Do you know how your website is performing in search engines? While an extensive review of your website SEO might be laborious and require specialist SEO skills, here is a list of the most important questions you can ask yourself in order to quickly asses the performance of your website in organic search.
How many leads do I get from search engines each month?
Organic search (the search engine listings that SEO aims to improve) is usually the most important source of traffic and leads for any website. But do you track it correctly and do you have visibility over how organic search traffic impacts your bottom line?
Website analytics tools, such as Google Analytics, will allow you to see important data about visits to your website: where these visits come from, what pages get most views, how visitors navigate on your website and much more. These are all valuable insights, but in order to really understand the effectiveness of your online marketing spent, you need to make sure the actions that visitors perform on your website are tracked correctly.
With some additional setup called Event Tracking, you will be able to see how many people opened a contact form and submitted an enquiry or clicked on a phone number and reached out to your office. By creating Goals in Google Analytics, based on these events that you are now tracking, you will be able to see at a glance how many conversions your website generates and how many of your leads come from organic search.
This is an essential step in understanding SEO ROI and a starting point for improving upon it.
How are visitors using my website?
SEO is as much about user engagement as it is about keyword optimisation these days, or even more so. Google favours websites that are easy to use and provide useful, relevant information to users. This reflects on how many users click on your website from Google’s search results, how much time they spend on the website, how many pages they visit, or how soon they leave your website without engaging with your content.
So how do you go about assessing and improving user engagement on your website? Here is a short checklist to get you started:
– Provide a great user experience across devices (think mobile!)
– Have pages on your website that load fast and serve a clear purpose (think about user intent when choosing your keywords!)
– Provide information that is accurate, complete, useful to the reader and presented in a user-friendly manner
– Make it easy for visitors to navigate on your website, find what they are looking for and contact you.
Do I engage with my audience in a meaningful way?
Adding fresh relevant content to your website is paramount for SEO, but most importantly it’s a great way to showcase your industry expertise and engage with your audience on a regular basis.
In order to stay top-of-mind and communicate on topics that are important for your customers, make sure you truly know and understand your target audience (what are their needs and wants, what are the issues you can help them solve) but also know your brand (what is your company’s USP, how do you deliver on your brand promise and how do you add value to your customers).
The takeaway here is: don’t just create content for content’s sake (or search engines), find meaningful ways to engage with your clients through content, whether it’s on your website, on other websites, blogs or social media. This is good for both SEO and business.
How is my brand appearing in search engine results?
A lot of your users will find you by typing your company name in Google. When they do, make sure your website and brand appear the way you want to. It’s not only about the heading and snippet that describe your homepage, but about maximising opportunities for people to find and contact your business, online as well as in the real world.
Through their Local Knowledge Graph, Google allow companies to provide a lot of useful information to their potential customers directly in the search engine’s search results: company photos, location on map and driving directions, opening hours and contact details, customer reviews and more.
This means users don’t even have to visit your website to know more about your company or reach your office. They can do this directly in Google and that is a valuable asset that you should manage correctly.
How are search engines crawling & indexing my website?
This may seem like a technical and complicated thing to look into, but it’s the most elementary and yet essential condition for driving SEO traffic: your website should be accessible to search engines crawlers and moreover, it should be search engine-friendly (help them better read, understand and index its’ pages).
There are a series of tools that search engines provide for webmasters to keep an eye on how their websites are crawled and indexed. Search Console from Google is one of them and it’s good practice to check it regularly in order to identify those elements that might hinder the performance of your website in Google search results. Look at the number of indexed pages, crawl errors, how Google reads your sitemaps, how it fetches and renders your pages, how your pages appear in search, on what keywords, how many clicks they get and so on.
So If you want our skilled SEO team at Starberry to help you get to the top of Google Contact Us now.