In the second part of this BusinessMinded article, Evita Krumina from SEO & Digital Marketing agency UK Linkology discusses the importance of analytics in SEO for small businesses and some of the things you should consider when choosing an SEO agency.
Your SEO program should be based on data and facts, and you should monitor the performance regularly to see what works and to determine the effectiveness of the campaign. Some metrics to pay attention to include:
- Total traffic
- Organic traffic
- Keyword performance
The metrics should show a trend of improving month by month, if they don’t then perhaps you need to slightly change the strategy to make the campaign more effective and give your company more ROI.
Google Analytics is a good starting point for gathering the data on metrics such as total traffic, organic traffic and others. Furthermore you will be able to use Google Analytics to set goals for your company, e.g. if the main aim of the business is to sell a product then one of your goals could relate to total online sales and total enquiries. On the other hand if you are interested in generating leads and raising your brand’s awareness then you could set your goals to determine the amount of people signing up for your blog and/or newsletter.
This may sound slightly confusing if you have never used Google Analytics before so Google provide free online courses on Google Analytics. This course is very useful even for complete beginners so take advantage of the chance to developing your analytics skills and knowledge further.
The list below demonstrates the work that SEO companies would usually undertake for a typical SME.
- Background research on the company including general information about the company and the industry it operates in, keyword research (try using the Google keyword tool, Google AdWords Keyword Planner), website analysis and social media activity.
- Competitor analysis – Semrush helps you do a good job.
- On-site optimisation, focusing on keywords, page titles, Meta descriptions, headings and on-site content.
- The SEO specialist will be able to advise you if they thought you need a website that is more user-friendly and could be optimised better.
- Off-site work, including finding link sources, contacting these sources, creating content and submitting articles on a regular basis to generate links back to the company’s website
The main aim of an SEO strategy is to ensure your website ranks in Google for keywords and phrases that go hand in hand with your business and its strategy. Without no SEO at all you and your business risk missing out on huge volumes of search traffic from people who could potentially become your customers.
In order to rank higher you will need to be able to create relevant, helpful and useful content that will generate interest in your products or services. Try creating something downloadable, something that people will want to share with their friends and followers. For example, we have created the infographic below on SEO facts and steps we take in developing your program.
Have a look at what your competitors are doing. What are the larger companies in your sector doing? What has made them become as successful as they are? Many people we speak to answer ”Hard work”, but as well as hard work, it is also commitment and strategic planning that goes into their marketing strategies.
If done properly the SEO campaign will have a serious benefit for the business. Remember Rome wasn’t built in a day so you won’t be able to see results after a couple of weeks of SEO work. Be patient and make sure to do it right!
Evita Krumina is a digital account manager at UK Linkology, an SEO and Digital Marketing agency. Evita is a recent MA Marketing and Media graduate who is very interested the latest marketing trends, helping UK Linkology stay ahead of the game in a fast moving industry. Evita is also a specialist at producing content on behalf of resource challenged clients.