When it comes to measuring your public relations impact, there’s a new kid on the block.

Now, a business’s website analytics and search engine optimization is at the center of public relations measurement. You can find out if your visitors are buying your product or service, ask for more information and if your public relations efforts are shaping the correct perceptions. A system for measuring your impact through your website  includes:

Defining business goals
Marketing and communications aim to get customers to a company’s website and take action, be it downloading information or making a purchase. After defining your goals and implementing your public relations campaign, determine where the most traffic came from and evaluate the quality of your website’s users.

Determine Your Customers’ Search Terms
Using search terms in your content is essential to driving traffic and those terms must be a part of the public relations campaign. Understanding how search engines work is vital for effective SEO, and should dovetail with a business’s goals.

Use Google Analytics
Learn how to analyze the data: How many visitors, what pages they visit and what is their behavior when they arrive at a page? It’s time to fine tune your campaign if visitors aren’t going to the pages you want them to visit or aren’t taking any action when on your site.

Create good content
Shareable content such as photos, video and infographics extends your reach. Make coming to your website a great experience that benefits the user. In this way, they will visit often and tell others about the great information they received.

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