Whether you are a big business executive, middle manager, or a small business owner, you’d be hard pressed to succeed at SEO (or any Internet marketing) without the use of analytics. You could say that analytics are the eyes and ears of the marketing department.
You may have heard something along the lines of, “You can’t change what you don’t measure.” It’s an old marketing truth that is still relevant.
Analytics measures results. When you start a new marketing campaign – whether it be search engine optimization, social media marketing, paid advertising, or something else – analytics helps you determine whether your marketing efforts are delivering results. You can measure success. Sometimes that success is realized as an ROI and sometimes it’s simply seen in light of meeting or exceeding the intended non-monetary goal.
In any case, you can’t perform an online marketing task without measuring your efforts, and that means results.
So what do you measure? That is another topic of discussion. Many social media marketers are stuck on measuring Likes, tweets, and shares, but is that what you really should be measuring? How about the number of links you’ve acquired, or the number of unique visitors?
Most of the time, you want to keep your analytics focused on end result data. That may or may not be ROI-related data.
For instance, if you are engaging in a new SEO campaign, maybe you want to move a particular keyword up from page 3 of the SERPs to page 1. That might or might not result in an increase in ROI, but if you move up far enough in the search results, then you should see an increase in traffic to your website. If not, then maybe it isn’t a profitable keyword.
Analytics are important for any marketing. If you can’t measure your results, then you don’t know if your successful or not.