How to Measure Success in an SEO Campaign

If you own a website, you’re already doing SEO. The e-commerce platform you choose, information architecture of your site, product marketing copy, meta data, and more all affect your organic listings in search engines from day one.

As you continue managing the site, you’re constantly changing your search engine visibility, so it’s important to know if things are on the right track. It takes a combination of several quantitative and qualitative measurements to get a good grasp on the state of your SEO.

Quantitative Factors

  • Rankings on a set of keywords used to be the method of choice for SEO measurement. If you want to rank for “tickets” and you move from the bottom of page one to the top of page one, then you’ve met a goal. However, this mindset is limited to the keywords you focus on — users will come up with tons you didn’t consider. Additionally, what you see in Google isn’t necessarily what everyone else sees, due to several factors such as personalization and geography. Not to mention the fact that rankings don’t equal clicks — someone has to choose your listing over those around it.
  • Natural search traffic is the next logical spot to consider. Pulling this data from your web analytics package will give you traffic trends, allowing you to compare them to SEO project dates. Assuming your numbers aren’t inaccurate, a common problem, you also need to put these in context of the whole site.

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