The Most Common KPI Mistakes In SEO
SEO is one of the most prominent tools for marketing that goes on worldwide. With around 5.8 billion searches occurring on Google every day, making sure that you are capturing a piece of this traffic can be an extremely challenging task. Measuring performance on search has been a challenge for marketing professionals for years and there are still some common mistakes that many experts are making today. If you’re interested in focusing on your metrics for search engine optimization, here are some of the most common KPI mistakes that you can avoid in SEO.
Continuing To Over Measure
SEO is a process that happens over time and it can be a natural reaction to continually measure the data when you’ve invested in SEO outsourcing or when you’re working with a marketing company. Key data analysis is essential as you are managing your optimization strategy but if you’re measuring too often it may be difficult for you to get consistent results or see if a strategy is working. Another issue that can occur with over measuring is checking into too many metrics that want. Key performance indicators are often designed as indicators only and if you’re looking for trending data in a wide range of metrics, you might end up with data that simply overreach. Your results can worsen if you are focusing on too many metrics and too many strategies for your optimization.
Focusing On The Vanity Metrics
Vanity metrics are a fairly new term in marketing and they are often the metrics that you should be less interested in with regards to your website. Vanity metrics are usually items like clicks, impressions, and views. These types of metrics can be positive for a website but they don’t often lead to more important factors for your business such as revenue, conversion rates on clicks, the overall lifetime value of a customer as well as the cost of your customer acquisition. When you begin to focus on more actionable metrics, you can see a greater improvement to the bottom line of your business. Instead of just attracting users that will quickly visit and then leave your page, you could be attracting valuable customers that could lead to future success for your business by diving into the right metrics.
Search And Location Limitations Are Not Accounted For
Service providers and shop owners that have physical locations should be targeting geographical regions in their SEO. When taking a look at your metrics, if you’re operating a local business you’ll also need to take a look at your location limitations and local search data. Making sure that your business fits into the right For area and checking into search volumes from your local area will help you to properly optimize your page or change keyword data for more focused results in the areas that you are seeing more search engine traffic.
Technical Impacts And Your KPI
Technical SEO can make a big difference with your KPI and the two need to be associated. Your content and keywords need to play into your marketing performance and monitoring your technical SEO such as bounce rates, page speeds and the health of your internal links can all make a difference with your page.
Focusing Too Much On Average Positions
Average positions can be a great way to track your overall success. As you continue to track your business keywords, you can see your webpage start to go up based on your progress. The average position of your website can measure your success but your site is also constantly expanding. As you add more website pages, your position may change dramatically. Old pages may not be meant to rank in the same way and your new pages may not be optimized towards older keywords. Setting up new keyword focuses for the average position will make sure that your new content and your old content can be valuable.
If you need assistance with your website and measuring key performance indicators, contact us today.