Every business owner knows the importance of getting visitors to their website. This is the primary purpose of having it in the first place. Websites are built to cater to the various needs of searches.
Every website is designed to answer to some need; part of the necessary technology employed in their designs is to make them visible and reachable to the world with keywords.
Keywords serve as the connection between the offerings of the websites and the searchers. When people search for specific needs the search engines pick up indexed websites that best match the searcher’s query and display them starting with the ones with best rankings that match the searched keywords.
These are geared towards serving the needs of enquirers and meeting their satisfaction in a very short time. Such needs include from products, services, their locations and every other detail that comes in-between.
The amount of visitors to a website is called traffic. Traffic determines to a large extent the viability of a website and judged by it. A website that drives high-level traffic is judged a good and relevant one and ranked by the same.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is a term detonating how well a website is made to adequately display its offerings in ways that match the searcher’s queries. The more easy searchers find the website and get useful information as well as value in services and goods purchases, the more likely the website has been optimized to both serve its purpose. To the layperson, Optimization may be seen as fine-tuning your website for optimal performance.
What is organic SEO?
Organic SEO refers to an online marketing strategy that includes other sub-strategies which include keyword research/link building geared towards helping your website rank top on the organic/unpaid search engine result pages (SERPs).
Organic SEO is the natural way a website is found without any form of advertising to boost its appearance. It is the best and most natural form of optimizing a website. When well-implemented remains relevant as the years go by and increases in value over time as it drives customers and clients to the website and produces high conversion rates by way of purchases, subscriptions, references, etc.
While it may not overnight turn your business to a household name, it is certain to rank your website very high in search engine result pages (SERPs), which ensures more traffic and conversion in sales.
Importance of Organic SEO
It would interest you to know that 75% of searchers don’t make it past the first page of the result page. This makes it important to optimize your website and do all you could to let it naturally appear there. Thus, if your website is not ranking high on the result pages it may not likely be seen. Without being seen there would be no traffic, which means you are losing money!
The life of your company largely depends on being found on the SERP first page, this means you’re being seen and can be contacted for transactions. Nearly all online interactions and experiences start with the search engine, like Google, which is the dominant player in the industry.
Optimizing your site for Organic SEO is a sure way to give life to your website. Organic traffic is estimated to dominate over 40% of online revenue. It is established that online marketing far outweighs the traditional one to over ten times, this makes it a very viable tool for a great marketing campaign.
The Importance of SEO Analytics
Measurement is critical in Search Engine Optimization. Without measurement or the possibility of doing so, the whole process will be vague and make improvements impossible. Analytics is very critical to success. The more a website ranks for keywords the better the traffic it garners. However, emphasizing out rightly on keywords lowers the value and view of the importance of SEO.
In order to express what really matters marketing teams have to go beyond keyword ranks and think more of the increase in revenue that comes through organic search. Google Analytics is freely available, and installed on many websites and may probably be on yours.
Strategies To Measure SEO Success
Businesses differ and are unique in identity, products and services just as every website differs on the importance of metrics. However, there are universal standards of measuring the success of your SEO over a period of time through the use of reports from Good Analytics.
1.View Just The Organic Search Traffic
This is a very obvious one. The usual thing organizations do on noticing a decline in overall traffic of the website is running into conclusion the observed loss in traffic is related to falling organic search traffic. However, a little digging has many times reveal that organic search could be climbing while at the same time traffic from other sources may be declining to result in a general decline in traffic. Viewing just the organic search traffic gives you data on the performance on it devoid of other influences for effective decision making.
Your first step towards checking organic search traffic over a period of time is to follow these steps:
- Click on Acquisition
- Then click on All Traffic, and then
- Click on Channels which leads you to your Channel Groupings, i.e. your traffic sources under segments in the channel.
By clicking on the “Organic Search” channel you will be presented with a more detailed report including traffic metrics dealing only on organic search traffics.
This will present you with accurate details reporting on your SEO which helps you determine many things like your top landing pages for search traffic, the keywords that are driving the highest traffic and from which search engines as well as the top exit pages, etc, etc.
- Measure The Quality of SEO Traffic
Is it possible to measure the quality of SEO? This has been a subject of debate on SEO traffic, and yes, there are ways you can measure the quality of your source of traffic aside search.
One of the common reports used to measure the quality of search traffic to determine whether it is improving or declining is through the report on Assisted Conversion which you access by clicking on Conversions > Multi-Channel Funnels and then >Assisted Conversions.
Once on this, set your date range to “Last month” and compare it with “Previous period”. This leaves you with the month to month reports comparison straight from search. In the event of accumulated multiple visits on the site where search contributed but didn’t directly lead to conversion such that a visitor got to the website by searching the internet but that didn’t lead to conversion directly.
A report like this above gives you a view on conversions from search traffic performance indicating either a decline or improvement. An observable decline in conversions from search but with steady overall traffic helps determine that search traffic is not producing the very much desired result. It lacks quality and needs up-tuning to improve upon.
Conversely, a focus on the better-refined group of keywords that shows conversion rates have improved from search traffic, one definitely has a better performing SEO traffic
- Organic Traffic Assigned Dollar Values
If you are looking for a more traditional pattern of understanding the value SEO brings to your business aside improving on the conversions, visibility and search traffic you can use the strategy of assigning a monetary value on the organic search results. This is easy to do by comparing the cost of the keywords if bought on Google AdWords campaign
It is important to note that this strategy uses access to a Google Adwords account and Analytics which you must set up and sync with your Search Console account.
The path to searching keywords phrases and queries is to go to Acquisition, > Search Engine Optimization, and then > Queries.
Having this report at hand, access Ubersuggest on a fresh tab and retain the initial search results. You will have to search for keywords and have an estimate of what advertisers pay presently per click for each of the keywords listed. Use the following steps to get your results:
Step #1: Enter your Main Keyword and Click “Search”
Step 2: Click “Keyword Ideas” in the Left Sidebar
Step #3: Review and filter Data
Using a spreadsheet, list all known keywords, driving traffic to your website, list the number of click-throughs coming from each keyword as well as the cost per click estimate. The last column gives a sum of the estimate of cost per click multiplied by the number of clicks. This gives the total value produced by each keyword in organic traffic.
Doing this gives you a visual representation of the amount of money your SEO strategy saves you on traffic you’d otherwise have paid for.
- Identify Slow Loading Page Times
Don’t every overlook page load times! When your page loads sluggishly searchers will usually get frustrated and exit. This is the reason why such must be tested and optimized. Page speed is also a major factor in a website’s ranking. Reducing the page load time is a sure way to keep searchers on the site and meet their demands.
The easiest way to view your page load time is to Visit Ubersuggest, Enter Your URL and Click “Search”
The second step is to Click “Site Audit” in the Left Sidebar
And Scroll down to “Site Speed”