Is SEO content part of your digital marketing strategy? Awesome! You are on your way to creating a website that Google will see and hear, therefore helping your rankings on the search engine results pages (SERPs).
By using effective SEO techniques you are guaranteeing your business long term success when it comes to visibility on Google.
But, with competition for products and services being fierce you need to keep yourself informed on if your SEO content is actually driving traffic to your business. Checking this can be easy once you know how so let’s take a look at how you can measure your SEO success!
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What is website traffic?
Website traffic is the term that defines users that come to your website. Unique “users” can come to your website multiple times, which is then tracked as “sessions”.
Users can be acquired from many different sources including google advertisements, social media or organically. When we talk about SEO we are measuring the organic traffic that is driven to your website. Organic traffic is completely free and the more optimised content you have on your website the more traffic you should generate.
1. Get An SEO Audit
An SEO audit is essentially a “deep dive” into your website to discover why and what is stopping your website from ranking on SERPs.
Many businesses choose this service as a way to better understand areas they need to improve. As well as SEO, you can get a full website MOT. Much like a car, it’s good to show your website some love from time to time. Putting in this extra effort will keep you on track to reach your goals.
2. Create SEO goals for your business
Creating SEO related goals will help you measure your success. Ahref blog added “SEO goals are important because they bring focus and clarity to your strategy by providing a clear target. If you don’t have SEO goals, you’re shooting in the dark. That’s never a good idea because you’re unlikely to achieve something unless you aim for it.”
Here are some goals you can apply to your business:
3. Create a Google Search Console (GSC) account
Connecting a Google Search Console (previously known as Google webmaster tools) account to your Google Analytics will help you see the full picture when it comes to tracking your SEO efforts. Google Console allows you to see what keywords your website and specific pages are ranking for.
It also shows the average position your website and web pages are ranking. Average position is “an average (sum of positions divided by the total number of keywords) of your positions for every keyword you rank for.” You are hoping to see a position between 1-7, this means you are more likely to be on the front of the search engine results pages on Google.
Screenshot from Google Search Console
4. Find your top-performing content.
On Google Analytics you can easily identify which of your pages generates the most organic traffic. You can then head over to GSC to see how it is ranking.
If this page is getting you in that special 1-7 average position, take a look at what you have done and apply it to your other pages. Have you used particularly engaging content? Or was this article educational for your audience? Keep these questions in mind as you create new content.
If this page is also generating a good amount of relevant traffic, think about updating it every couple of months. Web Foundry suggests updating your website “once or twice a month as a minimum is sufficient if the content is unique and of benefit to the user. If your website provides news or information about recent events or hot topics trending on the web, regular, daily fresh content is essential.” Keeping your website updated will keep your audience interested and help you generate conversions – win win!
5. Look at bounce rate
The bounce rate is the percentage of users from your website traffic that exit only viewing one page. A high bounce rate (70% and up) suggests that your users aren’t staying to engage with your content or brand. It can indicate poor website design which is where SEO comes into play. Having good usability will entice your audience to stay and look around your website. A low bounce rate is a positive sign that your content is resonating with your audience.
Measuring traffic to see if your website pages have a high bounce rate can also inform decisions about future content writing.
To wrap up
Measuring if your SEO efforts have been effective can be simple! Our guide above will send you on your way to success with your website. Keep in mind that SEO is for long-term gain. You usually won’t see results until 4-12 months down the road. Be patient, keep on optimising your content and you’ll get there!