Marieke van de Rakt
Marieke van de Rakt is the CEO of Yoast. Her main focus is on growing the company. She is really passionate about maintaining open and friendly company culture. Marieke is also heavily involved in the marketing of Yoast and with Yoast SEO Academy: the online courses platform.
If you want to measure your content SEO strategy’s success, you first need to establish your goals. What’s the purpose of your strategy? Do you want higher rankings? More traffic? To evaluate your content SEO strategy, you should identify what success means to you! Once you’ve established your goals, you can measure the success of your strategy. This post will help you define your goals and give you tips on exactly how to measure those goals and your content SEO strategy’s success.
What’s your ultimate goal?
What do you really want to achieve with your SEO strategy? Lots of people SAY that they want to rank higher in Google. But is that really what they ultimately want to achieve? Or do they want to attract more traffic from Google to their website? Perhaps, they actually want to sell more stuff. Or to have more return visitors. Signups to newsletters? These are all different goals, and these goals require different metrics to evaluate.
Ranking higher in Google for a particular search term will probably lead to more traffic. But that’s not always the case, and that traffic might also be of low value. For instance, we used to rank really high on the term [Google Analytics]. Most of those people were looking for Google Analytics when they typed in [Google Analytics] in the search bar, though – that was their search intent. So although we were ranking sky-high on a major competitive search term like [Google Analytics], it didn’t bring us any meaningful traffic.
In most cases, people probably want more organic traffic instead of higher rankings. And, if you have an online store, you probably want to make more money: you’d like to attract people to your website that have a larger intent to buy. Your content SEO strategy should focus on attracting those people to your website.
Set up a content SEO strategy that fits your goals
Once you’ve established your goals and know what you want to achieve with your content SEO strategy, you should develop a strategy that actually fits your SEO goals. If you want articles to rank higher, you should update and improve your best articles. If you want to attract more traffic to your website, you should consider a long-tail keyword strategy. And if your goal is to sell more items, you should think of ways to attract buyers to your website.
Read more: What is search intent? »
How do you measure those goals?
Once you’ve established your ultimate goal and figured out your content SEO strategy, you’ll be able to measure it. If you really want to know
This article was written by Marieke van de Rakt and originally published on SEO blog • Yoast.