If you’re like most business owners, you’ve probably spent a lot of time and money developing a website, filling it with content, and even deciding to promote it.
All of these are certainly very important steps to take to turn the Internet into another source of customers and the website into a sales tool.
The next important step is to learn how to measure the effectiveness of the website for the business. You can do this by tracking and analyzing key performance indicators, or KPIs. The term is an abbreviation of the phrase “Key Performance Indicators”, which translates to “key performance indicators”.
Volodymyr Fedorychak – owner of the Expansia Agency – wrote about a set of metrics used to measure and evaluate factors that have a significant impact on a company’s bottom line online.
Traffic Volume
Everything is simple and clear here. The value of traffic is an axiom, no matter what topic we are talking about. And the less traffic there is in a niche, the better will be the effect on the business of attracting each new visitor.
However, it is worth taking into account the factor of seasonality and stipulate all this matter in the contract, or additionally stipulate with the client. For example, online ski equipment store will clearly sag on all fronts in the summer period. And seoshniku here or banging against the wall – nothing he can do about it. Well, people do not need skis in the summer and that’s it.
Also, both sides need to realize that there are no clear figures here and can not be. Especially when we are talking about a new site that will take 3-4 months to get going. The main thing is at least a small but stable growth.
When the project will collect the relevant analytics, you need to highlight conversion queries and pay special attention to improving existing or creating new landing pages for them.
The point is that although the niche is worth covering completely, not all queries will be equally useful for traffic. The difference between “review Macbook Air” and “buy MacBook Air” is obvious.
Traffic Distribution by Channel
Relying on search alone will not get you far. Yes, you can achieve excellent sales from purely organic sources, by actively working on SEO optimization of the site. However, you have to realize that your potential customers can be anywhere and they will not come to you – you have to meet them.
You don’t just use Google, do you? Analyze your scenarios of daily work at the computer on the Internet – browser, YouTube, social networks, reading mail, forums and so on.
Therefore, a specialist who promotes a site should track traffic to each of these channels, measure and compare their effectiveness. In itself, this is not a SEO KPIs but the growth of traffic on each of the sources will certainly have a positive impact on the client’s business in the end.
In addition, it will help you to quickly track any anomalies, and by quickly identifying which of the channels it affects, make an action plan to get everything back on track.
Keyword visibility
As many of you already know, promoting a website takes time. Especially if it is a young project and in a highly competitive niche. Tracking the visibility of the site on the semantic core allows you to solve several problems at once.
The first is to assess the dynamics of promotion in the first stages of promotion. Traffic from organic search is quite inert and before its stable receipt can take a long time. But the visibility of queries in Google Search Console can be tracked much earlier. So, if we see stable growth, then everything is going well.
The second important point is to evaluate the prospects of growth. The broader the semantic core of queries for which the site is shown in the output, the more traffic you can get if you pull it as close as possible to the top 10.
This indicator will also come in handy when analyzing individual pages with good traffic, to understand the occurrences of which queries can be additionally included in the text, as well as on which it can be pulled up to get even more transitions.
Conversions
If your landing pages are ranking well, that’s a good thing. But how effective are they for your business? A landing page that doesn’t produce conversions is simply useless, no matter how beautifully designed it is. This is why you need to track a KPI like conversions.
If one of your landing pages gets a lot of traffic but has a low conversion rate, you need to analyze everything and think about how to improve it.
For example, you can experiment with the arrangement of information blocks, change calls to action, add or adjust existing elements. Even a competent rewrite of text content can have a significant impact on the conversion rate.
Conversion tracking is one of the most important metrics for online stores. In addition to actual sales, you can track interactions such as adding and removing products from the shopping cart, adding products to “favorites,” user registrations, and so on.
Let’s summarize
Clients like to receive visual results in an informative and understandable form, rather than a set of incomprehensible numbers and terms, as is often the case. Using the KPIs listed in this article to evaluate SEO KPIs promotion allows the client to control its effectiveness and understand how these or those works affect the importance for his business indicators.
The main thing is the correct setting of SEO KPIs. The optimizer’s task is to offer the client a set of metrics that he thinks are optimal. And the client, in turn, should help determine which of the proposed SEO KPIs are really important for his business.