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Positioning effectiveness analysis – how to use the data?

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Table of Contents for SEO in Dubai:

  1. Data for SEO effectiveness analysis – how to use them?
  2. Support data useful when testing the effectiveness of positioning
  3. What data is the most important in positioning?

Several data sets are used to analyze the effectiveness of positioning. Individual statistics show the effectiveness of the SEO strategy from a different angle, so verification of individual results may not be sufficient. Effectiveness testing is most often based on checking the position, visibility and movement through specialized analytical tools.

Data for SEO effectiveness analysis – how to use them?

Data verification in SEO is not all that a website owner can do. The individual statistics should be properly used to modify and update the positioning strategy. Then it is possible to maximize the SEO effects.

Analysis of the effectiveness of positioning - how to make the most of the data?

Website position

To verify the position of a website in the Google search engine, specialized tools are used that analyze SERP (Search Engine Results Page) results. For this purpose, the website owner can use the free SERP Robot software. The tool is easy to use – just enter the domain address and key phrases, and then their position will be analyzed. Alternatives with many more functions are Senuto, Ahrefs and SEMrush. These tools are paid, but they can show all key phrases that are in the TOP 100 search results for a given domain. The website owner can therefore comprehensively analyze the situation of his own page in the Google search engine, and not just check the position of a few words.

Analysis of the effectiveness of positioning - how to make the most of the data?

Source : SEMrush. Keywords in Google for the ikea.com domain.

In order to make the most of this data, you should regularly monitor the position of key phrases – this is the function of the previously mentioned paid tools. The website owner should react to any changes. A drop in the position of a keyword phrase usually means that it has been replaced by the competition’s domain. If the subpage already has substantive content, and yet its position is low, it is worth thinking about linking the URL externally and internally. The problem of low position may also occur while the page is loading. A good solution is also the constant search for new key phrases using specialized tools, and then optimization of subsequent subpages for the phrases found. A blog with articles with key phrases is useful to implement such a strategy.

Visibility of the website

The free Google Search Console tool is used to measure the visibility of a website in the search engine. The graph in the “Effectiveness” tab additionally presents information about clicks, average position and CTR (Click-Through Rate). By means of visibility, the tool determines how many times in a given period the website has been displayed in the Google search engine.

It is possible to verify the visibility of specific key phrases. To do this, apply the filter “Query” ➜ “Exact query”, and then enter any expression. Google Search Console will display information about the number of impressions and clicks in a given period, additionally presenting the average position of the phrase. Low visibility despite high rank means that the keyword is rarely searched by users. Google Search Console can be used to verify which phrases are worth focusing on in the context of positioning.

CTR – Click-Through Rate

Google Search Console has one more important indicator – CTR, or Click-Through Rate. This information shows how many users clicked the link after displaying the URL in the search engine. For example: if a domain has been displayed 100 times on Google, and a click (i.e. entering the website) was made 20 times, the CTR will be 20%. The Google Search Console tool shows what CTR is achieved by particular key phrases and what exactly subpages are displayed for specific words.

In cases where the CTR is drastically low despite the high position of the key phrase (for example, less than 2% in the TOP 10 position), the reason for this should be looked for. A popular problem with websites is the unattractive meta description and title indicators. This is the title and description of the subpage displayed in the search engine. This content should contain not only key phrases, but also an element encouraging the user to click. Some industries work with emoji in title or description, which increases CTR. Another time it is worth using Call To Action expressions – it is a call to action, i.e. using expressions such as: check, see, order. Structured data also positively influences the CTR.

Organic traffic

The goal of SEO activities is to increase your position, which should result in more organic traffic. Data on recipients is collected by the free Google Analytics tool. After loading the main panel of the software, go to the “Recipients” tab, and then “Overview”. Applying the “Free Traffic” filter will cause the tool to present a graph of the acquired users using organic search results.

The increase in organic traffic is a positive signal of the effectiveness of the positioning strategy. Increasing the position of key phrases means that more users start visiting the site, so the audience begins to grow.

Organic keywords in the search engine

The effect of positioning is an increase in the total number of key phrases in organic search results. Theoretically, the more expressions in the TOP 10 and TOP 100, the better. Data on this subject are presented by the tools: Ahrefs, SEMrush, Senuto.

Analysis of the effectiveness of positioning - how to make the most of the data?

