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Insight16 October 2013

What are the items to measure after one year of SEO?

Search engine optimisation, more commonly abbreviated to SEO, is an online marketing tool which is designed to increase a website presence in search engines in order to increase the number of relevant visitors to that website in the long term. Results for this process are very unlikely to be seen within the first few months of implementing this strategy and it is generally acceptable to wait a year in order to be able to accurately assess whether the campaign has been implemented successfully. Here are some of the items to consider when assessing the progress of SEO: Inbound links During an SEO campaign inbound links are used in order to bring in customers who are within the website’s target audience and also when the website has built links with authoritative websites it helps search engines trust your website.If a relevant, high quality website has a link to your website it makes that your website high quality by association making it more likely for the target audience to visit that website. In order to measure the success of the inbound links you have set up you will need to compare the number of inbound links your website had before your SEO campaign started and currently. If the percentage has increased significantly then this step has been a success. It would also be worthwhile to compare the ‘Moz’ rank which measures the importance of your website, the higher the quality of the incoming links, the higher the ‘Moz’ rank. Another step that should be taken into account is to check how successful the links you have built have been by checking how much traffic your sources have brought to your website over the year. New website traffic content During an SEO campaign it is important for the website to regularly upload new content as it keeps it fresh and therefore user friendly

  • the websites that regularly update keep traffic flowing (its adviced that this is done regularly). In order for more visitors it is advised that the content, generally blogs, incorporate the relevant keywords. After a year, you are able to look at how much traffic these blog posts have brought to your website. Social media visits Another necessary element to a successful SEO campaign is to monitor social media. Search engines will measure the trust of the site and its content through social media. Sites such as Facebook and twitter are increasingly being used to find information about company’s products and services and if social content is shared across numerous platforms it improves your social signals. As you build up your social media presence and have interesting and up to date information, then this should attract additional social media followers. Conversions In addition to an increase in traffic, it is important that these improvements should lead to more conversions and another way of measuring SEO success is to check whether there is a correlation between the implementation of SEO and conversions. If there is a correlation between the two it shows that the target audience is being reached and that the campaign has been successful. To read more blogs on SEO, click here.

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