Measuring the Success of Search Marketing

by YC Ng on April 14, 2011

Search Marketing Success MetricsIt’s important to identify your KPI’s (key performance indicators) before you invest in search engine marketing. For most companies and even the SEO/SEM vendors, it appears that the only metric important is the keyword ranking. Keyword ranking itself is a misleading indicator and sad to say meaningless, without referring to the potential traffic volume and commercial intent.  Today, most companies want to see multiple metrics measured to determine the value of search marketing.

We would like to share the latest findings from “2011 State of Search Marketing Report” that was just released yesterday. The findings are based on over 900 companies and agencies participating in the global online survey conducted by SEMPO in partnering with Econsultancy.

The important metrics companies use for gauging the success of search engine optimization

SEO Success Metrics

It is worth to note that site traffic metrics (57%) and conversion rate (33%) are the two most important metrics for measuring the success of search engine optimization. Not the position or ranking.

The important metrics companies use for gauging the success of paid search marketing

PPC Success MetricsConversion rate is the most important metric for measuring the success of paid search marketing such as Google AdWords and Microsoft adCenter), with 59% of companies saying that this is one of the top three metrics they use.

What about social media marketing? The important metrics companies use for gauging the success of social media marketing are:

Social Media Marketing metricsBrand awareness (72%) and customer engagement (65%) are the most important metrics for gauging the success of social media marketing.

After knowing the important metrics, the next question is HOW. Our answer is a simple and basic one – Web Analytics. The free tool you need to start with is Google Analytics. Perhaps, we will cover it in our future posts.

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