Like with any other website process, it is necessary to measure the success of your SEO campaign. This helps you establish what is going on and how you can improve your performance.
Assessing your SEO is especially important for companies that are using outsourced services. Given that you do not have full control of the optimization, you have to be on top of things and understand what is being done.
There are multiple parameters we should take into consideration. However, we are able to place them in five major groups.
Let’s check them out one by one.
Keywords are be-all and end-all of search engine optimization.
Whenever you need a new idea for an article, you should start by exploring keywords and finding just the right ones to pursue. Logically, the more keywords you have, the better it will be for your traffic.
Google Analytics and Google Search Console are awesome tools here. They show us the changes in number of keywords we are ranking for.
However, the number of keywords is not the only parameter we should consider.
It is very important to analyze individual keywords and see how much you benefit from them. Naturally, the position is the factor we should check first. In order for your keyword to be profitable, it needs to rank among top 5. Everything else should be neglected as it gives you limited organic traffic.
Impressions, Clicks and CTR
Another important parameter is impressions, clicks and click through rate, all of which can be analyzed by Google search queries. Although rankings are very important as they tell us whether or not phrase is ranking in Google, they do not show us how profitable a keyword actually is.
You may be ranked number one for a particular keyword but that same keyword may not have a lot of traffic. In that regard, total number of phrases can be misleading.
In practice, it is much better to write a smaller number of articles with keywords that will have a lot of volume than to spam numerous keywords with little to no traffic.
Links are the dominant ranking factor. In a sense, they are a vote of confidence provided by other websites.
People often say that it is best to have a high amount of links pointing to your website. But, you have to have in mind that not every link will have the same value. Some of them will be very harmful and you will have to disavow them.
First thing we need to analyze is relevancy.
When you get a link, it should be coming from your own industry. You can also allow a number of links from shoulder niches (for examples, if you are writing about accounting, it is OK to get a link from an insurance blog).
Other relevancy factors are language and country of origin. It is best to get links from websites that are from your own country and written in the same language. If you are getting a lot of irrelevant links, it will not help your rankings. Instead, it will most likely hinder them.
Every link is passing so called “link juice”. With it, your page (and website as a whole) is gaining authority. If you had to choose, it would be much better to get a few links from highly authoritative sites in your industry than to get hundreds of low quality ones.
So, if the number of high quality and relevant links is constantly increasing, it is a great signal for your website.
Lastly, you should always try to get links from as many relevant websites as possible. Increasing the scope of your link building efforts and diversifying your link profile can bring you a lot of advantages in the long run.
User experience is gaining more and more momentum with each passing year. Google is constantly trying to downplay links. The latest RankBrain update shows us how adamant this company is in giving the rankings reins to common visitors.
Anyway, it is obvious that things such as click through rate, dwell time and bounce rate are increasing in importance. Even though Google doesn’t wish to acknowledge this, there is high correlation which may indicate that these factors affect how well an article will rank.
So, if you wish to determine how successful you are at SEO, you will have to pay close attention to these stats.
Generally speaking, user experience is reflection of your article’s quality.
Naturally, if you are creating good posts, visitors will stay on your website and they will open new pages looking for fresh information. Similarly, if your articles are not informative or entertaining enough, people will quickly leave affecting your SEO in a negative way.
Social shares have also proven to be important for rankings. They are obviously another factor that plays a significant role.
Even though traffic is mostly a product of keywords and their proper usage, it also needs to be analyzed in detail.
You see, not every traffic is organic, coming directly from Google. Some of it may be referral. In this day and age, companies get a lot of traffic through social media. Although it is not a direct factor affecting SEO, it has an enormous indirect effect.
Similarly to everything else on this list, it is much better if the number is high. And again, you have to be very careful as to what type of traffic your website is getting.
Irrelevant traffic will lead to disastrous consequences for user experience affecting SEO in the process. Ultimately, your traffic will indirectly affect the number of links you are getting. The only way to get high quality links is if your pages are visited by influencers and active bloggers from your industry.
By pinpointing your visitors, you can determine if you domain is getting the exposure which it needs to grow further.
It is very hard to draw a line when it comes to all factors affecting your SEO. However, by concentrating on a couple of elements, we are able to establish what is going good and what needs to be adjusted.
How often do you measure SEO success? Share it in the comment section below!