Post by sumiseo558899 on Nov 10, 2024 5:20:30 GMT
Do you promote your website? How do you track the effectiveness of promotion? What do you pay SEO companies for?
Usually, promotion is assessed by the number of promoted words in the top 10. The site's position in search is important, but not paramount. I'll explain why.
The main goal of any business is sales (of goods or services). Therefore, promotion should be assessed based on this goal. Simply put, if search engine promotion has attracted sales, you are not paying the guys from the SEO company in vain; if there are no orders, you are wasting money.
news
In this article I will tell you how to use Yandex Metrica statistics to evaluate the effectiveness of SEO promotion.
First of all, the site must have counters installed. At least two: Yandex Metrica and Google Analytics.
If you did not have counters on the site and the contractor content writing service s did not install them, then you should think about the quality of the services provided. Such an agency does not monitor the effectiveness of promotion and is not interested in it. They can bring the site to the top 10, but it is not a fact that the attracted users will make an order.
So, there are counters on the site and they collect statistics. The site has been promoted for several months. It's time to evaluate how effectively.
select a period (the selected period should include the time before and after the start of promotion work, in order to track the impact of SEO promotion on website traffic);
select data grouping (if the selected period is large (quarter or year), it is better to select grouping by weeks/months);
set the graph type to “lines”;
check the box “total and average” (the graph will display the total traffic from all search engines).
Example:
traffic is growing, which means that SEO promotion is bearing fruit - potential clients are being attracted to the site.
news
And here the traffic has dropped. Perhaps it's time for the site owners to think about new contractors.
news
A few nuances:
Seasonality of business . Traffic may fall due to a decrease in consumer interest, not due to "bad" promotion.
Website redesign. When switching to a new design, especially if the structure of the website itself is changed (part of the sections are deleted), a "drop" in the website's ranking for some queries is possible. Sometimes it takes up to several months to restore the positions.
Technical problems. It happens that the counter code is accidentally deleted from the page, and Yandex Metrica does not record visits to the site. Before making claims to the contractor, check whether the counter is on all pages.
Two. We check the queries by which people found the site
Report: standard reports → sources → search phrases.
select the period (the period should start from the date when work on website promotion began);
select the linear list view (you can immediately see the page the user landed on from the search);
add the “landing pages” metric to the report (in the “Grouping” window).
news
What to look out for:
Subject of queries. Do the words correspond to the subject of the site?
Branded queries (phrases containing the name of the company or website). Branded traffic is natural traffic, the amount of which primarily depends on the popularity of the company, and not on search engine promotion. An increase in branded traffic is not always the merit of an SEO company.
Queries with a high bounce rate. Look at the landing pages - check its relevance to the search query, informativeness and completeness of the information, design and structure of the page.
Nuance:
Yandex Metrica does not display all the queries that people used to visit the site. Let's say that Metrica does not identify most of the queries from Google search. It's all about Google's privacy policy. Simply put, if a user is logged into one of Google's services (Gmail.com, YouTube.com, etc.) and uses search, then the data about the keywords they use to search for information will not be transmitted to the counters.
Three. Assessing traffic quality
Report: standard reports → source → search engines.
Report settings:
select a period (the selected period should include the time before and after the start of promotion work, in order to track the impact of SEO promotion on the quality of traffic);
select data grouping (if the selected period is large (quarter or year), it is better to select grouping by weeks/months);
set the graph type to “lines”;
we select the search engines with the largest number of transitions using checkboxes (usually Yandex or Google), or we select the total indicator for all search engines (checkbox next to the “Total and average” item);
click on the “diagram” icon in the column of the indicator of interest (bounces, viewing depth, time on site) to display the indicator on a graph and see how it has changed as a result of promotion.
news
Changes that indicate the effectiveness of promotion:
Bounce rate has decreased. If visitors come to a site and then immediately close it, it is considered that the page content did not meet the visitors' expectations, or the traffic is not targeted. The lower the bounce rate, the better.
Time on site and viewing depth have increased - this is an indicator of effectiveness for most sites. But there are cases when they should not be used when assessing the effectiveness of promotion. For example, on a one-page site (or landing page), viewing depth cannot be more than one page.
Nuances:
Other factors also influence engagement rates: website usability, resource information content, product/service range, etc. In addition to attracting high-quality targeted traffic (this is what SEO promotion does), you need to work on all factors in combination. If, for example, people do not trust your website, then increasing targeted traffic will not help increase sales. And inconvenient navigation will nullify all the efforts of marketers.
Four. Measuring conversion
Additional settings:
To identify the conversion of search traffic, you need to set up tracking of target actions. How to set up goals in Yandex Metrica you can find in the Yandex help or contact our company - I will help you set up tracking of goals.
You need to set up at least one goal. What goals to set up? It depends on the subject of the site. For example, the main goal of an online store is to place an order on the site. For an application site, it is to send an application. You can track all these actions in Yandex Metrica.
