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Digital Marketing Analytics #SEO#click rates#metrics concept

 The relations between decisions and #metrics that impact SEO, then read ahead...

Many digital marketers have  written describing what should be done for better search engine optimization(#SEO).
But,these articles misses the important points on explaining ;
A) How these changes impact SEO?
B)What is the impact on the traffic if page title or meta description is changed?
C)How  updating the content impact the #Click-Through-Rate (CTR)?
 This article aims to explain why these steps are important for SEO. The cause and effect relationship between the various steps taken and the different metrics has been discussed in detail.
There can be numerous relations that might exist between the metrics and the elements of a webpage. For understanding the relationship, it is essential to understand the different metrics that are of importance to any company. The metrics can be broadly divided into two parts, pre-landing metrics, and post-landing metrics.
Pre-landing metrics: As the name suggests, these are the metrics that are calculated before a user first enters a webpage. The three main pre-landing metrics are:
  • Impression: It means the number of times a webpage appears on a SERP
  • Ranking: At what position on the SERP does the webpage appear
  • CTR(click-through-rate): The ratio of the number of times a user selects a webpage with the number of impressions for the webpage
Post landing Metric : These are the metrics that are calculated after a user has entered a webpage. This can be sub-divided into two main parts, Traffic, and Engagement.
  • Traffic: There two primary metrics for traffic, number of sessions, and number of pageviews
  • Engagement: The main metrics for engagement are pages per session(PPS), average time on page(ATP), average session duration(ASD), and bounce rate(BR)

Relationship 1: Relation between the page title, page headings, & page description and the traffic generated on a webpage(or website)

The title and the description have a strong impact on the CTR as the users can better understand whether the page tries to answer the query or not on the SERP itself. These elements also impact the impression and ranking as Google considers these in its algorithm for deciding the ranking. A high CTR directly means that the traffic on the webpage is increasing. Apart from the direct impact of the elements, Google also considers CTR for ranking pages, so CTR has an impact on the ranking of the page as well. As the ranking improves, impression and CTR further increases. More impressions mean more users will find the webpage on the SERP, which increases the probability of the user clicking the link. Therefore, increasing the traffic on a webpage and the firm's website on the whole.

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Relationship 2: Structure of the page, interlinking, keywords, flow, & tables and engagement and increased engagement and traffic on a webpage(or website)

The users tend to spend more time on the page due to the content (e.g., the structure of the page, interlinking, keywords, flow, and tables) and visit more pages due to an increased number of interlinkings. Therefore, the content of the page directly impacts engagement metrics. As the engagement increases, which can be measured using any of the engagement metrics, the relevance of the webpage in the context of the Google algorithm also increases. Thus an increasing engagement leads to more impressions and better ranking of a webpage. Again, a better ranking positively impacts the CTR. All these things collectively lead to increased traffic on the website. Google crawls the content of webpages for ranking them. Thus a direct relationship exists between the content and the impressions.

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Relationship 3: Backlinks  and ranking

Backlinks from other sites are especially valuable for search engines as it gives a signal to them that the other websites also promote a webpage. This directly impacts the ranking of the page which results in increased CTR and impressions that ultimately drives the traffic.
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There are many more relations that can be established. Since these relations are the most prominent ones that a company can directly impact, the importance of these relations is more from a company's perspective.

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