Getting Better Results By Monitoring Google’s Serps

Getting a great search engine position involves much more than just SEO techniques. Although having a website high up in a search engine’s results will bring lots of visitors, there is more to a website’s purpose than just having a high search engine position. Search engine rankings are directly related to a high number of backlinks and a good ratio of keyword phrases, but the actual success s site has converting visitors to committing an action like making a purchase or registering for a service is measured differently. These kinds of positive responses from visitors are better measured by Key Performance Indicators (KPI). Online SEO utilities such as Google Webmaster Tools have a great number of site monitors and search monitors that can aid webmaster and internet marketer’s find out their website’s KPI. Here are some of the most common KPI’s:

1. Unique Visitors

The number of unique visitors of a site is an important measurement that lets the webmaster know if their site is reaching its target audience. Typically, a site’s page titles and META description tags that contain a good proportion of popular keywords will attract a higher number unique visitors.

2. A Site’s Total Visitors

This KPI is a measure of the total number of times anybody visits a site, regardless if they are first timers or returning visitors. The total amount of visitors a site has reflects the relationship between keywords and the number of people those keywords attracts. This points to the site’s relevancy among a specific sector of the audience. Sites that have an archive of articles which are of interest to a core audience are guaranteed to get a large number of return visitors. These types of sites are known as ?thought leaders?, and are an important first step in having a thriving and successful site. The idea is to convert return visitors to those who answer a call to action. Call to actions can be anything from making a purchase to registering for an advertised service. On average a person will return to a site three times before committing an action of some kind. To maintain return visits, a site will have to build up its reputation as a though leader with a growing collection of constantly updated, pertinent and compelling information.

3. A Site’s Average Number of Page Views

The average number of pages viewed by each visitor is another key performance indicator. A site with a high number of page views per visitor means that they have difficulty finding their required content – i.e. they  had to search around and click on several internal links on the site. Gallery sites normally have a high average number of page views since they have visitors who browse through a series of pictures or videos.

4. Number of Conversions

One of the most important KPI measurements, conversions is where an average viewer is converted to someone who actively responds to the call to action on the site. Examples of a call to action ranges from buying something advertised on the site, signing up for a newsletter, downloading a program on the site and everything in between. Conversions measure the effectiveness of changing a passive web visitor to an active doer.

Key performance indicators are the best method for a website owner to measure their site’s performance and effectiveness at creating conversions. The overall strategy includes creating a vibrant and thriving site with plenty of visitors through the use of highly ranked keywords, directing those visitors to a specific landing page and converting those visitors to performing a specified action that can be measured. Once this action takes place, the site can be considered as being effective and successful at what it does. Having a search engine optimized site is necessary, but a site’s true success as measured by KPI is when the site’s visitors are converted to buyers.

There are no shortage of tools for webmasters and marketers to check out their site’s key performance indicators. The most popular of these is Google Analytics, that include a collection of free utilities that helps webmasters monitor a complete range of statistics to chart and enhance their site’s KPIs.

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