Conversion tracking is a great way to review ROI, but more importantly, a crucial research tool for any SEO campaign.
What is Conversion Tracking for SEO?
Although this should be a standard procedure, we constantly take over projects that do not have conversion tracking setup. Without conversion tracking you are marketing blind meaning you do not know what is working and what is not. Essentially you could be wasting time or money on something with no ROI.
Conversion tracking helps us understand which ads are creating quality leads, which pages are converting the most traffic, which keywords are making people call and more.
We use many different avenues for conversion tracking. Google analytics is industry standard and one we love. It allows us to setup an infinite number of conversion goals meaning you don’t have to forgo previously setup goals as you grow. They are a great conversion tracking tool for online marketing.
We also track all forms and phone calls through a call tracking software. We recommend Call Rail. Using call rail is not only a great way to ensure you know where you leads are coming from, but an extremely important internal education tool for your phone staff and management team.
Combining these tools (and others) allows you to drill down your marketing like peeling layers of an onion. After a customer gets to your site, what do they do? Do they call, do they fill out a form, do they leave? Tracking conversions is a great way to understand where to put your money in marketing and when to fix areas like on-page content, better promotions or calls to action.
We also use conversion tracking to determine the strength of a keyword, content on a page or even to gauge the current market.