Over the years, search engine optimization has proved to be a very successful marketing tool when used appropriately. However, the tool is challenging to many marketers especially in respect to assessing its success and identifying how to progress ahead to greater success using SEO. This is why as a marketer or advertiser using search engine optimization , it is important to familiarize yourself with SEO metrics that matter in 2016 to find SEO more useful and reliable. It is worth noting that SEO has changed dramatically over the past few years in line with the growing trends and demands of marketing and advertising. The metrics to look out for in 2016 include:
Conversions and conversion rates
A conversion is simply achieving the goal you intended and purposed to achieve with your SEO strategies. For instance, if the reason for using SEO was to increase the sales of a particular product and the sales grow accordingly, that is a conversion. On the other hand, conversion rates refer to the number of site visitors who take a specific action on the site such as make a purchase, sign up or log in. The best thing about conversion rates is that they make it easy to assess the efficiency and usability of the search engine optimization strategies you are using. If the conversion rates are low, you can consider changing your search engine optimization strategy and approach.
Content is a very important aspect of search engine optimization. This s because in addition to attracting internet users to your website, it also plays an important role of informing visitors more about the service/product you are selling. However, not all content is useful to your SEO strategies as low quality content can discredit your site/services/products to visitors. High quality and informative content encourages deeper engagement with visitors thereby increasing the conversion rates. It is quite easy to determine the type of content that your visitors like most by checking the topics with more clicks and comments than the others.
This refers to the number of keywords that each page in your site yields in a month or in a specific duration of time. It can also be described as the ratio of keywords to website pages that yield search traffic. This is one of the most useful SEO metrics that matter in 2016 especially for content website and directories. Long tail keywords are known to yield more search traffic due to increased exposure on organic search result listings on search engines. It is advisable to use keywords and phrases that have a broader appeal to search engines as such keywords lead to high site traffic.
Time spent on the website
Unlike other SEO metrics to watch in 2016, this metric is specifically very useful in assessing the success of content-driven websites. This is because for these websites, metrics such as sales-conversion and lead generation may not be the most practical metrics to use. The average time that internet users spend on a site is a factual determinant of the success of the website. The longer the time that users spend on the website, the more successful the site is.
Bounce rates and visitor growth
When a visitor exits the sits within one minute or less without clicking on any link or resource on the site, he/she is a bounced user who most likely didn’t find the site worth any time. Bounce rate refers to the number of site visitors who leave the site as soon as they land on the website. High bounce rates can be a sign of inappropriate content or deceitful marketing- both of which can negatively impact the site’s reputation and image. On the other hand, visitor growth refers to the trend of new visitors in a site within a given duration such as a month. If the visitor trend is increasing, then the site is receiving new visitors every day but if it is flat-lined or seems to be falling, the site is losing its visitors. Visitor growth is useful in determining the effectiveness and reliability of the search engine optimization strategy in use.
Being conversant with search engine optimization metrics that matter in 2016 has become a requirement in the ever changing world of search engine optimization. The metrics are structured to enable marketers and site owners to validate their work and marketing efforts. In SEO, it is worth noting that there is a lot more that matters than high rankings alone.