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seo-kpis-manufacturing For owners of small manufacturing firms, Google Analytics can quickly become overwhelming.

Because you’re so busy with running your company, you most likely look at the top-line traffic numbers to see if your website is “working” — and pay scant attention to all the other data available.

It’s not that you don’t understand how to analyze the data, but rather, you don’t understand what to measure — especially if you’re not involved in selling parts or services online.

With an e-commerce website, it’s fairly easy to see if your marketing program is working or not: you simply look at daily or weekly sales.

If you have a small, information-only website, however, “pageviews” and other similar data points mean nothing — when the end-all-be-all metric you care about is inquiries.

In my latest piece for Search Engine Land, Setting SEO KPIs for small manufacturing websites, I share my process for how to determine, set up and measure key performance indicators (KPIs) for an SEO campaign — including how to track those all important inquiries!

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Dianna Huff is the founder and president of Huff Industrial Marketing, a full service agency that tackles a host of marketing and communications challenges for manufacturing companies.

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