If you are interested in SEO monitoring, you are most likely into digital marketing and using SEO automation tools. But what exactly is SEO monitoring, and why is it a crucial aspect of your digital marketing strategy?
This article gives you a brief overview of SEO monitoring, its advantages, and the key metrics you need to focus on.
What is SEO Monitoring?
SEO monitoring involves keeping track of your website’s Search Engine Optimization campaign to know whether it is working or not. Search engines are dynamic, and the tactics that helped your site rank top on SERP in the recent past may be irrelevant today. Attaining top SERP ranking continues to become challenging with the ever-changing search engine algorithms. For this reason, marketers must monitor their SEO campaigns to ensure that their sites are optimized in line with the current search engine requirements.
Why Invest in SEO Monitoring?
Monitoring your SEO campaign comes with added advantages which include:
1. Helps you gauge the effectiveness of your SEO campaign
Running a successful SEO campaign can cost a fortune, depending on its scope. You will need to spend on SEO automation tools and talented experts to man your campaign. Even if you opt for cost-effective options, you will still incur costs. Undertaking SEO monitoring enables you to gauge the effectiveness of your campaign. For instance, you will know your website’s SERP rank before and after the campaign. You can also derive useful metrics such as click-through and conversion rates. These metrics help you know whether your campaign is impacting your business positively or not. You can opt to change tact in your SEO processes especially if you realize the campaign has little or no effect on your business.
2. Reveals the strengths of your website’s SEO
Using a Google scraper to crawl your website for SEO automation purposes helps you know its strengths and weaknesses. For instance, you can tell the search engine crawl rate, loading speed, and quality of backlinks.
These aspects play a critical role in your websites’ SERP ranking. SEO monitoring allows you to know which aspects are working for your website. Therefore, you will not have to change features that work for you, at least in the meantime. This way, you can increase your efficiency by working only on aspects that require improvement.
3. Comply with search engine requirements
As stated earlier, search engine algorithms are dynamic because service providers update their software. When such updates occur, it is advisable to ensure that your website is compliant with search engine rules.
For example, toxic backlinks can cause search engines to lower your SERP ranking. SEO monitoring helps you avoid such penalties by fixing anomalies that negate search engine guidelines.
Important Metrics in SEO monitoring
Below are crucial metrics you need to watch when undertaking SEO monitoring.
1. Website Traffic
Every marketer should keep a close eye on their website traffic. Using tools such as Google Analytics can help you determine the source of your website traffic. High traffic from organic searches indicates that your website ranks high on SERP. You can enhance your SEO automation strategy by using auto-alerts from tools such as Google Analytics to monitor your website’s traffic fluctuations.
2. Keyword Position Ranking
You will need to monitor the fluctuations of your keywords ranking to ensure that your website content remains relevant to your target customers. You may need to repurpose the old content on your website by incorporating relevant keywords.
3. Your website’s bounce rate
You will need to know how many visitors leave your website after visiting a single page. If this number is higher than 47%, it could indicate serious problems such as an unfriendly user interface, irrelevant content, or a wrong target market. In such cases, focus on fixing the identified problem as soon as possible.
4. Website click-through rate
Another important metric to focus on in SEO monitoring is the number of clients who visit your site by clicking links on SERP. A high click-through can indicate your site’s high visibility on SERP. However, when this figure falls significantly, it means that your website is less visible.
5. SEO conversion rate
In most cases, the purpose of SEO marketing is to get visitors to take some actions such as making a purchase, downloading files, or filling out forms. You would like to know what percentage of users who visit your website end up taking the intended actions. This way, it is easy to determine the effectiveness of your SEO campaign.
6. Website indexing and crawl rate
Proper website indexing makes it easy for search engines to discover the other pages on your site and boosts your SERP ranking. You will also need to know the crawl rate of your website. This metric shows how often search engines crawl your site. If this figure is too high, it can lead to denial of service to clients as too many requests will decrease the site’s load speed.
SEO monitoring involves keeping track of your SEO campaigns to ensure that your site ranks high on SERP. The key metrics you will need to track include your site’s traffic, bounce rate, click-through rate, conversion rate, and crawl rate. SEO automation can help you monitor these metrics efficiently.