Five Ways To Measure Your Company’s Site For Search Engine Optimization
November 1, 2013
Search engine optimization has changed and it will always continue to change. This is a simple fact of the game that is unavoidable. That means staying on top of the game is harder and requires more dedication than ever before. It also means that you have to be smart about how you plan your next optimization campaign and how you use your potentially limited resources in working at getting to the top spot for your keywords.
To reach the top, you have to treat SEO like any other kind of battle. You need to develop tactics based off of the information that you have. Getting the data you need to plan your SEO efforts is often confusing and hard to do. Below are five different ways that you can measure how well your business website is doing.
Method #1: Segment Reports, Filter Out Brand Phrases and Compare Data Efficiently
Enrolling in the Google Analytics program is one of the smartest things you can do. It gives you many options when it comes to viewing your website’s data.
To get the most accurate measurement of your site’s performance, you ought to do three things with Analytics: 1. Use advanced segments to chop your data into parts separated by time periods. 2. Filter out easily ranked words, such as those related to your business website’s brand. 3. Eliminate paid search traffic from your results, since you’re focusing on SEO. After you’ve done these steps, compare your cleaned up data and look for things like an increase in traffic between data segments.
Method #2: Root Through Google Webmaster Tools
Google Webmaster Tools can provide you with a unique set of insights that Google Analytics does not. Look around it and use some of the same principles from the previous method. In other words, filter out brand keywords and look at the composition of your traffic. The only downside with this method is that you can’t segment your data into time periods like you could with Google Analytics.
Method #3: Use Google Webmaster Tools to Sort through Analytics Data
It’s a little known fact, but Google Webmaster tools has an option located under the “Traffic Sources” portion that allows you to view SEO data. In this portion of Webmaster Tools, you can visually arrange and sort your data in a multitude of ways. You can have keywords as labels for peaks in your traffic and all sorts of impressive graphical ways to help you sort through the data, which almost all can be used to better focus your SEO strategy.
Method #4: Set Some Goals With Google Analytics
Segmenting your data is a crucial part to making sense of it and your visitors. Google Analytics provides a very useful way for you to accomplish this when it comes to keywords by providing you with a feature that allows you to set goals. You can build goals out of your keywords by grouping keywords together and then adding other statistics that you would like to track. The best part about it is that you can flip through your segmented goals and compare the changes they have experienced over different periods of time.
Method #5: Examine the Big Picture and Find Out If Your SEO is Working
The previous four methods have focused on giving you the ability to micromanage your SEO and look for the small things that you need to tweak to alter a working strategy into one that excels at bringing results. Unfortunately, the small picture isn’t everything. It’s time to look at the big picture with a custom report that meets the guidelines set forth on the first tip but allows you to see the majority of the data that has been important in the previous four methods.
Your overall report should answer the following four questions with cold, hard numbers:
- Are your organic searches increasing?
- Are your goals being met?
- Is your goal value, which can be set in a dollar amount, being met?
- Is your SEO strategy working?
Being able to do this at a glance is great for your business. If your search engine optimization efforts start to dwindle, then you can go to the previous four listed methods and begin looking for places to improve.