Although a single statistic can show you traffic and sales volume, it is insufficient to determine the total performance of your SEO strategy.
Your overall rating in the Search Engine Results Pages will improve if you improve your SEO (SERPs). However, if your business focuses on a local audience, you’ll need to apply more targeted SEO methods to expand your business effectively. Hopefully, your company already employs efficient local SEO strategies that aid in the growth of your brand. However, SEO is never a one-time event, and the same holds true for local SEO.
Keep in mind that 50% of individuals who use the internet to find local companies visit or contact them the same day. This is why having a well-thought-out local SEO plan is critical. Local SEO audits should be performed on a regular basis to ensure that all of your SEO initiatives are working in your favor.
When conducting a local SEO audit, there are 7 key metrics to look for
1. Your organic search traffic is increasing
You won’t be able to build your business without a steady stream of fresh and qualified users visiting your website. Even if you’ve been in business for a long time and have a devoted customer base, this is an important component to consider. After all, without traffic, there will be no conversions. As a result, the growth in organic search traffic is one of the most significant KPIs to consider while conducting a local SEO audit.
Tracking the organic traffic results will provide you a clear picture of whether your efforts to boost your SERP visibility are paying off. Fortunately, this measure is simple to track and monitor. The information you require can be found in Google Analytics’ Acquisition tab under Organic Search. Keep in mind that while this statistic for tracking organic search traffic increase is quite valuable, it does not reflect the real quality of the traffic.
2. Your organic rankings’ effectiveness
Keyword rankings are, without a doubt, one of the most crucial SEO KPIs. It’s also true that Google considers a variety of factors when delivering the top search results, making measuring a brand’s organic position difficult.
Focusing your concentrate on terms with a greater search volume can help your local SEO audit be more effective and useful. This information can then be used to create and promote keywords that have a higher likelihood of increasing search volume.
The ranking statistic can also help you discover problems with other areas of your SEO approach. If you observe a substantial reduction in organic ranks, for example, it’s likely that there’s a problem with your company’s technical SEO. If you see that particular website pages rank well but only get a few clicks, this could suggest a targeting problem. It’s important to track organic rankings with software that also allows you to segment your keywords by area.
3. Organic and non-organic traffic are compared
While this isn’t the most significant statistic for your local SEO audit, it’s very valuable if you want to expand your reach using SEO rather than paid marketing. Again, Google Analytics makes it simple to compare how you get visitors to your website, as you can see the breakdown of organic traffic, referrals, social media, and so on for your main traffic channel.
4. The organic traffic conversions
The quality of traffic isn’t a factor in the increase of organic search traffic. Checking the organic conversions metric from traffic, on the other hand, does. This measure should be included in your local SEO audit to confirm whether your efforts are successful in acquiring a qualified target audience.
Organic conversions can show you whether the visitors to your website will eventually become customers or if you’re attracting irrelevant leads. It will reveal whether or not you have chosen the appropriate keywords and content. To measure organic conversions, you must first set up a suitable target in Google Analytics, which you can then track using organic traffic.
5. Your listing’s visibility
You must study how easy it is for your local prospects to locate you online in order to do an effective local SEO audit. Check two separate measures in this scenario, namely local Google Map Rankings and Google My Business Insights.
Local Google Map Rankings display your listing’s Google Maps result, whereas Google My Business insights display the amount of individuals who have seen and interacted with your listing, as well as the frequency with which your listings appear in the SERPs.
6. User interaction on your website
Your SEO will be influenced by your user experience (UX) just as much as the quality of your content and links. If you see an increase in the bounce rate on your sites, it’s likely that the information you’re providing isn’t valuable, significant, or instructive enough for your target audience.
When performing a local SEO audit, keep in mind that Google looks at your website’s interaction data to determine how highly it ranks you. Focus on data like bounce rate, which reveals how many people leave your website right after landing on it, average time spent on a page, number of pages viewed during a session, and how far down the page your visitors scroll.
7. Errors in crawling and technical SEO
The content you publish should be your major SEO emphasis. That said, you must target the correct keywords, optimize your pages for those keywords, create valuable and unique content with relevant anchors, and naturally and logically interlink the content. Google, on the other hand, won’t be able to interpret, access, or effectively index your content if there are any crawl issues lurking in the shadows. A technical SEO issue, such as a slow page load time, will also have an impact on your SEO ranking.
Checking the crawl patterns is a measure that can help you detect potential problems and gain a better knowledge of how the search engine crawls your website, even if it may not appear essential at first. You can use this information to forecast the indexing time after publishing and optimize your overall approach. You’ll also find out whether there are any technical SEO concerns that need to be addressed right away.
Checking for crawl issues in the Google Search Console’s Coverage report is simple enough.
SEO is a never-ending process
SEO is a never-ending process that takes time to produce results but is well worth the time and work in the end. When all of your SEO strategies are in place, it may appear that all you have to do now is check one or two metrics every now and again for good measure. Wouldn’t the world be a better place if everything functioned like that?
Although a single indicator can show you traffic and sales volume, it is insufficient for determining the overall effectiveness and efficiency of your SEO approach. After all, there are numerous aspects that go into SEO. While traffic and rankings will reflect how well your overall SEO strategy is working, other metrics like conversions will disclose whether you’re getting the correct customers. You’ll be able to see if you’re meeting user expectations by looking at engagement data.
SEO is becoming more complex, which is why you should look at many metrics to get the correct kind of information to assist you enhance your efforts and position yourself as a local authority in your niche.