Monitoring is vital to a viable Internet marketing strategy and any SEO campaign. Now that you Know Your Goals, have done some Keyword Research and created an SEO Friendly Website, it is time to put some monitoring in place. Monitoring your traffic, your site’s performance, your search positions and those of your competition allows you to make decisions that gain more traffic and sales. It allows you to test and to measure the results of tests. To improve on what is working and to do less of what is not working.
Probably the most common monitoring is Google Analytics. Google Analytics is a freely available analytics package that allows you to track visitors to your site.
Google Analytics can Provide Details on:
- Numbers of visits to your site
- Numbers of sales leads generated
- Where visitors are coming from
- Where sales leads are coming from
- What content is converting to leads
- What search terms and which ads convert to leads
Monitoring Search Positions
Monitoring search positions is important. Keeping a periodic record of ranking for your most important terms is also good. You need to know what is working and what isn’t and that means having a record of changes that you make and having a record of your rankings over time.
With personalisation and social becoming more and more a part of how search engines work, it is not really viable to just check your rankings on your machine by going to Google. There are many 3rd party rank checkers available. They range from free to around €60 a month (usually as part of larger SEO and marketing toolsets). As well as saving you time and effort in checking your results, these tools should avoid you getting a false indication of where you are, based on personalisation.
Monitoring is vital but beware of getting obsessed. If you find yourself checking rankings every hour or so and looking up Google to see if the changes you made have taken effect, you will be wasting your time. Set up proper monitoring. Weekly or monthly is enough for most cases. You may use your monitoring tool to check up more often to monitor a specific change from time to time but don’t get stuck wasting your day. That time could be used getting links or generating fantastic content or fixing problems on your site.
Monitoring Links and Social Mentions
Tracking inbound links to your site and factors like social media mentions is also an important part of your monitoring. Building social mentions, building social reach and building links are all part of the goals of the content marketing we will discuss later in the guide. Monitoring these factors allows you to gauge:
A) the impact your efforts are having in getting more links, more mentions etc. and
B) the impact that links and social reach are having on your search rankings.
Just like with links, more and more social monitoring tools are popping up all the time.
SEO is an ongoing process and monitoring from the start is central to getting that process right.
- Try things
- Testing, testing and more testing
- Monitor your results
- Do more of what works
- Change or discontinue what doesn’t
12 Post SEO Guide
- 12 Post SEO Guide
- Know Your Goals - 12 Post SEO Guide #2
- Keyword Research - 12 Post SEO Guide #3
- 15 Steps to a Search Engine Friendly Website - 12 Post SEO Guide #4
- SEO Analytics, Monitoring and Improving - 12 Post SEO Guide #5 (This post)