I have been asked many times what make online businesses successful. Without a doubt search engine optimisation (SEO) plays an important role but it is not the encompassing strategy. You must not look at SEO in isolation. To be successful online, you know that your business must have a good online presence in order to extend your competitive edge over your competitors. SEO can help your websites get higher rankings in the result pages of the search engines, hence increase in your web traffic.
It is important to measure your ROI (Return On Investment) against your SEO effort. The video below briefly illustrate “How to Grow Your Business ROI with SEO”
The take away message here is that companies not only have to seriously take these elements into consideration when you want to know if your SEO effort is paying off. You must also make sure that your website is geared toward the success of your overall business process. You will need these questions answered:
- is there a rise in organic traffic?
- is the inbound links effective?
- is the quality of traffic good?
- is your website in line with your overall business process?
Is there a rise in organic traffic?
If your website is getting more traffic, then this is a very good sign, especially when your traffic is coming from people who are searching for businesses like yours. This is a sign that your website is gaining its rankings in the search engine result pages (SERP), but it is important that visitors are finding you when they are searching for your targeted keywords. They are using keywords that they are ready to inquire or ready buy your products or services.
In other words, when you are getting traffic from your specific “buying” keywords, then this can be a sign that the SEO campaigns are paying off. Make sure you use Google Webmaster Tools and Google Analyics to help you measure or filter out what is working and what is not, and improve from there. Rinse and repeat what is working.
Is the inbound links effective?
Not all inbound links are the same! You do not want toxic links, links from bad neighbourhoods, such as adults or de-indexed sites. When you have adequate quality and relevant links, it will go a long way to help your website in its rankings in SERP. Almost all search engines like Google, Bing and Yahoo look at inbound links when ranking websites, but inbound links is only one of the more than two hundreds parameters that they look at in their ranking algorithm. Backlink checker tools such as opensiteexplorer.com or ahrefs.com can help you find out how many and the quality of the inbound links you have, and best of all, they have limited FREE use.
One thing for sure, stay away from buying links! Links buying do not sit well with search engines such as Goggle.
Is the quality of traffic good?
High quality traffic is the most important. In order to be successful, you will need to have a high amount of quality traffic coming to your website on a daily basis. You also want to make sure that the traffic you are getting is relevant traffic to your company’s offerings. If your traffic is not relevant to your website, then visitors will simply leave your website soon after visiting it, in the search engine world it will hur your website, this is known as the bounce rate. The higher your bounce rate, it will contribute negatively to your website rankings in SERP. If you want to determine the traffic quality of your website, you can use Google Analytics. It is important to remember that you can only convert relevant traffic to inquire or purchase from you. Essentially check on Google Analytics. If you have a low bounce rate, and high traffic, then it means your SEO effort is working.
Is your website in line with your overall business process?
You will then need to concentrate on how to capitalise on converting your visitors to customers. So in addition to your SEO campaigns, your website and people is the other important factors in your overall business process.
It is the conversion to sales that will determine your ROI positively, and this may only be realised with the parameters addressed above. SEO will help you to keep a strong online presence, but it is your overall business process (including a good website) that will help make your business profitable.