As opposed to PPC, which focuses on paid for link-ads, SEO focuses on organic search results and improving your ranking on specific keyword results. Now, to improve your ranking for those keywords, a lot of stuff has to happen. Monitoring the connectivity and efficiency of your interlinked site – and all the individual pages that it consists of – is where you’ll have to start in order to optimize your SEO campaigns. Here are the KPIs that will show you if your content is generating quality traffic.
A. Visit Length and Duration
Making sure that your content is generating the interest in your brand or service that you want is a strong first step in optimizing your keyword rankings through site optimization. You can look into metrics like visit length and duration to see how long users are spending on your content pages – are they reading them? Skimming them? Or just clicking on to the next page? You’re content should be engaging users. Make sure the numbers show that.
B. A/B Testing
Once you have established what you consider to be a strong site profile, you can start looking into changes you can make to improve it even more. Comparison testing, or A/B Testing, is where you isolate singular variables on your page and test different formats or keywords on that variable to see those that perform better. Keep in mind that having a clear hypothesis when testing is important, as is making sure you are properly isolating your variables to ensure your data isn’t skewed by any other tests you may be running.
C. User Behavior/Flow
This is a harder KPI to measure directly, but if you can optimize the user experience and behavior on your site, you’ll definitely see an increase in traffic, visit duration, and probably even conversions.
Can users successfully complete the tasks they need to complete when they come to your site? Can they easily find any content that they are looking for – or do they need to leave the page and go off-site for further information? Asking yourself these questions can help you understand if you need to be streamlining your pages for better user experience. You shouldn’t be providing useless, or superfluous information, and you should make sure that users don’t have to leave your page for any other questions they may have.
Here’s an easy tip: minimize the number of clicks it takes to get from your home page to your deepest piece of content. Imagine that users have very delicate, weak fingers that must be protected from overuse.