Podczas prowadzenia działań mających na celu podniesienie pozycji strony internetowej w organicznych wynikach wyszukiwania, warto postarać się o dobre dopasowanie wskaźników, które pomogą nam w mierzeniu naszej efektywności. Dobór odpowiednich wskaźników KPI pozwoli Ci na lepsze oszacowanie ROI.
Czym jest KPI?
Zacznijmy jednak od początku. Czym jest KPI? Z angielskiego – key Performance Indicators, czyli kluczowe wskaźniki wydajności. Są to finansowe, ale także niefinansowe wskaźniki efektywności, które przyjmują mierzalne wartości.
Pozwalają na określenie jak skutecznie osiągane są dane cele. KPI pozwalają na ocenę poziomu wykonania danego zadania, czy celu. Najczęściej im wyższy wskaźnik KPI, tym ogólna wydajność jest lepsza, a im niższy – gorsza.
Dobór odpowiednich wskaźników KPI
Skoro wiemy już czym jest KPI, przejdźmy do zdefiniowania odpowiednich wskaźników, które będą dla nas przydatne. Wskaźników samych w sobie jest bardzo dużo. Ważne jest, aby dobrać najlepsze, takie, które najlepiej będą mierzyły efektywność naszych działań.
Nie można przyjmować poszczególnych wskaźników “na ślepo”, ponieważ nie przyniesie to oczekiwanych rezultatów. Dobór ich powinien być poprzedzony zdefiniowaniem naszych celów. Cele oczywiście muszą być mierzalne (i najlepiej realne 🙂 ).
Zdefiniuj to, w jaki sposób zamierzasz je osiągnąć. Jeśli nie przyłożymy się do tego zadania, wybierzemy złe wskaźniki i nasza efektywność nie będzie mierzona.
Wykorzystanie KPI w SEO
Zastanówmy się teraz, jakie powinniśmy dobrać wskaźniki zajmując się pozycjonowaniem strony internetowej. Oczywiście stawiamy sobie na początku jakiś podstawowy cel typu – zwiększenie sprzedaży, albo większy ruch. Tylko jak to teraz zmierzyć?
Tak jak wspomniałem wcześniej, cel musi być mierzalny, tak więc zamiast zwiększenia ruchu, postawmy sobie za cel – zwiększenie ruchu o 15% w ciągu następnego kwartału.
Jak teraz zdefiniować odpowiednie wskaźniki KPI? Należy wykorzystać w tym celu narzędzia takie jak Google Analytics, czy Google Search Console.
Bardziej szczegółowych danych dostarczy Ci oczywiście Google Analytics, ponieważ zliczy ruch z wszystkich kanałów, natomiast Google Search Console pokaże tylko liczbę wejść na stronę z organicznych wyników wyszukiwania.
Sam ruch organiczny jest świetnym miernikiem mierzenia efektywności Twoich działań SEO, tak więc jeśli będziesz chciał zmierzyć samą efektywność podejmowanych działań w zakresie pozycjonowania strony, Google Search Console dostarczy Ci wystarczających danych do wyciągnięcia wniosków.
Jakie KPI wykorzystywać w SEO?
Liczba sesji z organicznych wyników wyszukiwania
Pierwszy i jeden z najważniejszych wskaźników. Pozwoli Ci zmierzyć ruch na Twojej stronie, generowany z organicznych wyników wyszukiwania.
Liczbę sesji z organicznych wyników wyszukiwania możesz zmierzyć dzięki Google Analytics, który pokaże Ci wszystkie źródła pozyskiwania ruchu na Twojej stronie.
Wzrost ruchu na witrynie z organicznych wyników wyszukiwania to ważny wskaźniki KPI, ponieważ obrazuje dokładnie przełożenie Twoich działań na wzrost widoczności strony. Im większy ruch z organicznych wyników wyszukiwania, tym prawdopodobnie bardziej efektywne są Twoje działania.
CTR (współczynnik klikalności)
Z ang. click-through rate. Jeśli CTR jest wysoki, oznacza to, że pozycje fraz kluczowych są na wysokich pozycjach, ponieważ pierwsze wyniki wyszukiwania są najczęściej klikalne. Może to także oznaczać, że jest dużo wyszukiwań fraz brandowych związanych z Twoją działalnością, na których zajmujesz pierwsze pozycje.
Aby zwiększyć CTR, powinieneś skupić się przede wszystkim na stworzeniu atrakcyjnych metadanych, które zachęcą potencjalnych użytkowników do kliknięcia w Twój link.
Ogólna ilość fraz kluczowych na jakie wyświetla się strona
Kolejnym ciekawym wskaźnikiem jest ilość fraz kluczowych, na jakie wyświetla się Twoja strona. Im większa jest to liczba, tym oczywiście lepiej.
Warto porównać różne okresy w których prowadzisz swoje działania. Liczbę ogólnych fraz kluczowych sprawdzisz na przykład w Google Search Console, natomiast pamiętaj, że tutaj jest ograniczenie do jedynie 1000 fraz. W tym celu można wykorzystać także takie narzędzia jak Senuto czy Semstorm.
Ruch na stronie (liczba kliknięć) z organicznych wyników wyszukiwania z wykluczeniem fraz brandowych
Ten wskaźnik różni się nieco od pierwszego, ponieważ wyklucza wszystkie frazy brandowe, na jakie wyświetla się Twoja strona. Pamiętaj, że im bardziej Twoja firma się rozwija, tym bardziej rozpoznawalna jest w internecie i więcej osób będzie wyszukiwało samą nazwę Twojej firmy.
W tym przypadku warto odrzucić wszystkie frazy brandowe. Da to lepszy pogląd na efektywność działań podejmowanych w SEO.
Pozycje fraz kluczowych
Teoretycznie najprostszy wskaźnik do zmierzenia. Wystarczy porównać pozycje fraz kluczowych przed rozpoczęciem działań i po upływie określonego czasu.
Z drugiej jednak strony wysokie pozycje fraz kluczowych nie zawsze muszą przekładać się na zwiększenie ruchu na stronie. Dlatego ważny jest dobór odpowiednich fraz kluczowych przed rozpoczęciem prowadzenia działań.
Jest to tylko kilka z wielu wskaźników efektywności, które mogą być wykorzystywane w mierzeniu efektywności działań SEO. Pamiętaj, że najważniejsze jest określenie przejrzystego celu, który jest mierzalny i osiągalny.
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