The Complete Guide to

Greater ROI
From Your
SEO
Investment
 About the Author
Jeff Quipp is the founder and CEO of
Search Engine People Inc. (SEP). He is very passionate about
content, content strategy, SEO, PPC, social media, and the
entire inbound marketing process. From humble beginnings
in 2001, Jeff has built SEP to become the most reputable
digital agency in Canada, with more than 100 full-time experts
on staff. Jeff has a BA in Economics and an MBA.

Follow Jeff Quipp

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 What’s in this eBook
1 Basic Metrics
Measurable SEO is effective
SEO. Implementing an SEO
strategy without first establishing
a baseline and using metrics to
track your efforts is like driving
in an unfamiliar location without
a map. You need to know where
you are going to arrive at your
destination. In the case of SEO,
your final destination is the first
page of search results.
2 Intermediate Metrics
To achieve a high ranking, you
need to understand your key
performance indicators, which
metrics to use, how to measure
your efforts, and what you can
learn from the data. Failure to track
your SEO efforts makes it difficult
to understand your successes
and failures.
3 Advanced Metrics
Using SEO metrics will keep you
on track, establish the practice of
regular review and refinement,
and help you achieve a greater
ROI from your investment in
SEO. If you don’t track your SEO
efforts, you will struggle to know
what is and is not working, and
more importantly, which tasks
are profitable and worth further
investment in order to maximize
your ROI.

Page 4 Page 18 Page 31

The following e-book will outline some of the most important SEO metrics and discuss what they are,
how they can help you achieve your SEO goals, provide tips and best practices for these metrics,
and examine the significant role each metric plays in your SEO campaign.

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 1

Basic Metrics

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Basic SEO Metrics
Lay the groundwork for more in-depth and
detailed analysis. They provide you with general
performance indicators and offer a starting point
for identifying areas where improvements can be
made and where you should focus your attention
and resources. They are the baseline for effectively
assessing your website from an onsite and offsite
SEO perspective.

Basic metrics can be divided into four core groups

that can be used to analyze the effectiveness of
your website in a general sense. They are keyword
research and mapping, on-page optimization, social
validation, and local SEO.

Once you have a deeper understanding of these metrics, how they impact your website, and the
changes that need to be made to improve your ROI, you can then move on to more advanced
metrics to further refine your SEO strategy.

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Keyword Research & Mapping is at the core of SEO
metrics and it is used by us to identify search terms
and phrases that people enter into search engines.
The goal is to find the correct mix of keywords and
then implement them into your website to improve
your overall search engine ranking.
Ranking for the keywords that are most
frequently used by your target group
of users or customers can significantly
increase the amount of targeted traffic
to your website, as opposed to obtaining
new website visitors by chance.
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The Keyword Research Process
While there is no one right way to
perform keyword research, there are a number
of important steps in the process:
1 Set a baseline
Take a look at your current website data to get an
idea of which keywords are generating the most
traffic for your site and which keywords are not
getting any traction.
2 Brainstorm keyword ideas
Use the data you discovered from your website
and brainstorm a list of potential new keywords
and phrases. Try to approach this exercise from a
user’s perspective. For example, if you were going
to search for your website, what words would you
enter into Google to find it? What words or phrases
most accurately describe your website?
Once you are confident you have a solid list of keywords,the next step is to perform
an exercise in keyword mapping.
3 Examine competing websites
Examine your top 3-5 competitor’s websites from
a keyword perspective. What keywords are they
optimizing for? Take a look at their meta tags,
content, headers, and anchor text. More on this in
the next section about on page optimization.
4 Run your list through the Google
Keyword Tool
This is the main keyword tool that you will use.
Add your keyword list into this tool to get an idea
of the search volume and competitiveness of
your keywords. Also, make note of related terms,
keyword modifiers, local search terms, and other
keyword ideas.
5 Refine your keyword list
Use the information provided from the Google
Keyword Tool to refine your list of keywords.
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 Keyword Mapping
Keyword mapping is the process of assigning your
keyword to the specific pages on your website.

