Are you keeping track of the KPIs for your DM and SEO? Questions like this can leave many of us a little wide-eyed and baffled, as taking a business online seems to involve an entire alphabet of terms! As confused as you may feel at first glance, mastering such terms is not nearly as complicated as you might imagine. By the end of this article, you are going to know your way around the above three abbreviations, and a few more to boot! What’s more, you are going to know exactly what you should be tracking to make sure that your online efforts are being rewarded.
The metrics we’re going to discuss below will help you ensure that your digital marketing investments are in a place where they can offer the greatest return, and that your SEO efforts are truly helping your business to meet its potential. A number of these KPIs, (key performance indicators), are for DM, (digital marketing) or SEO, (Search Engine Optimisation) specifically, while some relate to both. For the metrics that relate to DM and SEO, it is important to analyse these indicators as a whole – as well as in the context of these two areas. There is a bevy of useful information to be discovered, so let’s make sure we take advantage of all of it!
Are you ready to get stuck in?
Monitoring changes in the flow of traffic to your website can help you identify which digital marketing techniques, or SEO practices, are working effectively, and which are not, allowing you to implement effective improvements. To harness this data, you will want to examine:
• Overall website visits: A KPI for your strategy at large.
• Page visits: Which pages are performing, which are not, and why?
• Unique visitors: More visitors mean more potential customers!
• Traffic sources: Where are your visitors coming from, and which marketing efforts are bringing them to you?
• Organic or paid: Which of your traffic is organic, and which is coming from paid-for digital marketing?
• Mobile traffic: Take care to pin-point any overall or page-related weaknesses in terms of device readiness.
Of course, not every visitor will find what they are looking for. When we talk about a “bounce” we are describing a person who navigates to your website and then immediately leaves again. This means that when they clicked – whether from a backlink, a paid advertisement, or a Google search result and found something that they immediately deemed irrelevant. This may indicate that you are ranking for the wrong keywords, your advertising is not conveying the right message, or that the first thing seen on the landing page in question is a turn-off. There will always be some bounces, but trying to reduce this number, and react when it shoots up for one page or another, can work wonders!
Closely related to bounce rate – but deserving of its very own title, because it is that important, is page speed. Slow loading pages are highly likely to put off potential customers, so monitoring and addressing any slow-load issues is a must. The rule of thumb is that all pages should load in under two seconds. You can use Page Speed Insights from Google to check out how your website is performing!
Page Views Per Visit and Time On Site
The longer a person spends browsing on your website, the more likely they are to convert from being a potential customer, to an actual customer! Both of these metrics will tell you that visitors are finding your website content valuable, so the higher they are, the better.
This is another strong indicator of conversion probability. The more your visitors choose to return to your website, the better. You can explore whether they are returning to pine over a particular product, or leveraging your useful content, and develop your conversion strategies accordingly.
Loads of site visitors are all good and well, but they will not be much use if none of them actually convert into leads or, fundamentally, customers! Conversion is where the magic happens, so monitoring which visitors convert, their frequency, and specifically where they came from, can help you pull all of your other metrics together into bottom-line results.
Ranking Keywords and Aspired-To Keywords
Your keyword strategy is an aspect of SEO that will always call for engagement – whenever you create or hone website content. The types of keyword that you want to track are those you are ranking for, those you want to rank for, and any keywords that you are ranking for, but don’t want to be. You can use Google Search Console to see where ranking on your website currently stands and allow what you discover to guide your keyword research and future strategies.
Backlinks To Your Website
Backlinks are links that point to your website from elsewhere on the web – and these can let you know if your content is as good as you think it is. Of course, some backlinks will be of your own making, but creating fantastic, valuable content can reward you with a new flow of traffic when links to your pages are created by others. Once again, Google Search Console can help you track this, and you can even seek out tools that help you explore which content from your competitors is creating the greatest number of backlinks. This is a great way to get to know your target audience!
Social Media Traffic
You can explore Google Analytics to see how many of your website visitors came from Facebook, Instagram, Pinterest, and more. If you have put a lot of time into social media marketing, then these metrics are not to be missed! Equally, if you are planning to up your social media game, this can help you pin-point where to start. Discover which platform’s users respond most to which strategies and tweak your marketing efforts accordingly. If you are paying for social media campaigns, you can also explore if their performance is up to scratch!
Return On Investment
If you have rolled out paid campaigns, either in the form of PPC, (pay per click) adverts, or other forms of digital advertising, paying close attention to what each campaign is actually earning you is a must! If a campaign is costing more than its making, then it’s clearly time to go back to the drawing board. Equally, if a particular campaign is paying off impressively, you can take a closer look and then try to distil what made it so effective.
So, which are the most important KPIs for discerning your ROIs? We are so glad you asked!
• Click through rate: Of all the times somebody sees your ad – we call this an impression – how many of them are clicking to discover more?
• Cost per click: For each of those clicks, how much are you paying?
• Cost per page view: Can your page generate more revenue than you are spending to send traffic to it?
• Cost per lead: Leads are people who sign up in some way, such as by subscribing to your newsletter. Leads are valuable because converting a visitor into a lead will give you greater opportunity to then convert them into a customer!
• Cost to acquire a customer: Just as we emphasised the importance of conversions to your overall marketing efforts, equating your marketing spend to the number of new customers it generates means dropping in a key puzzle piece.
• Overall ROI: If your digital marketing budget is not rewarding you with sales of greater value, then without a doubt it is time to revisit your current strategies and make some urgent changes
The larger your return on investment, the better for your business!