Search Engine Optimization - 5 Seo Metrics That
In Singapore, many enterprises are still using
keyword ranking as the metrics to measure the success of an
optimization campaign. Gauging the success of an optimization campaign
on keyword positions in the search engine results pages is so last
century. However, today there are still many enterprises who want us to
provide guarantees on achieving page one ranking for keywords.
Keyword ranking should not be used as the main
metric to measure the success of an optimization campaign. If we are
just looking at keyword rankings, we are neglecting the big picture.
What’s the use of getting a keyword to #1 position on Google but it
yields no sales or other forms of conversions at all?
In this article, I will share with you 5 SEO
metrics that really matter:
- Organic traffic from Google,
Yahoo and Bing. One of the most important objectives of
search engine optimization is to increase the volume of traffic to your
website from search engines via organic search results. Overall organic
traffic increased can be used as an effective metric to measure the
performance of an optimization campaign.
- Conversions. A
conversion is any action taken by a user. A conversion can be a sale, a
lead generation, a download, a video view, a form completion, etc.
Before optimization begins, we need to select the right conversion to
measure. Then, set up conversion funnels in Google Analytics to track
the total number of conversions from search engine optimization.
- Bounce Rate. Bounce
rate is a term used in website traffic analysis that represents the
percentage of initial visitors to a site who "bounce" away to a
different site, rather than continue on to other pages within the same
site. For example, Alex, an imaginary web surfer, visits a page A on my
site and exits my site form the same page A. This visit is counted as a
single page visit. Ideally, this is a bounce rate of 100%. According to
Google’s analytics specialist Avinash Kaushik: "It is really hard to
get a bounce rate under 20%, anything over 35% is cause for concern,
50% (above) is worrying." The idea of search engine optimization is to
improve the quality of organic traffic to a website and reduce the
- Average Time Spent on Site. This
metric is particularly important to content-driven websites. For
content-driven websites, sales conversion or lead generation may not
necessarily be the best metrics to use. Average Time Spent on Site can
be an ideal metric because the longer web surfers stay on a site to
read the content, the more successful the website is.
- Keyword Yield. This
is the average number of keywords each page yields in a given month. In
another words, it is the ratio of keywords to pages yielding search
traffic. The higher your keyword yield, the more of the “long tail” of
natural search your site will capture. So an average of eight search
terms per page indicates pages with much broader appeal to the engines
than, say, three search terms per page. Having more long tail keywords
will also means having more exposure on the organic result listings.
As you are optimizing your website, watch the
above-mentioned metrics to ensure you are heading in the right
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Ian Cheow is the co-founder of OOm, an online
marketing agency providing SEO service.
Find out more about SEO at OOm Singapore.
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