SEO, which means Search Engine Optimization, has been one of the long-standing digital marketing strategies ever known. Although it is highly dynamic, because sticking to one strategy doesn’t last long, a number of factors matter in its success. It is important to regularly check and update which ones are working and which ones are not. To help you out with this, we thought it would be useful to put together an article discussing how you can tell that your SEO strategy needs to be changed up. If this is something that you're interested in learning more about, read on for four signs that you need to reevaluate your SEO strategy.
While a drop in organic traffic is an indicator that you're failing to optimize your SEO, a drop in the number of customers you attract from organic traffic is something you need to pay attention to. When evaluating an SEO strategy, track your most important metric, which is the number of leads that turn into paying customers. The number of leads that turn into customers is a sign that you are attracting the right type of visitors to your website. A decrease in revenue-generating customers from organic traffic is a sign that your SEO is not attracting the right type of visitor that turns into paying customers. Track which leads turn into paying customers so you can attribute your best customers to the source.
There are other ways to drive traffic to your site besides organic promotions and emails, such as partnerships and RSS feeds. However, when SEO traffic goes down, it’s time to reevaluate. This can be caused by a drop in keyword rankings, seasonality in search volumes, and a new SEO/SEM entrant who is taking most of the clicks.
Are your primary keywords still ranking for top spots in the SERPs? If not, you can track how your keywords are doing by running AdWords SEM marketing programs for them. Keep an eye on the keywords that generate visits and leads, so you can focus on them. However, keep in mind that bottleneck keywords are hard to rank for because you’re competing with other sites.
Use Google Web Toolkit (GWT) to review your top keywords and know how much traffic they generate. The GWT Dashboard shows a quick overview of your keywords and how much traffic each one is generating. This tool also suggests related keywords for your website.
If you find that your conversion rate is stagnant for some keywords or that it's declining, you are probably attracting the wrong type of audience. Take note, though, that blog traffic is an entirely different thing, and do not let an increase in it distract you from noticing a drop in revenue-generating keywords. The people who come to your blog are still at the top of the funnel, and you can convert them into leads by getting their contact information, using retargeting and remarketing strategies, and pushing them further down the sales funnel.
We hope this article proves to be useful when it comes to helping you determine when your SEO strategy needs fine-tuning. As you can see, it can be rather easy to tell as long as you know what you’re looking for. Be sure to keep everything you’ve learned here in mind so that you can make the most informed decision for your SEO campaigns.
Are you looking for a digital marketing agency in Boise to help you with your SEO strategy? Turn to Silo Hill Media. We develop an affordable and effective strategy suited to your marketing needs. Schedule a call today!