Marketing efforts are primarily driven to address business imperatives and business issues. It is in the context of those imperatives that companies chalk out marketing objective, including digital marketing objectives and search engine optimization objectives.
Key Performance Indicators (KPIs) are set to achieve these objectives. Performance is evaluated against the KPIs, and improvement plans are chalked out to raise performance to the next level. Which leads to the revision of KPIs.
It is an ongoing performance monitoring and review cycle:
Google Analytics (Exhibit 18.23) supports a wide range of performance metrics to assess digital marketing objectives and SEO objectives. These include:
There are a large number of tools, including some of the more popular ones listed below, that you may use for evaluating your website.
As can be seen from the above list, many of the tools differ in their focal areas. Alexa specializes in tracking incoming links, Clarity Grader checks for language, Quicksprout focuses on SEO ranking, and facilities like Nibbler, Woorank and Website Grader offer a broad suite of analysis, across a number of performance categories.
For a comprehensive evaluation, it is advisable to use a combination of these grading tools, in conjunction with Google Analytics.
Remember too that though they provide a lot of useful information, software tools have limitations. They are strictly rational and cannot relate to emotions or feelings. They are also incapable of understanding, and lack originality.
For instance, Google uses a few hundred metrics to rank websites, and still the top rank may go to a site with totally spurious, worthless and potentially harmful content.
So, when a grading tool tells you “you’re amazing”, that is not good enough. You still need competent human brains to assess your online properties, particularly in the context of the site’s objectives, its contents and its real worth.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
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