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Useful Web Analytics: Proving that SEO Works (Part 2)

December 14th, 2009 | | Analytics, Basic SEO Tips

In these tough economic times, management are often concerned with performance, more so than in past years. If you’re new to running a search engine optimization (SEO) campaign, you may find yourself being asked questions that you don’t really know how to answer. Last week, I began writing of some aspects and data from SEO campaigns that might help you prove to management that your SEO campaign is working. If you haven’t yet read that post, please do so.

I’d like to reiterate that, most likely, you might have been given specific metrics or goals to meet. You still need to meet and prove those. The item I have below mentions a common goal that your organization might have, but in no way am I advocating that you disregard your management’s requirements. Happy analyzing.

First Page of Google

This is a big one and a common one. If you’re new to the search game and your management is as well, this is probably one of their goals. Like most of what I mentioned in my last post, this involves educating your management about what defines successful SEO. There are two aspects you need to educate them on here: (1) Getting to the first page takes time and (2) more resources than your company may be able to offer. This all, of course, depends on what search term the management is searching for. Getting to the first page of Google results for the search term “software” is not impossible, but can be a long journey. Actually, it is darn-near impossible. It would involve more than what you have control over.

You’ll have to manage their expectations and show what search terms you are placing high in SERPs. Tie this in to how many visits and conversions you are getting from these high-placing search terms. Demonstrate how recently specific search terms are more often used than general search terms, one example is in online vouchers. If your campaign doesn’t already have specific terms, explain how they will be incorporated.

As with my last post, the important idea for these requests from management is to show progression. If you don’t have progression, have an idea as to how you will achieve progression. What will you do to increase the positions of your pages in Google and other search engines? How will you improve the targeting of your pages so users will be delivered to the right content and convert? There are plenty of great tips for webpage optimization and selecting SEO keywords in the SEOBoy blog to answer these questions.

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