5 Tools To Track Your SEO Metrics

In search engine optimization, SEOs often refer to the following concept:

“If you can measure it, then you can improve it.”

Translation: Measurement is critical to search engine optimization success. And although every business is unique in its own way and every website has different metrics that matter, professional SEOs track several metrics to collect data about rankings, links and more in an endeavor to assess their SEO strategy and subsequently pave the road to success by making the necessary improvements and/or adjustments.

seo-toolsSome Universal Metrics that Every Business Tracks

Key to understanding the concept of recommended metrics to track is an understanding of KPIs, a term that you probably hear more often than any other in the nascent field of Web Analytics. KPI stands for Key Performance Indicators.

By definition, KPIs are financial and non-financial metrics that an organization can potentially use to qualify, quantify and measure its progress towards pre-set goals. As mentioned above, every business is unique so an important note here is to remember that there is no such thing as a universal list of KPIs that you can simply follow for organizational success. If such a list exists somewhere on the web, it’s either a guide or someone is putting up information that’s misleading. Think about it for a minute. Even if two businesses are in the same sector, they may have different goals and that will drive the need for different KPIs. In essence, what works for Jane might not work for June, figure of speech.

With that said, in this post, we’re only covering those metrics critical to optimizing for the search engines. So the following list of metrics is pretty “universal”. They would matter to any business in addition to other, more actionable KPIs.

1. The contribution of each traffic source for your site

These include:

– Direct navigation

– Referral traffic

– Search traffic

These numbers are critical to helping you identify weaknesses and compare data over time to evaluate and track your marketing and traffic acquisition efforts.

2. The contribution of each engine to your search traffic

Three engines make up over 95% of all search traffic in the United States: Google and the Yahoo-Bing alliance. Knowing the contribution of each engine to your search traffic is critical for several reasons. Let’s discuss two.

– First off, by measuring the contribution level of each engine, you can assess performance. Should your search traffic drop someday, knowing the relative and exact contribution levels from Google and Yahoo/Bing can prove to be essential to diagnosing the problem.

– Secondly, certain SEO efforts have better results with some search engines than others. For example, better keyword inclusion has more benefit with Bing & Yahoo! while specific anchor text links from different domains has a more positive impact with Google. By evaluating the performance of each search engine towards your overall search traffic, you can uncover tactics that have strategic value.

3. Visits referred by specific search terms and keyword phrases

The keywords that send traffic to your website represent yet another piece of your analytics pie. You want to keep a tab on these on a regular basis to be able to make out new trends, streamline your performance for key search terms and identify keywords and keyword phrases bringing in the most traffic. For example, certain keywords that are only in demand at specific times of the year, month or week.

4. Conversion rate by search term

When it comes down to organizational success, few metrics matter as much as conversion. With the above data, you can do two things.

– Check your rankings for the key search terms converting the most and improve these positions in the SERPs.

– Because analytics will also indicate to you what pages visitors are landing on, you can subsequently ameliorate these for a better visitor experience.

The value of this metric, as you can see, is tracking the keywords that continually send visitors who convert.

Measuring Metrics and Finding the Right Tools for the Job

From the above section, it’s pretty clear that choosing a web analytics software is a critical process. You have to make sure you have the right tools for the job. The key consideration is that no matter which analytics software you choose, remember to test different versions of pages on your site. The aim is to make as much improvement to your conversion rate as possible using the results. Testing pages on your website can be as simple as testing two versions of a page header. It can also be as complex a process as simultaneously testing hundreds of variants of a page.

Some free tools

– Yahoo! Web Analytics. This was formerly known as Indextools

– Google Analytics

– Piwik Open Source Analysis

– AWStats

– Mondovo (Free Edition)

The paid ones

– Omniture

– Mint

– Clicktale

– Moz Pro

– Raven

– Mondovo

5 Tools to Measure and Improve your Search, Brand and Content Marketing

Google Analytics

While choosing one specific analytics tool from all the options available can be tough, Google Analytics is among the top recommendations because of it’s broad collection of tutorials and guides available over the web. Google Analytics also boasts the unique advantage of cross-integration with some other distinct and helpful Google products such as Webmaster Tools and Adwords.

Why choose Google Analytics

1. Know your audience

Your customers go everywhere and every step of the way, Google Analytics helps you thoroughly analyze and understand your visitors: where they are, who they are and how they are interacting with your pages.

Some of the available SEO tools:

Advanced Segments: Lets you segregate and analyze subsets of your traffic that led to conversions.

Audience Data & Reporting: Focuses on your audience: the kinds of people they are, how they find your content and so on.

