Tracking SEO & PPC Leads

The Importance of Tracking Leads and Conversions for SEO and PPC

No matter the industry sector in which you operate, lead tracking is a powerful sales and marketing staple. It is the best way of gaining invaluable information on the way those who buy your products or services behave, what they want and how they engage with your organisation. This allows for more tailored efforts, greater focus and efficiency and enhanced conversion rates, not to mention optimal use of resources. It also means your customers enjoy an all-round better experience.

If you think about it, if you cannot measure something, it is impossible to improve it. At the same time, with lead tracking you can easily assess how effective any innovative marketing channels are.

Why tracking leads and conversions matter for SEO or PPC

A conversion can be a goal of your own, such as someone buying something from you, signing up for a newsletter or taking another action like clicking on a phone number, depending on your objectives. And your conversion rate is simply the percentage of site visitors which convert. If this is low, try tweaking your calls to action (CTAs), i.e., the text or buttons urging users to take particular action.

An SEO lead is a prospective customer who has found a business website, services, or products thanks to the online organic search results. Meanwhile a PPC lead is simply a potential customer generated through a pay-per-click ad in the search results or PPC ad campaign.

In terms of Search Engine Optimisation (SEO) and Pay-per-Click (PPC) advertising specifically, tracking leads and conversions really matter because it shows you how successful your campaigns are, and which ones are working for you. And that is particularly true of PPC, once you start to receive phone calls responding to your ads.

So, it is not just e-commerce operators who need to do this. All businesses should track and monitor where their leads and conversions are coming from as part of their strategies for SEO and PPC. This allows you to justify your investments, consistently improve your rankings and anticipate future changes and ranking trends, so that you can tweak your strategy accordingly.

How to track SEO and PPC leads and conversions

You should be tracking:

  • Where leads and sales are being funnelled from e.g., asking customers how they found you!
  • Volumes of organic traffic
  • Conversions within Google Analytics or Google Ads.
  • How you’re ranking for target keywords
  • Click-through-rate (CTR) or the percentage of those who clicked through to a particular page from the search results. (If it’s low, you may need to make your page title and meta description more engaging).
  • Bounce rate or numbers of visitors who ‘bounce’ away having visited just a single page of your site. With SEO tracking, you can see the pages from which people left your site most often, and so assess why this is the case.

Tools to track SEO And PPC leads

  • Google Search Console

Google’s powerful, free tool shows you how your site is doing with the big search engines, measures links from other sites to yours and whether Google can crawl and index your site, among other factors.

  • Google Analytics

The latest version of this valuable tool is Google Analytics 4. And you will especially feel the benefit if you link it with your Google Search Console account. Understand how people get to your site and what they do once they’re there. Learn how visitors interact with your website, and which conversion goals you’ve achieved.

  • Other tools (Google Ads)

Ahrefs is great for tracking backlinks and keyword rankings, SEMrush tracks details of your organic search traffic, keyword positions, backlinks and more. Talk to us about other available tools.

For PPC, conversion tracking is best analysed through your Google Ads account – so ensure tracking is setup and you know the best way to find powerful insights.

SEO and PPC lead and conversion tracking from Front Page Advantage

At award-winning Front Page Advantage, our SEO packages and PPC packages include lead and conversion tracking as standard. Get in touch today and take the first step to transforming your online presence.