Defining goals for SEO success

In order to make a success of a search engine optimisation (SEO) campaign, companies need to define their business goals, such as what they hope to achieve from the marketing initiative, one sector writer has claimed.

In a post for Search Engine Watch, Eric Enge explained it is once these targets have been determined that firms should think about what needs to happen for them to successfully be met.

He added there are a number of ways to measure the results of SEO, including checking rankings using analytics and manually.

However, Mr Enge noted that ranking highly for keywords is not the only measure of business success and that measuring link quality, charting daily unique visitors over time and monitoring how organic search traffic converts to customers - which he stated is the most important factor in determining business success.

"If your traffic goes up by 50 per cent and your conversions increase by 30 per cent, the gain to your business is 30 per cent, because conversions matter most," he explained.

Search Engine Watch's Ron Jones recently claimed businesses can reach their targeted customer base by optimising their website for different consumers.

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