Leveraging Natural Search

Since there are now so many different ways for people get to websites, natural search has become increasingly difficult over the past few years. Seth Besmertnik, the CEO of Conductor, talked about this idea with WebProNews and explained what search marketers need to do to leverage the changes.

In past years, SEO focused on content and keywords. However, when Google came along, the game changed. Google introduced links in relation to content and more.

Today, organic search is even more complex with personalization, real-time search, social media, and other new features popping up rapidly. As a result of the complexity, Besmertnik emphasized the need to have a scalable infrastructure that tracks everything.

He said this is critically important for businesses that want to compete in natural search. In addition, businesses that want to find synergies between their marketing efforts need to make sure they make the most of one area before they add more and complicate matters.

Besmertnik used the analogy that “you have to have bricks before you can build a wall.” Ultimately, companies will not be able to successfully blend efforts until each is established.

Finding SEO Metrics That Matter

Most companies track rankings, traffic, backlinks, conversions, sales, repeat visitors, etc. While those metrics are important, do they honestly reflect your business’s marketing opportunities?

In this video, Mike McDonald interviews Seth Besmertnik of Conductor who shares some important information regarding metrics. He explains that businesses need to look at their overall marketing opportunities in order to understand which metrics they should focus their efforts on.

According to Seth, many businesses are investing a lot of time and money in areas that are not bringing in a great deal of return. He recommends looking at all your keywords, search volumes, potential click-thru-rates, your site’s conversion rates, and your potential average sale price if you’re a retailer. As you examine these metrics closely, your overall marketing opportunity should become apparent.

Seth emphasizes the significance of sharing all the data with the entire company. Successful SEO efforts require involvement from all members of the company. Also, use your data in every way possible. For example, Seth suggests using your paid search data to help with your organic search efforts.

Ultimately, companies need to be able to foresee their full potential, which sometimes requires looking from the outside in.

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Finding SEO Metrics That Matter