Your SEO report card gives vital insights into which content is effective, and what is not working. Learn how to understand your websites SEO metrics, here.
There’s a reason 82% of marketing professionals say that Search Engine Optimization (SEO) is one of the most effective tools for digital marketing today. SEO helps your best buyers find you through organic online searching. Therefore, closing more sales and raising brand awareness like never before.
Let’s look at the website metrics that affect your SEO score, and how you improve them with some simple steps with an analysis of your SEO report card.
What is SEO?
If you’re new to the digital marketing world, search engine optimization is a growing marketing discipline that focuses on your non-paid search results across all search engines. To put it simply, it’s ensuring your website is structured in a way that makes it friendly for search engines to read.
Search engines have the technology to scan billions of websites and return the results back to the user. If your site is not set up in the same way search engines crawl, you’ll be less visible.
The Importance of SEO in Your Digital Marketing
SEO is important because if people search for what your business provides, and your business doesn’t appear – you miss out on a lot of opportunity for growth. People won’t be aware of any digital presence that you have. The rate of return for SEO is high because it is one of the only marketing disciplines that speak to people that are already looking for you.
While some of your website traffic comes from social media or external links to your site, over 95% of website traffic comes from search engines like Google, Yahoo, and Bing. People that visit your site by way of a search engine is a specific audience, typically searching for the services and products you offer.
When targeted traffic visits your website, your exposure increases, revenue grows, and publicity sky-rockets.
What’s Included in Your SEO Report Card
SEO is complex and ever-changing but there is a way to put together a weekly check-in and SEO report card for constant improvement of your metrics.
Much like software testing, if you use a service, you’ll get your results graded and handed back to you. You can, however, create a DIY report card using the top graded metrics.
Current Rank for Keywords
If you aren’t incorporating keywords into your website, this is the number one thing to start implementing. Using high ranking keywords helps search engines relate your website to a search query with those keywords.
There are tools to use when it comes to finding keywords, such as the Google keyword search tool. These tools show you the strongest and most targeted keywords for your site.
When you check your keyword rank, it will show you how many other sites are also using those keywords, and where you land on the competitive list. This information is used to modify your keywords that are more targeted and still capture your intended audience.
Another thing you need on your SEO report card is your external and internal link score. The links that direct users to and away from your website need to be valid and work. Make it a point to check your links on the regular so there aren’t any broken links.
When you have broken links, search engines lower your search engine ranking score because they think you aren’t to be trusted. Leading people to a site or page that no longer exists is a big no-no.
Analysis of your overall on-page is a great way to set starting metrics. Comb through the pages on your website to confirm you’re hitting all of the top SEO points.
Do your web pages have titles and headers? If they don’t, spend some time going through each page and adding them.
Depending on how many pages exist on your site, this may take some time. Starting off, take 20 minutes each week to focus on a few pages and optimize them for search engines.
Look at your photographs to see if they have captions and alt tags, and are sized appropriately. This is an overlooked tactic but improves the score of your website ranking. As mentioned above, check your links to make sure they are in working order.
Lastly, scan through to notice if anything looks odd or out of place.
Your website’s trust metrics are often referred to as “domain authority.” Domain authority relies on a number of different metrics as such: indexed pages, linking domains, link growth, and link quality and quantity.
Domain authority scores are comprised of a variety of metrics and are difficult to change as a whole. This is why it’s better to view these scores against your competitor’s scores instead of as a measure of how well you’re doing on implementing your internal SEO tactics.
If your score dramatically decreases, it’s worth checking all the links on your site to find out what’s going on. It may be a glitch in the system, so make a note to come back to it the next day to check.
Another important thing is always indexing your new pages through Google. If the pages are private, unpublished, or are not indexed, the search engine will not know your new pages exist.
Preparing for Your Next Report Card
Now that you know the things that your SEO report card will look for, it’s time to start making daily improvements to your SEO score. Check your keywords and their ranking, the indexing of your site, the functions of your internal and external links, title and photo tags, and your domain authority.
It might seem like a lot, but spending a small amount of time on these tasks every week will improve your overall SEO and reap great benefits for your company. You’ll start to see more traffic to your site, a greater number of qualified leads, and ultimately, more sales.
If you’re interested in learning more about how to improve your business, don’t hesitate to contact us today!