Measurement

In our experience measuring website results is one of the most neglected parts of owning a website. When we ask people what their monthly visitor numbers are I am met with a blank stare, and that’s only one of a dozen valuable statistics.

Measurement tells you if your website efforts are working or if they are falling short. By knowing how your website is performing you can assess if it is an asset to your business or is a liability. By measuring your results and making changes based on those measurements you can refine your website into a powerful competitive advantage for your business.

Most web developers are weak on measurement and ongoing evaluation of websites. They see their business as simply to develop the websites and then you are on your own. Managed Content Webs has developed a method which constantly evaluates and improves your website for greater profit. We call it our DMI process (Read about The Develop Measure Improve process).

In the Potent SEO method we gather the following measurements:

  1. SEO Performance Indicators
  2. Website Performance Indicators

The first time through the measurement process you will be establishing a baseline. The next round of measurements will tell you if you are improving or falling back.

How often to measure?

The website performance statistics are typically recorded automatically so it’s no real hardship to pull them together monthly. I would recommend collecting the SEO performance statistics at least every 3 months. If you have high traffic to your website you may want to collect them more often.

SEO Performance Indicators

Getting the SEO performance for your site involves doing a series of searches in Google. Although there are tools to gather some of this information for you automatically it is a good idea to do manually. While you are doing the manual searches you’ll get a feeling for what is going on in the rankings and what your competitors are doing. These insights are invaluable and will sharpen your own SEO efforts.

You’ll want to source the following statistics for your website:

  • Keyword ranks
  • Indexed pages (how many pages of your site Google knows about)
  • Inbound links (links to your site that Google knows about)

Keyword Ranks

Get the keyword ranks for your website by typing in the keywords that you have been (or are hoping to) optimise your site against.

Simply count down the number of listings to find your rank. If your rank is outside the top 30 just mark it “30+” leave it at that.

Indexed pages

Type “site:domain.com.au” into Google to measure the number of pages Google knows about. You obviously would replace domain.com.au in the example with your domain name.

Inbound links

Type “link:domain.com.au” into Google to get a list of sites which link to yours. It is never a complete list but may give you an indication over time of the number of inbound links. Again, domain.com.au in the above example should be replaced with your actual domain.

Google offers webmaster tools which includes, among other things, a much more detailed inbound link report than you can with the link:domain.com.au search. Go to http://www.google.com/webmasters/tools/ if you are interested in finding out more.

Read more...