Traffic Sources: Can be used to evaluate your referrals, direct traffic, organic search keywords and custom campaigns.

In-Page Analytics: Use it to see how users really behave on your pages.

2. Reach your business goals

If you need to assess the performance of your marketing campaigns across different digital platforms, Google Analytics can help you with insights into which campaigns are really driving visits, sales and other actions. Google Analytics is also equipped to help you send the right messages to the right people at the right moments through the use of tools like Remarketing and real-time reporting.

Some of the available SEO tools:

Data-Driven Attribution: Assigns values to marketing touch points across the customer journey.

Multi-Channel Funnels: Shows you the effects of your digital marketing activities including search, social, email and more.

Real-Time Reporting: See how many people are on your site right now, where they are based and what they are viewing.

Remarketing: Helps you narrow down on customers who have shown an interest in your products and/or services before.

3. Split-testing made easy

Google Analytics gives you insights you can turn into real results. So start testing! From marketing plans to a particular photo on your front page, Google Analytics has tools available that you can use split-test different pages and strategies.

Some of the available SEO tools:

Advertising Reports: Lets you see how well your advertising dollars are working

Content Experiments: Lets you test and compare variations of your pages to determine which designs bring you the most conversions.

Piwik

In this digital era we now live in, insights into the pulse of your website and the source of your visits is essential to driving business growth and success. Piwik is a leading and valuable open source web analytics platform giving hundreds of thousands of businesses and organizations insights into their website’s visitors, marketing campaigns and much more. Websites that use Piwik include T-Mobile, Forbes and Sharp.

Why choose Piwik

1. Web analytics

Whether your site only garners a few visits a day or over a million, Piwik can help you gather valuable information about your users by tracking KPIs such as visits, conversion rates and keywords.

2. Ecommerce Analytics

Integrating Piwik with your ecommerce software can help you analyze revenue, conversion rates, average order values and other statistics. Would it not help to see which of your products are the most popular or have the highest conversion rates. Piwik makes it possible for you to extract this information in real time through a detailed Ecommerce log.

Some of the tools:

Real time data updates: Monitor in real time the flow of visits to your website and what your visitors are doing once on your pages.

Customizable Dashboard: Lets you create a new dashboard with widget configuration fit to your needs.

All Websites Dashboard: Perfect to let you see what’s happening on every website you own at a glance

Goal conversion tracking: This tool allows you to stay on your course and see whether you are achieving your goals.

Event Tracking: Lets you measure interaction on your sites and apps.

Site Search Analytics: Tracks searches performed via your internal search engine.

Mondovo

Track, analyze, research, improve, and repeat! As a business, whether you want to maximize revenues or you want to find out exactly what visitors hope to achieve on your site, Mondovo provides a comprehensive solution to guide you through your search, social, brand and content marketing. Track the performance of all your inbound marketing efforts on one platform. Mondovo generates a picture of how well or bad your efforts have performed over time.

By watching the trend lines of your business growth and momentum and using this information together with insights into factors that have caused shifts in performance, you can prioritize your next moves whether it involves deleting duplicate content, discovering missing meta tags or learning what keywords you need to optimize for.

The Mondovo Toolset

Mondovo comes with SEO tools, Social Media tools, as well as Analytics tools.

SEO components

Ranking Monitor: This component allows you to track your pages’ SERP position both locally and globally over an extended period of time. Plus, you are able to identify and analyze the performance of your most important keywords.

Link Research Tool: Track down your competitors and analyze their link sources. Check your backlinking progress over time and get details about the links that you are acquiring. In addition, you can monitor all your links to see if they still exist or were taken down.

Website Audit: Perform a thorough inspection of your website to make sure that everything has been done correctly site-wide. And if it hasn’t, this tool will tell you how to fix it.

On-Page Analyzer: This is like the Website Audit, but focuses on individual pages rather than the website as a whole. This component makes sure that the search engines love every single page of your website.

Keyword Research: Not one, but two tools come with this component. Generate a huge list of keywords with only a few seed keywords, and if you are the venturous kind, identify the high-performing keywords of your competitors!

Bulk Metrics: This tool allows you to gather social, domain, page and linking metrics for a large set of URLs.

Social Components

Mondovo’s social toolset comes with tools that can track your performance on Facebook and Twitter. You can even manage the 2 networks within the software.

As with the SEO toolset, you also have the possibility to check on your competitors (yes, you can spy on them to see what their strategy is!).

Analytics Components

Mondovo uses the popular Google Analytics to gather data about the visitors. We mentioned Google Analytics as an SEO tool in itself above.

So yeah, using Mondovo is like using 2 SEO tools together.

