The Best Digital Marketing KPIs

You are now familiar with the basic terms associated with the digital marketing KPIs and what they mean to businesses from the first part of this blog. The important KPIs to concentrate on shall differ from business to business, based on your requirements. To decide on which business KPIs are the best, you need to have an in-depth look at your business goals.

Let’s now explore the most important digital marketing KPIs to track for your business. 

Written by: Shibu Kumar

With the pandemic throwing open an array of challenges for small businesses, having an online presence has become increasingly significant. Google My Business (GMB) is a free tool that support business owners in managing their online presence across the Google search engine and its portfolio of applications such as Search and Maps. Creating a Business Profile on Google allows potential customers to find your business on both Search and on Maps. This includes specific information like address, business hours, category and reviews.

Written by: Shibu Kumar

Search engine optimizers have access to large amounts of data and information, most of which remain underutilized. Though not all that data benefits the SEO work, some can certainly grant good leverage. However, it also presents a different challenge for the optimizer – information overload.

Data has always been at the core of good SEO, and for search engine optimization, trackability is key. Though many SEOs measure this data and track their efforts, many others tend to get overwhelmed while some others mostly don’t measure at all and make do with best practices to get through the day.

The focus here should be on what we want to track and why we should track it. This is where it gets confusing.
 

Knowledge & Information

 
Marketers often confuse information with knowledge. The more information they collect, the more knowledge they uncover. Though this is true to an extent, a 2017 report from CMO Council paints a different picture. A good amount of marketers, according to the report, collect great amounts of information but not all of them find the knowledge they seek.

Information is the raw data they are collecting. Knowledge is something derived from the data after thorough analysis that gives insights on about what’s happening on and around a specific SEO account(s). Information on its own isn’t valuable. It’s what the information holds that’s off value. The point is that utilizing a lot of resources to collect information for SEO benefits isn’t what a marketer should be focusing on. Collecting the right data to unearth valuable knowledge is the key.
 

The Wiser Way

 
Every SEO campaign comes with its own share of challenges. For companies relying on a reputed SEO consultant, there aren’t a lot to be concerned about. But for those in-house marketers who try to make sense of a plethora of data to boost the success rate of a campaign, the focus should be on something else.

To improve a campaign’s effectiveness, the marketer should have a clear goal. This goal dictates what they should track, why they should track it, and how they should track it. This way they would be able to figure out how to extract actionable insights (knowledge) that matter from all that data. There’s still a chance for them to go off-course and dive head-first into information overload.

But there are ways to keep yourself in check; search engine marketing hacks from a number of experts in the industry.

  • Collect and analyze data that are on a need-to-know basis i.e. only the most relevant data should matter.
  • Make sure the data collected and about to be analyzed are high quality. The quantity doesn’t matter. You are not doing big data analysis here.
  • Focus only on the task at hand, be it analysis, technical optimization, off-page SEO etc.

 

Conclusion

 
Marketers, back in the day, never had the means to extract such insights from the data. Data wasn’t as important then as it is now. Many of them found the data overwhelming, and found it easier to just stick to the best SEO practices to get results. Now things are more efficient, but demands a different approach to SEO. The data-driven approach can give results, if the marketer doesn’t let himself get overwhelmed by the data and focus on just what’s important.

Written by: Shibu Kumar

Not every business has a budget big enough to complement their search engine marketing efforts. Many of them instead leverage free tools for the job, though there are only a few tools that are completely worth it. Many of these tools still seem to be underutilized, particularly Google Trends.

Google Trends can make search engine optimization interesting as well as efficient. However, the catch is that you’d need to understand Google Trends from the inside out to leverage it effectively.

Here are 5 effective ways to leverage the tool for better SEO results.
 

Explore topics first before narrowing it down

 
A while back, you could just enter the parameters you have in mind on Google Trends. Now the dashboard is much simpler and can give a greater overview of the topic at hand. The new dashboard prompts you to ‘Explore More’ before narrowing it down.

To do this, you can enter a big time keyword that’s associated with your topic first. From there you can narrow it down using the various filters including ‘Worldwide’, time selection, category, and search type.
 

Always add context

 
The results you get from Google Trends is relative i.e. today’s results can’t be compared to the overall popularity of the trends but with the former heights of the keywords you entered into the tool.

For instance, your keyword’s popularity might have gone down in the past 6 months which would appear in the results. But if you change the filters to past 2 years, the results could be completely different. So essentially, the context matters when using Google Trends. Use filters, and the ‘+Compare’ tool to add new keywords and subsequently add context.
 

Liberally use advanced, specific search options

 
Google Trend users generally don’t use most search options available in the tool. These options can actually provide them with advanced insights. The options include:

  • Web Search
  • Image Search
  • News Search
  • Google Shopping
  • YouTube Search

Each option yields different results based on the various segments of the user’s potential target market.

