Search Metrics

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Nothing is more important to search marketing success than tracking your progress. If you regularly track your key measurements, they will prompt you to do everything else required to succeed at search marketing.

Your measurements help you identify problems when they occur, causing you to take corrective action. But metrics have other value as well.

Strategic use of disappointing metrics can motivate your extended search team to do what you want them to, and motivate your executives to approve more campaigns to correct the problems. Sharing successful metrics can prove the value of search marketing to accomplish the same purposes.

So, whether the measurements are good news or bad news, you can use them to make your overall point--that we need to improve our search marketing.

Step #1: Assess Your Site's Content 

Is the content on your pages optimized for organic search?

Every page within the scope of your search marketing program must be checked regularly for compliance with your content standards (unique titles, keyword density, working links) and for inclusion in search indexes. Organic search landing pages for each keyword in your campaigns must be checked even more closely.

Step #2: Check Your Search Rankings 

Are you pages being shown high in the organic results list?

Each keyword in your search marketing campaigns must have its ranking within your targeted search engines verified on a regular basis to see if it is improving or degrading. Check your rankings and also check the rankings of your competitors.

Step #3: Monitor Search Referrals 

Are you getting the traffic you expected?

The number of visitors coming to your site from search engines must be routinely checked. All campaigns require even greater focus on search traffic referrals for their targeted keywords.

Step #4: Calculate Web Conversions 

Are you getting the conversions you need?

Ongoing reporting of successful Web conversions from search referrals proves the value of search marketing and sometimes identifies problems on your Web site outside of search marketing.

Get the Book That Shows you How to Track Your Search Marketing Success 

Search Engine Marketing, Inc. by Mike Moran and Bill Hunt

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Ibm Press)

Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (Ibm Press)

by: Mike Moran, Bill Hunt

Amazon Price: $34.64 (as of 07/12/2009) Buy Now

More about Web Metrics 

Mike Moran's blog

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