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Saturday, September 24, 2022

4 smarter ways to measure SEO effectiveness - Search Engine Land

Last updated Tuesday, September 20, 2022 06:00 ET , Source: NewsService

I find myself answering a lot of the same questions from new clients about ways to measure SEO. My answers generally fall into one of two categories:

  • Why basic/boilerplate SEO metrics aren’t good KPIs and how to make them better.
  • Which (more advanced) metrics we should establish to determine actual business impact.

This article will tackle the first category and show how to apply an advanced approach to make basic SEO KPIs far more effective indicators of success. The KPIs I’ll discuss include:

  • Traffic (visits)
  • Ranking
  • Conversions
  • Links

Let’s get started.

1. Traffic

Measuring SEO traffic week over week is as basic as it gets – and it’s missing nuances that can become clear with a couple of adjustments.

First, use Search Console to split traffic into brand and non-brand buckets.

There’s a simple reason for this: brand traffic is generally not a function of SEO. Instead, it’s influenced by awareness campaigns, including billboards, CTV (or linear TV) ads, programmatic campaigns, PR, and more. Brand search, in short, is a function of your overall marketing portfolio.

Non-brand search is where SEOs can shine, especially when you identify keywords at the most important stages of your funnel and prioritize them by potential impact. This often functions as the level of intent.

Educational keywords (e.g., “SEO best practices”) equate more or less to the top of the funnel and more transactional keywords (e.g., “best SEO agency for B2B”) align with the bottom of the funnel.

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Read Full Story: https://searchengineland.com/measure-seo-effectiveness-388013

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