Avoid Common SEO KPI Pitfalls and Measure Success
Table of Contents:
- Introduction
- The Importance of Setting Goals in SEO
- Pitfall #1: Measuring Irrelevant Actions
- Pitfall #2: Not Measuring Actions That Matter
- Pitfall #3: Not Assigning Dollar Values to Non-Ecommerce Conversions
- Pitfall #4: Not Using Ecommerce GA Code on Non-Ecommerce Sites
- Pitfall #5: KPIs That Can't Be Measured Without Customized Code
- Pitfall #6: Time On Site as a Flawed Metric
- Pitfall #7: Not Auditing GA Code
- Conclusion
🚀 Introduction
In the world of search engine optimization (SEO), it's crucial to track the right metrics and set clear goals to measure success. However, many people fall into common pitfalls when it comes to setting and measuring key performance indicators (KPIs). In this article, we will explore the common mistakes made in SEO KPIs and provide insights into how to avoid them. By the end of this article, you'll have a better understanding of how to set effective SEO goals and track the metrics that truly matter.
🎯 The Importance of Setting Goals in SEO
Setting goals is a fundamental step in any SEO project. The goals serve as benchmarks for improvement and provide a clear direction for the SEO efforts. In general, most SEO projects aim to improve rankings, increase organic traffic, and boost conversions. These metrics indicate the success of an SEO campaign and whether it's heading in the right direction.
However, it's essential to ensure that the goals set are meaningful and align with the overall business objectives. It's easy to fall into the trap of measuring too many actions that don't actually matter. Setting too many goals can lead to overwhelming reports and diluted insights. Instead, it's crucial to focus on the actions that truly impact the success of the website.
🚩 Pitfall #1: Measuring Irrelevant Actions
One common pitfall in setting SEO KPIs is measuring actions that don't have a significant impact on the overall success of the website. It's not uncommon for beginners to log into Google Analytics and find a long list of goals set up, many of which may not be relevant.
To avoid this pitfall, it's important to prioritize the actions that have a direct impact on the website's performance. Instead of measuring every possible action, focus on the ones that align with the business objectives and lead to meaningful outcomes. By doing so, the reports in Google Analytics will be more concise and provide actionable insights.
🚩 Pitfall #2: Not Measuring Actions That Matter
While it's important to avoid measuring irrelevant actions, it's equally important to measure the actions that matter. Sometimes, certain actions may not generate immediate revenue but contribute to the overall success of the website. These actions, known as micro conversions, signify progress towards a future sale or desired outcome.
For example, signing up for newsletters, downloading PDFs, or reading reviews may not directly generate revenue, but they play a crucial role in building trust, nurturing leads, and eventually leading to conversions. It's essential to identify these micro conversions and track them in Google Analytics. By measuring these actions, you'll have a more comprehensive understanding of the customer journey and can optimize your SEO efforts accordingly.
🚩 Pitfall #3: Not Assigning Dollar Values to Non-Ecommerce Conversions
Assigning dollar values to goals in Google Analytics is a powerful feature that allows you to measure the monetary value of non-ecommerce conversions. While the primary focus of e-commerce sites is usually revenue, non-ecommerce sites can also benefit from assigning dollar values to their goals.
For instance, if a goal represents a lead generation form submission, you can assign a value based on the average revenue generated from a successful lead. This helps to quantify the impact of the conversions and provides valuable insights into the return on investment (ROI) of your SEO efforts.
Assigning dollar values to non-ecommerce conversions is a simple process in Google Analytics, and it provides a more comprehensive view of the value generated by these conversions.
🚩 Pitfall #4: Not Using Ecommerce GA Code on Non-Ecommerce Sites
It may seem counterintuitive, but using e-commerce Google Analytics (GA) code on non-ecommerce sites can provide valuable insights. E-commerce GA code allows you to track specific actions, such as product views, add to cart, and completed purchases. Even if your website doesn't sell products, using e-commerce GA code can still provide valuable data.
By implementing e-commerce GA code on your non-ecommerce site, you can track the success of specific actions and gain insights into user behavior. For example, you can track newsletter sign-ups, form submissions, or any other action that indicates engagement or conversion.
Utilizing e-commerce GA code on non-ecommerce sites enables you to gather richer data and make informed decisions based on user behavior. It's a no-brainer to implement this code if you want to enhance your understanding of your audience and improve your SEO strategy.
🚩 Pitfall #5: KPIs That Can't Be Measured Without Customized Code
Some KPIs require customized code to be accurately measured in Google Analytics. These KPIs involve actions or events that can't be tracked using the default GA tracking code.
One example is tracking a confirmation page that doesn't have a unique URL. If the confirmation page doesn't have a unique URL, it becomes challenging to track it as a separate action. Customized tracking solutions are necessary to overcome this limitation and provide accurate data.
