MOZ guide to track local SEO & SEM
Search Engine Optimization plays a pivotal role in enabling the businesses to acquire more customers. According to a Search Engine Journal and Hubspot, 93% of online experiences begin with a search engine and 57% of B2B marketers think that SEO generates more leads than any other marketing initiative.
To help marketers perform better in SEO and SEM, MOZ has published a guide for tracking SEO and SEM.
Nick Pierno says, “If you asked me, I’d tell you that proper tracking is the single most important element in your local business digital marketing stack. I’d also tell you that even if you didn’t ask, apparently.
A decent tracking setup allows you to answer the most important questions about your marketing efforts. What’s working and what isn’t?
Many digital marketing strategies today still focus on traffic. Lots of agencies/developers/marketers will slap an Analytics tracking code on your site and call it a day. For most local businesses, though, traffic isn’t all that meaningful of a metric. And in many cases (e.g. Adwords & Facebook), more traffic just means more spending, without any real relationship to results.
What you really need your tracking setup to tell you is how many leads (AKA conversions) you’re getting, and from where. It also needs to do so quickly and easily, without you having to log into multiple accounts to piece everything together”.
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