What Makes an SEO Campaign Successful?
If you’ve got a new website or blog, you’ve no doubt been reading countless SEO articles. You’ve read about all the tactics, the tips, the strategies and the guides.
But there’s one important question you’ve still not had answered.
How do you know when your SEO campaign has been successful? What is it that defines an SEO campaign as a success?
Is it when you start to see traffic? Is it when you begin to rank highly in Google? Is it when you start to make sales?
Whatever your business’s goals are, understanding how to effectively measure an SEO campaign can help you work towards a unified goal, and also keep on track with how you are progressing towards your goals.
With 63,000 searches in Google every second, the longer you wait, the worse off your business is going to be.
Shall we get started?
Why Is Understanding Success Important
Understanding how to measure success in any job is important. You might think you are doing well, but if you don’t have any way of measuring your work, you may find some areas aren’t performing as well as you think.
By understanding which areas are performing well and which aren’t, you can constantly evaluate and rank higher in Google while also improving your SEO campaigns.
We know thanks to Andrew Lippattsev that high-quality content and link building are the two most important factors to help you rank your website in Google. But how do you measure that success?
The Five Things That Make a Successful SEO Campaign
Since SEO can seem rather vague, we’ve put together this list of five things you can measure that will help you track the success of your SEO campaigns.
These five different aspects of SEO will help you know if your site is doing well, or lagging behind in your SEO endeavors.
Over the last five years, we’ve seen some dramatic changes to the way that Google used to be. No longer are keywords and links the only things you should consider when trying to rank highly.
Thanks to the Hummingbird update in 2013, Google dramatically change the way its search engine algorithm works. It now focuses on a much more advanced system.
This new system works by incorporating Google’s powerful RankBrain learning toolkit.
The focus with Google is now to match the intent of the user and the context of the search with the most important and relevant content it can find. This means as it’s search engine algorithm becomes more intelligent, it’s important that marketers need to focus on relevance.
This means looking at your users intent and context in the same way as Google does.
Just being relevant in your content isn’t going to be enough to top the search engine charts. Search engines need to trust that the information you’re putting out into the world is both relevant and high-quality.
This is where authority comes in, and Google looks at authority as a powerful ranking signal. Business like this website can help you to build authority by seeking authority from other sites for you.
The more authority you have and the more authority sites that point towards you, the more Google trusts the content you are putting out.
Search engines determine authority by:
- Who is linking to you
- How frequently you’re mentioned by people
- Your amount of diverse citations
- Who you link to
These different signals tell Google that people are trusting your content, and even today these backlinks to your site are the most powerful way to build authority to your site.
It’s not clear when this will change if ever as social media use grows, but for now, inbound links are still the most powerful way to build authority for your site.
3. Site Health
Site health is all about the technical side of your SEO skills. Site health refers to how well you lay your website’s code out for search engines to read.
These factors include:
- Broken pages and broken links
- A flawless index with no faults
- The integrity of your code
- Your structured data
Many of these items on the list have always had a lot of importance for SEO. But lately, we also see a difference in ranking with how well coded your site is and structured data.
Structured data helps search engines understand important data about your content allowing them to understand your site and index better it better.
It doesn’t matter the business, typically the more competition you have, the more difficult it will be to hit your marketing goals. If you have more competition, you’ll have increased challenges.
This can include paying more for keywords, working harder to rank #1 in SERPs and the more strategies you’ll have to play to win customers with your pricing and offers.
As with all things the more information you have, the better. The biggest goal is to identify how competitors you have and also know who they are.
You might find that your biggest business competitors are not your biggest search engine competitors. In fact, it’s quite common to find this.
Keeping track of this can help you to know your enemy, spot any businesses that are in your space that shouldn’t be and watch out for any newcomers in the market.
5. User Experience
Another huge factor to the success of your SEO campaigns is user experience. Google has a huge focus on putting the customer first.
Google even reflects this in the rankings. As mobile has become increasingly popular over the previous years, so too has the focus on user experience.
There’s a ton of user experience related factors that can affect your ranking such as the loading time of your site, how mobile-friendly your site is and how easy your site is to use.
You’ll find that the user experience you have on your website will directly impact your search ranking for your website.
Make Sure Your SEO Campaigns are Winning
Now you know what the most important factors for a successful SEO campaign are, you can check your existing campaigns and see if you’re on track. Measuring your success can make a huge difference to your results.
For more help on getting your SEO working smart for your site check out more of our articles.