If You Can’t Analyze Your SEO Results, is it Worth it?
SEO is a roadmap to your business on a chaotic highway
SEO is essential. In today’s marketplace, there’s a lot of competition. There are businesses just like yours out there, all shouting and yelling to get customers to turn down the digital highway to their website to see all they have to offer. The challenge though, is getting those customers to hear you over the noise of your competitors. We know the importance of a well-constructed website that pulls customers in, tells them about you, establishes your company as an authority in the industry, and gives them that sense of knowing that you are the perfect business to fix their problem.
Once you’ve built your perfect site and spent hours constructing well-written pages and posts, it can be discouraging when you don’t see clicks coming in. That’s where SEO comes into play. SEO allows you to optimize your website to rank higher in search engines so that your voice is the first one potential clients hear when they turn to the internet to address their needs. People rarely click to the second page of Google, and the third page is haunted with the distorted cries of neglected businesses. The third page is a back alley. The first page is the main highway.
SEO seems like a gamble where the lucky are heard and the unlucky are forgotten, right? How do you know if you’re spending your money the best way?
Analytics puts the power in your hands
SEO is a marketing strategy, but it isn’t outbound. You’re not spending money on Facebook ads or Google ads where you can easily track the results of your efforts. SEO is inbound, which means potential customers find you organically, and your website works its magic turning them into customers for life.
With SEO analysis you’re able to see, in hard data, what is working for your website and what is wasting your time. It tells you what to focus on, and what to discard. You’re then able to alter your plan and either develop a new strategy for what’s not working or eliminate the underperforming tactics and reallocate your efforts to what’s bringing in traffic.
If you’re not using SEO analytics, you’re marketing blind. You’re making marketing decisions based on guessing that could cause serious long-term harm to your business. There’s a chance you could get lucky in your decision making, but why leave your business to chance when you can put it on the road to success?
What to look for when analyzing SEO: It’s all about keywords
Keywords and phrases are where it’s at when bringing in new traffic. The first step of every SEO campaign is to find keywords that are being searched for, that align with your business, and can bring customers to you. But not every keyword is going to work the same.
That’s okay! We’re going to measure those keywords and see how they’re doing. You’ll want to know which search engines are sending you the most traffic. Once we know the top search engines, we can then see which keywords are getting the most hits.
The great thing about checking keywords regularly is that you can see what people are looking for and adapt. Maybe you’re a dentist and you have a cluster of keywords that you’re creating content for. But with analytics, you realize the keywords that bring people in are more focused on cosmetic dentistry instead of preventative dentistry, and you’re currently optimizing for the latter. Now that you know that’s not exactly what people are looking for, you can switch gears and optimize your content for cosmetic dentistry to bring in more leads.
You can also see what pages are getting the most views. When you find your popular pages and posts, you can tweak them to increase in popularity with your new keywords for your altered plan, or you can focus on creating more posts that align with the search terms bringing in traffic. You can also go through the pages not getting as much traffic and optimize them with relevant keywords to get more eyes.
SEO optimization isn’t something you do once and forget. Just as hashtags trend on Twitter, search terms rise and fall in popularity. The term that’s bringing in thousands of eyes this month, may only bring in a couple hundred the next. It’s important to stay on top of your research and alter your content as needed so your website rises to the top, rather than sinking to the third page of oblivion.
SEO is volatile
SEO policies and practices change like the wind. There was a time when companies could game the system and load their website down with keywords, until it was a jumbled mess that didn’t make sense to any consumer. As long as the keywords spoke to the search engine, all was good. The years have changed how SEO works, and now websites can be penalized for working this way. SEO should be focused on the consumer, not the search engine. Your website is considered good if it’s easy to surf, read, and informs those that land on your website.
9Sail works to put your business on the road to success. It’s easy to think that you can do it alone, but it’s not that simple. We have the training, knowledge, and research tools to know when SEO practices are changing, what’s on the horizon, and how best to accommodate those changes. Businesses are already experts in their field. We’re experts in SEO. See what 9Sail can do for your website’s SEO!