Assessing the Quality of Your SEO Traffic

Search engine optimisation, or “SEO” as it is more commonly referred to, is the process of enhancing the visibility of your website in search engines, for searches under phrases that relate to your site’s content, products or services. SEO has proven, over the last decade, one of the most cost effective marketing methods for businesses of all sizes. But there’s more to SEO than just getting traffic to your site.

More important than getting traffic to your website is getting good quality traffic to your website. But how do you know if your traffic is good quality or poor quality?

In essence, you need to understand how your traffic is translating. This means paying attention to what visitors are doing when they interact with your website. You should set yourself some conversion goals. These could include having a proportion of people getting in touch or making purchases. Then you can watch to see which proportion of people fulfil your goals and then note the conversion rate. This will govern the quality of your web traffic.

However, conversion rates can depends on all manner of things, from your website’s layout, to the products and services you offer and the niche area you operate in. So it is vital to use other criteria too. Have a look at the bounce rate. This is the percentage of visitors who land on a page on your website and leave without looking at a second page. The lower the bounce rate, the more your users are engaging with your website. You can, in addition to this, look at the amount of time people on average are spending on your website. All of this data is available through Google’s free Google Analytics tool.

When you look at the quality of your site traffic you will be able to understand if your SEO campaign is working for you. If not, try changing your keyword choices. This will involve editing content or your site itself.

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