Back in 2012, Google Analytics dropped the ability to see search terms that drew traffic to your website. At the time this felt like a huge website management blow, particularly as being able to monitor your keywords and their performance was a great tool for the webmaster to show website owners, but also for the website owner to quantify and justify SEO spend.
There remained the ability to see a certain amount of traffic using Google Webmaster Tools, but this ability has now been removed. Under the cloak of “privacy regulations,” Google Webmaster Tools shows only the search traffic for people that weren’t logged into any Google account – which at present in the UK is not too bad a thing, as Google accounts are still fairly sparse.
What does this mean?
The art/science of SEO is best monitored with a a variety of metrics. When we had lists of search terms provided by search engines, this certainly gave the ability to really track the SEO efforts on every keyword.
Nowadays, utilising a combination of metrics, such as call tracking, contact form submissions, bounce rate, visitor numbers and page views over a period of time is the only way of tracking efforts in SEO. Yes, you can do a manual search for the key search terms, and often there are one or two key words that the web owner obsesses about! But it’s the longer tail keywords that can really boost the online efforts of a dental practice.
Ranking #1 for ‘dentist location’ is ideal, but also ranking for the plethora of keywords associated with treatments you provide and the services you offer (emergency dentist), is beneficial in driving targeted traffic to the website.
Ensuring your website is continuously proactively managed will mean you can begin to draw up a picture of what effect our SEO efforts/investment is making overtime.
Call Dental Design to discuss managing your SEO and website performance: 01202 677277