Usually, promotion is assessed by the number of promoted words in the top 10. The site's position in search is important, but not paramount. I'll explain why.
The main goal of any business is sales (of goods or services). Therefore, promotion should be assessed based on this goal. Simply put, if search engine promotion has attracted sales, you are not paying the guys from the SEO company in vain; if there are no orders, you are wasting money.
news
In this article I will tell you how to use Yandex Metrica statistics to evaluate the effectiveness of SEO promotion.
First of all, the site must have counters installed. At least two: Yandex Metrica and Google Analytics.
If you did not have counters on the site and the contractor content writing service s did not install them, then you should think about the quality of the services provided. Such an agency does not monitor the effectiveness of promotion and is not interested in it. They can bring the site to the top 10, but it is not a fact that the attracted users will make an order.
So, there are counters on the site and they collect statistics. The site has been promoted for several months. It's time to evaluate how effectively.
select a period (the selected period should include the time before and after the start of promotion work, in order to track the impact of SEO promotion on website traffic);
select data grouping (if the selected period is large (quarter or year), it is better to select grouping by weeks/months);
set the graph type to “lines”;
check the box “total and average” (the graph will display the total traffic from all search engines).
Example:
traffic is growing, which means that SEO promotion is bearing fruit - potential clients are being attracted to the site.
news
And here the traffic has dropped. Perhaps it's time for the site owners to think about new contractors.
news
A few nuances:
Seasonality of business . Traffic may fall due to a decrease in consumer interest, not due to "bad" promotion.
Website redesign. When switching to a new design, especially if the structure of the website itself is changed (part of the sections are deleted), a "drop" in the website's ranking for some queries is possible. Sometimes it takes up to several months to restore the positions.
Technical problems. It happens that the counter code is accidentally deleted from the page, and Yandex Metrica does not record visits to the site. Before making claims to the contractor, check whether the counter is on all pages.
Two. We check the queries by which people found the site
Report: standard reports → sources → search phrases.
select the period (the period should start from the date when work on website promotion began);
select the linear list view (you can immediately see the page the user landed on from the search);
add the “landing pages” metric to the report (in the “Grouping” window).
news
What to look out for:
Subject of queries. Do the words correspond to the subject of the site?
Branded queries (phrases containing the name of the company or website). Branded traffic is natural traffic, the amount of which primarily depends on the popularity of the company, and not on search engine promotion. An increase in branded traffic is not always the merit of an SEO company.
Queries with a high bounce rate. Look at the landing pages - check its relevance to the search query, informativeness and completeness of the information, design and structure of the page.
Nuance:
Yandex Metrica does not display all the queries that people used to visit the site. Let's say that Metrica does not identify most of the queries from Google search. It's all about Google's privacy policy. Simply put, if a user is logged into one of Google's services (Gmail.com, YouTube.com, etc.) and uses search, then the data about the keywords they use to search for information will not be transmitted to the counters.
Three. Assessing traffic quality
Report: standard reports → source → search engines.
Report settings:
select a period (the selected period should include the time before and after the start of promotion work, in order to track the impact of SEO promotion on the quality of traffic);
select data grouping (if the selected period is large (quarter or year), it is better to select grouping by weeks/months);
set the graph type to “lines”;
we select the search engines with the largest number of transitions using checkboxes (usually Yandex or Google), or we select the total indicator for all search engines (checkbox next to the “Total and average” item);
click on the “diagram” icon in the column of the indicator of interest (bounces, viewing depth, time on site) to display the indicator on a graph and see how it has changed as a result of promotion.
news
Changes that indicate the effectiveness of promotion:
Bounce rate has decreased. If visitors come to a site and then immediately close it, it is considered that the page content did not meet the visitors' expectations, or the traffic is not targeted. The lower the bounce rate, the better.
Time on site and viewing depth have increased - this is an indicator of effectiveness for most sites. But there are cases when they should not be used when assessing the effectiveness of promotion. For example, on a one-page site (or landing page), viewing depth cannot be more than one page.
Nuances:
Other factors also influence engagement rates: website usability, resource information content, product/service range, etc. In addition to attracting high-quality targeted traffic (this is what SEO promotion does), you need to work on all factors in combination. If, for example, people do not trust your website, then increasing targeted traffic will not help increase sales. And inconvenient navigation will nullify all the efforts of marketers.
Four. Measuring conversion
Additional settings:
To identify the conversion of search traffic, you need to set up tracking of target actions. How to set up goals in Yandex Metrica you can find in the Yandex help or contact our company - I will help you set up tracking of goals.
You need to set up at least one goal. What goals to set up? It depends on the subject of the site. For example, the main goal of an online store is to place an order on the site. For an application site, it is to send an application. You can track all these actions in Yandex Metrica.
