Testing and measuring for natural search is more difficult than it is for paid search, but it can still be performed well. Most agencies simply track rankings on key phrases. Some even talk about vague metrics such as
visibility and reach.
This is not good enough, in our opinion. We prefer to talk about tangible things like measurable traffic
(visitors) and conversion events (leads, sales, etc.).
SEO efforts must be tied to the specific goals of the website. If a website’s purpose is to generate leads, those leads must be able to be tied back to the specific key phrase and search engine. Similarly, if a website’s purpose
is to generate sales directly, the sales (and their value) must be able to be tied back to the organic listing from which they came.
3 Responses to “How do you test and measure results?”
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I agree with this summary, however, organic results are made up of keywords and keyphrases and how these are situated in the body content of any website. The relevance of keyword weight, prominence and theme all do take part in rankings with top 10 searche result at Google, Yahoo and MSN.
It does not stop there. The (H1) heading tags, bolded text, ALT image tags also rate very highly in an organic search result by the 3 big gun search engines, so tying back lead generations to the organic listing is of course the right way to look at the SEO tangibles, but you also need to know other factors as mentioned above to really gain any understanding of how “valuable” an organic listing really is.
I don’t mean to take anything away from this post I’m replying to, but, of course there are 100 or more other important SEO issues related to the keywords / keyphrases used within a website, too many to go into here.
The main factors a website owner is looking for are unique visits, unique clicks and sales as well as “where” their site is in the search result listings for any given phrase or keyword. To measure these variables first you need to know what your competitor is doing to have some type of benchmark to work from. If you don’t know that, how can you measure your own performance.
Anyway, just a thought!
Cheers,
Steven J. Ram
Thank you Steven! I agree completely with you, I didn’t include everything in one post ( well who could) but I do intend on tackling the other information that you included in your helpful post. When I work with clients, I do establish a benchmark and than multi variant testing to verify the success or not on particular keywords.
Thanks again, post anytime. Would you be interested in posting on a regular basis?
Lets work together.
Yes also agree with that, because it’s true that visitors getting some information that makes them satisfied and that’s what web site owners are looking for to satisfy thier visitors.