Deeper metrics driving SEO success
SEO (search engine optimization) is obviously a key element in driving web traffic, which is crucial for many businesses, but developing effective SEO strategy may not be obvious. There are some deeper metrics that can make a big difference, giving you key information about how to increase the indexing of your site, which backlinks actually drive traffic and what kinds of searches bring the traffic that results in final conversions. Measures such as changes in search engine indexing, branded keyword tracking and final conversion rates are valuable measures that can improve the SEO strategy to achieve the ultimate goal of business success.
Traditional metrics like keyword rankings and bounce rates (how quickly visitors leave after interacting with only one page) are useful but inconclusive measures of search engine optimization. They don’t, for example, tell you if visitors have made a purchase while on the single page, nor do they consider whether the key information on the site is on the landing page or appropriately organized. High organic keyword rankings bring your website higher on the search engine, but this can also be increased by better indexing. Be sure to monitor changes in traffic to your website and to figure out if it is being driven by a change in search engine indexing. The deeper a search engine crawls on your site, the more material will be indexed and available in a search. This can be driven by adding content or changing the navigation structure of a site.