Deciding to invest in search engine optimization (SEO) for your business comes with many things to think about. You need to take time to formulate your strategy, and publishing your website is one of the first and easiest steps you will have to take. 

After you launch your SEO campaigns, it’s time to identify if they work right and generate the results you expect. These days, traditional SEO metrics no longer work. It’s time to look beyond what looks right on paper and focus on what would give your business the best value instead.

Here are the three most popular SEO metrics and what you should consider about each one.

1. Keyword Ranking

The most popular question for business owners regarding SEO is where do you rank for our top keywords? Though this is a reasonable concern, it is an outdated one. When it comes to keywords, the ranking shouldn’t be the first thing you should think about, mainly because of these reasons:

  • Ranking Changes Do Not Have a Universal Standard

Every SEO algorithm requires its fair share of adjustments, which means you’re only getting a snapshot of what’s happening. Higher rankings do not necessarily mean that your website has improved. Any number of factors can influence the ranking, such as changes on the back end of the search engine. 

  • Keywords Are Not Created Equal

Keyword ranking is only relevant within a specific period, as it is difficult to track your website’s click-through rate because of the search engine bots. In addition, your keyword rankings will change based on the search volume and the keyword’s competitiveness, so you should focus on their relevance to your business instead.

  • Google Personalizes Search Results

In 2015, Google announced the use of “Rank Brain,” a machine-learning artificial intelligence system. This means that the content your readers are looking for might not be what you expect. It’s also not a good idea to rely on the search engine rankings since Rank Brain also has its own ranking signals.

2. Organic Traffic

Organic traffic is a better indicator of your website’s performance on search engines. When considering your SEO metrics, it’s important to look beyond the keyword ranking. While it’s true that ranking is still an important metric, it’s no longer the only one.

More traffic to your site means that your SEO campaigns are working. More traffic means more conversions, more leads, and more sales. Are you getting more traffic to your website than this time last year? Is your website now more intuitive and easier to crawl, especially for Google’s bots? Is the conversion rate of your website now higher? Is your customer’s lifetime value growing?

If your answers to these questions are yes, your SEO activities are working. 

3. Conversions and ROI

You want to get better rankings to get more traffic. But the main reason why you do all of these things is to bring in sales. All of your digital marketing strategies must lead to this bottom line. However, not all traffic converts to sales, so you should monitor your conversion rates and study how your SEO efforts influence them.

If you want to know if your SEO efforts are paying off, you need to see how they increase your website’s traffic and conversions. Google Analytics is the best way to track your website’s analytics. It’s free, easy to use, and comes with many reports that can help you understand your website’s overall performance.

Final Thoughts

Google is constantly changing its SEO algorithms, and it can be frustrating to understand how these changes will affect your business. The good news is that there are many ways to identify what’s going on, and you can tweak your SEO strategies accordingly.

If you want to be on top of your SEO strategies, work with a full-service digital agency like Krafted Digital.

Krafted Digital is a full-service digital marketing firm providing affiliate marketing services based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today.