Source : SEMrush. Number of key phrases in the search engine for the domain ikea.com.

The increase in the number of key phrases on Google means that the SEO strategy is working and paying off. However, the phrases displayed in the search engine must match the website. Otherwise, the domain will start to have a high bounce rate and a low CTR. Therefore, when positioning, you should focus on valuable phrases, the high position of which will build visibility, organic traffic, and ultimately lead to conversion. The main purpose of increasing the number of keywords on Google is to create qualitative content. Therefore, when positioning, you should create valuable content in the form of descriptions of products, services, categories, and blog articles.

Conversion rate

Conversion is the pursuit of a specific goal by the user: for example, purchasing a product. Its ratio is determined on the basis of the number of conversions made for all users. For example, if 12 of 100 users made a purchase from an online store, the conversion rate would be 12%. Google Analytics is primarily used to measure this indicator. A conversion can be any event that is relevant to the owner of the website, including but not limited to:

  • Sale,
  • Subscribing to the newsletter,
  • Registration,
  • Send a message.

Conversion rate is important on any website, so it should be measured and analyzed. Positioning does not have to immediately make this indicator increase. If the ratio is high enough, it is enough for the percentage trend to continue. However, the increase should occur in the context of the number of conversions performed in a given period. If SEO causes more traffic, similarly, users should convert more. In the event that the domain is in decline, all steps should be taken to increase the index. Very often the problem of low conversion results from the UX (user experience) issue. When a website takes too long to load, is inappropriate for the community’s needs, has a poorly designed structure or has serious technical errors, users will be reluctant to use it.

Support data useful when testing the effectiveness of positioning

The effectiveness of positioning can also be analyzed using other, additional data that initially seem to be little related to the effectiveness of SEO activities. Their correct interpretation allows you to properly target your strategy to build more and more visibility on the web. Also in this case, it will be necessary to use dedicated tools.

Searchability for phrases on Google

Positioning is based on the optimization of a website for specific key phrases. These words should be searched by users as often as possible. If your website displays low-potential phrases, even the best optimization will not make organic traffic grow. Therefore, it is worth analyzing how often key phrases that are strategic for online business are searched for on a monthly basis. Tools such as Ahrefs and SurferSEO are used for this purpose.

Of course, it is much better to rank high for queries with a large number of monthly searches than for those that are generated relatively rarely by users. However, with the right strategy, even phrases with little potential can become extremely valuable. We are talking about long-tail SEO, i.e. positioning on phrases with the so-called “long tail”. Although they have low searchability, they can be a rich source of conversion.

Page loading speed

Website load time is a ranking factor in Google. The sooner your website is displayed to the user, the more likely it is to rank high in the search engine. In addition, this indicator is important in the context of conversion – pages with too long loading times usually have a high bounce rate.

Source : PageSpeed Insights. Ikea.com website loading speed.

Users don’t want to wait too long for the website to display their content. PageSpeed Insights (Google’s proprietary tool) and GTmetrix are used to analyze speed. As a rule, the best results in terms of conversion and SEO fall on those pages with a loading time of less than two seconds.

Crawl budget

Indexing a website on Google means that a specific URL can be displayed in the search engine. The robots periodically scan the site to update its content. Crawl budget determines how many subpages the robot is able to scan in one visit. Low values cause problems with visibility and have a negative impact on the effectiveness of positioning. In practice, a low crawl budget means that pages with new content are indexed only after a long time, or Googlebot does not “notice” them at all – this phenomenon makes it difficult to obtain organic traffic.

Check : Google Search Console. Sample domain indexing statistics.

In order to prevent low crawl budget from occurring, first of all, you should optimize your website in such a way that its loading time is as short as possible. In addition, it is important to avoid orphan pages – Googlebot has limited access to them, which means that it is usually unable to crawl the URL.

Analysis of the effectiveness of positioning - how to make the most of the data?

What data is the most important in positioning?

It is difficult to clearly indicate which analytical data in the context of SEO should be given the highest priority. All statistics and indicators present specific information useful during positioning. Thanks to them, the website owner or SEO specialist is able to draw the right conclusions showing whether the strategy is effective. During positioning, you should react to the collected information in order to maximize SEO effects. Only in this way will the website regularly increase its visibility and organic traffic.

Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.

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