It only gets better as the tool will then offer even more options to sort popular queries. The results and insights from advanced search options in Google Trends can inspire search engine optimizers to come up with new content that embraces new trends.
 

Use long-tail keywords

 
It’s not easy to rank high in search engine result pages for a particular keyword, even if you seek the help of an expert SEO services company. Getting good results organically takes time. However, if you are using long-tail key phrases, getting to the top of Google SERPs would be comparatively faster.

If you are planning to write content for an upcoming event, you can use Google Trends to learn what’s trending – related questions that people Googled on the subject, the attendees of the event or information regarding the event host etc. Use advanced search options to identify associated queries. Cross-reference the queries you have to piece together a context. The resulting insight would help you understand what piques people’s interests regarding that event.
 

Optimize your videos with data from Google Trends

 
To get a deeper understanding of what people expect to see and learn from your videos, you can enter your search term in the tool and select ‘YouTube Search’ option instead of the default ‘Web Search’. You can then sort the queries as required, use filters, and cross-reference them to identify what people expect to find and how they search.

This knowledge can help you tailor and optimize your videos accordingly engaging users better, and driving more traffic.
 

Conclusion

 
Google Trends has been around for a while, and has had many changes over the years. But it still serves as one of the best free tools out there for a search engine optimizer who is willing to look beyond a basic search. The insights may not always be obvious. But stick with your queries long enough, and you will start to make sense of it all. The insights can then prepare you to do SEO better.

Written by: Shibu Kumar

Businesses today mostly rely on SEO strategies that worked for other businesses rather than developing one on their own. Many others rely on SEO services companies to do that job for them. Though this is not all that bad, the approach isn’t right.

Every marketing aspect of a business including search engine marketing should be aligned to the business goal. This means SEO strategies should be different as they are key to effective search engine marketing. This is why businesses should develop their own strategies.

But make sure your SEO strategy takes the following into account.
 

A mind map for the whole project

 
Essentially a diagram that can help you develop a strategy from scratch, a mind map branches out to general and specific categories from the center. Ideas can be added to each category. The mind map doesn’t serve as a visualization of your final strategy, but is more like a catalyst to your thoughts, aiding you to develop a strategy. In short, it gives you a picture so you can come up with better ideas for your final strategy.
 

A document representing the strategy you came up with

 
With a mind map, you will have ideas for a strategy that can work for your business. This strategy should be represented in detail in a document i.e. this document should state:

  • Goals
  • Tasks attached to the goals
  • Task priorities
  • Subtasks
  • Expected results

You can add more details to the document. The objective is to use the document to help your team or your client (if you are an SEO consultant yourself) to understand the strategy easily. So the format should be simple. Whoever goes through the document should be able to make changes if necessary without hassle, and should also understand the order the tasks would be executed, to whom each task is assigned to, and the present status of the tasks.
 

Knowledge on the company

 
To develop an effective SEO strategy, you should have an understanding of the business or the company that’s going to use the strategy. This will help you identify the strengths and vulnerabilities of the company, so you can tweak the strategy to fit that profile. It can also give you an idea on the tactics that will be more effective than the rest, and the challenges that are in the way.

Some factors you can study include:

  • The business’ selling proposition
  • The company’s vision
  • Things associated with the company that might impact your SEO strategy negatively

 

Knowledge on the audience

 
Generally when an SEO strategy is being developed, there will be thorough research on keywords that would be effective. The audience and their behavior are just as if not more important than keywords. But learning more on the audience requires you to invest more time.

Here are a few things you can include in your study.

  • How the audience responds to marketing, upselling etc.
  • How much they know about the products or services your business or your client’s business is offering.
  • Are the audience other businesses (B2B) or consumers (B2C)?
  • How your services can benefit them or solve the problems they have?

 

Goals with an expected impact on the company

 
A better approach is to develop an SEO strategy that can have a specific impact on the company and how it functions rather than having it achieve a financial goal. Metrics should be chosen accordingly, and they can be anything from links to organic search traffic.

Though many may disagree, it’s not a bad idea to focus on task-oriented goals with time limits rather than focusing on KPI goals. SEO technically doesn’t directly impact KPIs. And that’s KPI should be a second priority.

Setting task-oriented goals, putting an effort to live up to those goals, measuring and analyzing the impact, and then tweaking the strategy accordingly is a better approach in the long run. An SEO strategy that can somehow manipulate KPIs to provide favorable outcomes may not work for long. And it puts more pressure on the SEO team as well. After all, search engine optimization is a slow process that doesn’t provide immediate results. So thinking long-term is never bad.

Written by: Shibu Kumar
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