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Fixing the Broken Culture of SEO Metrics

Search engine optimization has changed over the years and will continue to evolve whether we like it or not. It is extremely important that we make sure to keep on top of all the new techniques and information or else we run the risk of losing profits and letting our competition win. One of the most recent techniques about SEO has been about how metrics are looked at and how to gauge if your company is on the right track, so let’s take a look at how you should be checking your SEO metrics.

What Most of Us Are Doing Wrong

We have been trained after years and years of SEO to be obsessed with our keyword rankings, PageRank, Link profile, page authority, and crawl rates. While these topics all end up leading us towards our goals, we shouldn’t be focused on each of those metrics separately. These should be looked at as leading indicators instead of goals because when you decide to focus most of your resources on one of these metrics, you might not actually increase your business’s revenue or exposure.  Basically, you might have just got a bunch of links, which increased your rank by one, but continue to receive minimum amount of visitors.

Fixing the Broken Culture of SEO Metrics

In the past, focusing all our resources on these types of metrics really worked and that is how come black-hat tactics became so popular, but as we all know, SEO is always changing so it is important we change with it.

What We Should be Doing

When reviewing statistics and metrics, we should be looking at things such as conversion rates, retention, lifetime value, and transaction value. These are what metrics we all need to have very successful businesses.

 Conversion rates will tell you exactly how many people have interacted with your company or content versus the amount of people that actually purchased something from your company. Retention rates will let you know how long people are actually interacting with your website or content, which helps gauge how well your content is doing and the longer they stay engaged, the more chance they have to spend money with your company. Lifetime value represents the average amount of one each single customer spends with your  business, which basically means the higher the number goes, the more money your company is making. Lastly, Transaction value means how much your average transaction is actual profits.

If you focus on these metrics, your business will end up running much better and become more profitable than just trying to focus on your rankings. While you can still keep an eye on your rankings, link profiles, website traffic, etc, those should only be considered indicators on whether or not your actual goals are going to be successful. Think about it, let’s just say you have a website that you’ve been running for such a long time then all the suddengot 10 thousand people to view it… but only 1 person actually bought something. Would you want to work on getting another 10 thousand people or would you want to focus on finding ways to get more people willing to spend money with your company? You could be ranked number 1 have millions of links, but in the end if your visitors are not buying, then your business will fail.

Another good thing to do when reviewing your metrics is to compare them with statistics from the previous year. This can really help with seasonal businesses and also let you know whether all your hard work is actually working or not. If you see a drop in retention or conversion rates, you know exactly which metric you should be focused on, instead of just trying to increase the indicators.

So next time you’re about to sit down and review all the statistics for the month, try doing it a little differently and check the stuff that matters first. Then, do what you would normally do, check all of the metrics you would normally take a look at. Most of you will notice that even though your “indicator” metrics might have raised, the metrics that matter might have stayed the same or even dropped. After a few months of changing the way you think about metrics, you will see a big difference in how the company is doing and how your marketing efforts might change for the better.

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