Another example is when a website has a structure where the URL doesn't change as the user navigates through different pages. In such cases, GA may only register the last page visited, leading to incomplete data. Implementing appropriate tracking solutions is essential in these situations to capture all relevant data.
To ensure accurate measurement of your KPIs, it's crucial to collaborate with developers and implement custom tracking solutions when necessary. This way, you can gather precise data and make informed decisions based on reliable insights.
🚩 Pitfall #6: Time On Site as a Flawed Metric
Time on site is a commonly used metric to measure user engagement and the success of a website. However, it can be flawed for several reasons, both technical and non-technical.
From a technical perspective, time on site doesn't include the time spent on the last page of a visit. This leads to inaccuracies when determining the actual time users spend on a website. For example, if a user enters a site, visits only one page, and then exits, the time on site will be recorded as 0 minutes and 0 seconds. This doesn't reflect the actual engagement that might have taken place on the page.
Additionally, factors like opening multiple tabs and multitasking while browsing can also skew the time on site metric. When users open multiple tabs and switch between them, the time on site metric may not accurately represent their actual engagement with the website.
To overcome these limitations, it's essential to consider alternative metrics that provide a more comprehensive understanding of user engagement. Metrics like scroll depth, video engagement, or specific actions within a session can provide more valuable insights into user behavior and website performance.
🚩 Pitfall #7: Not Auditing GA Code
One common oversight in SEO projects is the failure to audit Google Analytics code on the website. Auditing the GA code is crucial to ensure accurate data collection and to identify any issues that may impact data integrity.
Issues with the GA code can prevent the collection of reliable data and hinder informed decision-making. For example, internal links may be reported as referral visits due to improper implementation of the GA code. Inaccurate data can lead to misunderstandings of user behavior and misinterpretation of SEO efforts' impact.
To avoid such issues, it's recommended to conduct a thorough audit of the GA code on the website. This involves checking the tracking code on all pages, ensuring consistent implementation across multiple domains or subdomains, and identifying pages that may be missing the code or using different code. By conducting regular code audits, you can ensure the accuracy of your data and make data-driven decisions with confidence.
📝 Conclusion
Setting effective SEO goals and measuring the right KPIs is crucial for success in search engine optimization. By avoiding common pitfalls and adopting best practices, you can ensure that your SEO efforts are aligned with your business objectives and provide valuable insights for decision-making.
Remember, it's essential to measure the actions that truly matter and avoid measuring irrelevant actions. Assign monetary values to non-ecommerce conversions to understand their impact on your business. Consider using e-commerce GA code on non-e-commerce sites to gather richer insights. For KPIs that require customized tracking, collaborate with developers to implement appropriate solutions. Be cautious when using time on site as a metric and explore alternative measurements for a more accurate assessment of user engagement. Lastly, don't forget to regularly audit the GA code to ensure accurate data collection.
With these insights and strategies, you'll be well-equipped to set meaningful SEO goals and track the metrics that truly drive success.
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Highlights
- Setting clear and meaningful goals is essential in SEO.
- Measuring irrelevant actions can lead to overwhelming reports.
- Assigning dollar values to non-ecommerce conversions adds value to your metrics.
- Utilizing e-commerce GA code on non-ecommerce sites provides valuable insights.
- Customized code may be needed to track certain KPIs accurately.
- Time on site can be a flawed metric due to technical limitations.
- Regularly auditing GA code ensures accurate data collection.
🙋♀️ Frequently Asked Questions (FAQ)
Q: How many goals should I set in Google Analytics for my SEO project?
A: It's best to focus on the actions that truly matter and align with your business objectives. Avoid setting too many goals as it can lead to overwhelming reports. Prioritize the actions that have a significant impact on the success of your website.
Q: What are micro conversions, and why should I track them?
A: Micro conversions are actions that may not generate immediate revenue but contribute to the overall success of the website. Examples include signing up for newsletters, downloading PDFs, or reading reviews. Tracking micro conversions provides valuable insights into the customer journey and helps optimize your SEO efforts.
Q: Can I use e-commerce GA code on a non-ecommerce site?
A: Yes, using e-commerce GA code on non-ecommerce sites can provide valuable insights. You can track specific actions like newsletter sign-ups or form submissions, which indicate engagement or conversion. Implementing e-commerce GA code allows you to gather richer data and make informed decisions based on user behavior.
Q: What should I do if my KPIs require customized code for measurement?
A: Collaborate with developers to implement customized tracking solutions when necessary. Customized code is often required to accurately measure KPIs that can't be tracked using the default GA tracking code. Working with developers ensures that you capture all relevant data and make informed decisions based on reliable insights.
Q: Why is time on site considered a flawed metric?
A: Time on site may not accurately represent user engagement due to technical limitations. For example, it doesn't include the time spent on the last page of a visit. Additionally, factors like opening multiple tabs and multitasking while browsing can skew the metric. Exploring alternative metrics like scroll depth or specific actions can provide more valuable insights into user behavior and website performance.
