When monitoring the effectiveness of your website's online marketing, webmasters will often place emphasis on tracking metrics such as toolbar PageRank, traffic rates and top 30 rankings. In doing so, they often overlook the more important metrics that give a more accurate description of the nature of their visitors, and what can be affecting search engine optimisation efforts: Conversion rates: It is the percentage of visitors who land on your website and carry out the desired action (to make a purchase, sign up for e-mails, download an eBook, etc.). Calls-to-action are essential to ensure visitors are encouraged to perform the desired action on your site. You can use Google Analytics to track conversions across your website
from sales on your website, to the download of extra material such as white papers. KISSmetrics is not free, but it is capable of tracking across different platforms to gain a full insight into the activities that lead to conversionecommerce, mobile applications, and games to name a few. Backlinks: SEO experts will understand the need for quality links, thanks to Google's latest Penguin algorithm update. You can be inadvertently punished by search engines if you don't have an awareness of the nature of your backlink portfolio, and it turns out that a lot of them are poor quality and/or irrelevant. Majestic SEO and Open Site Explorer allow you to track your backlinks. Whilst you are able to get limited information concerning backlinks from Google and Bing Webmaster Tools, only third-party apps will allow you to understand the entirety of your backlink profile. Some things to look out for when evaluating your backlinks:Links from low-trusted sites such as those containing pornographic material, gambling or other morally dubious sites.The backlinks need varied and natural-sounding anchor textyou might be penalised for over-optimisationWebsites built for SEO backlink purposes are becoming easier to detect by search spiderscopied content and little-to-no human input and updating. Contact the webmasters of these sites and attempt to remove or edit it them if you can, but make note of your contact. If a Webmaster refuses to remove a link, or does not respond to you, you will have record of contact to refer to search engines for reconsideration. Ideally, you should check your backlink profile monthly to ensure you're getting the right kind of quality links. Visitor engagement: Visitor engagement refers to metrics such as length of stay, and these numbers help evaluate the value of your content to visitors. This is calculated by paying attention to the following figures:Average time on siteobviously, the longer time, the better.Bounce ratethose who don't progress from the first page of your site, and leave without exploring the site. (lower than half is a good place to be)Social media share numbers. If high, this demonstrates that content is valued enough to encourage visitors to actually share the content with their friends.Average pages visited on each visit. Higher numbers show that you have consistently quality content on each page. Using visitor engagement metrics is beneficial in two waysit allows you to see how engaging your content actually is from a user perspective, but a better engagement score also improves how SEO-friendly your site is, sending out all the right signals so that you can rank on search engines.Post navigation
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