It is important to know which pages you will be For example, you would not assign the keyword
targeting as you go through the keyword research “Oranges” if the topic of the webpage is Apples.
process. To begin the mapping process, you will
Mapping keywords is beneficial because it
want to simply layout the structure of your website
helps to provide clarity. It clearly outlines the
along with the corresponding keywords for each
targeted keywords for each web page, creates
page. A spreadsheet is an effective tool for this
structure, makes it easier to perform internal
exercise.
linking, and helps to create an organized site
map for your website.
The most important rule for
keyword mapping is to assign
keywords that are relevant and
related to the page.

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 The Keyword Research Tools
Here is a list of keyword research tools that you
can use to get keyword ideas:

1 Google Adwords 4 Microsoft Advertising Intelligence

Keyword Tool
5 Bing Keyword Research Tool
2 Google Insights for Search
6 Wordtracker’s Free Basic
3 Google Trends Keyword Keyword Demand
Demand Prediction

An important thing to note about the keyword research process is that is not linear.
Expected to jump back and forth between tasks until you are confident you have a solid list of
keywords to use for on-page optimization.

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On-Page Optimization
Integrating keywords into the correct
places on your website is the most
important part of onsite optimization. Effective
on-page optimization plays a significant role in your
website’s ability to achieve a higher search ranking
for the keywords you have targeted.
Identifying which keywords
to target is the first step to
achieving a good ranking, but
implementing your keywords
correctly will maximize their
effectiveness.
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 Keyword Implementation

1 Meta Title tag

Add targeted keywords into the title tag of each page on your
website. For maximum effectiveness, each title tag Quick tips
must be unique. Avoid simply listing keywords and be concise– • Keywords must be relevant to the content
you have 65 characters. on the page

2 Meta Description tag

Every page must have a unique page description. The description
must be relevant to the content on the page, 165 characters
or less, and naturally include targeted keywords. Using a call
to action will increase the effectiveness and clickability of the
description tag.
3 Anchor tags
“Click here” is not an effective use of anchor text. Include
keywords in the anchor text links on your website to link to other
relevant pages. Keywords need to be relevant to the content you
are linking to and the anchor text should be grammatically correct.
• Do not force keywords into content. Include
them as they naturally enter the conversation
• Include your targeted keyword in the first
paragraph of text on the page
• Never sacrifice the quality of your content to
include keywords
• Use keyword modifiers to ensure your content
is grammatically correct
• Refrain from keyword stuffing

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4 Header tags
6 Image Optimization

Use keywords in the header tags on your website where
appropriate. Only use a keyword once in the <H1>.
Keywords used must be relevant to the page’s content.
5 Site URL
Many overlook keywords when naming pages and
setting up their website link structure. Use the assigned
keyword to name relevant pages. Avoid including
keywords in the URL if they are not appropriate or
negatively impact the link structure.
Do not forget to include relevant keywords into the
alt tag. Refrain from simply listing keywords. Focus
on writing a relevant image description and add
keywords naturally.
7 Content
Finally, and perhaps most importantly, you need to
naturally include keywords into the content on your
website. Before you go and stuff your website
full of keywords, you need to pay particular attention
to the following guidelines for adding keywords
to your content.

Effectively optimizing on-page This is the one area of SEO where you have complete
control and it is important to get this structure in place
content will have a positive correctly the first time in order to enhance your website’s
effect on your search ranking. visibility in search engines.

On-page optimization and the proper placement of keywords improve the likelihood that your pages
are indexed by search engines. It will also establish a connection between the terms searched by
users and the keywords for which you have optimized your website.

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 Social Validation
Social media has increasingly grown as an important component of internet
marketing. It is also increasingly becoming a more important factor in SEO. While
the exact impact of social media is not quite clear, the importance of social signals
and their impact on search engine results continues to grow. The notion that
social signals do have an impact on organic SEO has been verified by Google.

