Search engine optimisation (SEO) can be a difficult thing to do effectively, especially if you don’t have a good grasp of the numerical data that influences it. As advanced as search engine algorithms get, they are far from human and still rely on 1’s and 0’s for much of the work they do.
There a several crucial values that can help inform SEO strategies and evaluate their success. Let’s take a look at the most critical data that’s influential for SEO campaigns.
Domain authority (DA) is a number out of 100 that ranks the authoritativeness of a website. The more widely read, useful and high quality a website’s content is, the higher it’s DA will rise.
A website’s DA is also supported by a network of backlinks to other high DA domains. These high DA websites mutually support each other which each backlink being a vote of confidence in the other.
Another metric that isn’t as important but still plays a role is page authority (PA). PA is the authoritativeness of individual pages on a domain rather than the whole domain itself.
When targeting keywords for the purposes of SEO, keyword research must be done. Determining the competitiveness of keywords you may potentially use is important so that you don’t waste your time and money targeting keywords that a much larger competitor has monopolised.
Checking on the trends in keyword usage is a crucial metric in determining the success of your SEO efforts. Small businesses often find that they can get an SEO boost by targeting keywords with low competitiveness or tying them to geographic or demographic factors.
The bounce rate is the term used to describe the rate at which user’s visit your site and then quickly leave it shortly after. A high bounce rate is a bad thing because it means that users are interested in your site until it loads on their monitor and they see or experience something that makes them want to leave.
A high bounce rathe is usually indicative of a poor website design that is either taking too long to load, is hard for a user to navigate or doesn’t give them the results they are looking for. Commonly the aesthetic design of a website will be a factor too as people will judge dated looking websites as being unauthoritative.
While the bounce rate in isolation is not a direct ranking factor for search engines, it informs you on problems with your website that are leading to low user dwell times, which is a ranking factor. The lower the bounce rate the more people are happily using the website and this its ranking will increase.