Running a company is often rarely as straightforward as it seems — even when it comes to industries that aren’t particularly competitive. All it takes is a single strong competitor to take the target demographic away from an inexperienced company owner, which is problematic no matter the situation. Learning how to maneuver through the company’s chosen industry landscape often involves the primary website, due to the importance of digital marketing in today’s world. Without digital marketing, most companies are dead in the water. As a result, search engine optimization (SEO) is necessary. For example, a company from Baltimore might get the help of Baltimore SEO services to help with brand exposure — the use of local agencies circumventing the trouble with time zones.
SEO is one of the gateways to learning how best to handle a competitive industry. It is all about taking risk-free steps forward, and understanding how to tweak certain aspects based on the key performance indicators (KPI). After all, most industries are connected to the digital space, which means internet marketing is mandatory.
The company’s reflection on the Internet is their primary website. An understanding of the correct KPIs is necessary to learn how to future-proof a business through web optimization. After all, even the best digital marketing strategy needs tweaking based on upward trends. Here are some essential KPIs the company can use to track its website’s performance.
Domain authority (DA) and overall search rankings for SEO
The first thing to consider when it comes to a website’s KPIs would be the DA and the overall search rankings. The higher the domain authority, the higher the odds of the company website experiencing more traffic. For example, a company can make use of a pay-per-click (PPC) strategy to get an immediate spot in the paid rankings. While it does not immediately grant a high domain authority, it opens the doors for more and more curious online users to see the company.
That said, the PPC method is quite a bit more expensive than typical SEO. Only companies that already have a plan for the next several months will benefit from a PPC tactic. It also helps that the PPC campaign provides plenty of analytics the company can use to make changes.
The importance of bounce rate
A high bounce rate is never a good thing for a website, as it means most online users that end up on the site leave before looking any further. That said, it’s also one of the most essential KPIs to consider, as it can lead the website to make the necessary changes based on the bounce rate. For example, a high bounce rate can mean a number of things. It might mean that the marketing strategy is working, but people are going in expecting something entirely different from the company website. It might mean that the business has to take a closer look at the wording used.
The same thing goes for the website. The main page might have too much information that is discouraging users from looking further. There are web design tactics out there that can help companies make the most out of the website through web optimization. While the bounce rate cannot be avoided, having a high bounce rate means there is something wrong — and taking the time to narrow the list can lead to a much more significant revenue stream down the road.
The dwell time
Having a low dwell time isn’t necessarily a bad thing, especially when it comes to companies that make an effort to keep the site as simple and to the point as possible. That said, if there is a low dwell time in areas of the site with plenty of information, it shows that there is room for improvement. It might mean that the company has to change the tone of the content to better match the rest of the site. Long-form content tends to work well enough, but only when it comes to blogs and articles. For everything else, keeping things easy to digest is a crucial part of website management.
The interactions per visit
Last but certainly not least, the interactions per visit is an essential KPI for any website, as it shows if the online users are actually interacting with the company site. It helps the company figure out how the average visitor navigates through the website. With the information from this particular KPI, it’s possible for the company to map out plans to help make the site easier to navigate and convert curious online users into buyers.
There are many more KPIs out there that can aid a company in making relevant improvements to the site. That said, the key performance indicators above are typically the most important. If a company wants to make improvements right off the bat, a good idea would be to focus on providing as much information as possible without overwhelming online users with walls of text.