Performing a regular SEO site analysis is essential to ensuring your marketing dollars are being well spent. Here are the 3 metrics you need to understand.
Unless you’re analysing your website’s SEO regularly it’s impossible to know if you’re getting the best return on investment for your marketing dollars.
Search engine optimisation remains an important business practice. With more and more businesses launching target SEO strategies you can’t afford to lag behind.
Conducting an SEO site analysis helps you keep track of whether you’re meeting your online traffic goals. There are several stats that can help you get the most bang for your marketing buck.
Here are three metrics you should be paying attention to for your SEO site analysis.
1. User Intent
One of the biggest factors of any SEO strategy is user intent. The first step is to make sure that your business’s Google Search Console and Google Analytics accounts are linked so you can see all of these metrics in a single view.
Once you’re in Google Analytics click on “Landing Pages.”
Important things to look at include:
- Bounce rate. This is the percentage of users who visit your pages from their search but don’t perform any actions on your site. High bounce rates can mean a number of things, including misaligned user intent or low engagement. If your site is content driven you may need to work on your calls to action or conversion funnels.
- Time on Page. If visitors don’t spend long on each page they’re not finding what they’re looking for.
- Pages per session. This shows the number of pages your users are visiting after they land on a specific page. If this number is low your funnels and CTAs may not be working.
2. Search Traffic
When your organic traffic is increasing it means your optimization efforts are successful. When you notice it begin to decrease you usually have an issue that needs fixing.
Search traffic should be a large part of your site analysis. When your organic traffic increases you have a greater opportunity for lead generation and more chances for conversions.
When you track which pages have high search traffic you can analyze those pages to see what’s working well. You can then use those insights for pages that don’t perform as well.
3. Conversion Rate
It’s great to get a lot of search traffic, but it’s more important that your traffic is bringing in real dollars.
Website conversion—getting your visitors to do what you want them to—is arguably the most important metric for businesses performing a site analysis. Once you understand what makes your customers tick you can work on increasing conversion rate by investing in content and link building.
One way to measure it is by setting a specific goal in Google Analytics. Simply click “Goals” and then “Overview” from the menu on the left side. Then choose a specific goal, such as signing up for your newsletter or making a payment.
After a month you can click the same tab and see a graph based on how well you’re meeting your goals.
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