Like any other marketing tactic, site owners want to see the results of their SEO investment. Are their efforts/time/money paying off? Since SEO is long-term, it’s often hard to show immediate progress, but with a few months of link building, content creation, and social activity under your belt, it’s usually possible to see some semblance of positive progress. Here are three ways site owners can measure their SEO success:
1. Increase in non-branded, organic traffic.
Probably the easiest way to measure SEO success, a growth in non-branded, organic traffic is usually a sure sign your SEO campaign is having a positive impact on your website. Visitors who come to your site through non-branded keywords didn’t necessarily set out looking to do business with your brand; they found you through the search engines. As you optimize your website and begin to build new links and fresh content and grow your social presence, your website earns more SEO value, helping it do better in the SERPs for various search phrases. Depending on your niche, your SEO growth might be a steady upward slope month after month, while for other companies it has its ups and downs and is a slower process. But even a small increase in organic traffic month over month adds up. While 50 new visitors a month may not seem like much right now, at the end of the year that’s an extra 600 visitors.
2. Increase in referral links and visitors.
As you build more content, both on your blog and on other industry sites, you are also building/earning natural links. One blog post on a popular niche blog can send hundreds of visitors to your site over a few months. For instance, I did an interview with link building expert Eric Ward, which he linked to from the homepage of his site. In a month that one referral link sent 800 unique visitors back to the blog post! As you build/earn links you might start to notice new referral links and extra bursts in traffic. For instance, one of my clients wrote a blog post that got linked to from a Forbes blogger (perfect example of earning links through content marketing!) and that post is still sending 25-50 visitors a month to their blog. Take a look in your Google Webmaster Tools account and download the latest links to see if there are any new referral links that indicate your SEO program is proving successful. You can also look in Google Analytics as well as Moz’s Open Site Explorer for new referral links.
3. Increase in number of non-branded keywords driving traffic.
While you may have a short list of “money keywords” that you want to do well for, those aren’t the only search phrases that could be driving traffic to your website. A good SEO program is about building organic traffic from as many relevant search phrases as possible because no two people are guaranteed to search for the same thing in the same way. You want your website to be a viable result for a wide variety of non-branded search phrases in order to connect with as large a customer base as possible. Take a look at your Google Analytics account, pick a time frame 6 months before your started your SEO campaign, and compare it to now—how many new non-branded keywords are appearing? It doesn’t matter if those new keywords sent 10 visitors apiece or just 1—more non-branded keywords is a good sign that your SEO campaign is helping improve your organic search presence.
Obviously the end goal of any marketing program is to increase sales, but it’s equally important to look at these SEO successes as steps along the conversion path. You can’t reach more customers if they can’t find your website, right? An increase in traffic, referral links, and non-branded keywords are all signs that your overall online presence is growing and with that comes more leads into your sales funnel.
About the Author
Nick Stamoulis is the President of Brick Marketing (http://www.brickmarketing.com/), a Boston-area SEO company. With over 13 years of industry experience, Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog and publishing the Brick Marketing SEO newsletter, read by over 120,000 opt-in subscribers.
Contact Nick Stamoulis at 781-999-1222 or firstname.lastname@example.org