Search engines are constantly changing; it’s our job as SEOs to know what’s working and what isn’t.
Not only does analyzing your inbound campaign tell your client how valuable your services are to his or her company, it can also help you determine how to improve your strategy.
Here are five areas you should be analyzing.
One of the first things we do after getting new clients is send them a questionnaire. One question asks how much a lead is worth to them. Since we’ve been in the industry for a while, we’ve put together a list of the average CPLs for each industry. This acts as a reference point for their inbound campaign.
The All Referral tab in Google Analytics provides some of the most valuable information for evaluating your campaign. Keep detailed records of when you release linkable assets or get a big link to see how it impacts their traffic.
Which referral sources provide the highest amount of visitors and average visit duration? Knowing what kind of sites send the most traffic will help you improve and refine your campaigns.
Most times your All Referral tab in Google Analytics won’t show any direct conversions. That doesn’t mean they didn’t aid in a conversion, though.
Conversions > Multi-Channel Funnels > Assisted Conversions: Click on Referral in the MCF Channel Grouping to see which sites assisted in bringing in customers.
Shared URLs on Social Media
Social signals consist of a growing 6 percent of search ranking factors. As a relatively new part of inbound marketing, it’s important to analyze social media and its impact on sending referrals to your site. Google Analytics provides two main reports to help you do that.
Acquisition > Social > Network Referrals: Dig deeper into your social strategy by clicking on the social networks with the highest visits to see what shared URLs drove the most traffic. This is a great indicator of the type of content and links you should be spreading on social media.
Acquisition > Social > Conversions: What social networks drove the most conversions?
Topics and Types
Using the metrics gathered above, put together a list of types of content and the topics of articles, social statuses and linkable assets that were the most successful in driving traffic and assisted conversions. What do they have in common? Use them as a template to come up with other effective inbound tactics.
For example, I recently analyzed our strategy for a rehab center’s inbound campaign. I found we get the highest authority links with videos and the most assisted conversions when the topic is about drug abuse. We used that knowledge to create this timely video on the economics of drug abuse.
This list isn’t comprehensive, but it’s a great way to begin improving your inbound strategy. Share in the comments below how you analyze the effectiveness of your inbound marketing campaigns.
Alicia Lawrence is a content coordinator for WebpageFX and blogs in her free time at MarCom Land. Her work has been published by the Association for Business Communication, Yahoo! Small Business and Muck Rack.