You probably already know: To plan and execute an SEO campaign is not an easy task.
However, it is not just planning and execution that all work is done. You need to continue to monitor the effectiveness, learn from mistakes, and constantly improve your campaign.
The best way to track the effectiveness of an SEO campaign is to focus on specific SEO KPIs . However, there are countless SEO KPIs you can approach, and not all of them will work for you.
Good SEO KPIs will help you throughout the campaign stages, even while the campaign is still running, ensuring you promptly recognize any warning signals at the earliest.
Are you ready to keep in mind the essential SEO KPIs for your campaign? Let's get It Started!
What are SEO KPIs?
SEO KPIs are metrics that marketers use to measure SEO effectiveness on websites. As a result, they can truly understand the effectiveness of each campaign, track any changes, and manage the full impact of algorithm updates.
Here's how you define goals and KPIs for your SEO campaign.
Define SEO goals and KPIs
To accurately measure the effectiveness of an SEO campaign, the first thing you need to know is: what is the specific goal that the campaign is aiming for.
The KPIs chosen should ensure that they are mapped out against these goals. From there, it can clearly show how the top of the work that you are undertaking in the SEO campaign towards the ultimate goal of the business.
If a client comes to you and asks to increase rankings for a bunch of keywords (listed earlier), then you need to dig deeper into the situation.
You need to ask the following questions:
- Why? Why do you need these keyword rankings?
- How can that help your business?
You need to develop an explanation towards:
- Be strategic about why your customers need what.
- The reason why they want to focus on ranking for that keyword, traffic from search engines.
- Understand what their real business goals are.
After understanding your client's real goals, behind just achieving higher rankings for the keywords listed, you can provide better and more valuable service to them.
Most importantly, you can include KPIs that are directly related to your business goals. This means that KPIs will be rephrased in a language that people who make business decisions can also understand.
High keyword rankings are great. But a percentage showing increased sales from implementing SEO or a reduced investment cost per lead will help you succeed and be more appreciated in the eyes of customers.
The SEO value needs to come with the conversion rate. And this is also the guideline that Hanoi SEO service projects at GTV always aim for.
Simply put, an SEO KPI is the link between your business goals and the SEO work you're doing.
Don't let the SEO KPI building process lead to "analysis paralysis" results
Important Note: We own a very large amount of data. Obviously the data presented in analytics programs like Google Analytics is overwhelming.
But trying to explain all of the metrics like Bounce Rate or frequency to a client can often be difficult. A glazed and bewildered look from your audience is likely the image you'll get from meetings with clients.
Decision makers need what they understand: Clearer, granular data.
The audience you report strategically for SEO services has 2 main groups to focus on:
SEO-ers or analysts: They need deep research focused reports.
However, businesses: Just focus on key information that can be used to make decisions.
Therefore, if you provide the right information they need, as well as help solve the exact problem: Marketing costs, then they will be YOUR CUSTOMERS.
Don't confuse potential customers with your data.
Now, it's time for us to dive into the more important content. Please focus and remember the following information!
SEO KPIs for Agency
For an agency, the importance of SEO KPIs is fundamental. It helps to ensure that the work you take on will have a productive impact on your partner's business.
SEO is so confusing and complicated these days, the same thing that may work for one business may not work for another.
Therefore, you need to account for all the variables, carefully measuring the individual results of each with the overall strategy. Don't assume that just because certain types of links work for one job can get the same results for another.
The SEO KPIs you choose should be able to provide the earliest warnings if your SEO campaign is not achieving results. If you are not getting the results you want, you need to dig deeper and find out what the root cause is. Do not try to implement the project for 6 months and the problem still cannot have a definite answer.
Remember: SEO KPIs provide early warnings so you and your business can clearly identify potential problems and plan strategies to solve them. Use SEO KPIs internally to measure, review, and improve your approach where needed.
SEO KPIs for businesses
Whether your goal is just reporting or customer retention, you need to be able to clearly and accurately communicate why a certain strategy is in place.
Example: Why a blog post is necessary or why Digital PR is important.
Just explaining the ranking growth alone is never enough. Ranking growth is not synonymous with revenue growth. More connections are needed to clarify the relationship between the report and the stated end goal of the business.
You must identify a certain tactic that is helping to improve the bottom line for the client and drive them towards their end goals.
Increase the number of potential customers, increase sales, increase customers… there are many choices here that prove the true value of your work.
Make sure you clearly communicate this through your SEO KPIs outlined against your business goals.
More specifically, what SEO KPIs do you need, we will move to the content: How to classify SEO KPIs
Classification of SEO KPIs
In order for SEO KPI metrics to best communicate, you should categorize SEO KPIs clearly.
Remember: The goal of launching a new product is completely different from the company's goal of trying to sell more to existing customers.
If you're a local business, an SEO campaign can be designed to get more customers into your store. If you're a service business, you'll likely aim to get as many leads as possible.
A new product can be expected to attract attention and generate an email list. Be sure to categorize and communicate your SEO KPIs in the most meaningful way.
Realize that the marketing funnel can make it easier to categorize SEO goals and KPIs.
- Awareness: Build an audience for your product or service.
- Engagement: The goal of increasing engagement for your products and services.
- Conversion: Target sales and leads.
VQVC: Volume, Quality, Value and Cost
Another useful way to categorize your SEO KPIs is with the “Value, Quality, Value and Cost” template.
