Welcome Back to The Dish, Practice Cafe’s Newsletter!
This is The Dish, your weekly digest providing actionable insights on how to maximize your dental marketing dollars. Each week, we send out short and sweet treats to help you navigate the obstacles our clients are facing in real-time.
Here’s Your Weekly Slice: Analyzing Your SEO Campaign
It can be tempting to obsess over daily changes in keyword rankings like we do with our stock portfolio. Here are three healthier ways to analyze your SEO performance:
1. Check the Trend Line
Keyword rankings will fluctuate daily. What does the keyword ranking trend line look like month-over-month or quarter-over-quarter? If there’s a steady positive trend, that’s the value generation we want to see—the benefits of an effective SEO campaign compound over time, just like our retirement accounts.
2. Analyze Organic Search Traffic in Google Analytics
Keyword rankings are a useful data point to analyze, but what’s the ultimate goal of an SEO campaign? Typically we’re trying to get more and more qualified search traffic on the website. Further down the funnel, we also want more unique calls and new patients. But take a few minutes to check out the trend line with organic search traffic to see how that’s trending over time.
3. User Engagement Analysis
Getting more search traffic to your website is just the beginning. Once traffic arrives at your site, you’ll need engaging content and a high-performing website that compels the prospective patient to take action (pick up the phone or submit a contact form). Bounce rate is one useful data point to analyze when determining if your website is engaging. Bounce rate measures the percentage of unengaged visitors to your website who stay less than 10 seconds. If your bounce rate is above 75%, you’ll want to spend time identifying the underlying causes for why users are not engaged on the website.
Need More Help?
If your SEO campaign is stuck in neutral, we’re happy to help provide transparent and tangible feedback on how to get it into high gear.
Give us a shout 
