In Digital Marketing, SEO and SEM are close with each other but both are different games. They require another approach for analysis and tracking. SEO and SMO target has many types of traffic such as SEO attracts organic and SEM attracts paid result.
You should track SEO metrics
All Website and business are different, with own metrics who matter more but should pay more attention to in order to identify weakness or strength to search campaign. There are-
- Conversion Rate
It is a metric which lay an impact on bottom line. You can check rankings on the specific keywords and can improve on the position this could lead to more conversion. This metric will tell us which landing page these key terms direct to, allowing us to focus efforts on the visitor experience on the pages.
2. Google share of traffic sources
You should watch traffic sources such as search, referral traffic, and direct traffic. Search traffic comes from query originating and from the search engine. referral traffic means trackable emails and other direct traffic comes from bookmarks and email links.
3. Referral from search engine phrases
SEO strategy is tracking mostly used keywords and terms is critical. It will help identify the trends terms of keywords demand while finding top quality that brings much traffic.
You should track SEM metrics
SEO metrics critical to the search performance, Some SEM metrics are also critical to a website’s profitability like:
- Click-through rate(CTR)
Every marketer will like mostly CTR i.e click through rating. CTRs are the most urgent to SEM because these are among factors that determine quality score. Another thing is that click-through rate tells that paid ads are relevant to the searcher. Minimum CTR is an indication that our ads and keywords need improvement.
2. Conversion rate
In the conversion rate, you will find the same ground in SEO and SEM. when comes to metrics that should closely monitor. When this comes to PPC metrics tell us how many clicked on ad went to complete call to action on landing page ad directed, The conversion rate is a critical same as click-through rate because you don’t want to pay for the clicks and traffic. The high conversion rate is a high indication because money we are Paying for the one click is returning to us in the profits.
3. Quality Score
There are many other factors these are quality of the landing page, keyword, and ad relevance to search queries, CTR to the display URLs and keywords relevance. Maintaining the best quality score is critical to SEM effort as search engine use it to determine ad ranks.