We use a variety of metrics to evaluate a website’s performance in search engines. These metrics mirror that of the industry-standard and give the business owner – and the SEO strategist – clues as to what’s effective, what’s not, and where the opportunities lie.
Some of these metrics include – but certainly aren’t limited to – ranking for relevant search terms, amount of organic traffic, conversion rate, and the number of new visitors to the site arriving from organic sources.
Typically, marketers and their clients will look at one thing – and one thing only – when trying to measure an SEO campaign’s impact: rankings. This is a critical mistake. Nooga Labs does track rankings, but we steer clear from making that our top key performance indicator (KPI).
Why? Because rankings can be deceiving. Extremely deceiving.
Let me give you an example. If you type in your business’ target keyword and your website link is the first organic result, great! Right? Wrong. Did you know that personalization (being signed into Google), browser history, location, and data from your social media profiles can all skew organic results?
Take that same search, but do it in an “Incognito” window in the Google Chrome browser. Incognito mode eliminates all these factors – personalization, location, etc. – and gives you a much truer set of results. Where’s your business’ website when you search for your target keyword now? Can’t find it?
That’s why ranking should not be a top KPI in your SEO campaigns.
Need help determining your website’s performance in organic search? You’ve come to the right place. Running an SEO campaign is confusing for anyone but an expert and could have disastrous effects if “SEO tactics” are done by somebody who isn’t in the industry daily. We’re living in the search world 24/7 and would love to help you measure your past, present, and future success.