{"id":626604,"date":"2024-07-03T15:00:00","date_gmt":"2024-07-03T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/"},"modified":"2024-07-03T15:00:00","modified_gmt":"2024-07-03T12:00:00","slug":"12-seo-metrics-to-add-to-your-digital-pr-measurement-program","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/","title":{"rendered":"#12 SEO metrics to add to your digital PR measurement program"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3e70c88f9b2\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3e70c88f9b2\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#Uncover_insights_to_better_understand_your_audience_optimize_content_and_quantify_PR_impact_by_adopting_these_essential_SEO_metrics\" >Uncover insights to better understand your audience, optimize content and quantify PR impact by adopting these essential SEO metrics.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#1_Start_with_audience_research\" >1. Start with audience research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#2_Conduct_keyword_research\" >2. Conduct keyword research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#3_Monitor_share_of_search\" >3. Monitor share of search<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#4_Compare_release_views\" >4. Compare release views<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#5_Count_link_clicks\" >5. Count link clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#6_Track_events\" >6. Track events<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#7_Measure_key_events\" >7. Measure key events<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#8_Increase_website_traffic\" >8. Increase website traffic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#9_Improve_user_engagement\" >9. Improve user engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#10_Raise_brand_awareness\" >10. Raise brand awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#11_Generate_leads\" >11. Generate leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/12-seo-metrics-to-add-to-your-digital-pr-measurement-program\/#12_Drive_online_sales\" >12. Drive online sales<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Uncover_insights_to_better_understand_your_audience_optimize_content_and_quantify_PR_impact_by_adopting_these_essential_SEO_metrics\"><\/span>Uncover insights to better understand your audience, optimize content and quantify PR impact by adopting these essential SEO metrics.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nPR and communication professionals can greatly enhance their measurement strategies in today\u2019s digital landscape by integrating SEO metrics.\u00a0<\/p>\n<p>The traditional \u201cfunnel\u201d <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach, which starts with brand awareness, is outdated in a world where customer journeys often begin with a simple Google search. <\/p>\n<p>By learning from SEO professionals and their focus on helpful, reliable content, PR experts can better understand and reach their audiences.\u00a0<\/p>\n<p>This article outlines how to incorporate 12 essential SEO metrics into a digital PR measurement program, starting with thorough audience and keyword research and moving through to advanced analytics and user engagement strategies.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-1-start-with-audience-research\"><span class=\"ez-toc-section\" id=\"1_Start_with_audience_research\"><\/span>1. Start with audience research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Audience research shows who customers are, what they search for and where to reach them.\u00a0<\/p>\n<p>For example, you can use SparkToro V2 to discover that 119,000-151,000 people search for \u201celectric vehicle\u201d each month. The audience research tool shows you the websites they visit, the keywords they use and their demographics.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"839\" height=\"366\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/SparkToro-audience-research.png.webp\" alt=\"SparkToro-audience-researc\" class=\"wp-image-440493\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/SparkToro-audience-research.png.webp 839w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/SparkToro-audience-research-600x262.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/SparkToro-audience-research-800x349.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/SparkToro-audience-research-200x87.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/SparkToro-audience-research-768x335.png.webp 768w\" sizes=\"(max-width: 839px) 100vw, 839px\"><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-2-conduct-keyword-research\"><span class=\"ez-toc-section\" id=\"2_Conduct_keyword_research\"><\/span>2. Conduct keyword research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you understand who your audience is, then you should conduct keyword research to measure search interest in a topic or search term.<\/p>\n<p>For example, Google Trends tells PR people and SEOs what search terms people are searching for. Both groups can use this data to gauge search interest in a particular topic before they create relevant content.