17 marzec

Zamierająca kampania SEO – jak ją rozpoznać?

SEO jest długoterminową strategią budowania widoczności marki w sieci. Szczególnie jakościowe white hat SEO może przynosić efekty dopiero po kilku tygodniach, a nawet miesiącach. Jak w takim razie sprawdzić czy kampania promowania naszej strony wróży sukces czy porażkę?

Efekty mogą być zarówno ilościowe, jak i jakościowe. Pierwsze z nich pojawiają się na bieżąco, na przykład w zwiększonej sprzedaży. Jednak zalety zwiększonej świadomości i obecności marki w Internecie mogą być trudne do rozpoznania w pierwszej chwili. Zadowalających rezultatów nie możemy niestety oczekiwać natychmiast. Jednak po kilkumiesięcznej, regularnie prowadzonej kampanii SEO powinniśmy wyciągnąć już wnioski i rozpoznać czy jesteśmy coraz bliżej postawionych celów. Jeśli efekty nie zadowalają nas albo w ogóle się nie pojawiają, to najwyższa pora, aby zbadać przyczyny stagnacji w sieci. Aby tego dokonać musimy poznać wyznaczniki, które zobrazują wyniki naszych działań.

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Pozycjonowanie a ruch organiczny na stronie

Ruch organiczny jest jednym z najlepszych wskaźników widoczności marki i efektywności naszych działań. Określa liczbę internautów, którzy znaleźli stronę w wyszukiwarce i w taki sposób na nią weszli. Aby zbadać jaki odsetek wejść na stronę pochodzi z wyszukiwarek oraz jak zmienia się ich liczba polecam użyć narzędzia Google Analytics. Po wejściu w menu „Pozyskiwanie” znajdziemy wykresy i tabele mówiące w jakim stopniu ruch generowany jest przez przekierowania (Referral), wpisanie adresu URL (Direct), social media (Social) czy właśnie ruch organiczny (Organic Search). Jeśli klikniemy na Organic Search, to otrzymamy jeszcze więcej szczegółów związanych z nim, chociaż przede wszystkim ogólna liczba wizyt gra tutaj największą rolę. Jeśli stale ulepszasz stronę i rozbudowujesz treść lub piszesz na niej bloga, to ruch organiczny powinien wzrastać. Nagłe, rażące spadki mogą oznaczać czerwone światło dla pozycji Twojej witryny, a na to nie możesz sobie pozwolić.

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Rankingi słów kluczowych również w bardzo znaczącym stopniu odzwierciedlają sukces Twojej internetowej kampanii promocyjnej. Wybierz słowa kluczowe i stale monitoruj ich pozycje w wyszukiwarkach, najlepiej 1-2 razy w miesiącu. Pozwoli Ci to badać, w jaki sposób rozwija się Twoja strona oraz zmotywuje Cię do jeszcze większego nacisku na wartościową treść, prawidłowe opisy, tytuły czy nagłówki, które mają strategiczny wpływ na frazy kluczowe. Pamiętaj, że zaindeksowanie zmian przez wyszukiwarki nie następuje natychmiastowo po dokonaniu zmian, dlatego nie zniechęcaj się zbyt szybko. Jeśli jednak zauważysz nagły spadek pozycji na niektóre słowa czy frazy, może to oznaczać kolejne czerwone światło. Może ono świadczyć o tym, że pozycjonowanie strony nie idzie w dobrym kierunku, a nawet o usunięciu przez Google Twojej witryny z wyników wyszukiwania za stosowanie niedozwolonych technik black hat SEO.

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wejścia na stronę a jej pozycjonowanie

Jak największa liczba wejść na stronę jest głównym celem większości kampanii prowadzonych w Internecie. Mam tu na myśli wejścia z każdego możliwego źródła, nie tylko wcześniej wspomniany ruch organiczny. Przy odpowiednio prowadzonym pozycjonowaniu strony, powinna być ona coraz częściej wyświetlana przez użytkowników. Jeśli ruch na stronie pozostaje na niezmienionym poziomie przez miesiąc czy ewentualnie dwa, to nie ma jeszcze poważnych powodów do niepokoju. Czerwone światło dla kampanii zapala się jednak wtedy, kiedy mimo stałych działań nie widzimy poprawy sytuacji przez dłuższy okres czasu.

Ruch organiczny, ranking słów kluczowych oraz ogólna liczba wejść na stronę to trzy główne mierniki rozwoju popularności naszej witryny w sieci. Jeśli któryś z nich nie wróży dobrze, koniecznie należy zbadać powody niepowodzenia. O przyczynach i sposobach ratowania nieskutecznej kampanii SEO przeczytasz już niedługo w naszym kolejnym artykule.

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Zamierająca kampania SEO – jak ją rozpoznać?

Zmniejszenie ruchu organicznego

Spadek pozycji na słowa kluczowe

Długotrwała stagnacja liczby wizyt

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