When it comes to measuring effectiveness of a particular online marketing strategy, campaign or experimental implementation that you’re trying out on your website, it’s imperative that you are able to implement effective performance management in order to track exactly which tactics are doing what as far as your site’s performance goes.

We’ve all been to conferences, seminars and online marketing networking events where we meet new people and exchange ideas, theories and strategies that have worked on our websites and others. It is always useful to take note of these strategies and give them a go yourself to try and measure the effectiveness of each strategy on your own websites.

When it comes to measuring the effectiveness of different strategies, it is important that you are able to segregate the different tactics you have implemented and be able to measure the effectiveness of EACH INDIVIDUAL TACTIC. The most common mistake in these situations is when online marketers hear of a few good ideas which they decide to try out. They get home; take hours to implement all the recommended changes to their website and wait to see what happens at the end of the month. Come the end of the month, they see a vast improvement in rankings, traffic and conversion and think, “WOW, I need to do this with all my websites! “ They then proceed to spend hour upon hour making ALL these changes to ALL their sites in the hope that similar results will be achieved.

Now, there is one MAJOR problem with this scenario…

Yes, great results have been achieved, but it took ages to implement all the recommended changes to all the different sites, and because all changes were made at the same time, one is unable to measure the effectiveness of each individual change made to a site. You will probably find that you spend 5 hours making changes to your site to achieve the above-mentioned results, however it could very well be just that one title tag that you altered that resulted in ALL the improvement. Hence, you could have spent a mere 10 minutes making the change and achieved the same results.

This is where effective performance management comes in!

The basics of measuring any new strategies

The basics of measuring any new strategies

The best way to measure the effectiveness of a particular change to a website is to make ONE CHANGE AT A TIME. By doing this, you can accurately measure the effectiveness of each change and identify which changes result in which improvements. Thus, by effectively measuring the performance of each tactic, you can more easily identify opportunities on other websites where you can implement a similar tactic and know what to expect.

Often as SEO professionals working for an SEO agency, we have more than one website which we optimize for ourselves or for clients. This is the perfect scenario in which to easily measure the effectiveness of numerous tactics by simply using one tactic per site and effectively measuring the results on each site. Yes, strategies change for different sites in different industries etc., but by measuring the effectiveness of one strategy at a time, we are able to obtain some genuine results with measurable performance. We are also able to save time by eliminating tactics that we identified as a waste of time thanks to effective performance measurement.

All of this culminates in the fact that when we bump into different clients and other SEO professionals at future events, we are able to suggest innovative strategies and tactics to them; backed-up by factual information which helps to motivate why you think these tactics could benefit them. All of this thanks to logically measuring the effectiveness of individual strategies.

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