Measuring SEO effectiveness in your business may be one of the greatest challenges you may be facing. Do you find difficult to figuring out whether your SEO campaigns are succeeding or failing?
SEO measurement involves:
- Traffic Resulting from Organic Search Engines
- Measuring Business Outcomes
- Making Adjustments Based on Data
Step 1: Have an Analytics Solution Installed
Install one of the analytics solutions that are currently on the market. Some analytic resources are Google Analytics, Adobe Analytics, WebTrends, or IBM Digital Analytics
For your contractor business website to be useful you will need to invest some time and resources into making sure that your web analytics tracking is implemented, properly configured, and recording data accurately. Meaning, that you’ll need to go beyond slapping some code on your pages.
Step 2: Begin Tracking the Data
At a minimum, you will need to configure your analytics solution to track goals and business outcomes. The goal is to ensure a robust and complete implementation of data tracking so that you can use it to make confident, evidence-based decisions.
Step 3: Define Business Objectives and Key Performance Indicators
Once your website is collecting data, you need to define your business objectives and the Key Performance Indicators, KPIs, that you will use to measure them.
You will want to establish some SEO-specific KPIs that can help you understand how your SEO efforts are paying off. Things like organic search traffic, or visits to your website from search engines that are not generated by paid search, but instead organic listings. Your total organic search traffic compared to a previous timeframe, like month-over-month or year-over-year. Non-branded keyword searches, or searches where your brand or business name was not part of the search term. And target keyword rankings, or how well you rank for each of the target keywords on your lists.
Primary SEO KPI:
- Organic traffic month-over-month, year-over-year
- Non-branded keyword searches
- Targeted keyword rankings (MOZ Pro)
Anyone working in SEO that’s worth their salt should be keeping an eye on these metrics at a minimum. But this is just the tip of the iceberg.
Step 4: Measure KPIs and Analyze the Data
While attracting traffic to your website through your Search Engine Optimization program is certainly important; you also need to see what that traffic is doing when they get on your site. When you analyze traffic that comes from search engines and your organic SEO efforts, ultimately you should be focused on how that traffic converts on your business goals and provides value to your net income.
Contractors typically don’t sell much stuff online, but there is still a lot of information that you can track. You should look at the number of leads that come in, the number of newsletters subscribers, social media followers, appointments scheduled, contract form submissions, amongst others. You can even track phone calls back to the sources by using specific phone tracking software.
Make sure you measure all of these important business goals so that you can look at conversions and conversion rates from the traffic you SEO is generating. Make sure you collect the right data, reporting on your KPIs in a meaningful way, and analyzing the data to understand what is happening with your SEO strategy is a foundation.
Just Looking at the Data Doesn’t Change Anything
Step 5: Take Action to Improve
Measuring and improving your SEO over time is a process of continual improvement, measuring, learning, and taking action.
You have to use the data to determine what changes you can make to your strategy, once changes are made, you’ll start the cycle over again by measuring whether or not those changes produced an improvement.
Building a data measurement plan for your SEO strategy will put you on the path to measurable growth.