Are You Interpreting the SEO Data Correctly?
Search engine optimization depends on many on-page and off-page factors, but it is the responsibility of the SEO professional to examine and determine whether an SEO campaign is successful or not. Online marketers keep track of search ranking, incoming traffic, and user behavior to understand the success rate of a website SEO.The surprising thing is though data remains objective, it can mislead you if you misinterpret the data.Let’s take a look at some of the common data misreading habits.
Focusing on one metric only
SEO is an amalgamation of many metrics and if you focus on only one factor such as SERP ranking or incoming traffic, then you are making a big mistake. Just because your ranking is high and you are getting traffic that does not mean you are running a successful business. What about the conversion rate? Are you earning the loyalty of customers?
Having a confirmation bias
If you already believe that your SEO campaign is successful then you will unwillingly pick only those statistics that prove everything is going perfectly. In order to avoid the confirmation bias, you should never make assumptions and review as much data as possible to understand the true output of your hard work.
Neglecting traffic segments
When you track organic traffic to your website, you must remember that it is not just the search engines that you should track. Nowadays, people visit websites from different sources. For instance, Facebook and Google+ pages can generate a lot of organic traffic. Similarly, your offline efforts such as leaflets and business cards can bring a lot of customers to your website. Segmentation of traffic helps you understand the differences in consumer behavior and thus, you can form your SEO strategy accordingly.
Not counting the ROI
It does not matter how high your website ranks on SERP or how many people visit your website every month because at the end of the day it is all about making money. Your client would like to know if his revenue is more than the money he spent on the SEO campaign and unless you prove a solid ROI, you can say goodbye to the client.
SEO terms confuse you
Google Analytics and other SEO tools measure hundreds of different variables and you can check them to evaluate the performance of your website. The problem is some of the terms mentioned in these tools can be pretty confusing. For instance, do you know that exit rate and bounce rate is not the same thing? Exit rate means customers are leaving your website without purchasing anything after surfing a few pages and bounce rate is when a visitor leaves the website from the landing page itself and that too instantly.
If you have made these mistakes then there is nothing to be ashamed of because even the veterans make mistakes. Always remember that data analysis is meant to be impartial and you should take decisions based on information, not intuition.