Even for the seasoned SEO guru, Google Analytics can be baffling and quite overwhelming. Without have a dedicated professional at the helm of your digital marketing that understands and utilises the vast amount of data in Analytics it is hardly surprising many small companies struggle.
To help such companies, it is highly useful to set up KPI’s to help you focus on your online marketing strategy and integrate other tactics such as e-newsletters, and print ad campaigns.
Here at Voova Digital we are experts at helping you analyse your SEO strategy and giving help and direction to improve it.
List What Is To Be Measured
Any SEO campaign will have several objectives that it is formulated to achieve, including increasing the awareness of the company and products.
One of the easiest KPI’s to measure is RFQ completions, you can do this by exporting data from a CMS and then analyze it. You can even get more detailed information by tracking the KPI in Google Analytics.
RFQ are good for KPI’s but do not forget things like; Inquiry calls and emails, closed sales by channel, and traffic data.
Set A Baseline and Targets
A baseline is the starting point for what you want to measure. The target are the goals you want to achieve, for example a 50% increase in enquiries etc.
To set your baseline for SEO KPI’s, use previous past data from 6 or 12 months. If this data does not exist then it can be a good idea to set up goals in Google Analytics, and let things run for three months, then use this data as the baseline for the following quarter’s targets.
Determine What And How You Will Measure
The best way of doing this involving Google Search Console and Google Analytics is by picking a specific time period that you will analyze, monthly, quarterly etc and then measure and analyze your results. You can then create your own simple KPI chart, then just fill it in.
Create A Marketing Strategy
It pays to have a proper plan in place if you are serious at measuring an SEO program, one that dovetails into the company’s business objectives. This strategy should include:
- The target audience
- Competitive analysis
- The sales processes
- Any marketing strategies
- The KPI’s, how you are going to measure and monitor them
- A marketing calendar
Having such a strategy in place offers two major benefits:
- A marketing roadmap will arise showing what tactics will be used and when.
- If something new arises, you can refer back to the plan to see if the opportunity fits what you are trying to achieve.
Focus On One Thing At A Time
It is of benefit that you focus on one KPI at a time. For example, it can take some experimentation to find the right keywords or the type of content that draws in website visitors – the kind that convert and become inquiries. Once you have one thing figured out and working smoothly, move on to the next one.
By having KPI’s in place, you can direct exactly where your marketing targets for the most positive effect. Consequently you can give yourself the ability to make decisions based on fact rather than guesswork.
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