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Every marketer wants their website to rank on the first page of Google, organically. Today, the main aim is to land that snippet so you can attract double the traffic than your competition. However, with Google’s ever-changing and evolving algorithm, ranking becomes more and more unpredictable.
There’s no magic wand that one can use to land their content on the first page. However, there are ways in which you can reach that goal collectively. And that can be attained through the combination of the following factors: Quality Content, In-depth SEO, and Analytics expertise.
Today, if you write quality content with more meat than the competitors, your chances of ranking on the first few pages of the search engine improve drastically. However, when you add technical SEO and analytics to the mix, substantial results can be achieved in a short amount of time.
Before we talk about analytics, let’s understand SEO and its importance to marketers and businesses wanting to rank their content.
Search Engine Optimization or SEO is a proven way to improve your site’s SERP (search engine ranking). By following proper on-page and off-page SEO rules, you can fare better than your competition.
However, SEO can be basic and complex, depending upon your niche and space. As a blogger operating a niche site such as a sports or pet blog, basic SEO techniques can be helpful. But when you’re up against massive corporations and competing in niches such as insurance, and personal finance, you need technical and advanced SEO to cut through the noise.
SEO matters because it has a direct impact on your search engine presence. More than 81% of shoppers research before buying a product online. Furthermore, the rise in paid ads has not affected the user’s trust with buyer guides as 51% of the traffic still relies on informative blogs and guides compared to paid search results.
As per a recent study conducted by Slingshot, the snippet or #1 organic position attracts 18.2% of the total clicks, whereas #2 and #3 ranked sites attract 10.05% and 7.22%, respectively. Thus, your SEO campaign can significantly impact the traffic your website receives, thereby ultimately impacting the conversion rate.
In May, Google announced its May 2020 Core Update, which brought about a massive change. The search engine behemoth introduces these changes 3-4 times each year to ensure that only quality content is served to the audience.
This wasn’t the case 8-10 years ago. Ranking on Google required little effort as the competition was really low. There were fewer websites, businesses, and products. Thus, ranking for a particular keyword was more straightforward than it is now. Earlier, keyword stuffing and poor backlinks allowed users to find a way around the search engine. However, with these frequent algorithm updates, content creators can no longer fool the engine.
Another significant change in recent years has been saturation. With many brands competing in a single niche, the competition changes from ‘Low’ to ‘High’ within a few months. For most niche categories, you’ll find two or more sites competing for the search engine spoils. This has made Google’s task harder as it has to choose between different sites producing quality content to ensure that only the best one wins the snippet space.
‘If you can’t measure it, you cannot improve it.’ When it comes to search engine marketing, the only way you derive results is when you can see the numbers. And here’s where Analytics comes in to help understand whether your SEO effort is fruitful or not.
Analytics, unlike SEO, goes beyond keywords to help you understand organic and paid traffic.
Analytics is integral in funnel setup and goal determination. However, you don’t need to do the technical bit yourself. You can easily hire Analytics experts at an affordable rate to manage the technical side of the process. These experts will help you monitor progress in real-time by using a technique called SEO Analytics.
SEO Analytics is a term wherein SEO and Analytics are clubbed together. It’s a process used by marketers to collect and analyze the data related to organic and paid traffic. As a marketer, you might know that SEO analytics isn’t restricted to keyword research alone. You have to optimize your content and keep updating it to achieve desired results.
For instance, you wrote a blog on ‘7 effective ways to use email marketing to sell your products‘. Now let’s assume that your website ranked #4 for the search term ‘effective ways to use email marketing‘ in SERPs.
To surpass #3, #2, and #1 positions, you need to study and understand the difference between the four websites. Using analytics tools, you can find out how much traffic your competitors are receiving similar keywords. Additionally, you can check your site’s page ranking, conversion rate, page loading speed, and crawlability to improve your chances of surpassing your competitors.
Once you have the numbers, you have to focus on optimizing your content and making it the best for that particular search query.
SEO Analytics provides you the best of both worlds. Not only does it help you understand your brand’s perceived value, but it also offers tangible results. Based on the metrics you collect, you can optimize your marketing efforts to attract more eyeballs.
The best and the organic way to do SEO Analytics is by combining Search Engine Console and Google Analytics. SEC will provide you various data points such as keyword search volume, ranking, CTR, and position. Analytics, on the other hand, will help you understand the demographics of your audience.
As a marketer, we all know that SEO, similar to the search engine, keeps evolving. Thus, there’s no magic strategy that is going to last a decade. With frequent updates, you need to stay abreast of everything and implement techniques to improve the search engine ranking position.
Many third-party analytics and marketing tools can help you devise a winning SEO strategy. However, we recommend using expert-advice similar to the ones we provide at SmartMetrics to learn the trade first. With us, you don’t just get reports but complete know-how on how to achieve substantial results and stay ahead of the competition.