The six SEO metrics marketing managers should know

Managing the company website on top of all the other tasks a marketing manager in 2013 needs to oversee can be a true challenge. You know you need to get found on search engines but being an expert in SEO is a job in itself.

Don’t worry. I’ve got your back. Here are the six important metrics you need to know for successful SEO. As a HubSpot partner, I’ll take you through the ways HubSpot handles these stats as well. You can request a free HubSpot demo at any point.

Keyword performance & rankings

If you sell CNC machinery it’s fair to say you probably want to be found in search engines for terms such as “CNC distributors”, “CNC sellers” or ¬†”CNC machine resellers” so this means optimising your website pages for such keywords. Once you’ve optimised your site’s pages, you’ll then need to know how your pages rank in search engines for each search term.

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Keyword tool in HubSpot

Within HubSpot you can use the keywords tool to track your position for numerous keywords. The above graph shows you the movement for a specific keyword over time. It also provides detailed information for each keyword such as the volume of monthly searches for that keyword as well as a difficulty score telling you how tough it is to rank well for that phrase.

Organic search traffic

Organic search is simply the amount of unique visitors that arrive at your website from search engines excluding visitors from paid search listings. It’s free traffic. All those visitors coming to your website from those high ranking search pages you recently optimised count as organic search traffic.

Organic Search in HubSpot sources tool

Any decent website analytics software worth its salt will be able to give you a breakdown of the amount of organic search traffic coming to your website. Where HubSpot marks itself out as being different is that it can tell you how many of your recently acquired website leads came through organic search traffic and it will tell you exactly who they are.

Sources and contacts report in HubSpot

Branded vs non-branded search traffic

Knowing what search terms are driving people to your website is also particularly useful. Within your organic search results you will have branded search terms and non-branded search queries. You know that people will arrive at your website with branded search terms (these are searches that include your company name), otherwise you really are lacking visibility, but non-branded search terms are also very important.

Unique search terms driving traffic

Unique search terms is the list of search phrases that visitors use to find your site. Checking the breadth of search queries to your site allows you to optimise for long tail keywords that are regularly bringing people in.

It is not only the breadth of search terms that are bringing people to your site that matters but also being able to see which ones are actually converting into customers or leads. You may find that the phrase “XYZ widgets” brings lots of people to your website but doesn’t actually generate new business whereas search terms with lower visitor volume could be generating more. Doing this research gives you better visibility of where to focus your efforts.

Inbound links

Inbound links are one of the key determining factors in establishing domain authority so it makes sense that you should be monitoring your inbound links over time in order to see who is linking to your website and where new links are coming from.

Inbound links report in HubSpot

The inbound links tool in HubSpot will track and monitor inbound links into your website. Not only that but it also provides a detailed view of which pages are linked to and what the domain authority of the linking website is. It’s a very handy tool for tracking link building efforts.

Conversion rates from organic search

The metric that ultimately counts is how many website visitors actually became leads. How many people spoke to your sales team or exchanged contact details with your business?

Tracking such stats using standard analytics software can require you to be a power user. However, with HubSpot you can track the whole process from the initial search query that brought a lead onto your site through to the last page they looked at and everything in between.

What are you waiting for? Request your free HubSpot demo today.

By Martin Broadhurst





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