SEO is widely touted as one of the best forms of modern digital marketing, largely because you can have unlimited returns on your investment, as most SEO tactics are permanent. Unfortunately, if you hire the wrong company, don’t have the right plan, or approach your SEO the wrong way, you could also be wasting your hard earned money.
These tips from Seattle SEO experts will help you with evaluating and making sure that your SEO is doing you some good.
Tracking visitors is relatively easy and there are dozens of free programs which you can use to help. Google analytics is the most respected, because it’s tied in with their ad program. There are many others, all with varying degrees of accuracy, that you can use as well. By tracking visitors, you can see which pages are getting the most hits, how long people stay on each page, and where they go through your site. This allows you to see whether or not your SEO is working. For example, if you’re using descriptive content to sell items and you’re getting 20,000 hits on a page a month, but most are just reading it and leaving, then you’re going to want to rething your policy.
Whether or not the people visiting your website are buying anything is a huge question, and luckily, there are plenty of programs to track it. Even Google allows you to set up goals, which include getting customers to a checkout page. However, you do have to be careful, and make sure you’re using the ‘thank you for purchasing’ page after checkout, to make sure that you’re not counting abandoned shopping carts in your revenue.
Recognizing Where Traffic is Coming From
Unfortunately, it’s not as easy to see where traffic is coming from as it used to be. However, you can still see surges in content based on hits on specific pages, so you can see which pages are getting hits based on your SEO. Using split testing can help you with checking pages to see which keywords perform better, and to see if the pages with SEO get more hits than those without it.
Tracking Long term Conversion
Another consideration is that a lead you produce with a visit now might not turn into a sale for months to come. Programs like KissMetrics allow you to track long-term conversion, so you can see how many people you’re converting over time. This is especially important if you’re using blogs and informative content as part of your SEO strategy. One way to boost this conversion method is to use long tail keywords with specific products, mention your location and street, and be as exact as possible. People who are searching general keywords like “SEO” or “Shoes” are usually just in the research phase. You want specifics, like “SEO and Social Media Management in Seattle” or “Black crocodile ankle boots” if you want customers who are looking to buy. Of course, even then, you might not make immediate conversions.
SEO is extremely complicated and it doesn’t always work. While there is no magic solution, taking the steps to tailor an SEO policy or plan for your specific business and needs, putting up content to attract short term and long term leads, and bring in traffic to boost your sites authority, can all help. If you want to know more, contact Rory Martin to learn more about our local Seattle SEO services.