Top 4 SEO Reporting Tips For Inbound Marketers
Posted in Search Engine Optimization on February 1, 2013
SEO is changing and inbound marketers need to get with the times.
Companies used to just throw a bunch of keywords on a page to produce great SEO results. Now, content is much more personalized, geocentric and in general targeted at specific audiences.
A recent article on JohnFDoherty.com explores the changing landscape of SEO and the implications of (not provided) percentages in Google traffic. That’s the amount of organic search traffic for which keyword data is not reported.
“We’re all scared because none of us have ANY idea what do about it,” Doherty writes. “We’re losing our data more and more every day, and at some point we’re going to live in a world of 100 percent (not provided).”
What does all this mean for inbound marketing? The age of contextual marketing is here. Analytics are tracking many layers of interactions with websites, but marketing executives need to make sure they are monitoring the right metrics.
Some of the most telling data when it comes to successful online campaigns, aside from the number of actual inbound leads generated and nurtured, is the overall engagement with the content. This has been true forever, but it is becoming more important in a noisy Internet world.
What should inbound marketers do? What metrics can be reported instead? Here are four ideas Doherty suggests.
- Rely on landing pages driving traffic: By looking at these, companies can get some of the information they need to see what content audiences are engaging with.
- Report on unique landing pages driving organic traffic: This metric obviously will be influenced by the amount of content you produce, but it does show optimization efforts. “The key to note here is that you need to benchmark when you start with the client so that you can then report on this over time,” Doherty writes.
- Highlight important converting pages: Focus on those pages that are driving the most traffic. That can then be tied back to your optimization efforts to pinpoint correlation.
- Use ranking data: This can help companies figure out which terms may be driving traffic to pages.
Source: JohnFDoherty.com, January 2013