The goal of SEO is not to just drive more traffic — it’s to drive better traffic.And the only way to know if we have hit our goal is to measure how our users are interacting with our site after they’ve arrived.Conversions are usually associated with e-commerce and business transactions.But in truth, there are a number of different types of conversions.Today’s websites have multiple conversion points, from subscribe widgets and phone numbers to pop-ups and chatbots.But the conversion elements are onlypowerful if you have the right audience interacting with them.Tracking conversions will give you a better understanding of your website’s traffic.By learning what your users are doing after they land on your site,you will be able to know whether you are driving the right type of traffic.

1.URL destination
In this type of conversion, you are tracking when a user lands on a specific page URL, link is usually used to track if a user has completed a form submission.To set this up, you’ll need to go to your admin section, and under “view,” click goals.From there, you can create a new goal.On thing to note: In the goal URL you don’t need to add the full URL, just what comes after the domain.For match type, you can specify how strict you want Google Analytics to track.If you want just one specific URL,choose “Exact Match.” If you have a number of user-generated URLs that all start with a specific string, you can use the “starts with” option.

2.Duration goals
you can set up a duration goal inside Google Analytics to find out.Unlike a conversion that is tracking a destination, this type of conversion is focused on your users’ behavior.To create this goal, you’ll need to go back to the admin section of your website property in Google Analytics.Create a custom goal type and click “duration.”Instead of tracking a destination, you’ll be tracking time on the site.Give your goal a name to help you you keep track of the conversions you’re measuring.The condition is where you will decide how you want to track.For engagement, we’ll want to choose “greater than.” Next, you’ll add the goal time.As you can see, you can get pretty specific here.This will help you understand if your users are finding your site engaging.If you notice that they are leaving quickly, you know that either you are driving the wrong traffic or your site is not meeting users’ needs.

3.Pages per visit
Similar to the duration goal, pages per visit is about understanding user engagement.The hypothesis is that if you are driving the right type of traffic, they will engage at a higher rate.So let’s talk quickly about how to set this up.You’ll choose a custom goal, and this time, select Pages/Screens per session.For the condition, you can choose “greater than,” “equal to” or “less than.” For the purpose of tracking user engagement, we’ll choose “greater than.” Then add the number of pages you want to see trigger a conversion.

Final thoughts
Knowing whether your users are engaging with your site will help you better qualify your SEO efforts. Reporting is often one of the hardest parts of any SEO or digital marketer’s job.Since there is so much data, it’s often difficult to know what to track.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.