Marketing efforts are aimed at addressing business imperatives and issues. To achieve these imperatives, marketing objectives (including those related to digital marketing objectives and search engine optimization objectives) are defined, and Key Performance Indicators (KPIs) are set. Performance is evaluated against KPIs, and improvement plans are chalked out to improve performance. This leads to the revision of KPIs, creating an ongoing cycle of performance monitoring and improvement.
The 6 Stages of Performance Monitoring and Improvement Cycle:
Overall, this cycle helps companies stay focused on their business objectives, measure performance, and continuously improve their marketing efforts.
Google Analytics (Exhibit 25.26) supports a wide range of performance metrics to assess digital marketing objectives and SEO objectives. These include:
There are many tools, including those listed below, that you may use for evaluating your website.
As can be seen from the above list, the tools can differ in their focal areas. Clarity Grader checks for language clarity, while Quicksprout focuses on SEO ranking. Other tools like Nibbler, Woorank and Website Grader offer a broad suite of analysis covering multiple performance categories.
To get a comprehensive evaluation, it is recommended to use a combination of these grading tools along with Google Analytics. However, do remember that while these tools provide a lot of useful information, they have limitations. They can only provide rational analysis and cannot relate to emotions or qualitative aspects such as originality.
For instance, Google uses hundreds of metrics to rank websites, but sometimes a site with low-quality or even harmful content may still achieve a high ranking. That is why competent human brains are still necessary to assess your online properties, particularly in the context of the site’s objectives, content, and actual value.
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