We have already talked about our own high return on investment.
If you remember but in this section we will analyze the key performance indicators KP EIS which stands
for the metrics identifying those objectives that allow us to measure the success of an NCO campaign.
How do you know if all your work so far has been effective or not.
Not everything is reduced to the position in the search results because having to deal with an entire
business with investments and revenues included we need to have an overview and a structured way of
thinking.
There are various KPI is available and each NCO professional has their own preferences but personally
I stick to the number of visits ranking position and number of conversions and bounce rate I often get
requests from potential customers like I want to double the traffic on my website or I want to get ranked
at the top position.
There is nothing wrong with having these desires but it actually means something else in reality.
Now let me explain better.
I hate those who do my job incorrectly making unrealistic promises and playing on the edge of misunderstanding
with the client.
I believe in the law of karma so doing harm to someone today besides being an ethical issue will certainly
bring some problems in the future.
On the other hand working with transparency in addition to making me sleep peacefully.
It also allows me to be proud of each success to be aware of the failure risks and it gives me the strength
to always go ahead precisely for this reason I preferred to refuse a job rather than accept it.
Given that in a sector as complex as MCO there are very few certainties especially after rank brain.
I wanted to dedicate a special chapter to objectives because it is an underestimated issue for people
involved in SC 0 number of visits.
As you can imagine the number of visits your website received for free from the search engines organic
traffic is an important indicator and therefore we must define it correctly in google analytics.
We often cite the term organic sessions as the visit of the user referred to a time horizon the time
out is usually 30 minutes to take a simple example.
If the user returned to our website after an hour on the same day we would have two organic sessions
but only one visit beyond the purely technical issues.
The number of visits allows us to immediately understand how many people access our Web site.
So getting an obviously increasing number of visits confirms the success of our SEO efforts.
This value is directly influenced by other metrics such as the location of the snippet within the search
results and the CPR or click through rate.
This means that in order to increase the number of visitors to our website we can intervene with specific
actions to improve these two metrics.
Through the suggestions already seen in prior chapters here is an example of my new Web site's performance
which shows a clear increase in the number of visits keyword ranking to put it simply the ranking position
of your web page and search results for specific keywords greatly influences the number of visitors
off the Web site.
You should have noticed that unlike five or 10 years ago the importance of ranking positions has greatly
diminished.
And now I'll explain why a visitors geo location the browser language used by the user the hours of
the day access from a mobile or desktop device.
Considering these factors the same query term can generate an SRP with completely different results.
This is precisely why we should not fossilized on the position as it used to be the right thing to do
in the past.
We should correctly say and use phrases like I am ranked the 5th by the keyword FCO tools by accessing
the Web from the desktop at 8 p.m. with a browser in Italian rank switch and using an IP address from
Rome.
Moreover you should consider that the fluctuations are constant and a website that is ranked fifth today
could be seventh tomorrow and then third despite these considerations.
I believe that a software that acts as a keyword tracker is still useful in order to get an overall
view of your SEO strategies results.
Since the main objective is to scale positions after all.
Now let me make a joke.
Do you know where the Mafia hides the bodies on the second page of google results.
Because nobody ever looks there.
Beyond the humor it is true that appearing on the first page in the top three or better yet in the first
position is definitely a good thing.
And it basically translates into having more visitors on your Web site.
We must also consider that not all keywords are equal.
Therefore appearing third for 10 keywords with 50 monthly searches will cause less traffic than being
fifth break keyword of ten thousand searches per month to conclude these considerations what really
matters in the business is the sales or leads.
And that's why the best way to evaluate the keyword ranking is to relate it to conversions which will
be discussed in the next chapter.
Here is an example of a positions climb for one of my sites.
Starting from the 12th to the first position although it is not a keyword with large volumes it has
a very good conversion rate and this is why I decided to focus on its ranking positioning number of
leads and conversions.
If so far we have seen two KP I's that operate directly on attracting the public towards our website.
Now we will move on to a topic that is often mistreated by those involved in SEO and especially by those
who are not familiar with marketing.
What do we actually expect the user to do after landing on our web pages.
Evidently an action of some kind is desired a purchase registration a quote request social shares or
an email opt in.
At this point we are getting closer to marketing concepts than to Ezio first.
Not all actions performed are equal especially in terms of value.
For example a 40 percent increase in shares on social networks is a good sign but it would be even better
if it were in sales.
Remember that leads in conversions can come from various keywords related to very different buyer intents.
For example the first position for LG K for price will probably lead to many more conversions than LG
K. For although the second keyword has more traffic volume than the first.
The message is clear we cannot live on traffic alone.
But in addition to choosing the appropriate keywords for our goal the conversion rate must also be considered.
We should be doing the so-called conversion rate optimization C R O which includes work on the interface
content calls to action and above all includes the sales funnel developed by the marketing department
bounce rate if you love definitions.
The bounce rate is a percentage value that represents the ratio between the sessions where the user
immediately exits without taking any action on the web page and the total number of sessions.
It is no secret that there has been speculation on this value for years and even today we talk about
it precisely because it is a good indicator for evaluating the user experience on the pages of each
Web site one thing to keep in mind is that it is not always accurate.
So we must be careful.
First of all there is no correct or optimal value because keywords respond to different needs and market
niches are multiple.
For example if I am looking for how to say yellow in Italian after opening a web page and finding jello.
Why should I stay on that Web site any longer.
Having had my request solved already I can leave but I leave satisfied actually in this case.
If we want to be picky.
If the website had a bad interface not showing the translation immediately I would be forced to visit
other internal links thus improving the bounce rate of the page.
But I'd be coming out frustrated for not having found the answer.
Now this does not mean that the bounce rate is useless or makes no sense.
But like many other SEO concepts it must be contextualized according to the web page type.
Now let's see in detail how exactly it should be contextualized inside a sales funnel.
If the cart page has a bounce rate of 90 percent something is obviously wrong in this case.
Working on the graphical interface might obtain a 30 percent bounce rate and would be a great success.
On the other hand having a bounce rate of ninety five percent on the thank you page after entering the
email address is perfectly normal and it would make no sense to waste time on it.
Other cases where the bounce rate is relevant when you know the bounce rates for a competitor of the
same keywords after a substantial intervention on the layout or on the contents.
In these situations it is very important to make sure that a drop in terms of bounce rate does not occur.
Here is an example of my legal theme site with a very interesting bounce rate.
As you know this value is generally different depending on the source of traffic.