SEO Marketing Brisbane 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 will need to
succeed. Obsessing about a particular keyword or key-phrase in your SEO
strategy is a classic example. If you own a Brisbane sports store that sells
'Nike Cross Trainers' don't spend all of your money and time trying to get
ranked No1 in Google for 'Nike' or for that matter 'Nike Shoes'. Despite what
you do, sometimes, 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'. Keep in mind that at all
times your focus for any Brisbane based business should be:
- Customers: leads, subscriptions, repeat
purchase actions
- Revenue: Sales, profits, value,
customers, large actions sales
- Conversions: the key areas that drive Brisbane
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 temporary 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 very best value strategies, in using a variety of tactics to improve
your organic search results, 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 working with you
and your Brisbane audience, and which ones are not. Through conversion testing,
information about what sort of areas drew success will be focused upon. For
instance, 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 Brisbane. 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.