<\/p>\n<p>We can also use the free Trends Explore tool. As you type your query, you will see a list of topics and search terms. <\/p>\n<p>If a relevant topic appears in the drop-down list, then click on it to view the data. Otherwise, use the search term. <\/p>\n<p>Topics are more dependable because they pull in the exact phrase and acronyms as well as cover all languages.<\/p>\n<p>The Trends Explore tool displays \u201crising\u201d and top search interest for related topics and queries.<\/p>\n<p>\u201cRising\u201d topics and queries have the largest increase in search interest over the previous period. The percentage increase in search interest is next to each topic or search term.\u00a0<\/p>\n<p>\u201cBreakout\u201d searches have increased by over 5,000% percent in the given time frame. Typically, these have been driven by breaking <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> stories or internet memes.<\/p>\n<p>Top topics or queries have the highest search volume within the selected period. These are indexed and normalized values from 1-100.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-3-monitor-share-of-search\"><span class=\"ez-toc-section\" id=\"3_Monitor_share_of_search\"><\/span>3. Monitor share of search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Trends also enables you to measure share of search, which has become a key PR metric because it correlates to a greater share of website traffic.<\/p>\n<p>For example, you can compare the share of search for up to five topics or terms like brands of electric vehicle.<\/p>\n<p>This shows that the Tesla, Ford, Toyota and Chevy brands of electric vehicle have seen their share of search decline over the past 12 months, while BMW has seen its share climb.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"962\" height=\"528\" alt=\"Share of search for up to five topics or terms like brands of electric vehicle.\u00a0\" class=\"wp-image-443866\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.-.png.webp 962w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--600x329.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--800x439.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--200x110.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--768x422.png.webp 768w\" data-lazy-sizes=\"(max-width: 962px) 100vw, 962px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.-.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"962\" height=\"528\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.-.png.webp\" alt=\"Share of search for up to five topics or terms like brands of electric vehicle.\u00a0\" class=\"wp-image-443866\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.-.png.webp 962w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--600x329.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--800x439.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--200x110.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Share-of-search-for-up-to-five-topics-or-terms-like-brands-of-electric-vehicle.--768x422.png.webp 768w\" sizes=\"auto, (max-width: 962px) 100vw, 962px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-4-compare-release-views\"><span class=\"ez-toc-section\" id=\"4_Compare_release_views\"><\/span>4. Compare release views<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PR people should question how many \u201crelease views\u201d they are getting. Some of these views may be coming from bots, spiders and crawlers \u2013 including Googlebot.<\/p>\n<p>As an alternative, they could use SparkToro\u2019s audience research tool, which estimates:<\/p>\n<ul>\n<li>12 million people visit prnewswire.com each month.<\/li>\n<li>6.2 million people visit businesswire.com each month.<\/li>\n<li>3.4 million people visit globenewswire.com each month.<\/li>\n<li>2 million people visit newsdirect.com each month.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-5-count-link-clicks\"><span class=\"ez-toc-section\" id=\"5_Count_link_clicks\"><\/span>5. Count link clicks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PR people should also question how many \u201clink clicks\u201d their press releases are getting. It is unclear if some press release distribution services are counting clicks on links from bots, spiders and crawlers \u2013 including Googlebot.<\/p>\n<p>So, I recommend using Google\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/ga-dev-tools.google\/campaign-url-builder\/\">Campaign URL Builder<\/a>, which adds campaign parameters to your URLs to track link clicks to a landing page.<\/p>\n<p>Just enter the website URL of the landing page for your PR campaign. Then, fill out fields marked with an asterisk. A campaign URL is generated for you. You can use this URL in your anchor text or shorten it with Bitly.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-6-track-events\"><span class=\"ez-toc-section\" id=\"6_Track_events\"><\/span>6. Track events<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PR people should also use Google Analytics 4 (GA4) to track \u201cevents,\u201d which measure specific behavioral interactions on their website.<\/p>\n<p>For example, looking at events over the last 90 days shows PainePublishing.com that 835 users scrolled to bottom of pages 1,450 times and 616 read 2,153 blogs.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1141\" height=\"438\" alt=\"GA4-Track-events\" class=\"wp-image-440495\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events.png.webp 1141w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-600x230.