When it comes to SEO, it??™s difficult to get too granular in the data. Because there??™s a lot of
cause and effect in Web traffic patterns, one number can have a profound effect on
another number two months later. Consider the following list of metrics that should be
tracked monthly:
Total number of unique visitors
Visitors from search engines, organized by search site
Top search phrases, and where your site ranks for each
Time spent on website
Average page views
Bounce rate (how many people left the site before clicking to a second page)
Keeping a regular, detailed journal on this information can illuminate interesting trends
and directly influence future SEO efforts. For instance, you might find that a particular
search string for which you worked hard to rank highly brings in little traffic, despite its
prominent position. By contrast, another phrase, which had little SEO behind it, is bringing
in a surprising number of qualified leads even though it appears on the third page of
results.
Many companies only evaluate SEO performance on a quarterly (and sometimes yearly)
basis. On the Web, three months is an eternity.
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