How to measure the success of your content SEO strategy?

If you want to measure the success of your content SEO strategy, you first need to establish what your goals are. What’s the purpose of your content SEO strategy? Do you want higher rankings? More traffic?

In order to evaluate your Content SEO strategy, you should identify what success means to you! Once you’ve established your goals, you can measure the success of your content SEO strategy. In this post, I’ll help you define your goals and give you tips on exactly how to measure those goals and the success of your content SEO strategy. 

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What’s your ultimate goal?

What do you really want to achieve with your SEO strategy? Lots of people SAY that they want to rank higher in Google. But is that really what they ultimately want to achieve? Or do they want to attract more traffic from Google to their website? Perhaps, they actually want to sell more stuff. Or, to have more return visitors. These are all different goals and these goals require different metrics to evaluate.

Ranking higher in Google for a particular search term will probably lead to more traffic. But not necessarily. We used to rank really high on the term [Google Analytics]. Most of those people were just looking for Google Analytics when they typed in [Google Analytics] in the search bar though – that was their search intent. So although we were ranking sky-high on a major competitive search term like [Google Analytics], it didn’t bring us any traffic.

In most cases, people probably want more organic traffic instead of higher rankings. And, if you have an online shop, you probably want to make more money: you’d like to attract people to your website that have a larger intent to buy. Your content SEO strategy should focus on attracting those people to your website.

Set up a content SEO strategy that fits your goals

Once you’ve established your goals and know what you want to achieve with your content SEO strategy, you should come up with a strategy that actually fits your SEO goals. If you want articles to rank higher, you should update and improve your best articles. If you want to attract more traffic to your website, you should consider a long tail keyword strategy. And if your goal is to sell more items, you should think of ways to attract buyers to your website.

Read more: What is search intent? »

How do you measure those goals?

Once you’ve established your ultimate goal and figured out your content SEO strategy, you’ll be able to measure it. If you really want to know whether your content SEO strategy was successful you need to measure at least twice. You need to know just how you were doing before your content SEO strategy kicked in and you need to know how you’re doing afterwards. Let’s look at various goals and ways to measure them.

Higher rankings

Check the positions of your articles. For which terms are you ranking pretty well and which articles need an SEO boost? Rewrite and write new content. Add links. Do your content SEO magic! After some time, you can check your rankings again. If your articles appear in higher positions than they did before you started your content SEO strategy, your rankings will have increased. To keep track of your rankings, you can use Google Search Console.

More traffic

If your goal is to attract more traffic to your website, you should focus on the number of unique visitors you get on a weekly or monthly basis. If the organic traffic – visitors that come to your site using the search engines – increases, your content SEO strategy is paying off. It means more people click on your snippet in the search engines. You can use Google Analytics to keep track of the visitors on your site.

More sales

Increasing the number of purchases on your site could also be the ultimate goal of your content SEO strategy. It’s hard to measure the direct effect of your content SEO strategy on your sales. A decent content SEO strategy will need some time to have an effect. Still, Google Analytics has a lot of options on just how to attribute value of sales to certain pages. If you want to dive into that, read Annelieke’s post on how to measure the success of a Black Friday sale.

Other goals

A content SEO strategy could have other goals as well. It could be aimed at making people stay longer on your website and read more articles. The time spent on site is the metric you need in that specific case. Perhaps you’d want people to come back to your website: measure the number of return visitors. A totally different goal of a content SEO strategy could be making sure people find the information they need on your website, so they don’t need to make a phone call to your call center anymore. In such a situation, you need to measure the number of received phone calls – before and after your content SEO strategy.

Always keep in mind when you’re measuring something like this: try not to change other variables – things that influence, for instance, the amount of calls you get – during your test period! Otherwise your data won’t be reliable, and you’re still in the dark about the effect of your content SEO strategy.

Conclusion

How you should measure the success of a content SEO strategy largely depends on the goal of that specific content SEO strategy. What do you want to achieve? Specify your goals, find the metrics you need, define a test period and determine whether your content SEO strategy was a success. Good luck!

Keep reading: Content SEO: the ultimate guide »

 

15 Responses to How to measure the success of your content SEO strategy?

  1. Mohd. Atif
    Mohd. Atif  • 7 months ago

    Hi Marieke, it’s a very interesting post. I enjoy a lot to read your points that you have mentioned above. I think ranking is very important for traffic and sales. If we get top rankings on sales related keywords that have high searches then we can get good amount of traffic and sales conversion. Apart from this, I learn many things from your blogs specially this one. Thanks for sharing.

  2. Wish
    Wish  • 7 months ago

    Thanks Alot.

  3. Surucua
    Surucua  • 7 months ago

    Excelente post, obrigado por compartilhar sua experiência!

  4. Ashish Kumar
    Ashish Kumar  • 7 months ago

    Hey Marieke

    really impressive post. I am back to writing for a technology back. One thing which concerns me the most is how much backlink is too much.
    I know sometimes, google treats who are making backlinks way to fast as spammy. What would you recommend

    • Willemien Hallebeek
      Willemien Hallebeek  • 7 months ago

      Hi Ashish,
      It mostly depends on the quality of your backlinks. If they come from a trustworthy sources you don’t have to worry about getting too many.

  5. Nicola Boschetti
    Nicola Boschetti  • 7 months ago

    Thank you, Marieke for sharing this article. It’s very important to have a strategy when writing a blog article.

  6. Ajith Sebastian
    Ajith Sebastian  • 7 months ago

    Thanks for sharing this article.It gives how should measure the success of a content SEO strategy largely depends on the goal of that specific content SEO strategy.

  7. طراحی سایت مشهد
    طراحی سایت مشهد  • 7 months ago

    It’s a mistake to focus only on SEO
    We need to focus on content
    Thank you for your post

  8. James Harry
    James Harry  • 7 months ago

    Content is the king in SEO. A good and interesting content will act as the backbone for your SEO success. So it’s really important to track your content strategy performance in regular interval for right SEO results.

    • Willemien Hallebeek
      Willemien Hallebeek  • 7 months ago

      For sure. Thanks James!

  9. nexvan
    nexvan  • 7 months ago

    Content strategy article was helpful
    How do you rate old content?

    • Willemien Hallebeek
      Willemien Hallebeek  • 7 months ago

      You can check how your old content is doing with Google Analytics (in Behaviour – Site Content – All pages). If you enter the relative URL in the search field you’ll see all kind of data, like unique pageviews and entrances, of that specific article.

  10. office space for rent in Bangalore
    office space for rent in Bangalore  • 7 months ago

    What you mentioned here is 100% correct because good content attracts customers. Content is very important for traffic, customers and ROI.

  11. sachin saini
    sachin saini  • 7 months ago

    hi marieke,
    Really like the way you explained content SEO stretegy. Thanks for sharing

    • kapta
      kapta  • 7 months ago

      Join your comment.
      Great explanation!
      Thanks, ill share this article with my friends for sure :)


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