Search engine optimisation is a preoccupation for just about every business on the Web. If they haven't got it, they want it. If they have it, they want more of it. Research shows that there are around 5 billion Internet searches per month and 135 million unique searchers and that 86% of all Internet traffic is generated through search engines.
In the past businesses have purely measured their SEO based on rankings - the higher you rank on Google and Yahoo the more successful you are likely to be. However, with search engine algorithms changing over 400 times per year this has only naturally developed the need for the way in which we measure SEO success to change. In 2009 the way in which SEO was measured began to move away from solely examining your ranking on a search engine results page for a particular keyword. More emphasis was placed on reviewing traffic coming to your site from organic sources as well as reviewing the quality of traffic. As we move into 2010 new changes to search engine algorithms and factors such as page rank continuously fluctuating and the adoption of personalisation has made SEO more complex. A summary of some of the new trends in SEO that are affecting how to measure SEO are outlined below;
Due to the changes above being made the ways in which we measure SEO has been changed. In order to address this Internetrix has developed a model which moves beyond simply measuring rankings, by taking into consideration other techniques such as the leads generated from your website, idexation and crawl frequency, backlinks and traffic.
Based on the current environment it is recommended that businesses and companies utilise the layered approach illustrated above when measuring SEO success to ensure accuracy of measurements and that the website is serving its intended purpose.
The layered approach is currently being used by Internetrix as part of their SEO services in Wollongong and offerings for more information please refer to http://www.internetrix.com.au/page/services/performance/seo/