Track and Measure SEO Performance

You’ve put so much work into your SEO strategy for IT services business in London and you probably want to see and know how those efforts are paying off and whether it’s all working the way you want it to.

In SEO you have to track everything from rankings and conversions to lost links and more to help prove the value of SEO. Measuring the impact of your SEO performance and ongoing campaigns is a must to SEO success, client retention, and perceived value.

In this article, we’re going to help you track and measure your SEO success.

Before anything else, let’s review our SEO end goals. The team might be thinking of a lot of goals; however, we should establish one specific primary end goal. For an SEO agency in London to do that we should understand the website’s goals and/or client needs. In order to just that we can asked questions about the following:

  • A brief history of your company.
  • Monetary value of a newly qualified lead.
  • Profitable IT services/products the company offers.

SEO agencies also ought to consider the following pointers in establishing website’s goals:

  • Measurable: track data, numbers and researches, and improve what can be improve.    
  • Be specific: Focus on your goals. Don’t let marketing jargons intervene your goals.   
  • Share your goals with the team to boost the chances of achieving them.

Measuring SEO Metrics

We’ve finished setting our primary goal. Now, we have to know what benchmarks to measure to check the pulse on current site health and progress.

1.      Engagement metrics

Answer the question: How prospective clients behave once they reach your IT services website and how do they engage with your content? Consider these things to measure this metric:

a)      Conversion rate

The number of conversions (for a single desired action/goal) divided by the number of unique visits. This can be applied to anything, from an email signup to a purchase to account creation. Being aware of your conversion rate can help you assess the return on investment (ROI) your website traffic might deliver.

b)      Time on page

How long did people spend on the website? If you have a 1,000-word blog post and visitors only spending an average of 5 seconds to read it, the chances are slim that they are actually reading the article. However, if a URL has a low time on page, that’s not necessarily bad either. For example, “Contact Us” pages to have a low average time on page and it’s normal. It really depends on the intent of the page.

c)      Pages per visit

If the goal of your page is to keep readers engaged and take them to a next step, then pages per visit can be a valuable engagement metric. In another scenario, if the goal of your page is independent of other pages on the site—for example, go to your website, got what they needed, then left— then low pages per visit are okay.

d)      Bounce rate

“Bounced” sessions or rates indicate that a searcher visited the page and left without browsing the site any further. In some cases, bounce rate is not as bad as others really think. For example, a visitor only visits the site because he/she just want to check the IT services, business hours or an address, then bouncing with the intention of visiting the business building in person. A better metric to site quality is scroll depth.

e)      Scroll depth

This measures how far visitors scroll down individual webpages. Are potential clients reaching your important content? Always consider the quality of your content. Is it enticing for the visitor to continue down the page? Scroll depth tracking can be set up in Google Analytics.

2.    Search traffic

The All IT services businesses and Cyber Security agencies in London has the goals of showing up in search and to be chosen by searchers as the answer to their query. If you’re ranking but not getting any traffic, you have a problem.

Determining how much traffic your site is getting from search is by using Google Analytics.

Google Analytics: Uncover Traffic Insights

Google Analytics (GA) gives you the free tools you need to analyze data for your IT services business in one place. It is bursting with data, that’s why you should be familiarize on where or what to look.

a)      Isolate organic traffic

GA allows users to view traffic to the site by channel. This shows any sudden changes caused by another channel. For example, total traffic dropped because a paid campaign was halted, however organic traffic remained steady.

b)      Traffic to your site over time

GA allows you to view total sessions/users/page views to your site over a specified date range, as well as compare two separate ranges.

c)      Number of visits for a particular page received

Site Content reports are great for evaluating the performance of a particular page—for example, how many unique visitors it received within a given date range.

d)      Traffic from a specified campaign

You can use UTM (urchin tracking module) codes for better attribution. Designate the source, medium, and campaign, then append the codes to the end of your URLs. When people start clicking on your UTM-code links, that data will start to populate in GA’s “campaigns” report.

e)      Click-through rate (CTR)

Your CTR from search results to a particular page—this means the percent of people that clicked your page from search results—can provide insights on how well you’ve optimized the page title and meta description. You can find this data in Google Search Console, also a free Google tool.

Google Tag Manager is a free tool that allows you to manage and deploy tracking pixels to your website without having to modify the code. This makes it much easier to track specific triggers or activity on a website.

3.    Keyword ranking

A website’s ranking position for desired keywords that includes SERP feature data.

4.    Back links

Total number of links pointing to your website. Take note to looked for quality of backlinks and linking root domains your site has.

Remember, data is your best friend when it comes to tracking your SEO progress.  

Contact us now for a free SEO audit.