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As the owner or manager of a water damage restoration business, a full understanding of Search Engine Optimization, or SEO, is crucial to successfully marketing your business online. How do you measure your SEO success?  How do you know if it’s working?

When most people think about SEO, they assume that the only thing to consider is how high their site is being ranked in search results. Although search engine ranking is one means of measuring successful search engine optimization, it is not enough. In 2016, business owners must strive for a more comprehensive understand of SEO and the success metrics that can be used to measure the results of their efforts.

In reality, the true measure of successful search engine optimization is return-on-investment. Here are 5 success metrics every water damage restorer should use to watch their SEO efforts:

Measure Non-branded, Organic Traffic

Comparing your site’s traffic after search engine optimization and traffic after search engine optimization is the simplest way to see just how well your SEO campaign is going. More specifically, you want to look closely at non-paid, or organic, traffic directed to your site from search engines. Don’t include branded or paid searches in your numbers.

Great search engine optimization will bring qualified traffic to your site via numerous long tail searches pertaining to emergency damage restoration and the other services your business provides.

Measure New, High Quality Links

If your search engine optimization campaign is truly successful, you will notice an increase in new, high quality links being earned during your campaign. When we say “high quality,” we are referring to links found on relevant sites and almost never in directories, forums, comments sections of blogs, press releases, or social media websites, as these don’t typically count towards SEO ranking.

Measure the Quality of Your Content

No matter how much effort you are putting into search engine optimization, you will miss the mark if the content on your website is not high quality. Truly excellent thought leadership not only makes Google giddy, it leads to new links, conversion, and a lot more. How many pages and how long your visitors stay on your website are good barometers of the value of your content.

Measure Conversion Improvements

If search engine optimization were a stool, conversion improvements would be one of the legs holding it up. Your conversion rate measures just how many website visitors move on to engage with your brand. By making improvements to landing pages, including your blog and article pages, you can encourage website visitors to move through the sales funnel, an essential function of a marketing campaign.

Measure the Leads Generated by Your Campaign

Ultimately, no matter what the other success metrics look like, if leads are coming in and they can be traced back to SEO, then SEO is working for you. It can be difficult to track leads from your search engine optimization campaign, but it is doable and will help you understand just how valuable your work has been.

By using strategic search engine optimization efforts, and keeping a close eye on the metrics listed above, owners of water damage restoration businesses can get the most from their marketing campaigns. Additionally, never forget that your SEO efforts must focus on the right target audience. Remember, your customers may be flood victims, but insurance agents, plumbers, and other contractors are the ones using the web to refer their clients to water damage professionals.

To learn more about measuring search engine optimization, click here or call 1-866-667-3356 to become a member of the More Floods network.

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