For people who are beginning for years & years in Search Engine Optimization (SEO), we can recall the days when SEO was measured by ranking report alone. But today it has evolved. Let’s see the evolution and how brands are built on Google using SEO
*Incorporated reports on link building efforts.
*Started to increase in natural/ organic search traffic from our web analytics report.
*Begin breaking out branded versus non-branded keyword traffic.
*Started looking at conversation rates, i.e. what percentage organic search visitors were completing lead forms and/ or buying from site.
*Incorporated call-tracking and looks at conversation path, to include multi-channel conversion tracking.
Brand Build Formula:
It is fun to think about what we’re going to do next/heading next; for people who came into SEO digital marketing space from a traditional marketing background like radio/ television/ print etc…
Building a brand in today’s digital marketing place has got a formula. Building a brand came down to formula by a studying ‘advertising’ i.e.
Reach (number of people who received your message) X Frequency (number of time those people received / were exposed to your message) = Gross Ratings Points (GPRS), or the effectiveness/ value of the marketing campaign.
But what is next is—has the practice of SEO evolved to the point where we need to start looking at reach and frequency again?
Reach and Frequency—Evolving Process:
Many people’s statement is that “Reach and Frequency” is an out dated measurement of marketing success. Google AdWords reach and frequency metrics for CPM – are based on ad bugs. This is an evolving process always; changes are made and reported very often. So this has made you revolve to a point where we should consider reach and frequency metrics – not as replacement but as an additional metrics to show value of our SEO efforts.
Measuring Modern SEO Process:
Today’s SEO has got many incorporates methods of creating and promoting content. Some content are:
*Videos– views on YouTube are an SEO metric.
*PR/Public Relations – should we incorporate number of mentions in the press? Instead try to measure the back links produced from such efforts.
*Blog content that goes viral.
Nowadays there are tons and tons of tools available to SEOs to help to measure success, but don’t forget to point out, if there is a super-tool that can bring all of this together. If you get one use of the tool that would be the best, try to use it in your own style.
When we are able to develop an infographic, and promote it through social channels, and if it’s well done, we can earn quite a few good links. But aside from the links, there are some instances in which the links are removed, but the brand value of the infographic will remain constant.
When you decided to expose your brand to a mass audience, there must be some SEO value in that, right! That would build your brand.
SEO has reached a point, where you could make an argument that some traditional metrics of building a brand should be incorporated into reporting of success for SEO.
When you build the brand, it should help natural search engine rankings, so that more people can search for your company’s name, because you’ve created great content, promoted it, and earned links/mentions/retweets, etc., this would help SEO. SO that SEO be given more credit for an increase in branded searches, or even increases in direct traffic.
Efforts towards Ranking:
We’re evolving towards a model that factors reach and frequency; if we compile all of the information on exposure of the brand; then the efforts will lead to higher ranking and for more traffic, and how – through multi- channel analysis these efforts are leading to conversations.