SEO Data Drives Business Strategy
Search Engine Optimization (SEO) is the process that drives your marketing efforts in the digital economy. It will be difficult to achieve any of your digital sales objectives without implementing a SEO program for your website as a part of your digital strategy, without one you risk a loss of revenue.
In addition to SEO best practices it is also recommended that you look at website internationalization best practices to ensure that website improvements account for both the robotic and human needs of from a website.
SEO Requires Website Analytics
In order to optimize your website for a search engine “bot”, you need to look at your website visitor statistics (analytics) to see how your site is currently performing. Your goal for SEO should be to make your site easier for web-browsing search bots to identify the information on your site that you want them to know about your site.
Most general business interest in website analytics can be found in your analytics’ account overview section, in particular focus on:
- General website visitors, month over month. Is this number increasing or decreasing?
- Time visitors spent overall on your site content, month over month, indicates interest in products/online content.
- Visitor Top 3 countries- indicates preexisting international interest, and can help refine your export strategy.
SEO Strategies are based on:
- Website analytics such as visitor data
- SEO audit or gap analysis to fix site issues
- Backlink building, with focus on content/keyword quality
- Understanding your audience motivations for visiting your site
The main areas affecting your website’s Search Engine Optimization efforts are:
- Keywords (such as the content written on this page)
- Website “backlinks” to resources and information from reputable URLs
- Metadata issues (the back-end code of your website)
BENCHMARKING YOUR SEO EFFORTS
You need to be able to measure the success of your online business goals and look at the total impact across all your web-based touchpoints. Businesses need to work to identify appropriate digitally-focused key performance indicators (KPIs) in their online sales process. By doing so, online metrics can be used to understand, where your digital strategy is working and identify areas where there is room for improvement. KPIs are derived from tracking your website analytics, which helps illustrate the effectiveness of your website operations, marketing, and overall ecommerce return on investment.