What Is The Most Important SEO Metric for My Service Business?

 metr-photoWhat Is The Most Important SEO Metric for My Service Business?

SEO metrics should be defined upfront—we all know that. But what is the most important SEO metric to analyze? Is it Keyword Rankings? Traffic? Unique Visitors?

Most reputable SEO’s agree that success should be tied to a mutually agreed upon outcome because ranking #1 and not getting desired results is very possible when the wrong keywords are selected, a website design and content is poor, or if your business does not see desired actions by website visitors taking place, for example.

Your SEO Company’s Job

The job of your SEO company is to help you identify the online sales funnel, help drive quality traffic to your website and build a Conversion process into your website that is effective.

And Your Job Is…

Your job is to make sure your Sales team and business-side processes, promotions and communications plan are optimized to convert a lead to a sale. This includes being creative and aggressive, as needed, with your promotional strategy.

So, if I do all of these things, what is the metrics that I should look at?

The most important Metric to focus on is one tied to tangible results linked to financial performance. In most cases, especially for Service businesses on Long Island, that means counting the number of Phone Calls and Contact Forms filled out on your website.

You also want to look at the engagement and conversion rates of your landing pages, bounce rates, Users (unique visitors) and Goals that are met (these need to be defined in Google Analytics e.g. someone filling out a form).

With Google’s Hummingbird Engine, it is recommended that you evaluate your Landing Pages (and top landing pages) and correlate rankings and traffic as well as bounce rates with the quality of the content on that page. If you have pages that are not performing, you need to equally look at on-page content as much as you do the On page SEO, inbound links etc. CONTENT continues to be KING.

In sum, to get results, your service business has three main jobs to accomplish with your SEO company:

  1. You pick the right keywords and get rankings on page one of Google. These are in-demand keywords that will position in your market online as well as longtail and niche keywords.
  2. You then drive increased quantity and quality of traffic to your website from online channels where your target audience or a customer segment spends time.
  3. The website experience and Conversion Rate (number of visitors who took a desired action in a timeframe/ the total number of visitors in that timeframe) must then be optimized as well. This includes having a strong offer or “Call To Action.” A/B testing promotions and determining which marketing message is most impactful can help you get the best results, time and budget willing.

In sum, the key to getting SEO results is a holistic approach that ensures that your entire SEO Campaign is Optimized at all lead/customer touch points. Just optimizing your website for Keywords will not be enough to get a profitable Return On Investment (ROI) for most companies.

Related Article: This article is very helpful for discussing other important SEO metrics: http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/333001/5-SEO-Metrics-You-ll-Regret-Not-Measuring

Repurposing Your Social Media Content To Maximize Return On Content (ROC)

Repurposing Content ComputerAre you looking for ways to extend the “life” of your blog posts or social media content, or recycle and reuse old social posts for a new use?

Are you looking to be more time efficient when it comes to making social media posts?

For most of us, the answer is YES.

Imagine how much time you would save if you could create less content and spend more time promoting it? Thanks to a simple technique referred to as ‘repurposing content’, you can finally re-use and recycle older content that you feel is still relevant and helpful to an audience.

But first, what is the problem we are all trying to solve, and what is Return on Content (ROC)?
The problem for business owners is that we want to get results from our social media. Yet, posts have very short life cycles, often just a few hours. So, many of us make one post – we set it and forget it – and then we move on to something else. In more involved pieces such as developing seminars, webinars and trainings, or eBooks, we have a tremendous opportunity to leverage that work for a new use, especially for others who have not seen it yet.

So, What Does it Mean to Repurpose Content?
When people think about repurposing content, they immediately assume it has to do with republishing content (copying and pasting it somewhere else online). Repurposing content has to do with reworking an article or social media post for a particular audience OR a particular format. It has to do with extending the life of a post or piece of content that you feel still has more to give by changing it and making it appeal to a different segment of people or people on another social channel.

For example, let’s say you created an article geared towards families searching for a professional landscaper. You can repurpose the article and reach a new audience of homeowners in a new market; for example: the do-it-yourself home improvement market. It is also great for SEO, and it adds value to your business.

Why Should I Repurpose Content?
Especially on Facebook where your organic ‘reach’ may be low, many times your Fans may not have even seen the original post. This is true on all social networks. If they have not seen it, then although you have posted it, it is still brand new to them. This alone is a good reason to reshare by way of repurposing old posts.

Reposting the SAME older post is NOT RECOMMENDED and can even work against you on certain social platforms.

What is the key to knowing if I can re-use content?
If there is one word to focus on it is “Relevance.” As long as a topic or content is still relevant and timely, it may still make a great share to your community. Or, it may be reconstructed to suit an audience on a different social network. For example, you may have content on Facebook that may be a good source of information to a community you recently started on Google Plus. Why not share it if it is still of value?

Creative Ways to Repurpose Content

First, think about who the audience is. Then think about the format of the content. For example, you may have given a training session to an advanced group of trainees on the subject and questions were raised during that session that made you realize new ways to present the same material to a more beginner level audience. You then write a tips sheet, turn it into an Infographic and post it on your Facebook page. In this instance, you are taking one piece and adapting it to a new segment of people with a fresh format. This is a good example of repurposing.

One thing you will want to do is to find your most prized piece (i.e. a blog post, video, social media post, etc.). For example, you can turn your blog post into an Infographic, or even a tutorial piece on YouTube. Or, you could put a tip into an image and include your logo, branding your content before it is spread online.

If you have an interesting topic, you can even turn your content piece into an e-book. There are a variety ways you can repurpose content. Here are a few more ways you can re-use your content:

• Create individual posts from a bulleted list within an article.
• Take something complicated/technical that was meant for one audience and simplify it for another
• Turn an idea within your post into a case study.
• Create a podcast from your best blog article.
• Turn sentences within a blog post into quotes.
• Turn your content pieces into a slide share – just make sure you make it visual.
• Repurpose content into a webinar.
• Turning an eBook into an autoresponder email series
• Turn a blog into a Vlog i.e. a video blog.

These are just some ideas. If you have offline articles or a print newsletter, another option is to take them and write them into web-friendly pieces that are then distributed online.

Here are a few tools you can use to help repurpose your content and get it into the hands of new readers:

• YouTube
• Bubble.us
• Visual.ly
• Scoop.it
• Medium
• Roojoom
• BlogsRelease
• Tribber
• List.ly

The list above can go on-and-on. These are just a handful of tools that you can use. The key to success when repurposing your content is to make sure the content is still useful to your audience. Your content should compel people to take action – even if it’s just sharing your content on their Facebook page.

5 second litmus test to see if it is worth reposting it?
1. Is it Relevant?
2. Is it Timely?
3. Will it reach your intended audience if posted?

If you answered yes to all three, then give it a try. Sometimes a post was not successful the first time only because it did not reach its intended audience. If this is the case (you can e.g. see how many people a post reached in Facebook Insights to determine this), make a game plan to ensure it does.

Good luck!

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