5 Magical Tips of Tracking Media Metrics to improve SEO

5 Min Read. |

Relativity of SEO & ROI

Now a day the trend is to proliferate the business through internet & website. Many people are now relying on the internet more and more each day to do a simple activity such as to locate businesses, order food, look at reviews and much more. So it is well-thought assumption that implementation of a proper SEO campaign can ensure to be the right in front of the customers face and thus receive more visitors which equates to more sales.

SEO functionality is very much like the stock market. One chooses the stocks (keywords) based on the knowledge one has at hand and then wait. Periods of proliferation and disintegration (like ranking fluctuations), is experienced by business but one thing is certain: the stock market and SEO are both long-term endeavors & players. There’s no quick path to riches in either case.

So next time when one is asked about the ROI in the board meeting with respect to efforts of SEO applied to the business mentioned below are social media metrics which can take the ROI to the next level.

Need to consider Bounce rate while tracking Click Through Rate (CTR)

Ideally, we all want that once anyone has clicked to our website, he or she should stay there till any revenue is conferred from it, we can say that one who enters the website through social media like Twitter or Facebook, arriving on the website or blog, then leave without viewing any other content. Such activity increases our CTR but at the same time increase our Bounce rate too.

An important metric is Click Through Rate since they indicate that one’s social media messaging, this CTR is indication of compelling to spark interest with the audience but when coupled with bounce rate, they can help in getting the ROI of the business.

There is a need to track the bounce rate of website visitors who came from social networks, and compare that rate to website visitors who visited one’s site directly, arrived from Google, or arrived from any paid advertising campaigns. When the social media bounce rate is lower than those other sources, one can predict that targeting the right people on social media is being done, and the traffic one is driving is more valuable to the business.

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Tracking of Bounce Rate in Social Media VS other means

To track this metric, set up on Google Analytics or another analytics provider. In the case of Google Analytics, Under “Acquisition” tab, and look for “All Traffic” for the “Channels” segment. Click on the “Bounce Rate” button and it should show the rank all of the channels from lowest bounce rate to highest.

Google Analytics Acquisition tab

Google Analytics Acquisition

Social media traffic is less effective than search and email, but more effective than search ads, display ads, and direct traffic to one’s website. These revelation & inference should go a long way as one tries to prove the value of social media to one’s business.

Tracking the share of traffic driven Vs tracking of only web referrals along with social share of voice & mentions

Mentions in social media are also important metric but mentioning the details of the social share voice regarding what percentage are being mentioned within the respective industry & that of the competition.  This helps to project that the competitors are also in social media  & one can gauge  how they are doing w.r.t the competitors

One needs to track more than just the amount of traffic driven and start tracking the share of traffic driven by social because If the search has a high bounce rate high in social media, but drives much more traffic, social is still going to look less valuable in comparison. The tracking & sharing of traffic driven can be done in the same place as the bounce rate tracking was done in  Google Analytics, under Acquisition and Channels, click on the “Sessions” field. This will rank all of the channels based on the number of sessions they drive. In the column, besides the actual number, one should also be able to see a small percentage figure. This percentage represents the share of traffic being driven by each channel.

Tracking of conversation rate is better than just tracking comments

The conversation rate is the percentage of the ratio of comments per post to the number of overall followers (or Page Likes) one business has. This helps the business organization to determine how much of their audience is compelled to add their voice to the content they post on social. Just tracking the comments were left on each post is somewhat useless information without any context. 

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Formula of conversation rate

Conversation Rate = {Total number of comments / Total numbers of followers} X100

Tracking of applause rate gives better conclusion than just tracking likes

  • Tracking of applause rate will provide the context needed to make likes more than just a cosmetic metric.
  • Applause Rate = The ratio of likes per post to the number of overall followers (or Page Likes) a business has.
  • This applause rate will let know exactly how much of the business’s audience is finds the content interesting (or not).
  • Likes are also valuable social media metric, but not when they’re being reported as a stand-alone metric as they cannot be just related to the revenue generating cycle.

Tracking of leads analyses the ROI better than tracking of numbers

Tracking of Leads is directly proportional to the generation of Revenue so it is the essential part reflection the SEO measure in terms of ROI so when trying to prove social media’s value to one’s business, delivering a fresh batch of warm leads will turn the heads for the top line management.

The main key to tracking leads is ensuring that the links one share are trackable within the marketing automation or analytics software one is using —be it Google Analytics, Marketo, Salesforce or something else.

For tracking the leads one is generating, every link one shares on social media should include a UTM code. This code will follow anyone who clicks that link as they visit one’s website and become a lead, either right away or later on in their journey. This allows one to contribute leads to individual social media messages or campaigns.

One can attach a UTM code which is a simple code that to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to one’s business.

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