Organic positioning and visibility
At the beginning of each SEO project , during the kick-off interview, we establish very precisely which words are the most complete definition of the client’s business. These words become the target keywords , around which we design SEO optimization activities . In addition to the words chosen by the customer, we always try to broaden the scope to more complex keywords, synonyms or correlates, in order to have much more complete control over the visibility status of the project. In addition, the lists of keywords identified have multiple functions and can be used both for the definition of the content structure, both for the drafting of texts and meta-information, and as a basis for keyword research for SEM campaigns.
Defining the lists of keywords, grouped by search intent and by target page, allows us to better understand if the activity carried out is going in the right direction, and to apply, if necessary, the necessary corrective measures
Traffic and navigation metrics
Once the website has been optimized, an editorial plan has been defined and a link building campaign has been activated , even if only basic (in 2019 it is impossible to think of doing SEO only with the technical optimization activity, without content and without a project, albeit minimal, of outreach), the very first KPI to keep an eye on is traffic . In most cases, target positioning is obtained after a few months from the start of the project, especially for high traffic and competitive keywords, but the traffic starts to go up, even if only slightly, almost immediately. Furthermore, the traffic check allows us to evaluate any nuances of the search intent identified, on which we can insist on further optimizations of the project.
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The traffic analysis, moreover, must also be addressed to the browsing and quality metrics of the session, so as to keep under control KPI derivatives such as bounce rates, page views, pages per session and residence time.
Conversions / Turnover and ROAS
This is the main KPI. Every marketing activity has sales as its ultimate purpose. Whether it is a service, a product or advertising spaces, monetization is the aim for which consultancy and planning activities are needed to improve organic visibility.
It is easy to define the performance of our SEO strategy, and to make the proportion between the investment made and the return obtained. It is sufficient to use Google Analytics , which allows us to evaluate both the direct conversions attributed to the organic channel, and the indirect conversions attributed to the organic channel. If the activity involves online sales, the relationship is between generated revenue and investment, while if it is a lead generation project, the relationship is between generated contacts and investment
Custom reporting system
At the end of this project activity, it is necessary to structure an ad hoc reporting system , where the KPIs monitored according to the customer’s business clearly emerge, in order to have all the necessary information at a glance. The reports must be built on the basis of a narrative that takes into account the customer’s needs, where the technical elements are always clear and functional, also suitable in the event that, as often happens, we find ourselves dealing with a single person who it also has the task of reporting internally what has been done, the direction taken and the results obtained.
Once these elements have been defined, the SEO NYC and the results obtained will always be measurable and traceable to clear objectives and to an identifiable and hopefully positive return.
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