Assessing optimization metrics is critical in measuring success. However, it is not only keywords success that you should look at. For instance, keyword ranking is indeed an important metric in search engine optimization (SEO). This is why some automatically think that when a website has more keywords that rank higher, it means there is more traffic. While this is true, some other things can determine the success of an SEO effort. When your digital marketing team looks beyond keywords, you will have a broader insight. You will begin to recognize how organic search can bring revenue and profit into your business.
Fortunately, the best tools for SEO measurement is freely available. You’re probably using it now. We’re talking about Google Analytics. Even though every business and website is unique, there are SEO metrics that matter more. These metrics are also applicable to any website and something that you should start looking at. In this article, we’ll discuss how you can view and best interpret those essential metrics.
Organic Traffic Search
Organic traffic search is a critical metric as this represents how many users will discover your website when they search by using particular keywords. Organic traffic refers to the views and visits coming from clicks that do not come from paid ads or social media. Many website owners automatically blame low traffic to organic search when sometimes, the problem originates from other sources.
If you want to know how your organic search results have been doing, go to your Google Analytics’ Channel Grouping report, which can be found by going to Acquisition > All Traffic > Channels. You will then see the traffic sources segmented by channel. Click on Organic Search to see a more detailed report of how much traffic you get from organic search. You will also see other data, such as keywords used to search and the location of your organic visitors, among others.
Quality of SEO Traffic
Many believe that quality is subjective and can’t measure it in SEO. While this is true to some extent, there is a way to measure the quality of the traffic source. What does this mean? For instance, if traffic that comes from organic search has been declining, but your overall traffic report is not affected, you can deduce that traffic from organic search is not high-quality.
A report that you can use to measure decline or improvement in the quality of search traffic is the Assisted Conversions report, which can be found in Conversions > Multi-Channel Funnels > Assisted Conversions. In this report, you can compare month-to-month conversions. By knowing if the quality of search is improving or declining, you can plan and strategize better.
Dollar Values and Organic Traffic
It is not easy for everyone to understand SEO and organic traffic. If you are doing SEO for a client, you can help them understand results better by assigning dollar values to organic traffic. This gives a whole new meaning to the phrase, money talks. This way, your client can understand how particular results cost and bring profit.
To do this, the Google Analytics account needs to be synced with the Search Console. Once that’s done, you can assign a dollar value to a website’s organic traffic by comparing how much the keywords would cost when purchased in Google AdWords.
If you’re looking for a digital marketing agency in Brisbane to help you with your ad campaigns, Digital Bravado is your best option. Get in touch with us today to see how we can help.