Author’s Note: As I write this the east coast of the U.S. is beginning to lift its quarantine slowly and open beaches. Like many of my neighbors and friends, I will be staying in lovely “Playa Del Backyarda” (A.K.A. our backyard) until I feel confident and comfortable going to our local beach.
So, if you were wondering why this notoriously beach-bummy copywriter is penning a blog about lawn care and SEO, now you know. And with that, we’re back to the SEO show…
Once you’ve created your client psychology nailed down and you’ve got those SEO basics on lock, it’s time to see how you’re doing. It’s time to dive into SEO Metrics and measuring your SEO strategy’s impact.
You’ve heard the expression that the grass is greener where you water it and the same is true with your SEO strategy: Where you focus your attention, you’ll see progress.
So the key, then, is deciding where to water and how.
But there are hundreds of ways to measure SEO-related outcomes in your business, right?
To be clear: When I tell you that there are hundreds of SEO-related things you COULD measure with regard to SEO, I’m not saying that there are hundreds of things you SHOULD measure.
The most important metric or set of metrics for you and your business will vary depending on your business structure, how your ideal client engages with you, and what goals you’ve set for your business growth.
One quick example before we go over some key metrics:
If you want to grow your email list, you’re going to have a different set of metrics to focus on than if you have a list and are trying to get people to make a purchase on your site.
You’ll be focused on different things, doing different things, and looking at different metrics.
Some of your key metrics will probably be the same, but not all of them will have the same weight.
So, if you’re not sure where to start when it comes to tracking the impact of your SEO strategy, here are 3 key metrics you might want to consider and when it makes sense to pay attention to them.
Green Grass A.K.A. Traffic
Traffic is the measurement of how many people visit your page or site. It’s your way of seeing if you have been able to attract attention, show up in searches, or use content and copy to lead people to your site.
Your traffic is your green grass. It shows something is working. It’s simple, it’s broad, but if you don’t have it, there’s nothing to mow or water.
If you don’t have traffic, you need to address that before you really move onto anything else.
If you’re looking at straight up or “organic traffic”, this metric can feel really broad. But it can help you uncover if people are interested in your offer, if your advertising or social copy is working, if your meta descriptions are helping you show up in the right searches, if your on-page SEO is helping you show up in searches, and can help you refine those things until you get your desired result.
If you’re paying for ads, you’ll focus on ad traffic and this will tell you if it’s been money well spent.
When Does It Make Sense To Pay Attention To Traffic?
If you’re just launching a site, revamping a page, just beginning to use content marketing and copy in your business on purpose, traffic is a great general metric to look at.
You may not be able to pinpoint everything that’s working or not working in your business from this metric, but it is helpful.
Caveat: If you’re not driving traffic to a site or page with content or other marketing on purpose, it will take even more time to see organic traffic grow.
SEO is a long game and so even with a great strategy in place, things will take time to grow. Keep watering the grass.
Grass Seeds Growing A.K.A. Conversions
If you are leading people to a page and want them to take a particular action you need to track whether you’re effectively encouraging those actions.
Great SEO and content can help you drive traffic to a site page and awesome copy can help you encourage action.
If you’ve ever planted grass seeds in a particular section of your yard and had to nurture them until they became grass, you know that such a process takes time.
When you track conversions you’re checking out whether the process of planting seeds, watering them, and tending them regularly is actually working.
You’re leading your ideal client through the process of working with or buying from you and your conversions are the results, the green grass that comes out of those seeds.
The key with this metric is to decide what to measure and to write your content and copy around that desired action.
Your calls to action need to focus on that thing and your efforts need to lend themselves to making that action a no-brainer in order for you to have any strategy to measure.
When You Should Pay Attention To Conversions
You should pay attention to your conversion rate when you have your messaging around a desired action on point.
If your goal for the next few months is to grow your email list, you’ve structured your SEO and content strategy around that goal, and you feel your copy is a subscription-encouraging powerhouse, then you need to be looking at whether it’s effective.
If you’re encouraging too many different things at once, you may find it hard to see steady progress. So streamline and water your grass with purpose.
Slightly Yellow Grass A.K.A. Bounce Rate
When you’ve gotten your SEO strategy content, and copy to a point where you know they’re focused and engaging, it’s time to check on that not-so-green part of the yard.
If you’ve ever under or overwatered your grass you know it can get kind of yellow. Yes you’re watering it, which is cool. But you’re not giving it whatever level of support it really requires. So it’s not green.
The same thing that’s happening with that grass is most likely happening with your SEO strategy if people are getting to a page and not taking a desired action.
If your strategy is leading people to a page where they are not being fully served or engaged, they won’t stick around. That causes them to bounce.
For example: If you’re encouraging people to head to a link and sign up for your email list, and they click the link but don’t sign up, there’s a reason.
And discovering that reason can give you better results.
When Should You Pay Attention To Bounce Rate?
Tend to this metric when you’re not getting results. When you have great copy and content, an awesome SEO strategy, and you’re taking action consistently, this metric can help you see if you’re hitting the right mark with your ideal clients.
When you make those tweaks it will actually help you learn about your ideal client which will improve your overall content and copy strategy and may even give you business insight you wouldn’t have otherwise.
Checking your bounce rate and figuring out what’s off can help you turn that yellow grass back to green and actually makes the whole yard look better.
What Does Your SEO Lawn Look Like?
Whether you need to grow everything from seedlings, or you just need to pay some more attention to that graying yellow patch on the far side of your yard, looking at the lawn gives you a sense of where you are. It also allows you to decide what needs your attention first.
Your SEO strategy can be the same way. If you understand the three simple metrics we discussed here, you can begin to track them, tend to them, and make important decisions about your content, copy, and SEO strategy in order to see the results you want.
Line up your SEO metrics alongside your business goals and compare those two key things to where you are right now.
If you want to learn more about SEO metrics and SEO strategy, you can check out my course, Stellar SEO.
If you want me to help you get an SEO strategy going and tailor the approach to your specific business goals, you can set up an SEO consultation with me.
And in the meantime, remember that the grass is greener where you water it.
You’ve got this and I’ve got your back!