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 Social Signals
Social signals are used to indicate that a post, web
page or piece of content offers value to users.
People use social signals every day when they
interact with websites.

Some common signals: These signals provide data to both users and search
• Re-Tweets engines about the relevance, quality, freshness,
• Likes and overall level of engagement that is offered by a
webpage. A large number of comments, likes, tweets,
• Sharing content +1’s and shares for a web page or blog post signals
• Commenting on a blog post to search engines that value is present and this page
• Writing a review for a product or service should receive a higher ranking than a similar page
• And, the newest on the block, the Google +1 from a competing site that lacks these social signals.

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 Social Signals
The increased importance of social indicators is now a metric that
cannot be overlooked. You need to adjust your website to include
social media buttons and make it as easy as possible for your users to
engage with and share your content with their social network.

“…focus on creating high
quality and engaging content
that your users want. Great
content will be shared online.”
Getting users to share your content can be a challenge.
But, achieving a high level of social participation is
rooted in one core SEO principle – focus on creating
high quality and engaging content that your users want.
Great content will be shared online.

Add content to your website or social media profile that solves a problem, answers a
question, or provides users with the information they are looking for. This will increase your
social signals and improve your organic search ranking.

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 Local SEO
Local SEO is a specialized form of internet
marketing and component of SEO that increases a
local business’s visibility online and improves the
search ranking for geographically related keywords.
Local SEO helps to attract people to your website
that are likely to visit your store or office because
they are located in close proximity.
Any local SEO strategy needs to
revolve around Google + Local, an
online listing for your business that
provides information to users about
your location, hours of operation,
contact information, products and
services and user reviews.
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Formerly known as Google Places, Google Local 1 Claim your Google + local listing
plays an important role in local SEO. It gives you the
opportunity to not only develop greater visibility in 2 Optimize your website listing and
search results, but it also enhances your Google + add as much relevant information
profile and provides search engines with information as possible
to assess your search ranking such as clicks,
3 Link to your Google Local and
number of reviews, your review score, and the Google + profile from your website
number of citations (additional directory listings) that
exist for your website. 4 Encourage users to write reviews
on your profile
Google + Local needs to be part of your SEO strategy, 5 Build citations over time.
especially if you are a small business looking to increase
Add your website to relevant business directories.
the amount of local traffic visiting your business in
This will verify your business information. Focus on
person. It provides greater visibility and can lead to an
niche over general directories.
increase in sales from residents in your area.

From a user perspective, Google Local helps you find businesses in your area. You can
read reviews, get directions, look at photos and read information about a business
before you decide to visit it in person.

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 2

Intermediate
Metrics

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Intermediate Metrics
Intermediate metrics move beyond general
performance indicators by focusing on the
more specific functions of your website. These
metrics provide insight into web traffic trends,
the successful indexing of your web pages by Traffic Rates Index pages
search engines, and the effectiveness of link
building and content strategies. These metrics
allow you to understand specific operations in
greater detail, which helps you target specific
issues with a web page or your entire website.

Backlink Content
Profiling Strategy

There are four main groups of intermediate metrics that you can analyze to
pinpoint specific performance measures in more detail: Traffic rates, indexed pages, backlink
profiling, and content strategy.

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 Tracking Traffic
Rates
Website traffic rates are more detailed than simply tracking the
number of visitors that you experience on a daily or monthly basis.
• Unique visitors
To fully understand your traffic trends, you need to dig down and use
• Bounce rates
the following metrics to gain a deeper understanding of how your
• Referrals
traffic is engaging with your site.
• Conversion Rates

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 Unique Visitors

A unique visitor is a unit of measurement that tracks
new (unique) visitors to your website. They only visit
your website once and can be distinguished from
repeat visitors, which are people that visit your site
on multiple occasions during a specific time frame.
The unique visitor metric is significant because it
provides a more accurate assessment of how many
people are actually visiting your website. Without
the ability to track unique visitors, a single person
who visits your website multiple times can skew
your website traffic data to make it appear that
more people are visiting your website.

