Search engine optimization (SEO) is a marketing strategy that helps drive sales to your business. When using SEO, key performance indicators (KPIs) should be put in place to measure the effectiveness of your campaign, allowing you to directly relate it to the success of your business.
In SEO, volume metrics give you an idea of the number of followers and subscribers your website, blog, or business has. However, ask yourself this. How does having many followers and subscribers bring your business money? How can they bring you good business if you’re not sure they are really engaging in your marketing strategies? Volume metrics can be deceiving, really. The numbers may just be made up because the volume game is an illusion for most SEO-driven businesses. For volume metrics to work, SEO tactics should be lucrative and have some commercial intent. With some creativity and wordplay, disguising what your true message can be done, albeit not with some difficulty. For SEO, keywords should be brief, to the point, and call the viewer to action.
Different environments need different messages to be truly effective. Thus, the right environment is critical when doing SEO and social media marketing. However, because it is a social environment, less tolerance for overt commercial activity exists. Social media, when combined with effective SEO, can generate awareness and get people talking. Getting links is easy if social media and SEO are done the right way. For SEO, the appropriate environment would be that which encourages direct response and commercial activity.
Advertise your business correctly. Determine what type of business you’re running – brokerage, advertising, infomediary, merchant, manufacturer, affiliate, community, subscription, or utility. This helps you decide the right and effective marketing tactics and strategies appropriate for the type of industry you belong to. The right KPIs for your business will determine what SEO and social media tactics you could use to bring more sales to your business.