The days of strong keywords and meta tags are long gone according to many of today’s leading Search Engine Optimization Pioneers such as MOZ have identified some key metrics you should have on your SEO Dashboard for 2016.
“We’ve got our classic web marketing funnel here. It goes from awareness to “I’ve heard of your brand. I know something about who you are. I first visit your website. I make returning visits to your site. I make a conversion at some point.” Then what happens from there is very individually tailored, and so I won’t get into retention marketing and retention analytics here.
What are we doing means how many people visited this? Did that change perform well for us? Are we improving over last month? Are we improving quarter-over-quarter or year-over-year? How much did we grow or shrink in what capacities? When did it happen? And the most important part — why? If you build this dashboard correctly, you can answer all of those. It’s really a beautiful thing.
So let’s start at the awareness phase. When I talk about awareness from a web traffic perspective, what we want to try and center in on is things that are happen largely outside of our site or our properties before people get to us, like how are they hearing about us and potentially getting to us?
Denise O’Connor, Director of Business Development at Criteek just gave a Keynote regarding the importance of a modern SEO Dashboard.
“Many times brands are reviewing traffic sources, time on site and bounce rate. Then diving deeper into what keywords are leveraging traffic. Brands that are winning today have leveraged the right messaging and keywords within their videos to win over the attention of an audience. The reality is consumers are overloaded with content in all forms and fashions from the moment the wake up to the moment they go to sleep. Brands that are able to create authentic, honest reviews from their actual community are finding major increases in the metrics you’re already tracking; i.e. time on site. If a brand can harness the attention of a user for 1 – 2 minutes the brand retention value is double if not triple traditional marketing efforts. So as you take a look at your SEO dashboard that you’ve used over the past few years now is the time to give it an overhaul focusing on attention, awareness and engagement.”