Measuring and Tracking Your Baidu SEM Results
As with all marketing strategy and tactics setting and measuring KPIs (Key Performance Indicators) will different from business to business and campaign to campaign. Here we’ll provide a more universal list that you can add or subtract to fit you’re Baidu SEM campaign objective and overall strategy.
Universal SEO KPIS
Every month you’ll want to track and measure at least a few of these universal SEO KPIs to identify weaknesses and refine your SEO strategy and tactics accordingly.
Organic Traffic: Obviously you’ll want to measure organic traffic which are traffic coming from the keywords you ranked for on Baidu or other search engines. If you’re new to SEO expect the increase to be gradual by very small for the first 6 to 12 months, but as you work on your SEO you’ll begin to see more dramatic increase in terms of organic traffic.
Direct Traffic: Direct traffic are traffic coming from a user entering your website URL directly into the browser, this can be offline referral traffic or most often return visits.
Referral Traffic: Referral traffic can be traffic coming from other website linking to you or social media link to your website. This metric will allow you to compare traffic and optimize according to where you’re getting the most referral traffics.
Bounce Rate: Contrary to popular belief having a high bounce rate is not necessary a bad thing. Bounce rate is a measurement of how often people visits your website and leave without visiting any other page. Most search engine expects a high bounce rate because the goal of a search engine is assisting and direct people to the information they’re looking for.
Information website such as news sites will want a low bounce rate because they want you to stay on their site for as long as you’re welling to and consumer their content. For most business site you’ll usually want a low bounce rate because you want to move the user down the sales pipeline and this will usually be multiple page process.
Session Time: Session time measure how long an average user stays on your website without either leaving or closing their browser. This is a good metric to look at for engagement and to judge whether people are actually consuming your content and find them valuable.
New vs Return Visits: In the beginning you’ll probably not get a large percentage of return visit but as traffic grows on your website, you’ll begin to see a lot of more return visits. This is another great metrics to measure whether your content is relevant and useful to the audience. A high return visit is usually a good sign of people enjoying the content you have on your website.
Number of Pages That Gets At least 1 Visit: This metric is not talked about often but it is important to see the number of pages that has at least 1 visit from the search engine. This will tell you how many of your pages are indexed by Baidu or other search engines in China.
Conversion Ratio: Unless you’re a SEO geek, the reason you’re doing SEO is to move the middle. While all the metrics we’ve mention so far are important and will give you a good idea on whether your SEO and content strategy are work, ultimately you want to convert that traffic to paying customers.
Conversion ratio is the metric you’ll want to set to measure the percentage of search engine traffic converting to either a phone call, fill out a