Measurement, reporting and analytics are the most powerful pillars of SEO tactics. The long-term success of an organic program completely relies on these factors. If you have ever managed a paid search campaign, you will understand the importance and impact of measurement and analysis. This article highlights how insight, action and certain other metrics can help you enhance your performance.
It is important to track conversions to demonstrate the business impact you are making. Apart from tracking rankings, you should also track revenue, leads and margin while trying to engage a company.
Usually, you will contribute a lot of time and energy to make an impact on your program, but do not forget to analyze data while focusing on your program. Study each change that you make, and check if it pushes you towards your goal, or pulls you away from it. Execute, monitor, measure and then make a note of the tactics which have a positive impact.
Keywords which drive high traffic need not necessarily be the same as keywords which help to convert leads into sales. You should prioritize your focus on keywords that will increase your revenue by lead conversion.
Apart from analytics, external factors such as seasonality also affect the traffic volume. For example, if your website sells skiing equipment, the maximum traffic will be generated during the cold months. So, you need to revolve your program around the months which drive peak traffic volumes.
It is essential to capture a benchmark of the rankings of keywords which are important for you. There are certain applications which will help you in benchmarking to check the impact of your program. These tools display the growth in keywords that start ranking over time.
Whether you wish to generate leads or conversions, you should concentrate on organic searches that lead to the call center. If your business relies on call centers for conversions, tracking these results will give you the most accurate data about the results you have acquired. These were few of the analytics that you need to trace and focus on, to pave way for successful optimization.
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