Data is very powerful! That is, if you understand it. You can get set up on Google Analytics for free and do your own assessment of traffic, but unless you have a technical understanding of websites, knowledge of Search Engines, and experience in UX, you’ll most likely not get the whole story from the numbers. And those numbers are useless without the whole story.
We give you the whole story. The whole story enables you to make informed decisions in your marketing.
OpticTour offers comprehensive, insightful reports of all SEO activity. We value transparency and think it is incredibly important that you have a good understanding of what is happening and why, and how your current SEO results factor into your business goals. These reports give you insight into which traffic sources are driving the best (or lowest cost) conversions, information on competitors and about updates in Google’s algorithm and what it means for your strategy.
One standard metric is the number of organic visits every month. Beyond that, SEOs look at which pages are being visited, how many pages are visited by each user, how long users stay on pages, and a great number of other related metrics. While an increase in traffic is an important metric, it is not the most important metric, or even the end goal. The most important metric should be in alignment with the business goals. For example, if the goal is to increase sales by x% in y time frame, then the most important metric should be the number of sales. It is entirely possible for SEOs to increase sales while the number of organic visits remain the same. This happens when SEO efforts decrease irrelevant traffic while attracting more targeted traffic that
This happens when SEO efforts decrease irrelevant traffic while attracting more targeted traffic that converts. Because there are a great deal of examples like this, we know that that metrics in general,more often than not, are inconclusive.
The best way to understand metrics is to keep them as closely relevant to the business goals as possible. Use Lead and Lag measures to track and impact your goals The number of sales is a type of lag measure. All lag measures are a result of the past and ultimately cannot be controlled or changed. Even the best of the best have no control over the results. What separates the best from the rest is that they have control over lead measures.
Lead measures are the tactics that have the greatest impact on the lag measures. But why would we be tracking something we’re doing--We already know what we’re going to do right? Actually, we don’t. Good strategies change. Because of that, lead measures (tactics) change, too. If we think of tactics as changeable, it’s easier to understand them as a measure that can and should be tracked. The lag measures help guide these changes.
Lag measures should not be thought of as a grade for anyone’s work. After all, leadership has the greatest impact on the lag measure. Instead of a grade, the lag measures should be thought of as the greatest indicator of how to change the lead measures. And it is the lead measures to which all team members can be held accountable. Team members will contribute to defining their lead measure goals
every month, which becomes part of the reporting.