How to Measure SEO Improvements (1)

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How to Measure SEO Improvements
Search engine optimization (SEO) is the process
of increasing a website's Internet ranking. The
higher a website is on the search engine results
pages (SERP), the more people will see it, click
on it and, ultimately, convert to customers. For
that reason, SEO is a key component of many
business marketing strategies. SEO encompasses
many website elements, including content,
keywords, organization, linkage to and from other
sites, competition, code, page titles and
headers. Therefore, executing an SEO campaign can
be time consuming and labor intensive, and it is
important that you are able to measure a
campaign's success so as to know if your SEO is
working
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Choose an SEO analytics program

• SEO analytics programs track and report on data
  that can be used to determine the effectiveness
  of your SEO campaigns.
• Some web hosting companies offer free and/or
  minimally priced analytics services to their
  customers.
• You can find a number of specialized analytics
  programs online, offering a wide array of tools
  and measurements, and at a variety of price
  points.
• Google Analytics is a free service, providing a
  comprehensive list of tools you may use to
  measure your site's SEO success

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Establish a baseline
Once you initialize your analytics program,
record the first measurements, before applying
SEO strategies. This will be used to measure any
changes your website incurs as a result of your
search engine optimization efforts.
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Analyze the effectiveness of your SEO campaign,
using data (metrics) from your SEO analytics
program
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• . From your SEO analytics program dashboard, you
  should be able to monitor several different
  metrics
• Traffic is the amount of visitors, or hits, your
  website gets.
• Keyword ranking metrics show you how your site
  ranks in comparison with other sites when
  specific keywords are used to find your site, and
  can be instrumental in fine-tuning your site's
  search engine optimization.
• Page indexing refers to search engine page
  recognition, and not all web pages are recognized
  by search engines. One of the goals of search
  engine optimization is to maximize the
  probability that search engines will recognize as
  many of your site's pages as possible. By
  assessing your page indexing metrics, you are
  able to measure SEO success in that respect.
• In addition to the effectiveness (ranking power)
  of your keywords, you also want to measure how
  many keywords search engines are picking up and
  using from your site to index your pages.
• link-backs are links to your website that appear
  on other websites, such as blogs, social
  networking sites and bookmarking sites. Link
  backs increase your site's visibility and
  ranking, and SEO improvements should increase
  your link-backs.
• Conversions are website visitors who turn into
  customers. Increasing the bottom line is a top
  concern of business owners interested in search
  engine optimization. Therefore, it is important
  to gauge the increase or decrease in conversions
  yielded by an SEO campaign. In order to calculate
  your conversions, divide the total number of
  visitors to your site by the total number of
  sales.

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Track changes
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• Use 2 separate, but correlating, calendars to
  measure SEO success on an ongoing basis. Your SEO
  analytics program may provide reports to you in
  calendar form, or you may use a spreadsheet
  program to create custom calendars.
• Keep a week-to-week, month-to-month and
  year-to-year calendar to monitor changes in your
  SEO effectiveness and identify changes that may
  be seasonal. This calendar may be in standard
  calendar format, but should include spaces to
  record analytics information. Record the traffic,
  keyword, indexing, conversions and links metrics
  every Monday of every week so that you can spot
  trends that may be associated with the time of
  year. For example, you may find that your
  conversions naturally increase during the holiday
  seasons, and that they naturally decrease when
  the school year starts.
• Create a calendar of notable circumstances that
  could have a natural effect on your website's
  effectiveness, such as the addition of content, a
  site reorganization and/or the implication of new
  SEO improvements.

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