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-800x307.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-200x77.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-768x295.png.webp 768w\" data-lazy-sizes=\"(max-width: 1141px) 100vw, 1141px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1141\" height=\"438\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events.png.webp\" alt=\"GA4-Track-events\" class=\"wp-image-440495\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events.png.webp 1141w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-600x230.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-800x307.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-200x77.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-Track-events-768x295.png.webp 768w\" sizes=\"auto, (max-width: 1141px) 100vw, 1141px\"><\/figure>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-7-measure-key-events\"><span class=\"ez-toc-section\" id=\"7_Measure_key_events\"><\/span>7. Measure key events<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As I mentioned in Why the shift from \u2018conversions\u2019 to \u2018key events\u2019 in GA4 is a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> changer, conversions have been renamed \u201ckey events,\u201d so there\u2019s a new term for the most important interactions on your website.<\/p>\n<p>So, PR people at news or educational sites might consider these as key events:<\/p>\n<ul>\n<li>Scroll to 90% of a blog post or article.<\/li>\n<li>Play at least 50% of a product video.<\/li>\n<li>Complete a tutorial.<\/li>\n<\/ul>\n<p>PR people at lead generation sites might consider these as key events:\u00a0<\/p>\n<ul>\n<li>Download a white paper.<\/li>\n<li>Subscribe to a newsletter.<\/li>\n<li>Complete a registration form.<\/li>\n<\/ul>\n<p>PR people at ecommerce businesses might consider these as key events:<\/p>\n<ul>\n<li>Begin the checkout process.<\/li>\n<li>Add merchandise to the shopping cart.<\/li>\n<li>Make a purchase.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-8-increase-website-traffic\"><span class=\"ez-toc-section\" id=\"8_Increase_website_traffic\"><\/span>8. Increase website traffic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While SEO managers and agencies should continue to use \u201corganic search traffic\u201d as metrics, communication professionals can use \u201creferral traffic\u201d and \u201corganic <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> traffic\u201d as PR metrics.<\/p>\n<p>GA4 reports the websites users were on just before arriving at your site, showing the domain names of these sites as the sources of traffic.<\/p>\n<p>The referral channel measures users who have arrived at your website via \u201ceditorial\u201d links on other websites (e.g., blogs and news sites).<\/p>\n<p>Organic social is the channel by which users arrive at your website via non-ad links on social sites like Facebook or X.<\/p>\n<p>For example, referral traffic is the second-highest source of new users to PainePublishing.com and organic social is fourth.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1143\" height=\"589\" alt=\"GA4-website-traffic-increase\" class=\"wp-image-440496\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase.png.webp 1143w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-600x309.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-800x412.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-768x396.png.webp 768w\" data-lazy-sizes=\"(max-width: 1143px) 100vw, 1143px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1143\" height=\"589\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase.png.webp\" alt=\"GA4-website-traffic-increase\" class=\"wp-image-440496\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase.png.webp 1143w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-600x309.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-800x412.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/GA4-website-traffic-increase-768x396.png.webp 768w\" sizes=\"auto, (max-width: 1143px) 100vw, 1143px\"><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-9-improve-user-engagement\"><span class=\"ez-toc-section\" id=\"9_Improve_user_engagement\"><\/span>9. Improve user engagement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PR and communication professionals \u2013 as well as SEOs \u2013 should add \u201cimprove user engagement\u201d to their websites as metrics.<\/p>\n<p>In GA4, \u201cuser engagement\u201d and \u201cengagement time\u201d replace the old metrics of \u201cbounce rate\u201d and \u201ctime on site\u201d in Universal Analytics (UA).\u00a0<\/p>\n<p>Now, bounce rate was a fundamentally flawed way to measure engagement. If someone visited your website, scrolled to 90% of a blog post or article and left without visiting any other pages, then that session was a bounce (single page impression) in UA.<\/p>\n<p>But in GA4, engagement rate is the percentage of sessions that last longer than 10 seconds, have at least two pageviews or have a key event.