Author: Kevin Cotch / Source: Online Marketing Blog - TopRank® The pressure of understanding the ins and outs of developing and implement
The pressure of understanding the ins and outs of developing and implementing an integrated digital marketing strategy has many marketers searching for a better way. Search Engine Optimization (SEO) is just as integral to a successful marketing strategy as it was in previous years. That’s right, SEO is not dead but it has changed.
If you’re still struggling to develop a successful SEO strategy, you’re not alone. Search engine optimization experts are still faced with the constant struggle to provide the right results, but the all too often, expectations are focused on vanity metrics or outdated tactics.
Google is making hundreds of algorithm updates each year and they continue to alter the layout of the search engine results pages (SERP). There is constant change that marketers need to stay on top of, which then leads to new tactics that are required to continue to increase visibility online. These changes align directly with the SEO industry. In this post, we outline common SEO situations that brands struggle with including:
- Focusing on the wrong KPIs
- Not updating historic content
- Not implementing strategic linking plan
- Not maximizing potential search reach and visibility
As marketers, we need to adapt and focus on the right tactics to increase the search visibility for each website. Technology has allowed us to reach more people in our targeted audience than before and it is our job to take best advantage of this opportunity. It’s time to dive in.
#1 – Focusing on the Wrong KPIs
One the first blunders that we see brands make is focusing on the wrong KPIs and search metrics. Often times, companies are only focusing on sessions, pageviews, bounce rate, and other vanity metrics. Those metrics are great to monitor each month to track overall website health, but smart marketers should push to analyze more valuable metrics. Valuable metrics are metrics that prove value and show both internal or external clients what return of investment the SEO campaign is bringing back in.
Optimizing a page is a great search tactic but what we need to question what the outcome of that effort is. We need to try to quantify the amount of effort that goes into each tactic for the potential outcome. For example, if we optimize one webpage and drive more traffic to it, but the converting traffic doesn’t increase, was it worth it? In short, probably not. We want to optimize pages that will bring in more converting traffic to the site so we can make money. Showing an internal or external client an increase in traffic is great, but at the end of the campaign the most important metric is how much return on investment the campaign brought back to the company.
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