Study Notes
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Digital Marketing - Study Notes:
Monitoring and measuring SEO activities
“If you can’t measure it, you can’t manage it.”
As with all other areas of digital marketing, SEO should be tracked and monitored right from the outset of a campaign.
- At the beginning of a project, it is important to benchmark organic rankings for a set of approximately 30 to 50 keywords.
- You can then monitor fluctuations in ranking over time.
- You should also benchmark average monthly organic traffic and conversions.
- As well as that, it can be interesting to monitor year-on-year data to track annual trends and seasonality.
Obviously, the goal of your positive SEO efforts will be to improve keyword rankings, drive more site traffic, and boost conversions.
Tagging solutions
To ensure that all of your SEO efforts are being recorded correctly, you should ensure that all on-site activity is being tracked. You can track activity through tools like Google Analytics. But another tool you could look at is Google Tag Manager.
Google Tag Manager is a container tag system that holds all on-site tags and minimizes the amount of code that needs to be placed directly on-site. This is crucial because the more code you add, the slower the site gets.
By implementing goals within Google Tag Manager, you will be able to measure the effectiveness of your SEO efforts, to see if they are increasing site visits and boosting on-site engagements.
Back to TopDigital Marketing Resources:
Shane Lyons
Shane Lyons is head of Search & Analytics at Mediaworks, an award-winning media and communications agency. He has been working in Digital both in Ireland and abroad for the last 8 years and now specializes in SEO and Analytics.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Article: Paid vs Organic Search - Striking the Right Balance
- Article: 6 Simple But Effective SEO eCommerce Strategies
- Presentation: Testing and Benchmarking Page Speed
- Toolkit: On-Site SEO Audit Handbook and Toolkit
- Article: The Key SEO Ranking Factors You Need to Know in 2018
- Article: The Importance of Putting Mobile First
- Article: Offline-Online Attribution with Google Maps
- Article: How to Measure Your Content Marketing
You will not be assessed on this content in your final exam.
