On page seo - How to Measure SEO Improvements
Search engine optimization (SEO) is the process of increasing a website's Internet ranking. The higher a website is on the search engine results pages (SERP), the more people will see it, click on it and, ultimately, convert to customers. For that reason, SEO is a key component of many business marketing strategies. SEO encompasses many website elements, including content, keywords, organization, linkage to and from other sites, competition, code, page titles and headers. Therefore, executing an SEO campaign can be time consuming and labor intensive, and it is important that you are able to measure a campaign's success so as to know if your SEO is working.
Choose an SEO analytics program. SEO analytics programs track and report on data that can be used to determine the effectiveness of your SEO campaigns.
- In addition to conversions (sales), you may also analyze micro-conversions to identify exactly where your site may need improvements. Micro-conversions are the steps leading up to, or comprising, a full conversion (i.e. click on purchase, complete registration, enter shipping details, etc.), and if any 1 particular page needs SEO improvements, you may be losing customers before they are able to fully convert. For example, if your analytics metrics shows that you are losing visitors after they click on the "ship to" link, then that indicates there may be a problem with that link or landing page.
- When analyzing keyword metrics from your SEO analytics program, make sure to do 2 separate queries: 1 into brand keywords, and 1 into non-brand keywords. This way, you can identify how much of your traffic comes from people who are already familiar with your brand (and who may be existing customers), versus how many people who found your website by using non-brand (generic) keywords from your SEO improvements.
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