SEO – How Should You Measure Your SEO Conversions?

Generally, any SEO campaign’s ultimate goal is increasing search conversions, that is, the number of prospects visiting your site from search and deciding to take the next step. Whether a conversion for you means a sale, a newsletter sign up, a page view or a friendly comment left by a visitor, increasing conversions is what you are after. Therefore, there’s no point in setting up an SEO campaign if you don’t know how to measure the impact your campaign has on your search conversions. Setting up a system for measuring your SEO conversions is a tricky but vital part of any SEO campaign.

Let’s have a look at how to go about this.


Defining Your Conversion

We already hinted at this in our introduction. A conversion is not the same for every business. Even for very similar businesses, conversions might be defined differently. You might also have different definitions for a conversion for different websites that you own. And even on one website/webpage you should probably define several types of conversions. Though a sales conversion might be what you are ultimately after, it is also important to measure the number of newsletter signups, appointment requests, etc., because these conversions can also eventually lead to sales.

However you define a conversion, it is important that you are able to make the connection with your company’s objectives. How does a conversion contribute to your company’s goals? Does it directly or indirectly create revenue or lower your customer acquisition cost?


Tracking SEO Conversions

So you’ve defined the conversions that you want to track and are ready to begin your SEO efforts. There’s still one piece of the puzzle missing though. How are you going to track your search conversions? Of course, Google is there to help you out. These guys are not only providing you with all this great organic search traffic, they are also giving you the tools to measure your SEO success. If that’s not enough, they will even tell you how long you are going to be stuck in traffic today. Anyway, we’re getting a bit sidetracked here. What we’re referring to of course is the Google Analytics tool.

Google Analytics lets you track custom analytics events on your website. This means that you can create a custom website event that you want to track, which is aligned with the definitions of the conversions you have decided to measure.

Without getting technical, this means that you can set up an event that tracks conversions (for example the sign up for a newsletter) on your website and shows you whether this conversion originated from organic search. Adding the keyword creates an even more useful Google Analytics report. Now you are able to track organic search keywords and their corresponding conversion rates as well as the absolute number of conversions attributed to these keywords.

Now that you have created this amazing Google Analytics report, it is time to start tweaking your SEO campaign. Find those high conversion keywords for which organic search traffic is still quite low and start converting these low-hanging fruits.

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Jurgita Glodenyte


Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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