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 Bounce Rates
Bounce rates measure website visitors who only
view a single webpage and then exit your website.
For example, they click on your website in search
results, get to your homepage, and then leave your
website because they don’t like what they see.
This is an important metric because if your website
experiences a high bounce rate, then it might
indicate that there is a greater issue with your
website or landing page such as low quality
content, poor design and usability, or low value
provided in the mind of the visitor. As a general
rule, a bounce rate of 50% is considered the
average, and if your bounce rate increases
it should be a cause for concern requiring
further analysis.
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 Referrals

Referrals are an important metric because it provides
insight into the engagement level of users and their
willingness to not only support but promote your
website. Traditional referrals happen through word
of mouth, but they have evolved online and now
utilize social media, affiliate programs, and referral
marketing.
Referrals as a metric are important because they
can provide you with data about how you acquire
new customers. This is why it is vital to develop a
method to track referrals through referral codes,
custom links, and tracking programs.

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 Conversion Rates
Conversion rates are the number of visitors
that perform a desired action on your website.
Conversion rates are defined based on the
objectives of your website. Therefore, a successful
conversion could be signing up for an email
newsletter for one website or making a purchase
for another website. The formula for this metric is
number of conversions divided by total number of
visitors.
A high conversion rate is an indicator that your
online marketing plan is working effectively and
you are driving targeted traffic to your website,
have a good website design, and have high quality
content that guides users through your website
sales funnel. Conversely, a low conversion rate
usually indicates that there are issues with your
website from an SEO, usability, content, and design
perspective.
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Tracking Indexed
Pages
Tracking the number of pages that are indexed by Google and other
search engines is important. In order for your page to appear in
search results it must be indexed. If a page is not indexed, then it will
not appear in search results and people will not be able to find it.

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The more pages that your site has indexed,
the better chance you will have at increasing
website traffic and also ranking for multiple
keywords. This is why it is important to regularly
audit your webpages that are currently indexed
by search engines and tweak the entire website
as required to index the maximum number of
pages.
There are two ways to find
out how many pages are
indexed by search engines:
1 “Site:”
Entering “site:” and then your website address into the
address bar of your browser will tell you how many
pages are indexed by the search engine. This will
provide you with a general understanding of how many
pages are indexed.
2 Sitemap.xml
Creating a sitemap.xml and submitting it to Google is
an effective way to index your web pages. Once the
sitemap is submitted, you can check how many pages
are indexed through your Google Webmaster account.
Google will tell you how many of your pages on your
sitemap are indexed and searchable. This provides you
with a more detailed understanding of the percentage of
web pages indexed, as well as which web pages need to
be revised to become indexed.
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 Best practices for tracking indexed pages
How often you check your index rate will depend on how frequently you add
content to your website. As a general rule, it is a good idea to check your number
monthly. It is also a good idea to resubmit your sitemap.xml so search engines can
index new pages from your website.

Keep track of: “It is also a good idea to

• The number of pages that are in your resubmit your sitemap.
sitemap.xml
• The number of pages that are indexed xml so search engines can
• The percentage of total pages index new pages from your
indexed website.”

Over time, the number will provide you with insight about pages that need to be re-optimized and
refreshed. This may involve adding or re-writing content, editing meta tags, changing the targeted
keyword(s) or any other action that will help to get the page indexed.

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 Backlink Profile
Awareness
Backlink profile awareness has become
increasingly important since the Google Penguin
update. All links are not created equal, and if your
website has a large number of low quality links
pointing to your site, you could be putting your
search ranking at risk. This is why you need to
know which sites are linking to your website.
Checking your backlink profile is important
to maximize link equity.
Link equity measures the strength
of your website based on:
• The number of websites that link to
your website
• The authoritativeness of the websites that
link to your website

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 Viewing your backlink profile

To see which sites are linking to your
website you can:
• Use the “Link:www.yourwebsite.com” to get a
general list of websites
• Use Webmaster tools to receive a more
detailed view of inbound links
You need to find the right balance between
volume of links and the quality of backlinks you
are obtaining. More is not better if it is at the cost
of high quality links.

