Most companies track rankings, traffic, backlinks, conversions, sales, repeat visitors, etc. While those metrics are important, do they honestly reflect your business’s marketing opportunities?

In this video, Mike McDonald interviews Seth Besmertnik of Conductor who shares some important information regarding metrics. He explains that businesses need to look at their overall marketing opportunities in order to understand which metrics they should focus their efforts on.

According to Seth, many businesses are investing a lot of time and money in areas that are not bringing in a great deal of return. He recommends looking at all your keywords, search volumes, potential click-thru-rates, your site’s conversion rates, and your potential average sale price if you’re a retailer. As you examine these metrics closely, your overall marketing opportunity should become apparent.

Seth emphasizes the significance of sharing all the data with the entire company. Successful SEO efforts require involvement from all members of the company. Also, use your data in every way possible. For example, Seth suggests using your paid search data to help with your organic search efforts.

Ultimately, companies need to be able to foresee their full potential, which sometimes requires looking from the outside in.