How to Improve Your SEO efforts and Measure Content ROI Vol. 1
by Christina on Tuesday 31st January, 2012 at 10:01 COMMENTS (0)
Business Blogging
Business blogging helps your websites position in the search engines, and establishes you as a thought leader in your industry. Other benefits can be, improvements to your search engine optimisation efforts, lead generation, social media reach and lead nurturing.
The only way you will find out if your blogs are helping your business and not a complete waste of time is to measure the success of your blog over time. Measuring the following metrics will help you.
Page Views and Overall Traffic: Using a service such as Google Analytics, which is free, you can start to measure page views and incoming traffic to your website. As each one of your blog articles sits on its own page within your website, you can drill down to page views for each individual article as well as measuring the entire blog. This measurement alone will tell you which subjects have been more popular with your readers, helping you plan your future blogs. Your aim is to see page views increase steadily over time. This increase will show you your blog is effectively contributing to exposing your business to a wider audience, known as reach.
Keyword/Search Rankings: One of the main benefits of a business blog is to help your rankings within the search engines. Search Engines are always looking for new content their users may find helpful. By producing blogs on a regular basis gives the search engines a reason to keep coming back to your website. A blog also helps you target more keywords relevant to your business.
Make sure you are tracking your rankings, you want to be climbing the search engine results and appearing for more keywords relevant to your business with each new blog you post. Increasing your search rankings will increase your traffic, leading to increased leads.
Inbound Links: Inbound links are yet another great way to find out how well your blogs are doing. People only link to your pages if they think your article is worthwhile and of interest to their own audience. By finding out which of your blogs has the highest inbound links, will give you an indication of which articles are most popular. More of these types of articles and you'll really start to grow in popularity.
Conversions: How well is your blog contributing to lead generation? The only point to your website content is to create leads which you can then convert into sales. If your blog is not creating any leads, start adding a call to action to each blog. This call to action should lead through to a landing page which sells a service or product, or gives away something free like a downloadable eBook that gives your visitor some valuable information. Make sure you are tracking how many people click on your call to action compared to how many actually complete your conversion form (landing page).
Comments and Social Media Shares: Social media sharing is another great way to find out how successful your blog is. Allowing your readers to comment about your blog gives you insight into how they actually feel about what is written. Always leave blog comments open and make your social sharing buttons easily visible to your reader.
In our next article we will be covering measurement tracking for eBooks and Whitepapers.
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The EssexSEO Team
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