Improve Your SMB Site with These 2 Basic SEO Metrics
Unique search landing pages and unique keyword visits are two metrics that are directly actionable for small businesses, no matter what your level of SEO expertise.
Unique search landing pages and unique keyword visits are two metrics that are directly actionable for small businesses, no matter what your level of SEO expertise.
If you’re going to get anything out of a search engine optimization (SEO) campaign, whether you’re working on it yourself or with an external provider, the first thing you need to do it get to grips with the main metrics, or measures, of campaign performance. This is a bit easier said than done though, as seasoned SEOs will argue late into the night about which metrics are important, which aren’t, and even what they are and how they work.
SEO is a fuzzy process, with cause and effect only indirectly linked. Measuring it isn’t a straightforward process.
However, we can skip a lot of these problems by focusing on the old adage, “What is measured is managed.” So let’s look at a couple of metrics that are directly actionable, no matter what your level of SEO expertise.
Unique Search Landing Pages
This is the number of unique URLs, or pages, that visitors have been sent to through organic search, and it’s one of the most useful indicators of your site’s search health. It’s an easy metric to find through your Google Analytics account, or other web analytics software. Just select the organic search traffic segment and view the report on unique landing pages. Remove any spurious URLs and there’s your list.
Of course, you can get a lot more insight from this information. For example, are some pages getting much more or much less traffic than you expect? Are whole sections of your site not being indexed? (This may indicate a crawl problem.) Do you have many more landing pages than you thought you even had pages on the site? (This may indicate a canonicalization problem.)
Unique Keyword Visits
The number of unique keyword visits your site gets per month (or whatever time period) is another vital health indicator. Again, it’s easy to get through Google Analytics (just go to the keywords report and it gives you the figure right there).
So there you have it. Although there are many different aspects to SEO, just working with these two simple metrics and associated actions is almost guaranteed to improve your site’s search performance.
This is especially true for small businesses. For a small business, top rankings for generic, competitive search terms can be out of reach in the short term, so going after long tail traffic (more unique search terms) is a great strategy for the short term.
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