Jul 31, 2021 BY SHUBHAM MANE
You know what they say, “if you can’t track it, you can’t improve it.” In an online business, tracking SEO conversions is critical for success.
Relevant web content ultimately helps to generate revenue and bring a prominent conversion rate for your business. To optimize your content, keyword placement is significant. But depending merely upon the keyword optimization doesn’t paint the complete picture of SEO conversion. Therefore, to analyze them, you need robust metrics.
For any marketing team to deliver what matters, firstly they should understand tactics to measure SEO strategies. To make it more convenient, I’ve put together a list of the key conversion measures of a successful SEO drive.
Here are the eight metrics that will move the needle for your business and help you progress towards achieving the SEO goals.
Have you heard the saying, “what you measure, you move.”? It goes perfectly in the online world. SEO tracking is essential and the primary step in assessing the performance of your SEO strategy is to know your numbers.
Every marketer defines conversions uniquely according to their business strategy. Still, will remind you about SEO conversions as any activity that visitors do, which proceeds them to the next step in the customer’s journey.
For example, a user could convert into the lead by showing interest in your products and services by filling out a form eventually landing up on your product page to make a final purchase. (this process is known as conversion through SEO)
There are tons of metrics you can track, and we know top search engines considers over 100s of ranking factors in its algorithm. So, initially, starting with a few metrics could be the best thing to do. Try to find out which metrics are vital for you and track them regularly.
Once you come to know about the specific actions as conversions, tracking SEO could positively impact your business strategy. Below are some common examples that marketers use to explain conversions.
Before we go deep into what the conversion metrics are, let’s take a minute to speak about the calculation of all types of conversion rates.
They are calculated as a percentage, steps to calculate your conversion rates are as follows:
Let’s take a quick example:
A business receives 5000 website visitors in a month. 200 of the visitors take the desired action. Then as per calculation 200 actions / 5000 visitors = 0.04. Multiply the obtained value by 100 and you will get a conversion rate of 4%.
Some of the conversion and revenue metrics that most SEO experts miss out on are crucial in evaluating the progress that transits customers from one stage of the customer journey to the next one.
Organic traffic provides insight into your SEO performance while tracking. The best part is that tracking organic clicks gives more specific data into what your users are looking for on your website.
Getting to know what queries brought the users to your pages and CTR (click-through rate) for those queries might help you make better resolutions about which SEO activities are working and which are not.
Tracking the clicks could give you a more integrated view of what kind of improvement you must make to increase user’s engagement and offer more qualified leads.
It could be very beneficial to understand how first-time visitors interact with your website compared to existing visitors. This metric may or may not come under "organic conversion rate," depending on how visitors find your site.
To look into your new visitor conversion rate, you can separate the metric by adding a segment for "new users."
You could improve the new visitor's conversion rate by knowing how they are converting. Try to find out what first-time users are most interested in and improve their experience.
With the segment "new users," you could go to "behavior" and easily seek how new user engages with your content compared to all visitors.
Although this metric will provide you enough information and data to acquire an idea of how first-time visitor's behavior compares to return visitors.
You could easily track the conversion rate of each service page on your site, and this activity could help you identify which pages mostly drive sales successfully and which pages need some extra effort.
Also, you can take a look at sales on mobile devices and desktops by comparing them. If one platform notably outperforms the other, then optimize the customer journey on the weaker channel to boost the performance.
When your organic traffic is increasing continuously but the conversion rates are relatively low; then in such a case, you need to re-analyze your keyword research. Because targeting the right keywords from correct demographics can give you audiences who are interested in your offerings.
One simpler way to get results is to connect the google search console to google analytics, it will give you profound insights into whether your SEO strategy drives conversions.
Metrics that directly impact conversion rates
To know about your improvement in conversion rates, first, look at how visitors are engaging with your pages.
Following engagements are very beneficial indicators of your progress that improve conversions throughout your sales funnel.
If your page contains an eye-catchy design, good load speed, and if you’re offering a clear path to the next step with internal links, then the page will have a low bounce rate. If you're wondering how to improve website loading speed then consider scheduling page speed tests to lessen the bounce rate. In short, bounce rate is the percentage of visitors that leave your page without engaging.
You could inspect bounce rates from several perspectives using google analytics; below are some options you can use.
People find this metric very similar to bounce rate. Still, there is a fundamental difference: exit rate is the percentage of visitors who exit your website from a page versus the total number of people to that page.
However, bounce rates relate to the visitors that landed on a single page and then left before engaging further. Let’s take an example: if you have a service page with a high exit rate and you’re driving a lot of traffic on that page to convert the leads into customers.
In that case, a high exit rate means your page isn’t interesting enough that visitors will engage on it. So your first step should be to reduce the exit rate on your webpage by determining the reasons behind it.
You could fix your page by adding relevant content and engaging with the potential customers; you may need to develop your conversion funnel to the next level to guide visitors from one step of their journey to the next. By installing heat-mapping software, you could easily get to know how users are engaging with your pages.
Average session duration is the metric that will help you to know how long the visitors spend average time on your website. A high bounce rate indicates that visitors spend less time on the website; however, that’s not always the case.
If you want to increase your conversion rates, you must make some updates that will make the visitors engage with your website quickly and benefit you with some revenue.
Developing your website may include:
In this way, you could easily get to know what customers prefer to watch and what they like.
Making your page relevant for the customers could be a key task for any business developer, pages per session is a metric that tells you how many pages visitors see before they leave your website.
A high average isn’t always good because it could indicate that your site is demanding to navigate, and visitors find it difficult to seek what they are looking for.
It would help if you cleanse your sales funnel by making it easier for the visitors to take a successive step on the buyer’s journey. If a visitor is spending time on your pages and never converts, yes, that could also be a red flag.
It is imperative to understand what is going wrong in the process; is it because of your content? Taking action on the points is the key to improving the conversion process.
From the above information, you learned which parameters are beneficial for your SEO goals that will generate more revenue for your business.
You could easily make strategies and execute them as per your requirements to improve conversion rates. Following these metrics along with the practise of continually monitering SEO activities will provide you some effective results as upgrading new things daily on the website will let the visitors know about the activeness of the provider.
For any business to grow, you must think about overcoming your failures and trying to correct them. This blog provides you with some critical factors about your website and the things you could improve that are not giving desired resultsby setting achievable SEO benchmarks. I hope you find this blog helpful!