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-10-raise-brand-awareness\"><span class=\"ez-toc-section\" id=\"10_Raise_brand_awareness\"><\/span>10. Raise brand awareness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If your company or client\u2019s goal is to \u201craise brand awareness,\u201d then you should use GA4\u2019s Business objectives collection.<\/p>\n<ul>\n<li>The Demographic details report is a pre-made detail report that provides key characteristics about the people who use a website or app, including a user\u2019s language, interests, location, age and gender.<\/li>\n<li>The Pages and screens report shows PR people data about the pages that users visited on their website and the screens users opened on their mobile app, enabling them to see where people are going across both these platforms.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-11-generate-leads\"><span class=\"ez-toc-section\" id=\"11_Generate_leads\"><\/span>11. Generate leads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If your company or client\u2019s goal is to \u201cgenerate leads,\u201d then you should also use GA4\u2019s Business objectives collection.<\/p>\n<p>It includes a Landing page report, which helps you understand how visitors interact with your website. It displays the initial page visitors arrive at when they visit a website and indicates the number of visitors landing on each page. <\/p>\n<p>This information can help PR people and SEOs identify which landing pages are performing well and which ones need improvement.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-12-drive-online-sales\"><span class=\"ez-toc-section\" id=\"12_Drive_online_sales\"><\/span>12. Drive online sales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If your company or client\u2019s goal is to \u201cdrive online sales,\u201d then you should also use GA4\u2019s Business objectives collection.<\/p>\n<ul>\n<li>The Ecommerce purchases report shows you which products or services are being sold.<\/li>\n<li>The Purchase journey report shows how many users drop off at each step in the sales funnel.\u00a0<\/li>\n<li>The Checkout journey report details the number and percentage of users who initiated and completed each successive step in the sales funnel on an ecommerce site.<\/li>\n<\/ul>\n<p>Now, you might incorporate some but not all 12 SEO metrics into your PR measurement program. If you want to figure out which ones to adopt, then it might help to invite your SEO and PR teams to get together for a \u201cbrown bag lunch.\u201d <\/p>\n<p>For some organizations, this may still be as awkward as a middle school dance. However, for a growing number of businesses, the landscape has already shifted, and tectonic forces are pushing SEO and PR closer together.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Greg Jarboe\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/Greg-Jarboe.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/Greg-Jarboe.jpeg.webp\" alt=\"Greg Jarboe\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Greg Jarboe<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=gregjarboe&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/greg-jarboe-876364\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Greg Jarboe is the president and co-founder of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/seo-pr.com\/\">SEO-PR<\/a>, which has generated award-winning results for Southwest Airlines, the Search Engine Strategies (SES) Conference &amp; Expo <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, and Rutgers University. He is the author of YouTube and Video Marketing and a co-author of Digital Marketing Fundamentals. In addition, he is one of the 25 successful gurus profiled in Michael Miller\u2019s book, Online Marketing Heroes. Since 2003, Jarboe has written more than 1,600 articles for Search Engine Watch, Tubular Insights, Search Engine Journal, and other online publications. Over that time, he has also spoken at more than 80 industry conferences. In addition, Jarboe is an instructor at the New Media Academy in the UAE and for Rutgers, the State University of New Jersey, on Coursera.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-metrics-digital-pr-measurement-440491\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uncover insights to better understand your audience, optimize content and quantify PR impact by adopting these essential SEO metrics. PR and communication professionals can greatly enhance their measurement strategies in today\u2019s digital landscape by integrating SEO metrics.\u00a0 The traditional \u201cfunnel\u201d approach, which starts with brand awareness, is outdated in a world where customer journeys often&#8230;<\/p>\n","protected":false},"author":1,"featured_media":626605,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/How-to-incorporate-12-SEO-metrics-into-a-digital-PR-measurement-program.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-626604","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/626604","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=626604"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/626604\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/626605"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=626604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=626604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=626604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}