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 Backlinks to Avoid

As a general rule, you want to avoid low quality
links. These are links that are considered to
be high risk and could result in you being
penalized by Google. They are also unlikely to
drive traffic to your website because they lack
relevance to your website and are listed on
directories that are difficult to find.
Low quality links include:
1 Links that have no relevance or value
2 Links acquired through link exchange
3 Link from spam blogs and low quality
directories

4 A high number of backlinks that use

the same keywords in the anchor text

Avoiding these poor quality links and focusing on building backlinks naturally over time will help to
minimize repercussions from the Google Penguin update and help increase your link equity.

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Content Strategy
An effective content strategy is at the core of
any effective on-page SEO optimization plan. It
takes into consideration other SEO metrics, such
as keyword research, on-page optimization, and
social indicators and uses this information to adjust
content output and refine it over time.

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 Content Plan

A content plan helps to establish a clear direction for your website. It is important to know the topics
you are going to write about, which keywords you are targeting, how often you will add new content
to your site, how you will share the content, and how you intend to track its effectiveness.

An effective content plan should
answer these questions:
• Use What are you going to publish?
(Articles, blog posts, news, commentaries)
• Where are you going to publish? (Website, blog,
social media, etc.)
• Why are you publishing? (To inform? To sell?
To create discussion?)
• What are you not going to publish?
(What content can be left out?)
• What are the key messages and themes you
want to communicate?
• How will your content help your search ranking?
• Which keywords will be the focal point of your
content strategy?
• How does your content align with your business
goals and objectives?

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 Content Strategies for Ranking Webpages

Here are content strategies and tips
that are effective in ranking webpages:
1 Optimize every piece of content you
add to your website
2 Focus on providing value first and
integrate keywords naturally
3 Have a plan and write consistently
4 Write content that your targeted users
are looking for
5 Link to other pages on your website
and to authoritative external websites
6 Share all new content on social media

Writing consistent and high quality content that provides value to your targeted users is a key
factor for successfully increasing your page ranking. The more often you give your visitors what
they want, the more often they will come back and share your content, all of which will help
boost your visibility in search engines.

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 3

Advanced
Metrics

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Advanced Metrics
Advanced metrics are the most specialized form
of SEO analysis. They focus on specific data and
information that can be utilized to develop a
detailed understanding of your SEO practices and
Competition
offer insight into important adjustments that can Analysis 404 Errors
be made to your website to solidify your search
ranking.

Link
Website Usability Opportunities

There are four main advanced SEO metrics that can be used to refine the finer details of your SEO
strategy: Competition Analysis, 404 Errors, Website Usability, and Link Opportunities.

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 Competition
Analysis
Competition analysis is an advanced metric that is
used to record the SEO activities of your competitors.
These metrics are used not to copy competitors, but to
understand the key factors that are helping them rank.
You want to outline not only their strengths, but also
weaknesses and opportunities.
The end game is to beat your competitors
and rank above them for targeted keywords.
To do this you need to offer more value and
make your site more attractive to users and
search engines. This means having the data
in place to fully understand as much about
your competitors’ SEO strategy as possible.
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 Researching various areas of competitor SEO

The first action you need to take is developing a list of your Here are the areas of
competitors. For most websites, this should be relatively competitor SEO you need to
simple. These will be the websites that achieve a first page examine:
ranking in search results for the keywords you are targeting. • Keyword Analysis
You also should not forget about offsite competitors if you • Content Strategy
are a local business. • Social Presence
• Backlink Analysis
While the number of competitors you analyze will vary based
on your industry and the type of website you operate, you
should have at least a solid list of 10 competing sites to
examine. Make sure that you have at least one competitor
for each of your main targeted keywords.

