Do you know? 90% of the customers haven’t made their mind up about a brand before starting their search regarding any product they purchase! So, the ball is in your court. The game depends on your web page’s quality and standard and how you attract the customer’s attention to it with your unique design and functionality.
Well, there isn’t any magic formula behind the working of SEO, and it is something that builds over time. It requires constant attention and adaptation. Yes! This is the world of Digital Marketing, and it has emerged as the most potent form of marketing in the current era. There is a lot to talk about in digital marketing regarding the effectiveness of Search Engine Optimization. SEO is constantly evolving, and staying on top of the latest updates can be a challenge.
Here is a list of heads-ups on hot SEO metrics to stay on top of your SEO game in 2021.
Organic Website Traffic
All the SEO effort we put into our business is useless until it brings us traffic. Organic traffic is one of the key SEO metrics, and without traffic, there will be no SEO-based leads or conversions. The organic website traffic tells us about how many visitors our website has derived from organic search results. In simple words, it is the traffic we earn from appearing in search engine result pages without paying for placements. Measure the organic traffic growth to your website using tools from Moz, SEMrush, Ahrefs, MonsterInsights, Rank Tracker, etc, to assess the result of your SEO strategy. A simple focus on tracking traffic with necessary monitoring can help us improve brand awareness and increase reach drastically, as it is the foundation for the success of any SEO program.
Page Speed & Web Vitals
The page speed and web vitals are the latest metrics of 2021 and are to be officially used from June. The page speed being a ranking factor for both desktop and mobile searches in Google, it is essential to consider this SEO metric. It is measured using tools like Google PageSpeed Insights (PSI). Tracking the page speed can help you improve the user’s experience before they harm your results. At the same time, the web vitals are a set of performance metrics that helps to highlight aspects of web page development that affect User Experience, such as page loading, interactivity, and visual stability. Tools like Lighthouse, Chrome DevTools Performance Panel, PSI are used to track web vitals.
The three current components of Web vitals are:
- Largest Contentful Paint (LCP)
It is the single largest visible element loaded in the viewport, and mainly the largest element will be a featured image.
- First Input Display (FID)
It can be called responsiveness, as it describes the time from when a user interacts with your page until the page can respond.
- Cumulative Layout Shift (CLS)
CLS considers the size of content and the distance it moves and determines how elements move or how stable the page layout is.
These components help in recording more data in your analytics and provide a better experience for the users.
SEO often places a high premium on a good and quality click-through rate. CTR can be described as the proportion of clicks in relation to the impressions in the SERP. It is a button or link you place on your website to drive prospective customers to become leads by filling out a form on a landing page. This metric is perfect for determining how effective your landing pages are for grabbing the user’s attention. It is a key component of your quality score, and it is going to determine whether you maintain your ranking. Optimizing CTR will ultimately lead to successful PPC campaigns, thus increasing traffic and conversion rates.
The whole point of SEO is to rank higher on Google, and keywords play a significant role in determining it. Keyword rankings measure where the site shows up on the search page for any given keyword. It is determined according to how relevant it is to the searcher’s query. Always remember to target your niche, and when it comes to keywords, it’s always quality over quantity. When a user searches for a particular keyword, your ranking URL would be the web page listed for that keyword search. Your top-ranking keywords are likely bringing you the most traffic, so it is essential to ensure that the landing pages associated with these keywords are relevant to keep your bounce rate low. The keyword rankings are determined using tools like DYNO Mapper, SEO Profiler, SEMrush, WooRank, Ahrefs. Some of the simple tips to improve your keyword rankings are publishing relevant content, updating the content regularly, inserting proper metadata, and having a link-worthy site.
New Referring Domains/ Backlinks
Referring domain is the number of websites pointing towards your website. In simple words, it is where your backlinks are coming from, while backlinks are links on the website that direct back to your site.
We can think of the referring domain as a phone number and backlinks as the number of times you’ve gotten a call from that particular number. For instance, if you get 1 or 1000 backlinks from one website, the total number of referring domains will be 1. It is often the branded anchors and naked URL that lead the backlink profile to top-ranking companies. To check your website authority you can use your site’s number of incoming links and referring domains.
The bounce rate of a site is crucial because it tells you how well people are or are not engaging with a webpage’s content or user experience. It depicts the percentage of visitors who enter the site and then leave or bounce rather than visit other pages within the same site, such as without performing actions like clicking on a link, filling out a form, making a purchase. If your site’s bounce rate is high, it simply indicates that your web page isn’t relevant to your visitors, which in turn leads to a decline in traffic and conversions. Bounce rate is typically used as a measurement of a website’s overall engagement. Improving the content’s readability, avoiding pop-ups, adding attracting CTR, improving brand storytelling, and optimizing for mobile are some of the tricks to lower the bounce rate of your page.
Average Session Duration
The average session is crucial for the overall ranking of your webpage through search engines like Google. There are various parameters on which this average session time depends. This often varies from company to company and with the category of data as well. A time span of 2 – 3 minutes is considered the standard for ASD. If your ASD is too low, then try adding videos to your content, breaking up texts with engaging images, understanding the customer journey, tracking the right metrics, linking to other pages of your site, etc, to increase your ASD rate.
One of the prime factors to consider while building backlinks to our website is to check the quality of the backlinks and measure the increase in the authority of our site. Authority metrics determine the probability of a page or a domain with ranking authority in Google. Keeping an eye on this metric can help you measure how your site’s credibility improves over time. Authority metrics are tracked through different individual tools such as Link Explorer, AgencyAnalytics, etc. The more trusted a page or domain is, the better because we can try getting links from a trusted page as the trust will be inherited from the source page to our target page.
Organic conversions are important in determining the SEO metrics as they are not affected by algorithmic changes, HTML mark-ups, or other online marketing factors. It shows how SEO affects the business and also provides a chance to spot areas that need improvement. They are usually measured through Google Analytics. You can achieve organic conversions by effectively following some criteria such as making your website mobile-friendly, offering some social proof, focusing on the uniqueness of your content, and using more than just links to promote your content. Finally, be precise about whom to target and which platform to choose. Several factors contribute to a website’s organic conversion rate, while a strong marketing strategy and well-planned content can increase the conversion rates up to an average of 16%.
If you manage local SEO campaigns, then local visibility is an important tool designed right for you. Google Maps Rankings, Google My Business Insights, and Session Location are some of the key local SEO metrics that provide information about even the smallest details like the total number of search views, clicks, calls, or about the audience geographical location wherein you will get the exact country to city level. This visibility factor helps you track and ensure that your organic traffic comes from the right targeted audience.
SEO is not a unique marketing tactic. It is a necessary marketing strategy. People often expect they will get top ranking in 3, 2, 1! But in reality, you have to be patient to see the results of your efforts. SEO is a marathon, not a sprint. Top ranking SEO performance requires attention to many metrics, including traffic, backlinks, social shares, etc.
No matter the shape or size of your business, it is always important to regularly keep an eye on the SEO metrics to improve your Google ranking and lead a successful business.