A reliable approach to showing success is to measure and monitor organic conversions (sales, leads, or both, depending on how your firm is set up). After all, it’s simple to link your efforts to a rise in organic conversions.
Prior to starting a campaign, make sure to know the conversion benchmark; otherwise, it will be more difficult to demonstrate the growth from the previous amount of revenue. As a baseline for gauging growth, it is advised to use the average of the conversions produced in the three months prior to the start of your campaign. In Google Analytics, you can monitor conversions by setting targets for lead conversions and using the e-commerce report to monitor sales by channel.
Returning to the idea that it takes time to realize financial benefits from SEO, organic visibility is a strong KPI that you can monitor and analyze to demonstrate steady progress. Given that impressions display queries for which your site was accessible even if no clicks were generated, this is the ideal technique to demonstrate ongoing visibility. Usually, this is due to an increase in ranking keywords that aren’t in places that are generating traffic.
This includes the percentage of the SERP that is made up of brand assets, such as content from the main website as well as other content like social media profiles and posts, YouTube videos, images, Knowledge Graph results, and anything else that might serve as a strong brand ambassador and promote awareness and sales.
We highly advise that you monitor how your primary target keywords are doing on the SERPs, even if keyword rankings may not be as crucial as some of the other metrics discussed below. In certain cases, a single page of material might rank for thousands of distinct keywords. Not to mention customized search, which allows users to view various results depending on their search history.
The click-through rate (CTR) has not been shown to be a direct ranking determinant. However, the truth is that the higher your organic CTR, the higher the number of clicks on your listing in the SERPs, and the higher the volume of visitors to your sites. This has to be monitored at both the page and query levels. The greater the CTR, a straightforward statistic that measures the proportion of visitors that click on your website after their search generates an impression, the better.
Average Time on Page
User becomes more engaged the more time they spend on a page. Additionally, a person has a greater possibility of converting if they are more interested.
Therefore, you should monitor your site’s average time on page on both a site-wide and page-level basis, and if you see low durations, investigate strategies to raise it.
It is important to pay careful attention to your site’s speed since it may have an adverse effect on both your conversion rates and search rankings (and the traffic that follows). We understand what you are thinking right now—that you have already spent time improving the Page Speed score of your website, and things are looking great.
This indicator counts the proportion of site visitors who left without taking any further action. This is yet another important indicator that the search engines take into account when determining rankings. Your usual bounce rate should fall between 40% and 60%, depending on your sector. The page is not related to the search query if the proportion is too high. Check your pages’ bounce rates in Google Analytics’ Overview report to determine which ones have high rates and experiment with various strategies to see what will help you lower them.
You can track the ROI (Return on Investment) of each of your marketing projects. You may assess if the net profit justifies the cost of website optimization by calculating SEO ROI. Keep in mind that this parameter often starts off being negative. However, if your technique is effective, you’ll start to see beneficial effects within a few months.
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