Tracking your keyword rankings isn’t that easy anymore, what with localized and personalized search, there’s no universal ranking in the search engines for you to be #1 on, and so you should be tracking other metrics to ensure you are continuing to use a successful SEO strategy that’s supporting your company’s growth.
Related Post: 3 SEO Tools Everyone Should Know
1. Traffic You’re Getting from Non-branded Search Terms
This is perhaps the most important metric in managing your SEO strategy. You want to make sure that traffic from your non-branded search terms is increasing, showing that you are ranking for more keywords and in better positions. Losing traffic from non-branded terms means failure for your SEO strategy because you wouldn’t have improved in rankings and may have lost a few positions for some of your keywords, or perhaps lost indexed pages in Google’s recent Panda update, and therefore, your efforts in improving your SEO have gone to waste, efforts you could have used towards doing other things that would have been more beneficial for your business.
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2. Number of Inbound Links from External Domains
As in any SEO strategy, it’s important to know the number of inbound links you’re getting from external domains is increasing, showing Google that your site remains active and relevant because other sites are continually linking to you. At least this way, while you might not be receiving the highest quality links, you are likely to maintain your general keyword rankings which you worked so hard for, unless you have competition that’s a little more aggressive in their SEO strategies that may overtake you if you’re not generating enough high value backlinks to your site on a regular basis. Of course, it is a bit hard to qualify how valuable a link is, so be sure to have diversity in the links you are acquiring.
3. Number of External Domains Linking to You
Lately, it seems that Google has valued more links from more unique domains. Of course, while the algorithm continues to change, ensuring better quality results, inbound links from more external domains will still remain as one of the more important factors in SEO because links from different domains tell Google that more independent sources are giving your site the vote of confidence, making Google confident that your site is the more relevant result. Of course, we still have to be conscious about quality links versus low quality links because getting a few higher quality links will be more valuable than several low quality links, but since it’s easy to discern what’s a low-quality link versus what’s not, then there’s just a matter of how to get more links from unique domains that will count.
4. Number of Mentions for Your Site on Facebook and in the Twittersphere
Google recently added more social metrics to their algorithm, ranking sites higher if they are being talked about more in social spaces online, giving link juice value to tweets and Facebook shares and comments. The more you are buzzed about in a certain time, the higher you will rank for your respective keywords and targeted keywords during that time period because you’re a hot topic in the social media realms and it would only make sense that people searching for your relevant terms would want to find you versus other sites which aren’t talked about as much as you are.
By-line:Danny Wong is the Brand Manager for Blank Label Group, running custom dress shirts startup, Blank Label and fitted dress shirts startup, Thread Tradition.