In life change is inevitable. In the world of search engines and SEO, change is constant. As a marketer you have to be diligent, agile and always keep your knees bent for the next wave of change and what impact it will have on your website or sites. With all this change coming at you it can be difficult to know what the impact is and how to measure it.
Consistent tracking and monitoring is the best way to see the effects search algorithm changes on your website now and over time. This will help you understand and potentially anticipate some effects in the future. There are so many factors to track that you can’t possible watch them all. It is important to determine the most significant for your business. These are often called Key Performance Indicators (KPIs).
Bill Conrad lists possible KPIs to consider in his recent post on SearchEngineWatch.com.
His list includes but is not limited to:
- Your rankings on the big search engines
- Rankings in local search
- Citation consistency across the ecosystem
- Traffic from all engines, directories, and niche sites
- Link activity analytics
- Number of reviews per location
- Average review ratings
You might also consider having some measurement of conversion rate as a KPI. How many visitors to your website are taking some type of action, whether it’s to subscribe to a newsletter, download a report or best of all buy something?
It is important to stay up on your tracking and measuring. Analysis and informed decision making is totally dependent on the information you have to work with. Garbage in garbage out is as true today as it ever was.
It’s funny how the things you pay attention to in business tend to do better than the things that go ignored. If something is important enough to become a KPI, then paying attention can have positive results.