Jun 04 2019
SEO strategies can be tricky. Although it is an effective approach to draw in leads and customers, it would be difficult to use these SEO strategies without carefully studying and analysing it. It might even be the cause of the downfall of a business if a marketer does not utilise it properly. Certain consequences such as getting their products and services banned in Google SERPs (Search Engine Results Pages) or their leads start to decline dramatically can happen. To avoid such circumstances, it is important to monitor and analyse SEO strategies. This approach will enable a business to determine which strategies are working to boost their website’s ranking. They also learn what are the problems in their current strategies that have greatly affected their progress.
There are different ways to monitor and analyse SEO strategies. Businesses can use a specialised software called HubSpot software, or a free software like Google Analytics. They can use these software to track top metrics, keyword rankings, percentage of the website’s traffic and other technicalities to monitor in SEO.
Certain baseline metrics such as keywords, organic search traffic, conversion rates, leads, and inbound links must be established first before diving into monitoring and analysing SEO strategies. In HubSpot software, businesses can use the Keywords tool to check the rankings of the keywords related to their products and services. This can also be considered as the current position of their business in Google SERPs. They can also check which unique search terms or “non-branded” keyword phrases in the keywords tool. If they want to monitor their website’s traffic, then they can simply go to the Sources section of their HubSpot software. They can view the number of users who visited their website through a link on an SERP in this section. To determine if their conversion rates are high enough to make it to the first pages of SERPs, they can check it at the “Visit-to-Lead” or “Visit-to-Customer” box of their HubSpot Software. Lastly, the inbound links. They can be measured through HubSpot’s Link Grade.
Now that the technicalities of the HubSpot software have been explained, businesses must analyse their overall baseline metrics through closed-loop analytics. This tool can help determine their website’s “qualified” traffic. Businesses should not focus only on the amount of traffic on their website, but they should dig deeper on the quality of the traffic that they are getting on their website. The problem with businesses nowadays is that they focus so much on getting the 1st rank in Google SERPs. Sure, they have a high percentage of traffic on their website, but do these users also become customers? What if they just visited their website and scanned their products and services for a bit, and they eventually left? This can be a huge loss of profit on their part.
Using HubSpot’s closed-loop analytics can help a business prioritise the keywords that they use for generating higher qualified traffic. A quick tip for prioritising keywords: always prioritise keywords which can generate leads and customers— not just plain visitors. They can also use the strategy balancing their top keywords and long-tailed keywords. These long-tailed keywords are usually for less competitive, and they rank at the top 20’s, 50’s or 100’s in SERPs. They can be used to boost the existing top keywords, and achieve at the first page of leading SERPs.
Google Analytics works almost the same as the HubSpot software. It can help businesses to track down the top or baseline metrics in their website. Examples of these metrics are the bounce rates, time-on-site, the number of pages visited and the click-through rates. These allow them to determine which content must be optimised on their website in order to generate more traffic. Google Analytics can also help businesses determine which keywords are effective to use. It allows them to view the percentage and exact numbers of the keywords that they chose to generate more leads.
The unique thing that differentiates Google Analytics from HubSpot is that it can track down behavior. Businesses can use this to determine the interaction of users to their content. Do they quickly get out of the website? Or do they stay longer to explore more and eventually avail their products and services? Whatever the user does, Google Analytics can take note all of their activities in detail. Businesses can view the number of bounce rates or “drop offs”, as well as, the content funnel in their website. If they found that their bounce rates and content fuel are low, there must be a problem with their internal linking strategy. Using Google Analytics, they will be able to determine which pages on their website should have their internal links be improved.
Monitoring and analysing SEO strategies is the key to consistently land a higher ranking in SERPs. It is also the main reason why most businesses are able to generate more profit through the use of the world wide web. If it is becoming too difficult and time-consuming to monitor SEO strategies, businesses can opt for SEO services which are offered by various SEO and SEM companies in Singapore.