Search engine optimization (SEO) is an increasingly vital part of any marketing plan. SEO isn’t a one-and-done deal, like some may think.
Yes, the initial setup and keyword planning is important, but adjustments should be made on a regular basis to make sure you are achieving the goals you’ve set out to reach. With regular updating comes constant monitoring. So, what should you be looking for?
SearchEngineLand defines organic traffic as “traffic you earn from appearing in the search engine results pages (SERPs) without paying for placement.” Essentially, organic traffic is the whole point behind SEO. You want people to come to your website by searching for terms related to what you do. It’s important to track organic traffic so that you can see how many people are discovering your site because of your SEO efforts. The higher percentage of your overall pageviews, the better. If the results aren’t what they should be, it may be time to alter your SEO strategy.
Keywords Ranked in Google
Tracking your keywords will help you build or adjust your overall SEO strategy. For example, if people are coming to your website because they searched the name of your business, that's called a "branded" keyword. On the flip side, if they searched a term related to what your business does (but not your company specifically), that's called "non-branded" keywords.
Digging into your ranked keywords will tell you the story of how people are getting to your website. If they're coming through branded keywords, then you know that you have some established brand awareness, but you may not be reaching your full potential when it comes to attracting new customers. If people are coming to your website through non-branded keywords, then you know product or services they were looking for. Though both are great, growing the traffic from non-branded keywords is ideal, because it means that you’re reaching new potential customers. The non-branded keywords that you rank for (or don’t) give you a great idea of what potential customers are coming to your site for and what audiences you should be focusing on with your website content.
Unlike organic traffic, the lower your bounce rate percentage, the better. Bounce rate is the percentage of visitors that left your site after only viewing one page. If you aren’t reaching your desired numbers, it may not be a SEO problem, but rather an on-site content issue. SEO helps attract visitors to your site, but from there it’s dependent on what’s on your site to either keep your visitors engaged or lose their interest.
Regardless of your strategy, it’s important to consistently monitor your SEO so that you can make adjustments, leading to continued visibility for your business.