Measurement is an imperative element of all marketing activity.
Not only do we need to understand the commercial impact of the activity we are undertaking in order to learn and optimise, but our client/business must also see the value being driven over time.
Below, I list the top 5 core elements and how you can source and use this data effectively.
The most common source of traffic information is Google Analytics, however you may have a different analytics platform such as Coremetrics. For the purposes of this post, I will refer to Google Analytics (GA).
The key element of traffic reporting is sessions, using week-on-week, month-on-month and year-on-year comparisons. Dependent on your business/client requirements, you may wish to also look at quarter-on-quarter.
The Stickyeyes Group proprietary tool ‘Roadmap’ reverse engineers SERPs by sector, to understand which ranking factors are important for each search result.
Roadmap has shown that one particular factor that has grown in importance across all niches and is proven to affect rankings, is engagement.
This is essentially how visitors are behaving on your site. It’s important for Google to see that your visitors are landing on your site, finding the content they need, and engaging with it.
Key metrics here are:
It’s important to note that whilst the two average metrics are ‘higher-the-better’, there is a limit to this. If either of them is too high, it can indicate that visitors are struggling find what they are looking for on your site.
Whatever traffic and engagement organic is driving, what ultimately matters is commercial benefit and again GA is a great source for this, dependent on you having the correct eCommerce and goal tracking in place.
Where a conversion for you is a lead or inquiry (i.e. not a purchase), then key metrics are:
If your conversion is a purchase, for example on an eCommerce site, then these additional metrics are relevant:
It’s imperative to understand which landing pages are driving traffic and ultimately commercial value. You will have pages that historically drive value and you will need to track their performance, however it’s also important to ensure new pages are working as intended and attracting traffic.
A great way to do this in a summary report is to list the top performing landing pages. In the template we have included an area for your top five landing pages and how they’re performing vs prior year, month and week, as well as their bounce rates.
I will come to individual rankings in a moment, however first I want to look at overall search visibility, which gives a great summation of organic performance.
It looks at the number of terms you rank for, where you rank for them, what search volume they have, and the estimated traffic they will drive as a result. A score is then calculated and trended over time.
My preferred source for this is Searchmetrics, where you can enter a domain to get an updated score. You may need a paid account to access the full version, but it’s a great way to trend a relevant summary score for your organic performance.
Searchmetrics also provides some other useful tools. I especially like the Winners & Losers section, which shows which keywords have driven a week’s visibility growth or decline.
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