SEO Marketing Melbourne is more about
substance than pure vanity. Sometimes the data that you see can seem
interesting and distract you from the really important information that will
create the insights that you require to succeed. Obsessing about a particular
keyword or key-phrase in your SEO strategy is a classic example. If you own a
Melbourne sports store that sells 'Nike Cross Trainers' don't spend all of your
time and money trying to get ranked No1 in Google for 'Nike' or for that matter
'Nike Shoes'. Despite what you do, in some cases, you will never be No1 in
these keywords because you are not Nike. Google has special SEO exemptions for
brand names in their algorithm. These are commonly referred to as 'vanity
metrics'. Consider that at all times your focus for any Melbourne based
business should be:
- Customers: leads, subscriptions, repeat
purchase actions
- Revenue: Sales, profits, value,
customers, large actions sales
- Conversions: the key areas that drive
Melbourne people to act, or conversely, what is detracting from this.
Outside of these areas, keep an eye out for
any sort of metrics that yield information about short term results, or those
that answers any specific questions that you may have. These areas are
important because it can help to inform your decision making process and
provide you with short term feedback and reaffirm the direction you are taking.
If you are looking beyond these three
areas, then chances are that your time could be better spent elsewhere.
'Traditional ROI measures are flawed. Focus
on measuring content vs. teams, both quality and quantity, and see ROI as
progress, not a destination'
- Robert Rose, Chief Strategy Officer, Content
Marketing Institute.
Conversion Testing: Showing you what
actually works
Conversion testing is a fundamental area
for SEO analysis as it indicates the level of traffic you receive vs the number
that actually engage with your site. The focus of SEO is to push your site into
using the most effective value strategies, in using a variety of tactics to
improve your organic search results page, however if you are succeeding here,
but not actually converting this interest into sales, then you are ultimately
wasting your time.
Conversion testing is a way to understand
what elements of your marketing and SEO strategy are actually helping you and
your Melbourne audience, and which ones are not. Through conversion testing,
information about what sort of areas drew success will be focused upon. As an
example, if one month the release of a product through one avenue led to 10 %
sales, but through another produced 25 % then the second will be naturally
viewed more favourably. This is all part of a systematic marketing approach
that is engaged throughout the SEO marketing Australia industry and a
professional SEO firm like Internet Marketing Experts Melbourne. We can test
different approaches with your business to measure the results that come back
and then start showing you which paths to take, and which parts to stop
investing time and energy into.