Search Engine Optimisation is a key part of digital marketing. If you want to get noticed online, you need a website, and whist you might get lucky with your content first time, optimisation is an ongoing process.
You need to ensure that your SEO strategy is working, but not only that – what else can you get out of tracking and analysing your SEO strategy?
1. Know your Traffic Channel Share
One of your main goals may be to get more traffic to your website and that traffic has to come from somewhere. Gaining insight to which channels are supplying traffic to your website is integral to knowing your main audience. Each website's traffic share is unique and while most might follow a similar pattern, finding out a lot more traffic is coming from Social Media maybe an indication that that channel may lead to more conversions if focus is put on it.
2. Gain Insights to Your Referrers
Like the previous point, knowing your referrers will give you massive insight to your visitors. Backlinks used to be a massive part of SEO, and although that ship is sailing into the sunset, knowing what websites are sending traffic your way will help you in your digital marketing. You never know – you might build a fantastic new relationship with a business you otherwise would not have heard of.
3. Analyse your Conversions
Knowing exactly where your conversions come from is vital. You need to be asking yourself two questions: Are conversions occurring and are they happening on the page I expect? If a page should be converting but isn't, then you need to take a look at the structure and content, analysing if it really is relevant. On the other hand, you may find surprising results on a page you never expected – this shows that something is working on that page and that you should seek to focus your efforts on maximising conversions for that page.
4. Landing Pages
The old adage that first impressions count stands true for websites. The first page a visitor sees – the landing page – is the most important page on your website for that visitor. It needs to get them to their destination as quickly and efficiently as possible. Now it could be said that every page is a possible landing page and that every page should be equal, however that is not the case. Common elements on the top or bottom of a page can help drive traffic with call to actions, though it is important that the landing page keeps the user's attention. By analysing the top landing pages to your website and tracking the user journey, you can find optimisation opportunities.
5. Find out your Performing Pages
Conversions are key – and some are more key than others. By finding out your top performing pages and identifying underperforming ones, you can build your website to maximise conversions.
Having an SEO Strategy is a good start but for it to really shine, it needs to be tracked to compliment your other Digital Marketing campaigns.