Measuring conversions from SEO marketing involves tracking and analyzing specific metrics to determine the effectiveness of your SEO efforts.
The most common tool for this work is Google Analytics 4. GA4 is now the only version of GA you can use, as Universal Analytics has been discontinued.
Having a SEO expert who also understands how to track key interactions on your website using GA4 and Tag Manager is a great asset. Get in touch with me if you feel you don’t have visibility into the onsite actions of your search traffic.
Conversion Tracking for SEO Marketing
Here are some methods to measure conversions from SEO:
Set up goals in Google Analytics: Define specific goals in Google Analytics that align with your conversion objectives. Examples of goals include form submissions, newsletter sign-ups, e-commerce purchases, or other actions that indicate a successful conversion. Google Analytics allows you to track the number of conversions, conversion rates, and the channels that contributed to those conversions.
Implement conversion tracking codes: Implement conversion tracking codes or tags on your website to track specific actions or events related to conversions. These codes can be set up to track actions like form submissions, button clicks, or other desired actions. Platforms like Google Tag Manager can simplify the process of implementing and managing conversion tracking codes.
Assign preferable attribution models: Attribution models determine how credit for conversions is assigned to different marketing channels. SEO is often part of the customer journey along with other channels like paid advertising or social media. By assigning attribution models, you can analyze the role SEO plays in driving conversions and the value it contributes to the overall conversion process.
Continue to analyze organic search traffic: Monitor organic search traffic in your website analytics to understand how SEO efforts are driving visitors to your website. Look at metrics like organic search sessions, page views, time on site, and bounce rate to assess the quality and engagement of organic search traffic.
Track keyword rankings: Keep track of your keyword rankings for targeted search terms. Tools like Google Search Console or third-party SEO platforms can provide insights into your keyword rankings. Improvements in keyword rankings for relevant terms can indicate the effectiveness of your SEO efforts and potentially lead to increased conversions.
Use Conversion Rate Optimization (CRO) Techniques
Employ CRO techniques to optimize your website and landing pages for conversions. Conduct A/B testing, analyze user behavior with heatmaps, and make data-driven improvements to your website’s design, content, and user experience.
By continually optimizing your website, you can increase conversion rates and improve the impact of your SEO efforts.
If you notice that your SEO traffic is leaving your website too quickly, it indicates a high bounce rate, which means visitors are not engaging with your content or finding what they’re looking for. Here are two things you can do to address this issue:
Improve content relevance and quality: Ensure that your content matches the intent of the search queries that bring visitors to your website. Conduct keyword research to identify the keywords and topics relevant to your target audience. Create high-quality, informative, and engaging content that addresses their needs and provides value. Make sure the content is well-structured, easy to read, and visually appealing.
Enhance user experience (UX): A poor user experience can contribute to visitors leaving your website quickly. Optimize your website’s design and navigation to make it user-friendly. Ensure that your website loads quickly, is mobile-friendly, and has intuitive navigation. Improve readability by using clear headings, bullet points, and relevant visuals.
Remember that improving conversions from SEO marketing is an ongoing process. Regularly analyze the data, identify trends, and make adjustments to your SEO strategy based on the insights gained.
It’s also crucial to align your conversion metrics with your overall business goals to ensure that your SEO efforts are contributing to the success of your organization. If these items sounds like something you could use help with, feel free to email me at firstname.lastname@example.org.