5 SEO Metrics All Small Businesses Should Prioritize
Almost all marketers face the problem of opening the analytics suite and facing a confusing pool of graphs, figures and stats.
Where to start from and which numbers should a small business focus on to get most profit out of the investments in digital marketing?
To monitor your business and to make decisions in respect to your business’s online growth, try prioritizing these five search engine optimization (SEO) metrics –
ORGANIC SEARCH TRAFFIC
As this metric is generally the largest source of traffic on web, firms or businesses should concentrate on it to make their site popular online.
According to a 2014 Conductor study, Organic search accounts for around 64% of total website visits.
It depends on your industry as well. Your business will get high search rankings or very low search rankings depending on your industry – sometimes it can take years while sometimes it takes only a few months. You can promptly earn results by posting engaging content that uses relevant keywords as the other small businesses only target specific specializations.
What does low organic search traffic indicate?
It indicates that you are not enhancing certain areas of your site to make the user experience better. Also, you are not concentrating on the important points that can make the user curious about your site, such as, meta descriptions and writing page titles. The low search traffic also points out that you are not using relevant or enough keywords due to which the web audience fails to find your site. Another revelation is your social media interaction – you are not sharing or posting enough on the social networking platforms.
Almost all the organizations value the referral traffic but it is most important for the small business marketers as it shows whether they are meeting their audience’s needs.
The visit to your site from sources (and not from searches) is the metric and the high referral traffic means your target market’s members are exchanging the web pages and content pieces of your site. It also means that domains are finding your content good enough to connect and there are people on the social media platforms that follow your links to your website because your services or products are making appeal to them.
The small businesses should promote their website actively and should work beyond standing social media platforms to hike their referral traffic.
Small businesses can do guests posts on industry blogs to promote their content and can include a link to their website in their author bio.
When people do not like your page, they click the page close; it is called bouncing off the page. Your audience closes the window or hit the back button rather than interacting with your website. This can harm your SEO efforts because this means your page is making less appeal to the audience or it is not meeting their expectations. It also shows that the content on your site is not encouraging users to learn more about your business.
Can this metric be improved? Yes. How?
- Know the key phrase that one of your pages is targeting with the help of the search giant.
- Based on the first page that surfaces on the Google, find out what the market wants to know about and edit your content accordingly.
- For better results, add CTA (Call-to-action) on your site to guide the audience to other parts of your website.
The overall picture of how your website is growing by tracking organic, referral and non-organic traffic is given by Visitor growth. Hence, it is an important part for small as well as big businesses. Visitor growth is a broad metric.
You can take actions to prevent an expected drop and potentially, increase the traffic with proper consideration of the visitor growth rate.
Also, the small businesses can divide the visitor growth into returning and new visitors. An increase in new visitors means you have got more audience and have more referrals whereas a hike in returning visitors means your headlines are enticing and you have a dedicated audience.
If you notice a fall in visitor growth then act promptly – target different keywords, create interesting and relevant content.
If people are just visiting your website but not doing anything then you need to work more. If your website is a clothing store and people are only looking at the products but not buying it, then you will have no profit.
To create conversion points on you website, start setting goals that benefits your company’s business as well. To increase conversions, add clear incentives, like discount price, and share testimonials that make your product authentic. You can also decrease the work of the user by including only the important fields in forms like email address and name.
These five metrics will help you in improving the online performance of your website and in keeping all the essential benchmarks on track.