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Keyword analysis:
• What keywords are your competitors targeting?
• What keywords are used in their title and meta tags?
• What keywords are prominently used?
• What keywords are they using in their
content and anchor text?
• What is their search ranking and the search
volume for these keywords?
Content strategy:
• What type of content are your competitors creating?
• How often are they posting new content?
• Where are they posting? (Blog, resource section,
knowledge hub, existing web pages?)
• What keywords are they targeting in their content?
• Is there anything unique about the content they
are creating?

Social presence: Backlink analysis:

• What social media accounts do they use?
• How many followers do they have? What other
data about their social sites is worth noting?
• How often do they post on social media?
• What style are they using to engage with users?
• Are they going viral with their posts?
• What is unique about their approach to social media? • Do you see a pattern? (i.e. 50 new links added
• Are they running contests to spark engagement?
• Do they strongly promote their social presence
on their website?
• How many backlinks do they have?
• Are they doing guest posts, blog commenting, and
participating in forums to build links?
• Do you suspect they are buying links or obtaining
them organically?
• Are their links coming from high PR sites?
per month, etc.)

Answering these questions and organizing this information will provide you some insight into your
competitors SEO strategy from multiple perspectives. Now you just need to understand how to apply
what you have learned to your advantage.

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 Analyzing the data
Once you complete your competitor analysis you need to assess
the data and determine how you can use this information to
refine your current SEO strategy.

Go back to the questions that were
outlined at the beginning of this
exercise:
• What is working for your competitors?
• What is not working?
• What opportunities exist?
“If something is working really well
for a competitor, then it is a good
idea to investigate this strategy on
a deeper level and see if it makes
sense for your website.”

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 Analyzing the data
Look at the data from each area that you examined
and answer these questions. If something is working
really well for a competitor, then it is a good idea to
investigate this strategy on a deeper level and see if
it makes sense for your website.
Examining what is not working for your competitors is
simple – don’t emulate it.
However, failed efforts could provide you with
some insight into opportunities that exist that your
competitors are not seeing and areas you have
overlooked in the past.
Sometimes, it is taking a look elsewhere that
provides you with the best information and insight
about what to do next with your SEO strategy.
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 0
4 4 Errors
Most non-technical web users know about
the error messages that exist online, but
do not have an understanding of what they
mean, and more importantly, how they can
be used to your advantage, especially
from an SEO perspective.
A 404 error, which is also referred to as a Not
Found error message, occurs when a user
clicks on a link that is either broken or is a
dead link. The 404 error is one of the most
well-known error messages because it is one
users encounter most frequently.

While most people would just write this page off and click the back button, these pages have
significant value for SEO and can be leveraged to turn dead end traffic into prospects.

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 How to maximize the effectiveness of your
404 error page

Rather than just using the default 404 error pages

that users encounter all the time, use the page to
your advantage by customizing it.
Here is what you can do:
2 Tell them why they are on the page:
Get to the point and explain why this page has
popped up and reasons why they did not get to their
desired page.

1 Get the user’s attention in a creative way:
Customize your page in a way that will grab your
intended user’s attention. This could be custom graphics,
a statistic, a quote, or anything that you think will be of
interest to the user.
3 Send them to your website:
Provide links to your website. The trick is not to just
send them to your homepage. Send them to areas of
your site where you think they will receive the most
value. Linking to your contact page is always a good
idea as well.

Use 404 errors as an opportunity to drive traffic to your website. You never know when you could
convert a prospective user into a repeat visitor, customer, or even a brand advocate.

42
 Website Usability
Every website needs to have aesthetics and structure
that appeal to both search engines and website
visitors. Focusing on one too heavily over the other
could create issues. Focusing too much on SEO could
create a poor user experience, while, on the other
hand, focusing too much on user experience could
negatively impact your SEO strategy and ability to
rank well in search results.
Website usability is an important
advanced metric because it
addresses your website from two key
perspectives:
1 Optimization for search engines
1 Optimization to create an effective
user experience
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The goal of website usability is to design your site in a way that will maximize the user experience. From the time
they arrive on your site, each subsequent step or click should be obvious. You don’t want your users to have to think
too much and you don’t want your site design to get in the way of a user’s ability to accomplish their goal (i.e. make
a purchase, find information).

