location
Determining where your website traffic is coming from based on the geographical location is an important KPI (Key Performance Indicator) to determine your SEO success. You need to know if you are driving the right audience from the right place(s) to your website or if you are driving the wrong audience. Geo-location precisely helps you understand where the visitors you are driving to your website are coming from, simply by taking a look at the location resource of your audience, can easily determine if your website visitors are valid or not.
Example: So imagine if you are implementing SEO strategies for your essential oil blogging website in Florida and the traffic you are receiving is from outside Florida and coming from let’s say Puerto Rico for instance. Would you count these visits as acceptable and consider it a success? Probably not. Considering that you are generally trying to target web traffic within Florida, seeing visitors from outside Florida can be considered unacceptable.
Then again, maybe this is a new opportunity to localize your ads to an audience in Puerto Rico as well and potentially become another market for you?
How to see Geo-location traffic in Google Analytics?
- Go to your Analytics Reporting section
- Go to Analytics audience report
- Go to Geo location report under audience section and select your target language or location.
Audience – Behavior
Another essential KPI to determine your SEO success is to recognize exactly how your audience is behaving within your website. This information is really key to figuring out if your visitors are satisfied and happy with the information they see on your website. By understanding the behavior of your audience within your website, you can find out whether your SEO is driving new visitors, returning visitors, engagement and frequency of visits.
New and Returning – Getting and retaining site visitors to your website is one important thing to consider as far as evaluating your SEO success, since part of your goal as a network marketer with a website is to acquire new visits and at the same time, drive site visitors back to your website, keeping them satisfied with your content.
Frequency – Frequent visitation by your target audience to your website is a huge SEO success. This suggest that you’re providing the right information that your audience is expecting to see on your website. This helps you understand how long it takes for them to revisit your website such as: daily, weekly, twice a week or monthly.
Engagement – This one is important in measuring the success of your SEO campaign. You should know whether the traffic you’re driving to your website is fulfilling their expectations. The Engagement section helps you know how long a visitor stays on your website ranging from 0-10 secs, 11-30 secs, 31-60 secs and more.
When determining your SEO success in behavior section, you might use the following KPIs as standard:
- Consistent increase of new and returning visitors
- Longer engagement of visitors on your website
- Time elapse before visitors revisit your
Acquisition – Organic web traffic
In Google Analytics, the organic website traffic section is the free web traffic data coming from search engines such as Google, Yahoo and Bing, which will let you have an indication of what key phrases or keywords your target audience is using to find your website.
This is also a good way to figure out whether you are ranking for several key phrases or keywords that you are not yet targeting currently. More notably, the organic traffic section will give you a set of data of how much organic traffic you are getting from search engines in a specific period of time, daily, weekly and even monthly.
When determining your SEO success in organic traffic, there should be a collection of KPIs in place such as:
- Amount of organic traffic you are getting from search engines?
- Which location you your organic traffic is coming from?
- What set of keyword phrases or keywords your visitors are finding you with?
- What pages of your website are attracting visitors to your website?
- Once you know these KPIs, you can measure your organic traffic to see if your website is meeting your expectations and performing well in organic search through your target keyword phrases or keywords.
Acquisition – All referrals
Among the goals of any SEO strategy is to increase the referral traffic to a website and not only search traffic. The referrals traffic section in Google Analytics is the best tool to help you in determining your SEO success. You should know whether the websites you used to share your links in forum, comments, guest post, etc… are driving traffic back to your website. By having this information, you can figure out whether you get web traffic benefits from the websites you linked to your website.
However, having an increase in your referral traffic isn’t enough to call it a success. In Google Analytics, there are other metrics you need to look at before you consider your referral traffic to be a SEO success through the following metrics:
Bounce Rate – Bounce rate is a good measurement on whether your content is giving the information that your audience is looking for in terms of quality, freshness, exclusivity and more. The greater the bounce rate a page of your website gets, the more unhappy visitors left your website without viewing other pages. Knowing this information is certainly important for network marketers to see which web pages are in need of improvement.
Sessions – In addition to looking at bounce rate section, you also should know whether your visitors are visiting other pages within your website. This gives you an idea of what information your audience is looking for and maybe what you need to expand on with your content.
Average Duration – Average duration gives you an understanding on how long your site visitors stay on a web page before they go to another page of your website. Google Analytics provides you an enlightening average for user’s behavior on your website which you can analyze and use for your own benefits.
Conversions – Goals
Now that you have actually checked your traffic and your visitor’s engagement, now it’s the time to have a look at your conversion reporting section to see whether your website is converting your audience into paying customers. In measuring SEO success, increasing your web traffic and front page rankings doesn’t just end there. There’s more… J
You also need to know if the website traffic you are driving to your website is doing what you want them to do such as; e-newsletter sign ups, purchases, PDF downloads, etc…
Basically, are you Call-to-Actions (CTAs) actually doing what they are supposed to do?
Google Analytics offers you an insightful understanding of your website performance. Using an SEO strategy, you need to make sure that the visitors you bring to your website don’t merely come and go, you need them to take a specific action that actually benefits you.
When determining SEO success in terms of goal conversion, you might use these methods here:
- Percentage of converted visitor’s vs overall driven site visitor’s within a specific period of time?
- Amount of purchased products or services from your website vs the amount you spent on marketing within a specific period of time.
Side Note: Before you are able to track down goal conversion in your Google Analytics reporting section, you must have at least one goal setup to track. Otherwise, you won’t have any data to review.
In SEO or in any other marketing strategy you have used, you need to have a collection of specific goals and KPIs to help you determine your data correctly based on your metrics. You need to know whether your marketing strategy is performing well or if you should invest more time and effort to fix your website and drive more traffic.
If you don’t have any purpose or goals as to why you’re driving traffic to your website, you can’t always measure your SEO success.
For some, ranking at the top of search results for their target keywords or keyword phrases is already a success, but what happens next? You need to know if your visitors are converting. Sure having your website rank at the top of search engines is nice and all, but for most network marketers, getting the conversion is the ultimate goal for SEO success or any other marketing success… right?
I hope you got value from this. Feel free to like, comment, and share. Are you employing an SEO strategy? Are you using Google Analytics to track your SEO success?
Shaun & Kimberly Keizur