While there are several ways to measure the success of your digital marketing, most SEO experts will agree that SEO metrics are among the best. There is an endless supply of tools with which to monitor your metrics. However, the most popular are Google Analytics and Google Search Console. Not only are they free, but they’ll tell you exactly what’s going on with your campaign and at any time. Let’s take a look at 12 of the most important metrics that Singapore Marketer should keep an eye on.
1. Organic Traffic
Organic traffic is unpaid traffic that your site gets from the search engine results. The reason why its so important to measure organic traffic is because you need to know just how many people are visiting your website because of your SEO efforts.
How to Track Organic Traffic
And you need to track your organic traffic in different ways. First, pay attention to how much organic traffic your landing pages receive. This will let you know when improvements need to be made in your marketing strategy, especially if one landing page is ranking higher than other.
Next, you should pay attention to how much organic traffic you get by location. This will let you know where the traffic coming from which can be especially beneficial if you are targeting specific areas in Singapore or would like to expand to new markets. Don’t forget to track by country as you may need to change your tactics based on where your fan base is. If your target audience isn’t responding at all, maybe you need to divert your resources to get a greater ROI or improve your design.
2. Organic Bounce Rate
Your organic bounce rate shows you the percentage of users who navigated away from your website after only seeing one page. The lower this percentage is, the better. A high bounce rate indicates that changes need to be made to your website so that user will stay longer. And these changes may be something as simple as showing related post links in your sidebar.
How to Track Bounce Rate
When tracking bounce rates, you should focus on your landing page. This will give you an idea of which are causing your visitors to leave and which are compelling them to stay. If the bounce rate is high, then perhaps the content doesn’t fit the keywords that they typed into the search engine. There’s also the chance the user was able to find what they needed immediately and left, so exercise caution when making changes.
3. Organic Conversion Rate
While the search engine may bring organic traffic to your website, it doesn’t always mean that people will make a purchase. So monitor your conversion rate. More specially, take a look at your aggregate conversion rate. In this way, you’ll be able to understand how users that come from the search engine are reacting to your website.
How to Track Organic Conversion Rate
First, take a look at your conversion rate by landing page. This is the page that usually determines whether or not people will buy. So, if one of your pages is outperforming the other, then it may be time to tweak your marketing message on the one that’s lagging.
Next, you should track your conversion rate by location. Perhaps your message appeals more to certain areas in Singapore. In this case, you should consider investing more in these particular regions.
You should also track your conversion rate by device. If Singapore marketers aren’t appealing to their mobile audience, then they are only experiencing a tiny fraction of success. The best way to check your appeal is to take a look at your desktop users. If the conversions for desktop users are high, then it’s probably because your site isn’t optimised for mobile.
Finally, you should track your conversions by browser. Ideally, everybody would use one browser. However, that just isn’t the case. So, you must monitor browsers for your organic traffic. If one browser tends to convert better than the others, then your website may be difficult to navigate or access on the other browsers. A good Singapore SEO agency can easily fix this problem and quickly turn your sales around.
4. Organic Traffic Top Exit Pages
Exit pages are those that people visited last before they left your website. This is where people lose interest and decide to leave. And this is a very important metric to measure, because if one page causes a large number of people to leave, then it’s obviously a problem that needs to be corrected.
5. Bing and Google: Organic Traffic Breakdown
When it comes to search engines, there are none as popular as Google. However, there are still many users who use Bing as well. So take a look a look at the organic traffic breakdown between the two. If either isn’t generating as much traffic as you anticipate, then you may want to consult an SEO expert.
6. Keywords Ranked in Google
If you want to figure out the overall number of keywords that your website ranks for in Google, it’s a good idea to use SEMrush. Are there keywords that you want to rank for but aren’t? Or perhaps you are ranking for keywords that are high-converting. This data will give you an idea of what strategies you change and what should remain the same.
7. Local Visibility
Local visibility is especially important for Singapore marketers who have more than one brick and mortar location that customers can go to directly. You need to know if your website shows up in the local 3-pay for the keywords that are related to your particular niche. When users type your city and the name of the industry into the search, does your website appear? If not, then it may be time to focus on local SEO.
8. CTR: Click-through Rate
If you want to know how many people click on your links after they see them in search results, then check Google Search Console. It will offer a percentage that is referred to as the CTR, or click-through rate. Not only will this percentage give you an idea of how well your pages are ranking in the search engine listings, but also give you an idea of how much your content is appealing to people. Low click-through percentages mean low interest.
How to Track CTR
First, it’s important that you take a look at your CTR in relation to your landing page. Which is getting the most attention? Which are getting you the least attention and how can your better optimise them?
Next, you should take a look at your CTR in relation to your top keywords. If you notice that a certain term is getting a significant amount of clicks, then figure out which of your pages are ranking for those terms and make sure that this page reflects the user’s search intent. You may also consider testing how well elements on these pages convert as well. However, if you notice that certain terms have a low CTR, examine these pages so that you can figure out why. Maybe your description or title isn’t captivating enough.
9. Google Search Console: Pages Indexed
If your web pages aren’t indexed, then it’s very likely that no one will ever see them. So take note of how many of your web pages have actually been indexed. If it’s taking more time than usual for them to be indexed, you could always use Crawl>Fetch in the Search Console and manually submit them. And if you notice that the number of pages indexed is disproportionate to the number that you submitted, consider requesting indexing through the Search Console.
10. Pages Crawled Each Day
Google Search Console also gives you an exact number of pages that have been crawled each day, for the past 90 days. If you happen to notice that only a few pages have been crawled out of the hundreds or thousands, then this is a red flag. Perhaps it’s your crawl budget. If Google sees that too many of your system resources could be consumed, then its bots won’t full crawl your whole website.
11. Description and Tile Duplicates
Search engines hate duplicate content. It tells them that your pages are about the same thing. And this often affects your authority and ranking for certain terms. So if you want to check your website for description and title duplicates, use Google Search Console. If you happen to find duplicate content, you have two options: update it with something unique or block it altogether.
12. Crawl Errors
Google Search Console allow you to see more than sitewide errors. It also gives you crawl errors. And these errors should be addressed as soon as possible.
In the world of SEO, there are a lot of metrics that you can monitor. However, there are a few that have a larger impact on your overall digital marketing strategy. This is especially the case when it comes to those mentioned above.