Search engine optimization is a vast concept with numerous intricate details binding it all together to help websites rank. Most web owners have a generic understanding of what SEO entails and base their assumptions and expectations based upon these understandings. This is fine, but being able to grasp the core SEO metrics in place relating to SEO work will ensure all campaigns and approaches are optimized from the get go. Let’s take a detailed look at some of the most important SEO metrics at play when it comes to ranking a website in search engines such as Google.
The first SEO metric is link building and offers tremendous value in understanding how the process works. Yet, quantity is a fatal mistake at times with SEO campaigns and the desire to get as many backlinks as possible. This metric should not be built on quantity rather the goal should be to focus on quality.
The authority of specific backlinks is going to matter far more than how many are in place. A website with one backlink from an authority site with great PR is going to do more than a website with ten horrible backlinks from one page blogs.
This is where finding a balance is critical. Those who grasp this metric for what it is can do a lot more than those who don’t.
This is one of those SEO metrics most web owners will be able to associate with and understand. Ranking for major and/or minor keywords in a specific niche is the purpose of SEO and web owners are able to grasp this part. Yet, this metric is not going to provide as much value as one might assume. Finding the major keywords and pursuing them will often lead to mediocre results regardless of the approach and dedication in place. This is where long tail keywords (4-5 words) are starting to become a powerful solution. They have lower search volume, but rank far easier.
This is why specific keywords and their rankings should not matter. Getting to the first page is optimal, but it is about how the traffic is converting which is going to matter the most.
It is common to see web owners target the largest keywords in their niche, throw money at a SEO service/package and hope for the best. What does this result in? Failure. It is important to understand the process and move forward from there.
Whether it is an e-mail submit, purchasing a product, or signing up for something, conversions are where the results are going to be seen. This is one of the most important metrics to pinpoint whether or not the campaign in place is working or not.
Web owners are recommended to have a clear set up in place to help obtain this data to gauge how things are working out. This data will showcase which keyword and/or approach is yielding the highest conversion percentages at the end of the day.
The charm of this metric can be seen through the tweaks a web owner can make along the way. Change up the ‘call to actions’, images, colors, and much more to see what is going to attract the traffic coming in. What changes will yield positive results?
This information will ensure the website is going in the right direction and is not veering off path. Such changes can do a lot for websites and their owners. Subtle changes can lead to thousands of sales in a matter of days. This is the power of conversion percentages and using them to maximize campaigns and optimize them as desired.
Incoming traffic numbers are often regarded as the most coveted metric and the only gauge to assess success. This is false as has been shown in numerous studies and reports. It is simply not true. Website traffic is nothing more than raw data to build out from. The results come when targeted traffic is being honed in on and converted. It is the conversions, which apply to the results coming in rather than raw traffic numbers. Those numbers will not justify value of any kind. It is often nothing more than a stepping stone in the right direction.
A simple example of how raw website traffic numbers provide nothing more than an ego boost can be seen here. One website will be seen drawing in 100,000 visitors a month and converting 100 of them into sales. Another website in the same niche selling the same product(s) will only be getting 50,000 visitors per month, but converting 200 of them. Which website would you want to own? It is clear, the person with half the traffic is getting twice the sales.
This is why traffic numbers should not overlooked and simply used as a beginning metric to assess success and not the last one.
Understanding the financial repercussions of SEO campaigns is pertinent for those wishing to maximize their earning potential. Most web owners are not ranking for the sake of self worth and appreciation. The goal is to earn money and lots of it.
Therefore, revenue being generated from incoming traffic becomes pertinent. Conversions are not as specific since anything as simple as email submits can be regarded as a ‘converting lead’. A thriving website has to analyze and ‘split test’ various approaches towards SEO to ensure revenue streams are being optimized. If this is not being done, the entire process can end up being rather useless especially for small businesses and even larger brands.
The importance of understanding and maximizing SEO metrics is vital. Those who don’t recognize the power of these metrics and the value they are able to bring to a website will often lag behind. Making the most of these metrics is not as challenging as one might assume. Breaking down each alternation made to a campaign while keeping these metrics in mind will ensure the results do come. Many websites have excellent due to this alone and continue to progress as time goes on.
For further information, here is an extremely informative video: