search marketing

What Is SEO? 13) Measuring Results

what-is-seo-search-engine-optimizationSo, how’s your SEO going? You can do everything we’ve discussed in the previous 12 parts of this series, but there’s no way to know what effect its having unless you measure and review the results.

In this post we continue our What is SEO? blog series in which we’re explaining all the aspects of SEO, so that when you’re comparing SEO services (or doing your own SEO) you can make an informed decision about what you want your SEO service to include.

At some point as you do Search Engine Optimization, you’re going to have to answer some really important questions like

  • Is our SEO working?
  • Should we continue to invest time and resources into SEO?
  • Should we adjust our tactics?
  • Should we hire a professional or switch to a different company?

There’s no way to answer those questions unless you measure results and review them.

If you followed the advice in part 2 of this series and set SMART, ROI-Based SEO Goals, you already know what you need to measure.

Too Busy?

Unfortunately, most people tell us they are “too busy” to measure results or review them.

Let’s be honest, though, when we say “I’m too too busy” to do something, what we really mean is it’s not important enough to me to give up something else I’m already doing. When it comes to measuring results, that’s not surprising, because…

Measuring Results Seems Tedious and Unproductive

Unless you’re a math geek, gathering data probably isn’t your idea of exciting work.

In addition to that, at first glance, measuring results seems unproductive. It does not bring in more customers. It does not make more widgets. It doesn’t grow my email list. It doesn’t fix anything. It doesn’t pay the bills. It doesn’t even improve my search rankings.

So most people think… I have better things to do with my time.

But the truth is measuring results indirectly leads to all of these things…

  • When you measure results and see your SEO is working, you keep doing it which leads to more customers, a bigger mailing list, more church members or whatever your ultimate goal is.
  • When you measure results and see things that aren’t working, you can eliminate those aspects that are unproductive saving you time and money.
  • When you measure results and see things that are under-performing, you can adjust your tactics which can lead to better results.

Data is your guide. Without it you are flying blind and will end up off course.

So, what results should you measure and review?

First and foremost, you should measure what you are ultimately after – new church members, new students, new sales that came from search engines. Like I said earlier this usually involves tedious work, like asking new person/student/customer how they heard about you and recording those results.

In addition to that, we recommend at least once a month checking search engine rankings and the number of people who visited your website from search engines.

What do you think?

  • Are you currently measuring and reviewing the results of your SEO?
  • If yes, what are you tracking?
  • If not, why not?

12) Monitoring Website Changes <- What is SEO? -> 14) Adjusting Course

About the author

Paul Steinbrueck

Paul Steinbrueck is co-founder and CEO of OurChurch.Com, husband, father of 3, blogger. You can follow him on Twitter at @PaulSteinbrueck and add him to your circles at Google+ as +Paul Steinbrueck.

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