When you have started to pull in a decent amount of search engine traffic and a significant amount of time has passed, you will hold some vital information in your analytics package. The most important changes to you search engine optimisation will come through careful analysis of user trends, traffic stats and ranking analysis.
What I really wanted to discuss today was how to assess your search engine traffic, rankings and how to view some of the stats that may come up. Assessing your analytics can lead to important site changes and increase the profitability of your campaign. Anyway here are some of my favourite pieces of advice.
Those of us who track our rankings will know that Google tweaks their algorithm regularly and this can be the cause of lost traffic. If this happens reserve judgement until you have looked at the big picture.
- Does this lower amount of traffic come with a lower bounce rate?
- How long is each visitor spending on your site?
A drop in traffic maybe a drop, but the smaller amount may be more focused and therefore more profitable.
“Oh No!! My bounce rate is 80%, that’s bad, my sites a failure”
This by itself is not bad, if your bounce rate is high, your pages viewed are low and time spent on your site is a few seconds then YES you have a problem.
On the other hand if you are trying to increase user engagement, you may have a high bounce rate but your pages viewed may have gone up. This at least shows the users who are staying are also engaging well with your content.
This is why knowing exactly where your profitable traffic is coming from is important.
I personally still think rankings are worth monitoring because:
- A- Not everyone uses personalised search
- B- Higher Rankings still mean Higher Traffic
No doubt Google will put more emphasis on personalised search eventually but until that day rankings are still a good measure of success, not the be all and end all but a good measure.
1 – How profitable are my targeted keywords?
2 – Am I ranking for any new, profitable keywords?
These keywords are the ones you have optimised you content for, you will want to know how well they convert, how much traffic they get and where you rank for them.
For example….You may have a keyword you rank for that converts really well but you rank on page two. With a little effort you could be in the top five and see your profitability increase. At the same time there may not be enough traffic to warrant extra effort needed to rank higher.
New keywords often come in the form of long tail keywords which are usually 4 words plus.
If you notice you are getting some search traffic on a given keyword, take some time to do a little research.
- Where am I ranking for it?
- How much traffic does it get?
- Has it converted anyone?
With a little effort in this area you could seriously impact on the effectiveness of your campaign.
1) Link Popularity
2) Anchor Text
3) Link Diversity
4) Link Relevance
Link Popularity- Your link popularity needs to be rising consistently from month to month. A steady flow of backlinks increasing gradually over time is a healthy “natural” looking link graph, one that will help you attain higher rankings.
Anchor Text- If your reading my blog for the first time you really need to understand the power of anchor text. It can be the difference between page 1 and page 2 on Google. Monitor this to ensure you are creating the correct anchors tailored towards your targeted keywords.
Link Diversity- If all your links are coming from 1 or 2 domains these are likely to be devalued by Google. In order to produce better search engine optimisation results you need to be attempting to get links from as many different sources as possible. This will increase authority and ranking ability.
I personally like to keep link diversity between 10 – 20%, so if you have 2000 links, they need to be from 200-400 TLD’s (Top level domains)
Link Relevance- I have banged on about this quite a bit here at SEO Wizz but this also makes up an important part of your link building. The pages you build links from will need to be relevant to your content and preferably need to use the keywords you are targeting. There are a few different pieces of software that will allow you to do that.
So let me wrap by giving you the exact software I use to track all these metrics. (I am not affiliated with these products in anyway and am not being paid to promote them, I recommend them simply because I use them and they provide excellent quality)
Web CEO- This is an excellent piece of software which provides in depth analytics on all aspects of SEO span>. If I remember rightly it is around $400 and maybe only worth it for those engaging with an SEO client base.
SEO Elite- Even though the page looks like a typical hyped “clickbank” product it is actually a very smart tool. It gives you great insight into your SEO campaign whilst at the same time being affordable to all. Great for all you pro bloggers.
Well that does it for me today. I have a busy week ahead and may struggle to write a post, but I’ll try.
Author: Tim (294 Articles)
Tim Grice is the owner and editor of SEO wizz and has been involved in the search engine marketing industry for over 7 years. He has worked with multiple businesses across many verticals, creating and implementing search marketing strategies for companies in the UK, US and across Europe. Tim is also the Head of Search at Branded3, an SEO agency in Leeds.