With the Not Provided keyword data playing an increasing role in SEO campaigns, it is important that you learn how to factor in this element while displaying campaign results. Unfortunately, 53 percent of B2B marketers did not know how or just did not calculate site strategy ROI as per details provided by MarketingSherpa.
Here are some crucial tips for effective measurement of B2B SEO campaigns after you factor in the Not Provided factor.
One quick way of measuring your SEO strategy in case you witness higher Not Provided percentages is to monitor landing page performances individually. You need to filter Not Provided data by choosing secondary dimension Landing Page to look at the pages and content viewed by visitors.
You can now view and measure various metrics including pages created by specific SEOs as well as measure your keyword strategies that are further limited by the Not Provided factor. You can also set benchmarks to compare traffic of your SEO assets with various other referral channels.
Another essential measurement benchmark to measure is to conduct a navigational performance analysis. You need to track and measure the actual paths taken by your visitors when you conduct an analysis of SEO landing pages too. You need to go to the Content section in Google Analytics and click on Navigational Summary to view these metrics.
This step will help you extract data from specific SEO pages such as blog posts or other viral marketing assets that are more focused on attracting traffic and links rather than direct leads. Such a report will help you monitor visitor behavior on each page of your site as well as enable you to locate hidden keywords and links for future use.
Daily reports that provide metrics on referral source, keyword referral data, and pages visited will provide important information on how your SEO landing pages are faring by tracking visitor movement. You must evaluate such reports to monitor your SEO and link acquisition campaigns, and make suitable changes for improved results.
Google Webmaster Tools provides Inbound Link reports that delivers inbound link information specific to your SEO content marketing assets. You need to focus on domains as well as total links that you have acquired through such assets. In addition, you can also use Bing Webmaster Tools to compare results with Google and find out differences between both these search engines. You can also use other tools such as Raven Tools Link Manager to get detailed reports on inbound links.
With social media achieving increased importance, you must remember to measure your social media campaign as well. You need to focus on social media profiles that can provide significant business opportunities while analyzing mentions and shares on different social media websites.
Profiles that possess high business opportunities will include those that have excellent link building potential, industry influencers, as well as target prospects or even customers. You can use tools such as HootSuite to measure your social media campaign in an easy and detailed manner.
The above tips should help you factor in the Not Provided factor when you measure your B2B SEO campaign. Use them to get the actual standing of your campaign and make suitable changes for better returns.