ClickTale

Created by marketers for marketers, ClickTale is a comprehensive SaaS-based solution that enables businesses to optimize the way people experience the digital world. In essence, ClickTale captures every mouse click, scroll and keystroke that a visitor makes inside a webpage. This information is transferred to ClickTale servers where it is combined with the visitor actions in an endeavor to recreate the original browsing session. For a business with a ClickTale account, these visitor recordings and behavioral reports can be accessed. More than 100,000 businesses use ClickTale to create a revenue winning online experience including Abercrombie & Fitch, Walmart, The New York Times and CBS.

The product

1. Session playback

See absolutely everything your visitors are doing on your webpage: every mouse move, clicks, scroll or keystroke! Understanding how people are using your site gives you a unique window of opportunity to eliminate errors and optimize your customers’ experience as they progress through your website to guarantee improved conversion rates, increased sales and a higher return on your investment.

2. Data-Rich Heatmaps

ClickTale’s Comprehensive Heatmap Suite is a tool you can use to visualize your visitors’ every mouse move, click and scroll. In essence, heat maps are aggregated reports that visually display what parts of your website are being looked at, clicked on and interacted with. This helps you figure out exactly what visitors are looking at and focusing on within your webpages.

3. Conversion Tools

Conversion Analytics is the ClickTake web analytics suite dedicated to helping you comprehend why your visitors succeed or fail to complete the individual steps of your conversion process. This includes tools like Advanced Filtering, Conversion Funnels (to optimize your site’s conversion rates by assessing where customers convert and where they leave the conversion process) and Link Analytics (to discover how visitors respond to and interact with your hyperlinks).

4. Site Efficiency Tools

ClickTale’s Page Console stores all In-Page Web Analytics information in one accessible place, which you can access to gain critical business insights. This makes it easy for you to:

– Prioritize page fix urgency based on errors

– Monitor individual page performance to determine the ones that are most engaged or most scrolled.

– Identify different bounce types to make sure your website is attracting the right audience

Moz Pro

Starting at $99/month, the Moz Pro Subscription includes tools like Moz Analytics, Open Site Explorer, Followerwonk and more. These 12+ tools are designed to help businesses measure and improve their SEO, branding, link building and content marketing efforts.

1. The Moz Analytics Dashboard

The Moz Analytics dashboard is designed to let you take a quick pulse of your inbound marketing performance.

The components

Traffic: Measures your traffic growth

Attention: Tracks how often you’re being mentioned and how your content is getting shared

Authority: Establishes the magnitude of your network and how authoritative your site is.

Data Snapshot: Assesses and displays all the traffic to your site and how each channel is paying off.

2. Moz Analytics Search

Moz Analytics Search is all about businesses finding out which search engines and keywords are sending visitors their way.

The components

Organic Search Volume: Let’s you determine your total traffic from organic search. You can also view which search engines send you the most traffic in one convenient data snapshot.

Keyword Rankings: Designed to help you analyze the ranking of your keywords—both current and tracked over time.

Keyword Opportunities: Let’s you compare your keywords to see which ones are bringing in the most traffic.

On-Page Optimization: Find out if there are any keyword optimization recommendations for your pages.

Crawl Diagnostics: Displays issues within your site allowing you to make recommended fixes.

3. Moz Analytics Social

This tool is meant to show you the size of your social network and the reach and impact of your influence on the social channels. One of the metrics you can measure includes Traffic & Links from Social Channels. It allows you to discover which social channels are sending you the most traffic. It also lets you see who is interacting with you on those channels.

4. Moz Links Analytics

This is a cumulative profile of your domain authority. It displays which links are driving the most traffic, compared against your competitors.

Competition: Enables you to analyze your link profile against your competitors’.

Established Links: This is a metric allowing you to monitor your link portfolio to proactively manage your link partners.

5. Moz Analytics Mentions

Making it easy for you to monitor your brand, competitors and industry, this tool measures metrics like Brand Mentions (find out whenever someone mentions your brand by name), Competitor Mentions (it’s all about keeping an eye on your competitors) and Industry Mentions. This latter helps you monitor your industry by watching mentions over time.

Apart from the above 5 mentioned SEO tools, there’s one more tool that you can definitely give a try. It’s called Linkio and has everything you need for effective backlink campaign management. Not only does it gives you valuable insights, but it also features:

  • Anchor text profile planner
  • Setting your ideal anchor text percentages
  • Automated backlink importing
  • Anchor text categorizer
  • Backlink crawler and validator
  • Backlink index checker
  • Disavow file management
  • Team management

Do give it a try and let us know your experience in the comments section below.



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