With the beginning of April signaling the end of the first quarter of the year, many SEO campaign managers are now beginning to analyze the performance of their SEO programs throughout the year to-date. This process requires managers to analyze their original goals and review the full scope of data from their recent local SEO campaigns. In this blog, we’ll provide an insight on the five steps managers must complete to measure their campaigns effectively.
1. Compare Traffic to Last Year’s Figures
By reviewing their analytics platform and comparing last year’s figures with this year’s, managers can gauge their company’s progress and determine which areas are performing well and which are lacking. Traffic figures are an important metric when comparing site data. SEO campaign managers can compare traffic by data through the Channels section of Google Analytics.
2. Determine Your Current Conversion Rate
For ecommerce sites, it’s important to compare the site’s current conversion rate to previous months and years. The conversion performance of a local SEO program can be measured by traffic and orders or by a company’s original conversion objective. By analyzing the data by timeframe, campaign managers can determine trends and then isolate conversion issues before they begin to negatively impact site returns.
3. Review Mobile Traffic
Mobile traffic is now a critical metric, with Google implementing its mobile algorithm on April 21. Campaign managers must begin to measure and analyze mobile traffic now to determine the level of impact the new algorithm will have on their site, and whether they need to adjust their mobile strategy. Companies whose mobile audience is increasing rapidly should urgently consider the implementation of mobile SEO.
4. Review Data on New Vs Returning Visitors
A site’s number of new visitors will determine its potential for growth in coming years. Site owners can leverage data on the number of new visitors in analyzing their current campaigns and determining whether they’re reaching the ideal audience members with their current content.
5. Analyze the Site’s Level of Referral Traffic
Referral traffic data is an important metric for growing companies as it details a company’s most consistent traffic sources. Managers must carefully analyze the data related to sites such as Google Maps and listings sites such as Yelp. These are important sources of referral traffic and low number might indicate a specific SEO issue.
To improve local SEO campaigns, managers must stay informed on campaign performance and aware of potential opportunities for growth. This awareness can only be achieved through active monitoring and measurement of campaign data. To learn more on how to measure local SEO campaign success, talk to our trusted SEO specialists directly!