- Volume: Unique Visitors, visits, page views…
- Quality: Bounce Rate, Visit Duration, Pages per visit
- Value: Financial value per visit/lead/conversion?
- Cost: How much does it cost to get 1 lead or one contract from SEO?
How GTV SEO uses SEO KPIs to measure SEO strategy effectiveness
Honestly, measuring the effectiveness of SEO and digital marketing campaigns is a big challenge. There's a lot of data, but all of it when in metric format on analytics tools (like Google Analytics) is often more confusing than providing insight.
These tools need to be customized to display specific goals, by looking at the desired results and linking them to your SEO strategy and SEO KPIs.
The SEO KPI report used at GTV is designed for more than just tracking the ranking of a small set of keywords. Instead, GTV SEO looks at the impacts on Organic Traffic (awareness), Relevance of traffic (engagement) and overall quality, the likelihood that this traffic leads to contracts, potential partners or conversions anywhere. any form.
GTV SEO, also considers the actual results in the campaign: Usually content created to increase topic coverage, links built to increase authority and relevant Referral Traffic. Last but not least, GTV looks at traditional SEO metrics powered by tools like Moz and Majestic SEO.
And all is not such a fixed template that will still need to be customized based on the specific work and goals of the customer. All of the above is always on the way, 90% on the way towards improving SEO KPIs and reporting.
SEO metrics
There are traditional SEO KPIs that can be used to gauge progress, but these metrics will need to be compared with competitors to provide a realistic picture. Typically, an increase in a website's trust and authority will correlate with the ranking growth for search terms and the Organic Traffic received.
These metrics are important, but never express them in business terms – then the prioritization of the above metrics in the report will depend on how SEO-savvy the client is (here). which of course you should always aim to improve on).
- Ranking for key converting keywords (local/organic).
- Ranking for secondary benchmark keywords (local/organic).
- Majestic Citation Flow.
- Majestic Trust Flow.
- Majestic Trust & Citation Balance.
- Moz Domain Authority.
- Moz Page Authority.
- Moz Spam Score.
Realistic SEO KPIs
Here GTV see how what we are doing affects the entire website:
- Is the strategy getting more traffic?
- Is the implementation generating more pages that generate overall traffic, thus increasing topic coverage?
- Does keyword visibility in search help increase traffic?
This is when SEO strategies become most realistic so these metrics are important.
- Organic Traffic Growth.
- Increase the number of pages on the site that generate traffic.
- Non-branded search traffic growth.
- Percentage increase in organic conversions.
- Percentage of increased traffic from specific regions.
- Organic Impressions (Search Console).
- Organic Click-Through Rate (CTR) (Search Console).
Referral Traffic
A solid SEO campaign can have an impact on a business, beyond just driving more Organic Traffic. If links are an important part of your strategy, this exposure can drive more quality Referral Traffic.
It is therefore prudent to demonstrate additional value here, which helps illustrate how an SEO strategy has many marketing benefits, and regular Referral Traffic can convert higher than Organic Traffic – So ignore it. this when in danger.
- The percentage in Referral Traffic increased.
- The percentage in Referral Conversions increased.
- The percentage in Engagement Metrics (bounce, pages, time) increases.
Brand impact
Increasing search visibility is equivalent to increasing overall visibility. So GTV SEO also looks at the increase in branded search traffic and brand mentions and how it relates to the work being done.
- The percentage in branded search traffic increased.
- The percentage in brand mentions increased.
Link-building KPI
Links are still one of the big three metrics for improving search engine visibility, and links (plus content) are often the main tangible element of a long-term SEO campaign.
Therefore, GTV SEO is still required to report on the overall number of links, links from authority sites and links from highly relevant sites. They are usually pulled from a wishlist of links and should be customized around the client's industry.
- Total link built.
- Number of links from authoritative sites.
- Links from relevant sites.
Lead generation KPI
Potential customers are an important component in the overall Digital Marketing activities.
However, the classification of leads and sales funnels is becoming more and more complicated. As such, GTV looks at measuring the impact of previous SEO efforts on lead generation, whether it's social media signups, newsletter subscriptions, or some downloads or customer genes. Other potentials specific to your business.
- The percentage of subscriptions to newsletters (e-newsletters, e-catalogs, etc.) increases.
- The percentage of social media followers/likes… increased.
- The goal of creating specific customers for the business (data sheets, white paper ...).
Really talking to customers about what the customer journey looks like and capturing their every step adds value to SEO strategies.
KPIs according to specific business goals
This is a little more difficult. However, it is important from a reporting perspective.
GTV SEO has really done all it can to connect business strategy with SEO strategy. The SEO KPIs detailed above are all used here, so it's a case of synthesizing the structure to align with the client's already goals.
If the goal is to raise awareness of a new product, then GTV will focus on awareness metrics: Impressions, average position, keywords, clicks, etc.
If the goal is to drive more signups, then GTV SEO tracks the number of people visiting the registration pages and the price.
Or the goal is more traditional conversions, the metrics to track are: Total sales, leads, customer demand.
Conclude
Have you found the right SEO KPI for your strategy?
Don't forget, the work you're doing to your business's strategy is more valuable than simply ranking for keywords. That is, adding real value to the business, reducing marketing costs, branding and more. You just have to remember to let them know!
In addition, if you want more detailed advice for your SEO strategy, contact GTV SEO for a free consultation!
Good luck!
Source: https://gtvseo.com/kpi-seo/
#gtvseo #gtv_seo #kpi_seo
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GTV SEO
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Email: info@gtvseo.com
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