Assess and measure your website Navigation effectiveness:

usability from these perspectives:
• Does your navigational structure make
Design effectiveness: sense to users?

• Can users find what they are looking for quickly
and easily?
• Does your website structure get in the way of
users accomplishing their objectives?
• Is your site logical to navigate?
• Does the naming of pages and navigational
elements make sense? Are they labeled
appropriately? Will users understand what
they mean?
• Do users have to spend time to learn how to
navigate your site effectively?

Efficiency: User satisfaction:

• How quickly can users find what they are looking for? • Do users like your site layout?
• How many steps do they have to take to get • Do they like the design?
to a desired page? • Does the layout and design make logical sense
• Are there too many steps required for users to based on the subject matter?
achieve their objectives? • Is the overall user experience unobtrusive?
• Could there be a quicker and easier way for • Do obstacles exist that prevent users from
users to navigate through your website? meeting their search objectives?

44
 Website Usability Best Practice
Here are some general tips and tricks
that will help you improve your website
usability:
• Make content easy to read by selecting a
popular and web friendly font
• Write concise content and format it so that
it can be quickly skimmed by users
• Use bullet points and headings where
appropriate to break up content into
smaller chunks
• Don’t bombard users with unnecessary
gimmicks, pop ups, and features
• Have a clear and consistent navigational
structure throughout your website
• Minimize clutter and focus on creating a
clean design
• Be consistent with terminology, color
scheme, and page layout
• Make contact information readily available
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 How Usability Impacts SEO

Usability is an effective metric for your SEO
campaign because it forces you to look at your
website from a user perspective. If a user has
issues navigating on your website, then it is likely
they will exit and not come back.
From an SEO perspective, this can have an impact
on a number of key metrics such as website traffic,
conversions, bounce rate, social validation, and
could lead to negative reviews, all of which will have
an impact on your ranking.

A great customer experience will not only give your users what they want,
it will also boost engagement, sharing, social validation, as well as other SEO elements that
will help your search engine ranking.

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 Link Opportunities
Link building is one of the most important offsite SEO
strategies, and it is a metric that is used by search engines
to determine your website’s overall popularity. Think of each
backlink as a vote of confidence for your website.
This is why it is important to find and make the most out of
link opportunities.
However, since not all links are created the same, you need
to analyze if the opportunity is worth the link equity that a
backlink could provide.
Link opportunities to consider
There is no shortage of opportunities to
build backlinks. However, it is NOT a good
idea to buying bulk link packages. While
they may provide a large volume of links,
they are most often of low value and come
from websites that are low quality. Always
review link building companies to access
their authoritativeness, trustworthiness,
and reputation in the industry.
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 Assessing Link Opportunities

Consider these questions:

The quality of a link can vary
widely. This is why it is important
to assess the value of a
backlink before you pursue the
opportunity.
• What is the page rank of the website?
• How authoritative is the website? Is it a popular
site? Is it considered an authority in your
industry?
• Does the link have relevance to your website?
• Does the website seem trustworthy? Does it
appear that they are engaging in questionable
SEO tactics?

All links are not the same. Before you agree to a link opportunity, make sure that it will add
value to your website and improve your link equity.

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Closing
Tracking the right metrics is critical. It is often the selection and
proper use of the right key performance indicators that will that drive
ROI and improves your company’s bottom-line.

When it comes to SEO, using these metrics will position your

website to be successful. Most websites are successful with the
implementation of an SEO campaign. However, it is the effective
use of important SEO metrics to analyze and refine your website
SEO strategy over time that will not only help you identify strengths,
weaknesses, and opportunities, it will also help you pinpoint the SEO
strategies that offer the greatest return on your investment for your
online marketing and SEO campaign.

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Increase your
website traffic.
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