If you’re looking to improve the performance of your website and your business as a whole, you need to look at how well you’re doing in terms of search engine rankings. It’s a basic principle that the more times you’re cropping up on searches and the more visible your website is, the higher your sales are likely to be. Of course, there are other important factors as well, such as making your website to convert browsers into buyers, but your search rankings should be your guiding principle first and foremost.
If you’re still not convinced about why it’s so important that you explore and monitor your search rankings, there are just a few points that you need to bear in mind. This blog post looks at a few of them here.
Know where you’re starting from
When you decide to implement a wholesale set of changes in SEO (search engine optimization), you need to know where you’re starting from in the first place. Only then are you going to be able to see where the improvements are happening. Also, when you can see your site climbing up the rankings, there’s a great sense of satisfaction to be gained.
When you employ the services of a digital marketing company such as RSM Marketing, it’s more than likely that they’ll want to know where you’re starting from so vital improvements can be made. If you don’t measure where you start from and start to make changes, you don’t know where it’s having a positive or negative impact. A specialist agency can handle this for you.
Understand which keywords to target
By doing some keyword research, this will allow you to work out which keywords to target. You can see where you’re ranking against a certain keyword and decide if it’s worth trying to move up the rankings on it.
There are tools out there such as Semrush which will show you exactly how hard it is to gain traction on a particular keyword. While it doesn’t mean that you shouldn’t try based against the metrics, it may be worth starting off on the “easier” keywords before trying to move up the rankings. Again, you’re only going to know how you’re doing if you check out your starting position. This way, you’ll be able to plot the right course.
Search engines are vital
While there are some people who will come directly to your website, there are so many who will come to it through search engines. Therefore, if you are languishing way down the rankings, then it’s more than likely that you’re going to seriously struggle to gain conversions and increase your sales. As you progress through the rankings, you should start to see more sales coming through to your site. If this is not the case (despite an increase in traffic) you need to work out why this is the case.
Experiment with website improvements
By attracting more traffic to your website, you are then going to have more visitors to work with. For example, you may want to increase the number of calls to action or try out a different buying journey. If you don’t have many people visiting the site in the first place, it is going to be much more difficult to work out if you are being successful or not. Therefore, by monitoring the traffic and actively seeking to improve it, this will help you to work out the best ways to convert browsers into buyers.
Personalize and localize your search
You may run a business that’s very much based in the local area. Therefore, when you’re monitoring your search stats, you will find yourself in a much-improved position in terms of personalizing and localizing your keywords and gaining more of the right kind of traffic. After all, some traffic is not going to benefit your company if you are running a local business as they are simply going to be located too far away for it to matter. You can also seek to personalize your search based on the specifics of your product.
Monitoring your search rankings should be a central part of running a modern business. Therefore, if you have overlooked this, it is now time to reverse all this. At its core, it will show you exactly how well you are doing at this present moment in time, as well as where you are starting and where you can still grow from. Successful monitoring should be considered an improvement to your business plan that you keep doing over an extended period of time.
