What is the goal of your life is a common question which all of you would have faced on several occasions during various interviews you had faced. The reason for asking this question is that after this question the interviewer is interested to know what measures you are adopting for reaching your goal. The same principle applies in SEO and once you had set goals for your SEO campaign the next step is monitoring the endeavors done towards reaching those goals so as to assess the profits earned from SEO campaign.
Normally a SEO campaign is considered as a successful campaign if it succeeds in improving ranking of your website on result page of search engines, that means for most of the people ranking is the major determinant on which the success of SEO depends. No doubt rankings contribute an interesting role in success of SEO and help in exploring your website and making it visible in front of compatible audiences with huge traffic. In fact there was a time when high traffic on website and top ranking is SERP’s were factors to assess the success of any SEO.
Although increased traffic and improved rankings are good determinants but if traffic on your website do not converts in that case, instead of becoming a profitable factor SEO appears as negative factor resulting in decline on your investment made for SEO campaign. To avoid this situation the best way is to keep watch on your goals and conversion of traffic on your website.
The first step in the process is to know what goals you have defined for your SEO campaign:
According Google Analytics goals for SEO campaign are determined keeping few factors in concern. These factors include the behavior of users that is how often they visit your web page, conversions and lead.
You should know what is the objective of your website and for whom you have created your website. If these factors are known to you it will be easier for you to determine the measures to achieve your goal.
Now the question arises that how you will track the goal metrics for your SEO: Google analytics has determined three determinants by which you can measure your goal. These determinants are standard goal tracking, ecommerce tracking and event tracking. Let us focus on these three determinants.
Standard Goal Tracking:
Can be considered as one of the easiest method of tracking goal. For this move on to your Google analytics account and search for Goals in Profiles subheading of Admin section. This will enable you to determine the metric which you want to analyze, whether it pertains to number of visitors or URL of your website as destination.
Its major uses:
Using URL as destination is the most common determinant for tracking your goals. Have you generated lead/contact submission form on your web page? if you have created submission on your website than make sure to adhere thank you page after it, because this page will act as goal page for you to track.
For this select ecommerce setting in the profile settings of profiles subhead in Admin section of Google analytics account. Apart from this you will also be required to insert additional tracking code on receipt page.
In which cases this tracking is useful:
This type of tracking is useful for those websites which are involved in ecommerce trade, as it is necessary to assess the sale dealings and to check the profits. Moving more inside you can measure the success of your trade based on keywords or checking mostly visited by visitors.
Event tracking is mainly related with placement of additional code on text links, videos and links for images.
This tracking facilitates the web owners to understand the behavior of visitors on their website. Let us for instance assume you website offers some PDF downloads due to which it is not possible for you to track who visited these pages. By this tracking you will be able to know how many visitors landed on your page of PDF download.