Search engine optimization is an ongoing quest to keep your website and content relevant for search engines. Over time, what works changes as search evolves. The fundamental principle has always maintained, what is going to help the prospect or customer. And creating content around that. However with competition, the other side of the equation is making sure that SEO is working for you. This is where analytics can help, to demonstrate the value you get from search engines. And show that in the context of other sources.
Metrics you should think about:
- Attention, how long people are engaging for each click from search.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
Then comparing how your search traffic performs versus other sources. You can even weigh up, investing more in SEO or more in paid traffic. Or use this to establish the business value of SEO, as compared to your spend.