Goal measurement is quite possibly the most important element of SEO itself…because it is the justification of the investment.
Those new to SEO often want to base campaign success on surface value metrics such as rankings. Rankings are great because they provide exposure, visibility, and something even greater: traffic. Once upon a time, rankings and traffic were the main ways to measure the success of SEO.
Increased rankings and traffic are good, but if your traffic doesn’t convert, then SEO becomes a producer of negative ROI. Would you know that though if you weren’t tracking goals/conversions on your site.
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