11.10.2010
Web Analytics
When I started working with Nurture3, my previous role was that of a team leader which meant only executing the plan and strategies set by my manager or the client. Then I had the opportunity (and the challenge) of doing everything as an SEO manager.
When you’re heading an SEO department from the beginning, your major roles will include establishing procedures from keyword research, on-page optimization, link building, and analysis.
Building the benchmark, a.k.a. KPI’s, for your SEO campaign is a process you should not miss. You can’t improve what you can’t measure – that’s a constant reminder by the analytics experts in the industry. With the onset of personalized search and now Google Instant, search engine rankings alone are not effective KPI’s anymore.
There are a number of KPI’s you can establish to measure your SEO campaign. We’ll start with organic traffic and conversions.
Luckily Google Analytics allows you to create custom reports according to your data needs. Let’s go through creating one step by step.
Custom Reporting can be accessed through the left side panel once you log into Google Analytics.
You can create / edit custom reports in this interface. read more
31.05.2010
Web Analytics
Just like links, not all leads are created equal. Some leads are highly valuable to some companies while others are just secondary. Some leads convert easily into sales while some leads will remain as they are.
You need to determine which leads give you a better ROI of course. How do you do that? You need to understand your data / web metrics.
If you have successfully driven traffic to your website, it’s now time to gain knowledge of what percentage of those traffic give you conversions or which type of users give you a significant return on investment.
Enter Goal Funnels Stage Left
You can’t improve what you can’t measure. These customized reports are reflections of your online marketing efforts and will give you the right amount of data to help you decide which marketing efforts are worth investing more resources, which processes to drop, or which ones you can improve on.
- Goals by Keywords – If you’re running organic SEO campaigns, you would want to see which keywords have driven you traffic which ultimately lead to your conversions.What to Monitor: You may want to take a look at Visits and Unique Visits in combination with your conversion goals. This will tell you which keyword to optimize more according to the volume of traffic and number of conversions the particular keywords has contributed your site.
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