Chapter 5: Measurement

Now that you’ve taken the necessary steps to research your competitors, select your keywords, optimize your website and create a Google My Business account, the next step is to track your progress.

Metrics are like checkpoints for your marketing activities. They provide a simple explanation to the questions:

  • How are we doing?
  • What is working?
  • What isn’t working?
  • What do we need to change/improve?

What’s important to note is that what matters to your business may not matter to another business. Depending on your marketing goals and outcomes, you may have a different set of metrics to monitor. These just happen to be our favourite.

1. Local Rankings

Your local ranking is just that – the position of your business in Google’s local search results.

Start by getting a baseline measurement of your existing position in the local search results. This is important information to collect before doing any type of optimization.

Tracking local results can be easy for a small number of keywords. You simply type in your keywords and record your website’s position in the local search results. However, for tens or hundreds of keywords things can be a little tricky or at least it used to be. Fortunately, two great companies came to the rescue by developing powerful tools we can use for analysis.

With these tools, you’ll have an accurate estimate of your website’s local rankings, saving yourself time to focus on building a more authoritative website.

2. Citations and Links

Remember citations? You’ll want to track the citations you build, as well as the links that you acquire. This is mainly for organization purposes. As you’ll quickly discover it can get quite complicated to monitor hundreds of citations and links without an organized spreadsheet¬†to keep you on track. It also ensures that the important links and citations for your business have been acquired.

3. Google Analytics

If you want a detailed look into how people interact with your website there is not better tool than Google Analytics. It’s completely free and provides insight into the following:

  • Number of visitors to your website
  • Amount of time users spend on your site
  • Geographic location of your customers
  • Bounce rate – the percentage of people who immediately leave your website
  • The most popular pages
  • Top referrers – websites that are sending traffic to your site

4. Conversions

Last but not least is conversion tracking. Conversions can be anything, but I like to think of them as the action you want a user to take on your website. For a local business, this could be the download of a PDF document, the submission of an appointment form or the view of a key page.

Take a moment to determine what information would be most valuable to you as a business owner – then, using Google Analytics goals, create the conversion points that matter to you.

The concept of conversions may seem a bit foreign, but monitoring conversions is the key differentiator between digital and traditional advertising and one of the most powerful tools you as a local business owner have at your disposal.

Now, Go Forth and SEO!

Actually, if you’re made it this far you probably need a drink!

Local SEO, when done correctly, is a powerful tool for growing your business. It can increase a website’s ranking in Google’s local search results and open the website traffic floodgates.

I hope you enjoyed the Ultimate Local SEO Roadmap – if you have any questions please tweet me at @calindaniel.