Local Search Marketing Metrics

Refine Your Marketing Strategies & Deliver Profit

You are well aware that the major goal of increasing the visibility of your products and services can be accomplished by advertising on the internet.  You’ve spent a lot of time, money and effort on building a great website and creating a marketing strategy for your local business, but now that you have begun implementing it, how do you know if it is effective at  increasing your success and adding to your revenue?

Local search marketing metrics are an excellent analysis tool to this end. Here are some important local search marketing metrics that deserve your attention:

• Check Increase in Traffic

The measure of total visits to your site is the first and most obvious metric to be analyzed to get an overview of the success of your marketing campaign and to know if your website is indeed attracting local customers. Furthermore, while an increase in traffic is definitely a positive sign, a drop in visits is a red flag that signals a definite need for closer inspection. Finally, make sure to check the number of unique visitors you get per week or per month. One person clicking on your website 15 times can make “total visits” a misleading source of if not taking it into full context.

• Bounce Rate

A second metric that tells a very important story is the “bounce rate”, which indicates the number of users who visit your site and leave immediately without clicking any links or doing any further explorations. Getting a low bounce rate implies that more visitors stick around on your website and are probably interested in your products and services. It also means that your landing page or home page is designed well enough to entice further interaction.

• Rate of Return

The rate of visitor returns is also a trusty compass in navigating the analytics of your online marketing success. Similar to the bounce rate, this metric assigns value to the quality of your website content with respect to getting visitors interested in your site. If visitors don’t come back, it could be a sign that your products or services may not be competitive or there is a poor marketing strategy. Using this information in tandem with other quantitative values, you can develop a clear picture of where change and improvement is needed to attract more visitors to come back.

• Local Reviews

Regularly monitoring local reviews is important to have your finger on the pulse of customers’ honest opinions of your business. Checking both positive and negative reviews is helpful in analyzing your progress. Furthermore, learning to control these metrics can provide a steadier marketing strategy that delivers profits.

• Conversion Rate

This is arguably the most important metric for measuring a business’ profitability, indicating how many site visits are actually being converted into sales.

• Return on Investment (ROI)

A indicator of profitability is your ROI, or return on investment. Calculating the ROI is done by comparing the cost per lead against the lead to close ratio. The resulting figure is then compared against the average customer value. A positive ROI is a result of an effective marketing strategy while a negative ROI means a serious adjustment to the business.

Able to access this information, but still don’t know how to interpret it or what to do with it? Our SEO specialists are ready to help refine your strategy.