SEO Measurement

Accurate measurement and monitoring of your search engine optimisation practices can make and save your business thousands.

Search engine optimisation is critical to the success of any online marketing strategy. Measuring this success however is not as straightforward as it use to be. Gone are the days when monitoring a websites 'page rank' or ranking with search engines gives any sort of gauge as to how well your SEO efforts are working. In particular, since Google's introduction of personalisation services to search engine results, the rankings for one person performing a search may greatly differ to that of another person due to preferential and locational differences. This explains why high search rankings may not necessarily translate into tangible benefits for your business such as qualified leads or sales conversions.

So, if rankings are no longer an effective means of tracking our SEO efforts, how to we assess the success of our investment in an Internet Marketing and search engine optimisation campaign?

Methods of Measurement

To begin effectively measuring your SEO success you need to be clear on your business' goals for its online advertising efforts. Are you focused on sales leads, actual product sales conducted online, getting your message viewed or heard by as many people as possible? Your goals will determine which method or methods may provide you with the greatest insight. It is our experience at Liquidus that tracking the following statistics gives us the results we desire. Depending upon the website we simply weight the results differently.

Our methods of SEO measurement include tracking the following:

Sales conversions, Leads Generation

If you are selling products or services online, increased sales through your site are a very clear indicator your marketing efforts are improving your business' bottom line.

Site Visitors

A lot of advertising is to get your message or sales pitch heard. The more people you can get your message to, the higher your chances of increasing your sales.

Bounce Rates

A bounce is a visitor leaving your site within seconds. With a well formed and executed Internet Marketing strategy, you will attract more qualified leads to your website. Attracting people with a definite interest in your organisation, its products or services will translate to visitors spending greater time on your site, decreasing bounce rates.

Referring Sites

Your efforts to provide a valuable resource, offer great products or services all increase the likelihood members of the online community wish to share their positive experience of dealing with you with others. Another aspect of your search engine optimisation strategy may be developing affiliate programs, the success of these programs will directly effect the number of referring sites to your website.

Returning Visitors

Part of a successful SEO strategy also includes ensuring that once your capture the attention of a potential customer, you make sure to provide an engaging experience and reasons for a visitor to return to your site. This may involve offering free trials, products, valuable advice, interesting information etc. More returning visitors will lead to more repeat business and longer lasting customer relationships.

Cost Per Conversion

Armed with statistics from the methods above, how do you determine whether your investment is providing the results you desire? Evaluate the cost per conversion ratio for your campaign. How much is each sale or lead through your online business costing. Remember that your online efforts also impact upon your bricks and mortar business. You may also notice an increase in phone calls, walk ins or emails as a result of people discovering your products and services online.

To discover how our expertise can increase the success of your online efforts, contact us today.

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