How Should You Measure Search Marketing Success?
Google has come a long way over the last decade in the way that it understands and interpret the value of content. in fact, since the Penguin update back in 2012 Google has continued to revolutionize the way that the search marketing community operates.
Back in the early 2000s, Google would to rely on metadata, text elements, and quantity of backlinks in order to establish where a website should appear in the Organic search rankings. In 2019, Google is significantly more sophisticated in how it reads and understands on page content and the value of a website based on the quality and quantity of backlinks that it receives. The goal behind Googles constant algorithm changes is to better serve their users. By creating a more sophisticated algorithm that is almost impossible to manipulate, they are able to truly serve the best content to their users and maintain a loyal following.
In spite of all the algorithm changes that have happened over the last decade, there are a number of consistencies that Sydney marketing experts continue to use. Some of the most consistent elements of SEO other metrics that will be used to measure the effectiveness of a campaign. Some of the metrics that are used today and don’t look like they are set for change anytime soon include:
- Website traffic derived from organic search
- User bounce rate
- Total website traffic
- Popular pages
- User conversion rate
Through all of the changes that have happened with Googles algorithm over the last decade, the metrics listed above have continued to prevail as the most useful way that SEO professionals can measure the effectiveness of a campaign for a client. it’s important to remember that web traffic and online success and not necessarily tethered together when measuring an increase in revenue. The most prevailing metric that is your professionals need to use when measuring the success of a campaign is whether they are delivering a tangible return on investment for their clients and whether they are driving the business forward.
Search marketing professionals suggest that understanding user Intent is the key to the success of any search engine optimisation campaign. this means that understanding when users are seeking information that is related to a broad search term and understanding when users are seeking information that is likely to lead to a conversion. Search engine optimisation professionals recommend dividing your keywords and target phrases up into distinct brackets so that you know exactly what you are targeting before you create content.
A 2016 report by the University of Hong Kong found that search Intent can be broken down into two key areas. Those who are looking for information that is related to certain topics, and users who are searching for more general information about an idea or topic. It goes without saying that businesses who are looking to promote their goods and services need to target the first of these two examples if they are looking to drive conversions for the business.